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Marketing Strategy on Tiktok for your Brand

[vc_row][vc_column][vc_column_text]What a year it’s been for marketers around the world. As consumers rapidly change their behaviors, marketers have had to adjust (and continue to adjust) their strategies to not only reach their audiences, but engage. Brands will come out of their shell and show their true colors to their audiences, with hopes to attract consumers who align with their values, initiatives, and offerings. Needless to say… 2020 has changed everything.

A platform that has exploded though this 2020 shift has been… you guessed it: TikTok – a short-form video sharing app that allows users to share and create content instantly. Users are able to add things like animated icons and text-based graphics to enhance their content. Throughout the pandemic, there’s been a drastic increase in the amount of users and daily activity. According to Hootsuite, it’s become the “social media sensation of lockdown”, helping users overcome boredom as they stay indoors.

Brands have started to catch on to the trending platform, utilizing the ease of shareability and hyper-engaged user base for advertising. Over the past few months, we’ve received A TON of questions about the value of TikTok, so we thought we’d share some insights to consider before jumping on the bandwagon.

Currently, there are three main ways Brands can utilize TikTok for marketing efforts:

  1. Use TikTok influencers to reach a larger audience
  2. Create a channel for your brand and upload tailored content
  3. Promote your videos using paid advertising on the platform

While we have seenBrands find success with marketing on the platform, it’s important to remember that it’s not a one size fits all. The majority of TikTok users range from 16-24, and not all Brands cater to that demographic. But if that age range does fall within your Brand’s target audience – here are some ways you can utilize TikTok for your marketing initiatives & why it will work.[/vc_column_text][vc_tta_accordion][vc_tta_section title=”1. Mobile Video” tab_id=”1603131314739-2b545649-63ab”][vc_column_text]TikTok videos seamlessly combine text, videos, audio and images specifically made for mobile which differs from other mediums that marketers historically rely on for communication with their audiences. As more and more consumers view video content from their phones, video marketers need to adjust their content to suit mobile devices. According to SocialMedia Today, videos are a really great way to authentically connect with your audience and showcase the ‘human’ behind your brand.[/vc_column_text][/vc_tta_section][vc_tta_section title=”2. Community Building” tab_id=”1603131314824-c0d46ab6-8b98″][vc_column_text]We’ll say it again… Brands that align with interests of Gen Z can utilize TikTok to reach hyper engaged audiences within that target. For some organizations, building communities within their audiences is extremely important. If marketers can move their audience into an online community and shape their experiences, they’ll be golden. We’ve seen a major upward trend in consumer’s desire to see Brands create communities for their audiences, which validates our constant effort to inform marketers about the need for authenticity in their marketing initiatives.[/vc_column_text][/vc_tta_section][vc_tta_section title=”3. They’re Not Just Ads … They’re TikToks” tab_id=”1603131425291-aa1c8841-85cb”][vc_column_text]For the Brands that know their audiences utilize TikTok & want to start reaching them through that channel, they’ll need to keep in mind that they’re not creating ads…they’re creating TikToks. Marketers will need to find ways to tailor their content to the TikTok video style – potentially including TikTok influencers – to further attract and engage with audiences. If Brands think posting ads created for Instagram or YouTube will cut it…think again.[/vc_column_text][/vc_tta_section][vc_tta_section title=”TikTok For All Video Types” tab_id=”1603131475491-3469a3f0-2c23″][vc_column_text]Brands have been utilizing the platform for all kinds of video types, for all kinds of initiatives. For example, we’ve seen Brands utilize TikTok for training videos, creating clear and engaging step-by-step how-to videos to train their audiences on new products and services. We’ve also seen education institutions create TikTok videos that speak to their potential students – showcasing things like sports, daily student life, and unique facts about their institutions to attract high school grads.[/vc_column_text][/vc_tta_section][/vc_tta_accordion][vc_column_text]HERE’S AN EXAMPLE: When utilized correctly and purposefully, TikTok can be a great channel for Brands to connect with their audiences. Recently, Levi’s partnered with TikTok to not only allow customers to purchase items through links on the platform, but also engage with big-name TikTok influencers to further their reach. Influencers began posting videos, showcasing how they customized their Levi’s, and offering their thoughts on the product. We’re big fans of user-generated content when done purposefully, and TikTok provides the perfect platform for it.[/vc_column_text][vc_column_text]

