The thought is that by aligning your advertising messaging with every group, you’ll be able to set up related connections with members – however you shouldn’t solely prohibit your model to the groupings most immediately aligned with your enterprise.

eBay, for instance, has related with sneakerheads by way of TikTok, by creating particularly focused content material supposed for this group.

As you’ll be able to see on this instance, eBay performed a #SneakerShowdown marketing campaign throughout March Insanity, which leveraged voting stickers to assist broaden its attain among the many sneakerhead group.

In fact, collectors are pretty intently aligned with eBay to start with, so this isn’t an enormous departure from its most blatant model group. However the thought is that companies can broaden their attain by linking right into a broader vary of teams within the app, and creating content material that particularly appeals to every.

So how do you do it?

TikTok says that manufacturers first have to determine subcultures within the app and familiarize themselves with these which may be related.

As per TikTok:

“Embrace communities and their subcultures—that’s the place true inspiration lives. 76% of customers say they prefer it when manufacturers are part of particular curiosity teams on TikTok.”

TikTok says that manufacturers can use its Key phrase Insights Device to determine related crossover communities, by digging into the highest key phrases in your trade, and exploring the place else they may apply.

By scanning by way of the examples, you’ll have the ability to discover expanded matters of curiosity, which might assist in guiding you in direction of related communities that you just hadn’t beforehand thought-about, offering extra course on your outreach.

TikTok says that manufacturers ought to contemplate the ‘Keep and Play’ framework for these unconnected communities.

Manufacturers would ‘Keep’ in the obvious communities for his or her model, however ‘Play’ within the much less apparent ones, experimenting with new methods to achieve and join with these teams.

TikTok gives this instance of the framework for a luxurious retail model.

By leveraging completely different features and presentation kinds, this method might help to showcase your model and choices to a wider viewers within the app.

When you’ve recognized these secondary communities, you’ll be able to then analysis what resonates inside every, and construct content material that aligns with their pursuits.

TikTok additionally advises that manufacturers ought to make use of the following pointers when creating within the app – for all communities.

• Go lo-fi (keep away from glossiness)
• Shoot vertical and hi-res
• Function actual individuals (creators, staff, prospects)
• Use sound
• Use TikTok-specific modifying methods
• Have a story
• Undertake class and vertical norms

From there, you’ll be able to create content material for these prolonged curiosity teams.

“Experiment with new content material codecs that TikTok customers embrace and are aware of, like Picture Mode or road interviews. Some communities favor sure content material codecs: Ok-pop stans are aware of the fan edit, whereas #beautytok loves “prepare with me” (#grwm) vlogs and storytimes. You too can discover templates in CapCut.”

These are some useful notes, which might assist to broaden your TikTok advertising horizons, by linking into related, and tangentially-related communities.

The secret’s understanding what resonates in every, and contemplating that out of your model perspective. It could possibly be a great way to spice up your band messaging – you’ll be able to learn TikTok’s full overview on linking into alternate communities right here.