If you’re not marketing on TikTok, you’re missing out on a massive opportunity. With more than two million daily users, TikTok is quickly becoming one of the most significant platforms in the world.
Despite its initial reputation for dance tutorials, pranks and funny animal videos, TikTok has since expanded to cover all kinds of categories – including construction. In fact, as the platform’s audience grows, builders, designers and tradespeople are finding it to be an essential marketing channel.
So how you can you leverage this platform to grow your business and generate leads? Read on to find out.
Why TikTok?
Before we determine how you can leverage TikTok as part of your marketing strategy, it’s important to understand why.
Since its launch in 2016, TikTok has seen remarkable growth, so much so that Australian users are spending nearly an hour on the platform each day, while opening the app up to eight times. TikTok has become part of our daily lives, to the point where the Cambridge Dictionary now includes the terms ‘TikTok’ and ‘TikToker’!
At this point, you might be thinking “Okay, but isn’t TikTok just another social media platform? Surely, I don’t need to be on TikTok as well as Facebook, Instagram, LinkedIn and YouTube…” Unfortunately, not.
Firstly, TikTok isn’t a social media channel – it’s a content platform. On a social media platform like Instagram or Facebook, you follow specific people, personalities or businesses, while on a content platform like TikTok, you follow content. Through the For You feed, you are served content based on your interests and the time you spend engaging with particular types of videos. For example, the more home renovation videos you watch, the more home renovation videos you’re going to have pop up.
Secondly, TikTok is the most popular website on the planet, having recently surpassed Google for search. The benefit of TikTok is that rather than having to sift through pages and pages of search results, you can watch short, sharp videos that deliver the information you need in seconds. This is making the platform appeal to more and more people across the globe.
What content categories perform best on TikTok?
The top trending content categories on TikTok are:
- Fun – this category covers topics like cooking, pranks, entertainment and dance
- Personal – this covers fashion, beauty, skincare, fitness and sport
- Education – this category covers topics like life hacks, advice, DIY and home renovations
The final category is where we see one of the biggest opportunities for our clients – particularly around home content, which continues to surge in interest. Take the hashtag #HomeRenovation, for example, which has more than five billion views, or #DIYHome, which has over two billion views.
By sharing content in this space, you can engage with people at every stage of their home improvement journey. As people desire to do more with their homes, there will come a time when they won’t have the skills to do the work themselves and need to engage a specialist. This is when they will look to you – their trusted TikTok influencer – to do the work for them.
How can you leverage TikTok as a builder?
There are a number of builders, designers, tradespeople and construction influencers already on TikTok. Those who are most successful are creating interesting, intriguing and educational content that fits organically with what users are interested in. They’re also strategic in using branded and trending hashtags to increase views and follows.
If you’re looking to achieve long-term success on TikTok, the following ideas are a great jumping off point:
Create an educational series
We know educational content performs well on TikTok, so this is a great way to get started. Record a series of educational videos to teach followers useful DIY skills – from interior styling to building a deck. You could also create ‘how to’ videos on topics like the overall construction process, things to be aware of in the planning stage and how to set a budget.
Showcase your work
Take users on a walk through one of your completed projects with a house tour. Include before and after shots for optimal effect or build up to a ‘big reveal’.
Be transparent
TikTok is all about transparency. Tap into this is by sharing on-site updates and behind the scenes content from your projects. Whether it’s a big moment like installing a pool, a then vs. now comparison video or ‘a day in the life of…’, users love to see the ‘real’ thing.
Partner with influencers
There are a number of construction influencers already creating content successfully on TikTok. By partnering with one of these influencers, you can build your brand awareness and reach, and start building a following of your own.
Final tips for success on TikTok
Before you start uploading, there are a few final things you need to know. TikTok videos should:
- Be recorded in portrait orientation (not landscape)
- Last a maximum of 60 seconds, but ideally around 10-20 seconds
- Include sound and / or music – TikTok is an unashamedly ‘audio on’ platform
- Be stripped back and authentic
If you’re ready to start sharing content on TikTok, get in touch with the expert team at Sea Salt Marketing. We can tailor a unique strategy for your business and get you featured on that all-important For You feed.