@iameverettwilliamsGUYS! I designed a pair of jeans for @levis and I am obsessed! These are available now! Link in my bio! ? ##ad♬ Monster kill – Tik Tok Assistant


Top Video Marketing Trends of 2020

[vc_row][vc_column][vc_column_text]We all know that video is becoming an increasingly popular medium for brands to use for authentic marketing. From short culture videos on social media, to about us videos on company websites – we’ve seen brands start to unlock the power of video for their own good. Video marketing is effective and efficient if you do it right. It can be the best way to authentically connect with your audience and carries your message via imagery and audio… the most effective combo.

While it’s awesome to see organizations utilize video and achieve new goals, it also means that they need to be one step in front of their competitors, and closer to their audiences, if they want to be seen – which is why we’ve outlined some trends we’ve seen rise in popularity and success throughout the course of 2020 so far.[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Training Videos” tab_id=”1600115791822-2e51cab9-d8f8″][vc_row_inner][vc_column_inner][vc_column_text]As more people are working from home, training videos have risen in popularity and necessity across industries. Training videos can be used to onboard, instruct and inform new and current employees on updated policies, new processes, and organizational plans.

Adding an interactive element to a training video can boost engagement, and helps your audience retain the information. Things like mid-lesson questions, discussion groups, and exercises are some ways to do so.

Check out this training video about unbiasing your biases we partnered with IARPA on.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Personalized Videos” tab_id=”1600115791860-b51244ab-2e12″][vc_row_inner][vc_column_inner][vc_column_text]It’s no secret that our audiences want to feel like they’re being seen, heard, and appreciated. An effective way to engage with potential customers and audience members is to personalize your outreaches.

Think about it – if you can personalize your marketing efforts, you can start building lasting relationships with your audiences by personally connecting with them, and positioning yourself as the one that they call. They know you’re reaching out to them – and that makes them want to choose your brand over other competitors.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Curated Video” tab_id=”1600116057270-5d4bfd73-59b5″][vc_row_inner][vc_column_inner][vc_column_text]Curating video content – especially on social media – to suit each of your audiences can help position your organization as the thought leader, and the go-to-source on industry knowledge among your audience.

If you’re the source that your consumers consider most relevant and most useful, you can start reaching new people, standing out in the crowd, and boosting your brand awareness.

If you’ve seen our Social Media webinar, you’ll know what this means: Even social media videos need to be strategically and specifically tailored, crafted and distributed to your audiences. The constant messaging our audiences face on social media means that companies and organizations have to get creative and smart about curating their video marketing approach on social media – and beyond. [/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”360 Video” tab_id=”1600116168381-b115fec2-2103″][vc_row_inner][vc_column_inner][vc_column_text]As we see an increase in AR/VR, we’ve ultimately seen an increase in the use of 360 video across brands, markets, and industries.

360 video allows the viewer to be part of the scene – they can look around, see the ground, check out what’s going on behind them just as they would if they were in person.

In a crowded space, brands need their videos to stand out and 360 video could be one way to do so. This is the ultimate immersive experience for an audience member looking for something new, refreshing, and most importantly – impactful.

According to a magnifyre study on the difference in engagement between a flat frame video and a 360 video, the Click Thru Rate was substantially higher for 360 video, despite the image and copy being identica. The average percentage viewed was also higher with 360-degree video, and double the viewers watched the video all the way through.

