Some brands have seen massive success on TikTok, and others not so much. At Mavrck we’ve worked with many brands on their TikTok campaigns and helped them establish a voice on the platform that can break through the noise of competitors and connect with their audience in a unique way. Unfortunately, we cannot help every brand on the platform and as such have seen many make mistakes made in their approach to TikTok. In this blog, we will explore five common mistakes we see brands make on TikTok and what you should do instead.
1. Don’t Stifle Creative Freedom
Every brand has a vision for what its content should look like and the messaging that goes along with it. The mistake we see brands make is approaching influencer partnerships on TikTok with precise content briefs that leave little space for creator input. As TikTok is a newer social media platform, the creators that have developed a following understand what content performs best for their audience. Leave space in your briefs to allow influencers the creative freedom to create viral-worthy concepts in your campaign and your content will have a better chance of solid performance.
2. Don’t Focus on Sales or Conversions Alone
With every brand focused on the bottom line, many make the mistake of solely focusing on sales or conversions with organic campaigns and partnerships. Though TikTok is a powerful platform for marketers, if you’re focused only on the bottom line in organic campaigns, you may not achieve your desired results. Every task has a tool best equipped to accomplish it and a narrow goal of only sales on TikTok is akin to hitting a nail with a screwdriver. Instead, focus on driving widespread awareness, engagement, and starting conversations that matter to connect with your audience on TikTok.
3. Don’t Be Too Rigid with Your Planning
Trends and topics on TikTok move fast. By the time your brand has created a plan to capitalize on a TikTok trend, it may be too late. Ensure that your content is culturally relevant when launched. The effect on brands who create content around outdated trends is not only “missing the boat,” but it can also be a detriment to your brand image. The outdated content will feel inauthentic and will often be perceived as a “cash-grab” to your audience. TikTok is all about the here and now — what’s trending!
4. Don’t Think of TikTok as a One-Off Tactic
When brands test a TikTok campaign as a one-off tactic, they often do not accomplish their set goals. The platform has a new set of rules for content and with those rules comes variability in the performance of different campaigns. Some content that required little effort may perform unexpectedly well, while content that needed more effort could perform poorly. The best way to mitigate this variability is to establish a presence on TikTok and build an audience, rather than a single campaign. Integrated approaches across various networks and media formats work better to create a successful TikTok presence.
5. Don’t Be Too Serious —Have Fun!
Don’t take yourself too seriously on TikTok. Content on the platform is more informal and brands make the mistake of using highly-produced content that performs well on other channels to connect with TikTok audiences. This content often feels out of place on the platform and can stick out like a sore thumb, leading users to leave negative comments about its inauthentic nature. Focus on how your brand’s voice comes to life on the platform in an organic way and don’t be afraid to take risks or be silly.
TikTok can feel like a wild west for brands. Navigating a new platform comes with new challenges and different approaches to strategies that have been successful in the past. The best way to ensure your brand’s voice is heard on TikTok is to avoid the mistakes outlined in this article and listen to those who know the platform best, creators. You’ve heard enough about what not to do on TikTok, check out our Ultimate Guide to Influencer Marketing on TikTok resource to find out what you should be doing!