TikTok Promotion Strategies

Your goal is not just to create content, but to become part of a community.

TikTok is filled with various subcultures, and if you find one that aligns with your brand's spirit, you can speak to your audience in a language they understand.

Here are some strategies to effectively promote your brand on TikTok:

• Grab attention instantly: competition for user attention on TikTok is huge, so your video needs to grab attention instantly. Forget long intros and preambles — your hook needs to work from the first frames. Remember the golden first two seconds: these determine whether viewers will stay with you;

• Stay on top of trends and respond to them with your content;

• Engage with your audience: don't ignore comments and questions on your videos — you can reply to them both in text and through new videos;

• Utilize hashtags: TikTok is a whole ecosystem, and hashtags are your reliable guide. Check analytics on trending hashtags: the platform provides data on how often each hashtag is used;

• Incorporate trending music: statistics show that two-thirds of TikTok users prefer videos with trending music. Go to your "For You" feed and listen: which songs catch your attention the most?

Influence Marketing

Example of Brief for Influencer

• Brand X — a new eco-friendly clothing brand for young people who value style and eco-friendliness. We are launching a new summer clothing line and want your audience to learn about our product. Our brand offers stylish, comfortable clothing made from eco-friendly materials, suitable for any summer event;

• Content type: 1 Instagram post (carousel photo) + 1 story video (15 seconds);

• Content requirements: the carousel should feature 3-4 photos showcasing you wearing our clothing during outdoor activities. In the story video, talk about your experience with our clothing, emphasizing its comfort and eco-friendliness; Be sure to mention that all clothing is made from organic materials;

• Keywords and hashtags: #ecoFashion #brandX;

• Style and tone: friendly, positive tone with a focus on comfort and eco-friendliness;

• Deadline: content must be submitted for approval by August 15;

• Content publication: August 20.

User-Generated Content

Creating Shareable Content

To make user-generated content (UGC) go viral, ensure it's easy to share. Provide clear guidelines, use branded hashtags, and include strong calls-to-action (CTAs). Show appreciation by reposting or highlighting user contributions.

Integrating UGC into Campaigns

Incorporate UGC into ads, newsletters, or website content to boost relatability and trust.

Engage with Users

Interact with UGC by liking, commenting, or sharing. This engagement fosters loyalty and encourages users to contribute more in the future.

Ethical Considerations & Best Practices

• Ask permission: always get user consent before sharing;
• Credit creators: tag and thank contributors;
• Be transparent: clearly communicate content usage for contests or campaigns.

Crisis Management in SMM

Do's of Crisis Management:

1. Respond Quickly

Speed is critical during a crisis. Responding promptly to negative feedback or a developing situation shows that your brand is aware and proactive.

Tip: even if you don't have all the answers immediately, acknowledge the issue and communicate that you are working to resolve it.

2. Stay Transparent

Always be honest and transparent about the situation. A lack of transparency can lead to a loss of trust, and social media users quickly detect dishonesty.

Example: share detailed information about the issue, the steps being taken to fix it, and updates as the situation progresses.

3. Show Empathy

Demonstrating empathy is crucial. Acknowledge how the crisis may affect your customers and express genuine concern.

Tip: use empathetic language like, "We understand how frustrating this must be for you, and we're working hard to resolve the issue."

4. Take Responsibility

Own up to your mistakes. If the crisis is caused by a brand error, take full responsibility instead of deflecting blame. Customers appreciate accountability.

Example: in 2018, KFC ran out of chicken in the UK, which caused outrage. The company responded with a humorous yet sincere apology ad, taking full responsibility and gaining positive feedback for their response.

5. Provide a Solution

Provide a clear plan for resolving the issue. Explain the timelines and steps your audience can expect.

Tip: communicate the solution effectively and follow up to ensure the issue is fully resolved.

Don'ts of Crisis Management:

1. Ignore the Problem

Ignoring a crisis will only make it worse. Silence is often interpreted as indifference, leading to further backlash.

Don't: avoid deleting negative comments or blocking users. Instead, address the issue head-on.

2. Overpromise

In the rush to resolve a crisis, brands may overpromise solutions that they cannot deliver. This can lead to further frustration and distrust.

Don't: avoid making guarantees you can't fulfill. Be realistic in your commitments.

3. Be Defensive

Defending your brand's actions or shifting the blame onto others can escalate the situation. It's important to remain calm and professional, even if the criticism feels unjust.

Don't: avoid engaging in arguments or combative language with your audience.

4. Lack Consistency

Mixed messages across platforms can create confusion and lead to mistrust. Ensure consistency in messaging across all communication channels (social media, email, press releases).

Tip: create a unified message to be shared across all platforms.

5. React Emotionally

It's easy to let emotions take over during a crisis, but emotional reactions can damage your brand's image. Stay calm, collected, and professional at all times.