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Social Media and UGC

How Brands Can Create an Organic TikTok Strategy

TikTok is a very powerful medium for marketing and brand promotion. This app started as a trending choice among teenagers. Today it has grown into an immensely popular social app used by millions of people. 

In 2021, TikTok was the most downloaded app on a worldwide level. This makes it an excellent platform for reaching new audiences without relying on ad spend.

Many businesses enjoy the results of smart TikTok marketing, ranging from Crocs to Nike to even the NFL. This means that, with the right strategy, you can create a successful presence on the social platform and reap the benefits that come with it. One way to ensure that this happens is to create an organic TikTok strategy.

Why TikTok for Organic Engagement?

Using TikTok as a marketing medium can really pay off. There are plenty of benefits that come from a solid strategy on this platform, even without paying for ad placements. These include:

  • Higher brand awareness. Since there are so many TikTok users today, this gives you a chance to tap into a huge audience and generate brand awareness.
  • Connecting with your target audience. This platform is a great place to share snackable, fun content and continuously inform and entertain your audience. 
  • Access to new audiences. While this platform was mostly focused on Gen Z users in the past, its reach is much wider now. Brands that are targeting younger audiences can use this platform to get their name out there to new people.
  • Greater conversion. TikTok can be used for every stage of the funnel, including revenue and sales. Research shows that 92% of users take action after watching a quality video on the platform.
  • Stronger online presence. Your online presence is more important than ever. You can use TikTok to create your videos but also share them across different platforms. You can use influencer marketing to enrich your strategy and build a more trustworthy online presence. Your options are limitless. 

If you have learned how to grow your Instagram presence, you can use some of the strategies on this platform, too. Quality, unique videos work wonders on TikTok too, and on this platform, it is even more important to keep it short. Videos on TikTok aren’t longer than 15 seconds compared to those on Instagram that are at least double the length. 

How to Create a Successful Organic TikTok Strategy

TikTok is a platform made for entertainment and discovery. Because of the way its algorithm and home feed are set up, it’s the place to go viral, and it’s possible to do so through an organic strategy. 

1. Share User-Generated Content (UGC)

UGC refers to content created by users instead of businesses and brands. It gives your platform a more personal touch and, if done right, it implies the element of viral spreading by viewers. UGC is a great asset to smaller brands who don’t have the resources for a paid strategy; there are likely passionate fans in your community who would be willing to share videos featuring your products if they aren’t already.

UGC on social media is how word-of-mouth is spread in the digital world. Seeing this type of content reshared by your brand will encourage your followers and customers to share even more experiences with your brand, creating a positive feedback loop. People put a lot of trust in what others say and very little in what brands promise. That being said, you need UGC. 

Instead of focusing on high-paid celebrities and influencers that recommend something daily, find brand advocates within your community through a UGC platform like Pixlee TurnTo’s. . The organic content of this kind on TikTok convinces people to make purchases and trust a brand. 

Jolyn Swimwear coined its #jolyn hashtag on the brand’s TikTok account, and swimmers who are fans of the brand began also mentioning the brand in their own posts. This type of authentic content is a great way to get your brand’s name out there organically.

To encourage your audience to create such content for you, it’s important to be straightforward and honest with them. Creating a branded hashtag and urging fans to share their experiences with your products on TikTok is one place to start. Social media contests with inexpensive prizes like discount codes or even just a feature on your brand’s TikTok profile can incentivize users to start posting about you.

Featuring UGC on TikTok gives your brand more credibility, and it also saves you tons of time on creating new content for your TikTok profile. 

2. Repurpose Content To and From TikTok

One of the most innovative, underrated ways to use TikTok is to not just use TikTok. If your brand has created video content for other social channels or works with influencers on Instagram, for example, it can be beneficial to repurpose that content for TikTok. Pixlee TurnTo allows brands to practice an omnichannel content approach by scheduling and automatically publishing content to TikTok from direct upload or existing social channels like Instagram.

Your brand’s organic TikTok content doesn’t have to stay on the app; consider adding a shoppable TikTok gallery to your brand’s website to circulate user traffic between the two channels like embroidery brand DMC does.

DMC regularly creates TikTok videos in the form of tutorials using the brand’s products. These posts are then automatically collected and uploaded to a gallery on the brand’s website that users can shop directly from.

You can also consider automatic video transcription to text tools like Amberscript to pull the audio from your TikTok videos for reuse. Videos can be hard to understand if your target audience doesn’t have the same native language as the speaker. Transcribed video content also makes your videos available to people with disabilities or those that cannot listen to the audio for some other reason.

3. Use Analytics to Get Featured on the “For You” Page

Who uses TikTok today? Yes, we all know that a younger audience is most active on this platform, but these are no longer the only people that have accounts there. In the last few years, TikTok has become more mainstream than before. 

Around half of the users of this platform are aged 10 to 29, and the rest are older than this. Keeping track of such statistics and analyzing your progress on the platform can help you get your content to the right people. 

If you want to create organic content that works, you need to learn who you are creating it for and where you can find them. Perform thorough and regular analysis to learn who is sharing and watching your videos, which pieces of content are your best creations, and what is trending for your target audience. 

All this will help you get higher on the “For You” page, which is pretty much the same as the page “Discover” on Instagram. Many people go to this page on their accounts to find things they are interested in. If you want to be on that page for your target audience, you first need to know who exactly makes up your existing follower base.

4. Jump on Hashtag Challenges and Similar Trends

Hashtag challenges are really trending today. From lip-sync videos to viral sounds on the platform, your brand’s team can jump on popular trends and incorporate your products into the video without appearing inauthentic.

Delta incorporates its employees into its TikToks for a behind-the-scenes look at its company culture, hopping on the viral “turning things into inspirational quotes” trend that was circulating TikTok.

You can create a unique hashtag of your own, participate in a trending hashtag from your brand account, or simply use popular filters and audio clips to gain exposure. If your idea goes viral or your video is trending, people will become familiar with your brand and your TikTok profile. 

Think these will work? It’s time to test them out!

TikTok is more than just a place where teenagers post dancing videos. It’s a great marketing platform for brands, and consumers often make use of the app’s search tools to discover new products. Many brands recognize the potential and use this platform to reach a great portion of their target audience. At the end of the day, if this works for you, organic content can change your approach to social for good.

Pixlee TurnTo Contributor

Pixlee TurnTo welcomes contributed content from leading marketers, influencers and ecommerce experts.

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