TikTok, again, shares new advice on how brands can further maximize their messaging by linking into both related and unrelated communities, thus helping maximize brand recognition among users in new ways. The idea is that by aligning your marketing messaging with each community, you can establish more relevant connections with members. However, you shouldn’t only restrict your brand to the groupings most directly aligned with your business.

So, What’s New?

For example, eBay has connected with sneakerheads via TikTok by creating specifically targeted content intended for this community. Based on their report, eBay conducted a #SneakerShowdown campaign during March Madness, which leveraged voting stickers to help expand its reach among the sneakerhead community.

Of course, collectors are fairly closely aligned with eBay to begin with, so this isn’t the biggest departure from its most obvious brand community. The idea is that businesses can expand their reach by linking to a broader range of groups in the app and creating content that appeals specifically to each.

So, how exactly can you pull it off?

To start, TikTok says that brands need to first identify subcultures in the app and familiarize themselves with those that may be relevant. For example, the subculture #Gamer has around 169.6 billion members, which means that if your brand dabbles in any sort of gaming or related element, then you might want to focus on tapping into this subculture.

TikTok says that brands can use its Keyword Insights Tool to identify relevant crossover communities by digging into the top keywords in their industry and exploring other areas where they may apply. By scanning through examples, you’ll be able to find expanded topics of interest, which could help guide you toward more relevant communities, improving your potential outreach.

TikTok says that brands should consider the ‘Stay and Play’ framework for these unconnected communities. Brands would ‘Stay’ in the most obvious communities for their brand but ‘Play’ in the less obvious ones, experimenting with new ways to reach and connect with these groups. TikTok even goes so far as to provide an example of this framework for a luxury retail brand. By leveraging different aspects and presentation styles, this approach can help showcase your brand and offers to a wider audience in the app. Identifying these secondary communities can prove to be highly beneficial for your brand, and TikTok even included some advice about how these brands should employ these tips when creating in-app content.

The Wrap

Notes from TikTok, more often than not, always prove to be handy, especially if you consider the marketing value. At the very least, these tips could help you expand your TikTok marketing reach and horizons, by essentially linking into relevant, on-tangent communities. The key here is understanding what resonates in each, then considering it from your brand perspective. It’s a potentially good way to boost your brand messaging. You can read TikTok’s full overview of alternate communities here.

Sources

http://bit.ly/3o6c9bp