Disclaimer: I know you read that headline and asked one big question: Will TikTok even be around by September? In short: I have no idea. But in the meantime, you’ve still got 40ish days (or more, because who knows, Microsoft might save the day) to get famous. So before everything ends as we know it, read this article.
Some people learned French during quarantine. Some become champion bakers. One of my friends finished her novel (seriously jealous over that one).
I didn’t do any of that. Instead, I spent my non-working hours goofing off around the house with my best friends, going down the rabbit hole with a few of my nerdier tendencies, and ordering things off the internet I really didn’t need.
And that’s probably how my roommates and I figured out how to get TikTok famous. (Or as famous as 650K — and counting — views makes you). It all boiled down to this first step: We got really obsessed with Adam Driver’s performance as Kylo Ren in Star Wars, and it turns out, we had something to say about it.
Now for all you brands out there who are now CHECKED OUT because how could this have anything to do with anything: Hold tight. I’ve got the secret sauce, and here’s why it’s all important for TikTok marketing:
With those key factors in mind, TikTok marketing can be exactly what your digital marketing strategy needs. But even if it’s not, our TikTok success can teach you a little something about diving deeper into your creativity and coming up with winning brand content.
But first, a story.
How does one make the leap from regular Star Wars fan to over-the-top obsession with the franchises’ new baddie Kylo Ren? Mostly boredom, but having a cardboard cutout helped.
As I’m sure lots of people did during COVID house arrest quarantine, we watched a lot of Disney+, in particular, the new Star Wars trilogy. When we ran out of that, we turned to TikTok, where there is a huge amount of Star Wars content. And after we went through the good stuff on TikTok, we bought a cardboard cutout and started making our own.
I’m not here to justify being a certified nerd — I’m here to say that no matter how crazy you think your interests are, there’s a good chance that more than one person out there is interested in it, too. Probably more than interested; probably willing to buy something.
For example, if my friends and I had decided to sell cardboard cutouts, we’d already have thousands of purchasers. Why? The #1 question people ask us on our videos is where they can buy a cardboard cut out like ours, which means there’s money to be made on TikTok if you care about cultivating the audience and giving them what they want.
Walmart already knows this — and that’s why they’ve partnered with Jason Derulo to promote their two-hour delivery model. It’s all over TikTok, and it’s attracting a new generation of shoppers to its offerings. TikTok is by no means Walmart’s only advertising avenue — I also get lots of ads on Shopify and YouTube from Wally World — but it's clearly one of their pushes. And that’s good news for your marketing.
Right now, millions of people are at home with nothing to do but WANT things to do. So whether you’re a big commerce seller like Walmart, a creator of Star Wars cutouts (call me!), or someone who’s hanging out on the couch with a desire to have fun and grow a following, now’s the time to try TikTok. And here are the keys to help your first experience with everyone’s favorite new social media platform win thousands of views.
As John Green famously said, “Nerds are allowed to love stuff — like, jump-up-and-down-in-your-chair-can’t-control-yourself love.” And that’s exactly what a winning creative marketing campaign has to do (on TikTok or otherwise); it has to show that you are jump-around excited for whatever it is that you’ve got to sell (or say).
People are so attracted to passion, and it pays off. My roommates and I felt a little weird at first about showing the world that we essentially like to play dress up with a glorified paper doll (and I even felt a little weird about writing this blog in a professional setting talking about it). But the reality is, it was fun, and getting the opportunity to connect with people who like what we do was too much of a draw not to just go for it.
After all, we aren’t making money, we just like getting creative with this 6’ 3” cutout with Adam Driver’s face on it. It says a lot about who we are, but ultimately it says more that there are others out there who like watching our content. The world is weird, y’all. My advice is to get weird with it.
The demographics are changing, and it’s a good thing for your take-over-the-world TikTok marketing plan. Not only is the audience more diverse, older, and more global than you imagine, it’s also got the highest social media engagement rates per post. Here’s a breakdown of the most important statistics to keep in mind when company considers how to get TikTok famous (and whether it's worth it):
I get it — when you saw my headline, you expected me to say we secretly had millions of followers on TikTok and trillions of views. We don’t, but here’s why that’s not important: Social media success, 99% of the time, doesn’t happen overnight. Instead, it’s a result of a consistent amount of great content.
My roommates and I aren’t early adopters — TikTok was first launched in September 2016 — but we did have some luck providing consistent, relatable content that was trendy over the past several weeks. We post once or twice a week, constantly engage with our commenters, and most importantly, are keeping up with other things that are trending. And we’ve been rewarded with consistent growth, and a loyal fanbase.
Our most popular post is a short video with the Full House theme song — it got 200K views in the first 48 hours it was live. Why? I’ve got a couple of theories:
A lot of people out there have personal accounts, so take this note with a grain of salt, but having an extra brain (or two) around for content creation, filming, ideas, and more, has meant better-performing content for my roommates and me. There’s always an extra hand in filming, there’s someone to hold the cutout, someone to act, and someone to direct.
There’s also an extra opinion being thrown around to say, this is a great idea, but what if we pushed it and made it even better? When it comes to creativity, that’s one of the things that gets most overlooked, but having lots of good brains in the room, and having the space to hash out ideas until everyone feels excited, has led to some of our better ideas.
Consistent content wins. Well-timed posts win. Clips that have the appropriate hashtags win. Good editing wins. All of the things that always matter when it comes to good content still apply to TikTok. So don’t forget your best practices — they’re still important.
There is a need for more content out there — TikTok’s popularity is proof of that — so get out there, post your weird-ass videos with purpose, and see if you can’t create a great community of like-minded people and start sharing ideas, products, and services. After all, three months ago, I didn’t even know what TikTok was, but today it’s connecting me to people who share my sense of humor all over the world. And that’s not only fun, but it’s powerful. And in the right hands, it can be an excellent platform for building your brand.
Need help figuring out how to make TikTok marketing work with your content strategy? Send me q’s on Twitter (@maggieharney) or drop me a line via this form. I’d be happy to brainstorm.
Maggie Harney is the content strategist at Marketwake, a digital marketing agency headquartered in Atlanta, Georgia, and a self-nominated Top Nerd of All Nerd Things. Read more from her, including her beef with the Game of Thrones Season 8 finale, on the Marketwake blog.