Our CEO, Alex Rossman was interviewed on the popular podcast How I Built it and he downloaded all of his knowledge about brands and their TikTok presence.

Rossman Media is a trusted TikTok partner. So let’s just say, Alex really knows his stuff.

You can listen to the podcast here and this post will explore Alex’s views when it comes to a brand’s presence on TikTok.

Heads up: TikTok isn’t just for dancing teens anymore despite the platform's reputation.

Why is TikTok Valuable for My Brand?

You want to meet consumers where they already are at–and that is largely on TikTok nowadays.

TikTok allows brands to establish themselves in an authentic and entertaining way. Unlike super polished posts on Facebook and Instagram, TikTok posts are raw and connect with audiences in a REAL way. This is what your current and future consumers crave from the brands they support.

At the end of the day, TikTok can personalize your brand in ways that other social platforms can’t.

Worried that TikTok doesn’t contain your target market because of the young demographic? This was true last year but now TikTok is now becoming more mature with a broader age demographic.

TikTok is all about bite sized content making it an easy platform to keep up with. 

Key TikTok Takeaway

Usually key takeaways are at the end of a post. However, in case you don’t have time to read this whole article, here it is:

TikTok is not saturated yet like other social platforms. Brands don’t have to bend over backward to see results. As of now, the platform lacks so much competition that one out of every ten videos you post on TikTok will have a viral component to it!

Repurposing Content on TikTok

Algorithms and audiences show an affinity for short form video content. However, this type of media takes a bit of time to create so many brands are repurposing content.

Repurposing saves time and helps brands keep up with an active posting schedule. Just be mindful that each platform has a different audience so you want to be mindful of WHAT you are repurposing and HOW OFTEN you are repurposing videos. 

Here are the most common ways that brands are repurposing TikTok content:

• Incorporate videos on your website
• Post the TikTok video on Instagram Reels, Facebook groups, YouTube Shorts, Pinterest and even LinkedIn
• Add your TikTok videos to your email efforts

TikTok for B2B Companies

Alex has a bunch of B2B clients for whom Rossman Media has found success on TikTok showing it’s not just for B2C brands.

Here are the top 5 things to keep in mind when creating your B2B TikTok editorial calendar:

• Showcase what consumers are saying about your brand
• Engage and network daily
• Humanize your image
• Focus on community building, not sales
• Leverage organic and paid components

How to Do TikTok the Right Way

If you’re ready to establish a presence for your brand on TikTok, hang tight and read these tips on TikTok success. Tips have been gleaned from Alex’s experience making his clients’ TikTok superstars. 

• Spend a lot of time on TikTok to get a feel for what is trending
• Put your own spin on trends (especially when starting out)
• Don’t be self promotional
• Be intentional 
• Convert to a business account so you can have a link in your profile
• Post at least once a day 
• Be sure to implement audio quality
• Know your audience

If you don’t have the bandwidth to immerse yourself in TikTok, there are agencies like Rossman Media that have the expertise to execute it for you.

Consumers don’t like being sold to. The best way to build up an audience is to expand your social presence and engage–not sell. 

Keeping Up With Trends

A large component of TikTok is aligning with trends. And they change really fast. Trends are a great way to get your brand in front of new audiences with the right hashtags.

Schedule out your TIkTok posts each month. However, spend time on TikTok daily and leave time in your editorial calendar to post spur of the moment videos that align with what’s trending.

Measuring Your TikTok Strategy

Analytics help you plan your content and refine your approach to TikTok. 

There is a lot of data you can pull straight from the app and there are also social media marketing tools that will pull data from TikTok as well as your other social platforms so that all of your analytics are in one place.

Give your TikTok account 90-180 days before measuring your efforts. When you have a pulse on your TikTok presence and audience, run paid campaigns.

Is your business on TikTok? We’d love to hear what you think about the platform in the comments below!