One of our favorite 360 videos is the Discover the 360° world that inspired Filled Cupcake Flavored Oreo Cookies that Oreo created in 2016. Viewers are navigated through a magical world where they discover the new flavor of Oreo. It’s every kid’s (or kid-at-heart) dream! [/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][/vc_tta_accordion][vc_column_text]What are some trends you’ve seen in 2020? Reach out to us on Twitter to discuss![/vc_column_text][/vc_column][/vc_row]

Three things to consider when creating a social video

[vc_row][vc_column][vc_column_text]Here’s the thing – 87% of marketers post video content on social media to attract their audiences … which means you need to consider a few things in order to cut through the noise & get your video in front of the right audience successfully.

Creating a social media video doesn’t need to be a long and complicated process – however, there are three specific elements that should be tailored to your audience, your message, and your platform of choice: goals, graphics and audio.[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Consider Goals” tab_id=”1599163362029-e788a911-aea3″][vc_row_inner][vc_column_inner width=”1/4″][vc_single_image image=”5427″ img_size=”full”][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]The first and most important step when creating a social media video is to consider your goal for the video and how it supports your organizational initiatives. Are you trying to drive traffic to your website to boost sales? Are you driving awareness of your brand within your target audience? Are you recruiting potential employees? Each goal you set entails different steps to achieve it, and your video goal directly determines your strategy and the integral elements of your video.

Once you’ve considered your goal, consider your audience. Who are you speaking to? Where do they spend their time online? What do they care about?… which brings us to the message.

Your message should directly support your goal. Consider these questions: Does your message support your goal? What do you want your audience to walk away with/do after viewing? Is this message authentic? Now, you want to post a video on Instagram to encourage potential employees to apply by visiting your website. So, your message should be focused on company culture, employee growth, or company benefits. These are the points that speak to the questions your target audience would be thinking while searching for potential employers, and therefore, support your specific recruiting goal.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Consider Graphics” tab_id=”1599163362068-be00ebc3-3321″][vc_row_inner][vc_column_inner width=”1/4″][vc_single_image image=”5428″ img_size=”full”][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]Depending on the type of social video you’re creating – testimonial, culture, about us – you’ll want to consider utilizing graphics in a major way. Most social media users scroll through their feeds too quickly to consider audio. Graphics play an integral part in conveying your message (which is important because it supports your video goal) to your audience without having to depend on their ability to hear it.

Dynamic text is a great way to avoid displaying each & every word spoken on screen. Dynamic text allows you to call out the most important, key words and phrases to not only visually focus your audience, but also to clue in the viewers who prefer no sound as well as viewers who are hard of hearing.

Iconography is important for social videos – especially if you need to explain your message to your viewers. Most people are visual learners – so providing not only audio, but visuals to support your message is an effective way to engage your viewers. It also makes your video easier to share, which gives you potential to capture a new or larger audience.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Consider Audio” tab_id=”1599163569758-9e984423-595a”][vc_row_inner][vc_column_inner width=”1/4″][vc_single_image image=”5429″ img_size=”full”][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]As mentioned previously, you must consider where and how your audience will be watching your video. If your audience is most likely to watch while on the train home from work, make sure they’ll be able to comfortably and successfully watch without having to dig into their pocket for headphones.

Consider burned-in captions or captions that your audience is able to turn on and off. This way, your audience can read what the voiceover is saying. This does take away their focus from the visuals on screen, but still gives them a chance to engage with your video.

