Managing and growing your online community can be complex, but standing out and engaging your audience shouldn’t be. That’s why we’re thrilled to introduce TikTok as the newest publishing channel in Spotler Engage!

This update lets you tap into one of the most dynamic platforms while consolidating your social media efforts in one place. Let’s explore why TikTok deserves a spot in your strategy and how to make it work for your brand.

What is TikTok?

TikTok is more than a viral video app; it’s a cultural phenomenon. With over 1.5 billion monthly active users worldwide, it’s a hub for creativity, connection, and authentic storytelling.

The platform’s audience is more commonly known for skewing younger, with a significant portion of Gen Z and Millennials, but its appeal is growing rapidly across demographics.

TikTok thrives on short-form video content, often set to trending audios, and its highly engaging algorithm ensures that even smaller accounts have the potential to go viral..

Topics companies talk about

TikTok is about engaging with your audience and educating them in a way that’s approachable, packed with personality.

  • Company culture: Audiences on TikTok are looking for authenticity and this applies to what businesses publish, as well. Users engage well with behind-the-scenes content, team introductions, and office antics.
  • Educational content: Share bite-sized tips, tutorials, or industry insights in a way that’s fun and digestible.
  • Ride trends for brand visibility: From viral challenges to trending sounds, brands can insert themselves into cultural moments to enhance visibility.

While not a content topic itself, noteworthy is the rising TikTok’s use as a search engine, especially among younger audiences. According to TikTok, 70% of users say they discover new brands and products on the platform and 83% report TikTok playing a role in user’s purchase decisions. By optimising your content with relevant hashtags and keywords, your brand can tap into this growing trend.

Is TikTok the right platform for you?

Before diving straight into TikTok, it’s important to evaluate if it aligns with your brand and audience. Here are some factors to consider:

1. Understand your audience

If your target audience includes Gen Z, Millennials, or even younger Boomers, TikTok could be a goldmine. However, the platform’s appeal goes beyond age; it’s about mindset. TikTok users are drawn to authentic, relatable, and entertaining content. If your brand’s tone aligns with these attributes, TikTok might be a great fit.

Examples

The British Red Cross posted this video to coincide with their display at the Chelsea Flower Show. Showing a celebrity creating their own “pre-loved” collection underlines that second-hand is for everyone, rather than only those who can’t afford new.

Ryanair carry the focus on low price over to their TikTok presence. This is also a smart way to frame cheap holidays; it labels being broke as a temporary problem. You can imagine “You’re too poor to go anywhere nice” might be a less successful campaign!

2. Decide on your strategy

Not every social platform serves the same purpose, so you’ll need to adapt your strategy for TikTok. Here are some ideas:

  • Seasonal Campaigns: Run organic promotions tied to holidays, sales events, or trending topics.
  • Tutorials and How-Tos: Showcase your products or services through short, engaging tutorials.
  • Highlight Products or Services: Share videos that demonstrate unique features or customer success stories.
  • Participate in Trends: Engage with trending audios or challenges that align with your brand.

Spend any time on TikTok and you’re sure to come across videos like this. Known as “Duets”, they allow you to share your reaction to a piece of content without leaving the platform. There aren’t many readily available statistics, but it seems that you can reasonably expect Duets to perform around 40% better than regular posts. This is because you are piggy-backing on content that is already successful, especially if you found it in your For You feed.

Here, Argos has created a Duet with their own original video. We like this because it’s self-deprecating; contrasting the “red-carpet welcome” of the original video with a decidedly normal Argos shopping experience.

“Let your Gen-Z colleague write the marketing script” was a trend that kicked off in late Summer 2024. It works because it leans on 2 much older tropes; firstly the idea that social media responsibilities default to the youngest person in the office; secondly “kids these days speak nonsense”, which emerged shortly after single-celled organisms. See the video of Curry.

3. Monitor and Optimise

Successful TikTok marketing isn’t a set-it-and-forget-it endeavour. Monitor performance metrics like views, engagement rates, and follower growth to refine your strategy over time. Spotler Engage makes this easy by allowing you to track TikTok performance alongside your other channels.

Success Stories

Several Spotler customers joined the beta program for our TikTok integration, and their experiences highlight the platform’s versatility. Here are some examples:

  • Construction Stores: Shared DIY tips and quick project tutorials, driving both engagement and sales.
  • Non-Profit Organisations: Created heartwarming, storytelling videos to attract donations and increase awareness.
  • E-Commerce Stores: Showcased trending products using influencers and user-generated content.
  • Museums and Cultural Institutions: Brought exhibits to life with fun, educational snippets.

These success stories underscore the flexibility of TikTok as a marketing channel, regardless of industry.

How Spotler Engage simplifies TikTok marketing

Managing multiple social media platforms can be overwhelming, but Spotler Engage brings everything under one roof. Our TikTok publishing feature allows you to:

  • Schedule and publish TikTok content directly from Spotler Engage.
  • Monitor engagement and track performance alongside your other social channels.
  • Plan and execute campaigns efficiently with a unified dashboard.

Final thoughts

TikTok represents a significant opportunity for marketers ready to embrace creativity and authenticity. By integrating TikTok into your social strategy, you can engage with audiences in a meaningful, impactful way. With Spotler Engage’s TikTok publishing feature, you have all the tools you need to streamline your efforts and make the most of this exciting platform.

So, are you ready to take your social strategy to the next level? Dive into TikTok and discover the power of authentic, engaging content. Let’s make your brand unmissable in today’s fragmented social media landscape.

Curious what TikTok looks like in Spotler Engage? Sign up for a demo.