Angie Tebbe, Co-Founder and CEO, Rae Wellness.
As the CEO of a rapidly growing wellness brand, it has been fascinating and motivating to see how the consumer voice has evolved over the years. Brand and product testimonials have moved quickly from website reviews to comments on Instagram to longer TikTok videos showing the before and after effects of products. And as the landscape continues to shift, one thing remains clear for now: When deployed, TikTok is a solid voice to propel your brand forward.
I’ve seen this first hand, with organic reviews of our products resulting in over a million views of our hashtag. However, many brands are cautious and haven’t taken the plunge yet for a variety of reasons: the inability to control the brand voice, lack of bandwidth to manage the platform, or feeling ill-equipped to handle a less-than-great review. .
While the platform’s tactics will continue to mature, understanding the channel and how it can benefit your brand is more important than ever. Demographics continue to grow, capabilities improve, and time spent on the platform has grown exponentially. This year, TikTok users reportedly spent money 38 minutes a day on the platform, versus Instagram at 29 minutes. In addition, more than ever, consumers are value-driven and demand transparency from the brands they support.
Here are a few things I’ve learned to deliver for our audience and brand with TikTok.
1. Lean into their voice.
Each brand has a special, specific and nuanced voice that they want to radiate in the world. Remember that you are building the brand for your consumer and your voice must continue to evolve as you listen to your community. Listen to the collective voice that comes back to you from TikTok. It is the mixing of these insights that is the sum of your brand experience. Use it to sharpen your messaging and campaigns in the future.
2. Know your consumer.
While TikTok appeals to the millennial and Gen-Z generations, it seems to retain this audience as they age, meaning the platform isn’t just for a younger audience. A notable trend: TikTok users $2.3 billion spent on consumer purchases in the app in 2021, according to Sensor Tower data, up 77% from the $1.3 billion spent in 2020.
3. Now increase your presence.
Having a quick “test and learn” capability is critical for all marketing channels — and growing your brand presence on TikTok is like no other. It took us 18 months to get 40,000 followers on Instagram and three months to get 150,000 followers on TikTok. As the platform continues to be successful, I predict that the growth rate will slow down and become more expensive. TikTok can level the playing field when it comes to reach and engagement for brands that don’t have a huge budget to create content.
4. Find levity.
Have someone dedicated to this channel internally so that you can regularly post and interact with it. The platform suggests four to five times a day for the best exposure. Don’t overdo the content; instead, find the humor in your brand’s voice, which can be a slight left turn from your day-to-day content and activities. It’s also critical to lean on what you see — new numbers, trends, conversations, and treatments change quickly by the week.
5. Find your community.
Find creators who already love your brand and have a presence on TikTok. Find experts in your industry who are already well established on the platform. They have learned the nuances of the platform and you can learn from their behavior. Find these partners early in your journey and use their voices to expand your audience.
6. Boost conversion.
Contrary to popular belief, you can use the platform to boost sales, not just brand awareness. At Rae, we track conversions across channels, but we don’t get to see the direct link to data on TikTok, unlike the assignable data from other platforms like Instagram.
For reference, after a few viral TikTok moments, we witnessed a 64% increase in company-wide sales over a week, and individual channels saw a 34x increase per unit of the product(s) featured in the videos. are mentioned over the same time period. Overall, our TikTok profile saw a 50x increase in organic traffic.
TikTok is still a relatively new platform and TikTok for business is even more recent, making it ripe for innovation. At Rae, we didn’t have a script to follow. We rolled up our sleeves, climbed the platform, absorbed the contents and took the plunge. We made a few mistakes and learned a lot along the way.