The TikTok platform is one of the fastest growing social media outlets as of late, with some estimates claiming it will surpass 1.5 billion users in 2022. Originally the home for dance videos and comedic clips, TikTok has rapidly shifted its focus to a video hosting solution covering just about anything. As its popularity grows—especially among younger audiences—businesses are beginning to set up their own accounts for marketing and branding purposes.
But TikTok isn’t like Facebook, Instagram, or Twitter; its content is niche and intentional. Users aren’t required to gain massive followings in order to go viral or reach a specific audience. Instead, any video can appear in a user’s feed so long as it aligns with that user’s preferred content. That means every clip gets a fair shot at fame, leading to the potential for incredible outreach.
Is TikTok right for your health and wellness brand? If you think the answer is “no,” you might want to think again. Here are 4 ways businesses are already using TikTok to boost their marketing capabilities. If they can do it, you can too!
1. Public Q&A
One of the most functional uses for TikTok clips is to convey handy information surrounding your product in a short, rapid-fire way. By taking some of your most common customer questions (either crafted by you or submitted by your customers) and answering them in a short TikTok video, you are able to inform consumers, push out valuable content, and attract new prospects all at once.
Additionally, the brief nature of TikTok videos allows you to easily keep the informative content rolling. Rather than providing a lot of information in a single clip, you can opt to cover one fact at a time. Not only is this more feasible to fit within TikTok’s format, but it will save plenty of ideas for future content down the road.
Health and wellness brands naturally have a lot of customer questions bundled into their products. How should customers use your product? How does it help? What does it treat? Should customers use your product if…? Take advantage of those questions by leveraging them into helpful content!
2. Communicating Values
Consumers love interacting with their favorite brands, but more than that, they enjoy knowing those brands reflect their goals and beliefs as individuals. In fact, in a study by Harvard Business Review, 64% of customers stated the main reason they have a relationship with a brand is because of shared values. But how can your health and wellness brand express its own?
One of the best methods is through social media, and TikTok is no exception. Unlike other platforms, TikTok’s tone is very informal and down-to-earth, appealing to personal experiences above all else. This setting essentially gives businesses and brands who utilize the platform a pass to be somewhat vulnerable with their audiences—an act that naturally builds relatability and trust with consumers. The type of content you post can demonstrate the values behind your brand as opposed to writing walls of text about it on a website. And we all know how showing rather than telling makes for more effective communication!
There’s no doubt the values and higher purposes behind your health and wellness brand run deeply. That’s why these products are in a better position than most others to share their vision with the world to build consumer trust. TikTok is just one of the ways to communicate those values with your audience…and it’s growing more effective every day.
3. Customer Engagement
People love brands that are highly responsive and interactive with their customer base. The levels of customer engagement that technology has brought to businesses within the past decade is mind-boggling—so much so that many companies still lag behind the times.
Newsflash: customers in the 2020s are not attracted to large, intimidating, faceless companies; they like seeing the passionate, real people behind the brand and the humanizing qualities that make up the team. In short, consumers want to feel like they are on the same playing field as your brand—that they are an essential part of your team. What better way to break that mold than by keeping steady TikTok clips coming out and involving your audience in them?
Featuring customer questions is a great idea (as mentioned earlier), but there are many more ways for health and wellness brands to get their customers involved. Consider announcing contests via TikTok, taking suggestions for video content, featuring customer comments, and sharing clips of customers using your product. The more your audience is allowed to contribute to the goal of your brand, the more your brand can show it cares for the needs and interests of its customers.
4. Creative Outlet
Content is king these days, and the brevity of TikTok clips allows you to create a lot of it. The rate of content consumption on the platform is far higher than most other social media formats, meaning there are more opportunities to get your health and wellness brands in front of the right people.
But TikTok is also a place for humor, lifestyle hacks, niche news, tips and tricks, and more. Don’t be afraid to experiment with your brand by taking its content in multiple different directions to measure results. Oftentimes your audience will appreciate enjoyable content from their favorite products, whether it has large viewership or not. And with the chances to go viral much higher than elsewhere on the internet, TikTok is a solid choice to focus your efforts.
Try framing miniature sketches around your brand, poking fun at your product, or simply sharing valuable advice related to your company values. Just remember that quality still trumps quantity every time—even on TikTok.
Not Sure How to Handle Your Health and Wellness Brand’s Content Marketing?
At CC Wellness, our health and wellness industry veterans stay on top of trends and marketing best practices to get the most out of our products…and yours, too.
If you’re in need of a professional partner to help launch your wellness brand to its fullest potential, we invite you to Make Waves with us. Together, we can give your brand the life it deserves while making the greatest impact on the world, one healthy life at a time.
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