Chapter 5: Reels & TikTok
TikTok & Instagram Reels have quickly solidified their spot as the premiere time waster for the average social media user. However, the immensely viral nature of these platforms is truly second to none. If you can find a way to capture an audience’s attention without being cringe, they can be a fantastic vehicle for brand awareness. An easy way to dip your foot into the world of TikTok & Reels without developing an entirely new content strategy is to repurpose your old and existing content. Crop videos to 9:16 vertical and quicken up your cuts to grab people’s attention. Who knows? Maybe you catch a viral vein.
When thinking about whether or not to develop a TikTok strategy, think about both your product and your target market. If you’re selling a physical product, particularly something gimmicky or first world problem solving, then TikTok is a great place to showcase your product in action. Videos of people utilizing your product to make their lives easier will fit in nicely on TikTok. If your target market is Gen Z, it’s also a good idea to be making reel-based content. Conversely, if your product is a service or high ticket item with a slightly older demographic, TikTok might not be worth the effort. Brands are tricky to push effectively on TikTok, since it’s such a human-focused platform. However, if you can utilize a human element in an entertaining way, the viral options are second to none.
If you do decide to full send on TikTok and IG Reels, there’s a couple key things to keep in mind. First, these videos are all about the hook. If the first second of a video doesn’t grab your viewers attention, they’re scrolling past. Think about current trends, or viral sounds (we recommend using a personal TikTok account as opposed to professional so as to take advantage of the viral sounds feature). On TikTok and Reels, in essence, good content gets promoted. If you’re not getting views, your content is just not resonating with your audience. Look at potential competitors or your target market’s personal accounts, and make content that is aligned with the themes you discover. There’s no shame in outright copying successful videos either - if something went viral once, it can do it again. Remember: GOOD content goes viral, if you’re not getting views, you’re doing something wrong.