Social videos don’t always need a voiceover who reads from a script – if your message is simple enough to convey through visuals only, consider scrapping the voiceover and adding in some music to support your message. For example, you’re considering removing the voiceover from your recruiting video to simplify your message. You’re focusing on company benefits & you’ve thrown in an employee testimonial. You might consider utilizing text on screen paired with iconography & company culture photography. You’re also considering adding some spunky music to add to the tone. This way, your viewer can focus on the visuals and hopefully, feel moved enough by your video to apply.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][/vc_tta_accordion][vc_column_text]When we create social media videos here at 522, we think about these three considerations before concepting to ensure the video is strategic and has an important purpose. Check out some of our work creating social videos here![/vc_column_text][/vc_column][/vc_row]

3 reasons non-profits should use YouTube

[vc_row][vc_column][vc_column_text]YouTube is the second largest traffic generator in the world – trailing Google.
YouTube allows users and organizations to control their visual media, so it’s the perfect avenue to tell a story and establish your brand. Videos such as Kony 2012, created in 2012 and garnered more than more than 100 million views, are stark reminders of how impactful social media can be. It demonstrates the massive positive influence nonprofits can have online.

Here are three reasons why nonprofits should unlock and thoroughly utilize the power of YouTube:

[/vc_column_text][vc_tta_accordion][vc_tta_section title=”1. Videos tell a story.” tab_id=”1599490699625-ac6a02c8-6fe6″][vc_column_text]Unlike written content, videos have the ability to immediately engage your audience and expand on your topic using both audio and visuals. The visual aspect mixed with auditory elements make video the most effective media when it comes to narrating a nonprofit’s story, and the goal that they hope to accomplish. Videos garner more engagement and are more likely to be reviewed by your audience than long memos or White Papers.

Listen to the incredible stories about serendipitous science in this Golden Goose Awards 2019 video that we created for the American Association for the Advancement of Science’s annual ceremony.[/vc_column_text][/vc_tta_section][vc_tta_section title=”2. It’s free!” tab_id=”1599490699648-e93d1fee-602e”][vc_column_text]Using a free platform like YouTube is an effective way to get a message out while saving on cost. Nonprofits have greater upload abilities as well – YouTube makes it easy for nonprofits to add a call-to-action to the video and link to Google’s Checkout “Donate” page. Can you say streamlined?[/vc_column_text][/vc_tta_section][vc_tta_section title=”3. They can go viral.” tab_id=”1599491148848-4c298abc-acb7″][vc_column_text]Videos have a greater chance of going viral and being passed around than an article or downloadable. Nonprofits seeking to build awareness and fundraise should take advantage of every opportunity available to go viral. While not every video will gain recognition similar to Kony 2012, YouTube uploads tend to receive more shares, likes, and comments than videos on other platforms. Viral may not always mean generating 2 million views, but if you’re a local nonprofit, for example, you may have a more subtle goal of capturing 2,000 views and generating buzz within the community. These metrics, along with others, are trackable within the platform, so you can see the impact of the content.

Check out this video we made for the Council for Interior Design Qualifications, to explain the importance of becoming a certified interior designer.[/vc_column_text][/vc_tta_section][/vc_tta_accordion][vc_column_text]

Additional Resources

As mentioned previously, YouTube provides some extra benefits for nonprofit organizations. Here’s a brief list of valuable resources designed just for nonprofit organizations. Reference these when you’re ready to start the video production process & begin telling your story to the world.[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Google for Nonprofits” tab_id=”1599491301126-21513118-a7c1″][vc_column_text]This particular site is dedicated to getting Google solutions & products in the hands of non-profit organizations. The site unlocks access to apps, YouTube premium access and grants. Check out this page first and get a sense of the entire suite of services available for your organization.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Application for Google Nonprofits” tab_id=”1599491301160-ba600ed6-b619″][vc_column_text]If you’re interested in Google’s program, access this site for eligibility requirements and to get the application process started.[/vc_column_text][/vc_tta_section][vc_tta_section title=”DoGooder Video Awards” tab_id=”1599491373714-6e07d6fa-0d95″][vc_column_text]These awards are a great way to get some inspiration from other organizations. I find that it’s always helpful to see what other types of videos resonate with audiences.[/vc_column_text][/vc_tta_section][/vc_tta_accordion][vc_column_text]Need more inspiration? Check out some of our work with non-profits and hear about their experience with video production![/vc_column_text][/vc_column][/vc_row]

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