We all know that social media is a great way for someone to promote their business. But sometimes it can be difficult to know what platform you should be using. Right now, two of the most popular platforms for sharing and promoting video content are Instagram with their IGTV feature, and TikTok.
Undoubtedly, TikTok is one of the most successful newcomers in the social media world. Since just December 2019, it hit roughly 1.5 billion downloads. TikToks content is easily digestible, short form videos. They often feature viral challenges, dances or comedic videos. On the other end of the spectrum is IGTV. While TikTok is limited to 1 minute in length, IGTV can range anywhere from a few minutes to an hour. Because of this, IGTV videos are usually more informative but less likely to go viral; where as TikTok content typically goes viral but is rarely very informative. Moreover, TikTok comes loaded with in-app editing, effects, soundtracks and filters where as IGTV must be edited outside the app and upload it later.
Ideally, your brand or business should be on every social media platform; helping you take advantage of customers or demographics you may be missing. Of course, it can be difficult for a small team or business to juggle a variety of social media accounts. If you’re looking to reach customers through interviews, DIY videos, reviews, or testimonials; then IGTV may be your best bet for these more standard, long form videos. If you’re looking to make more viral or comedic content however, TikTok may be your best pick. This is because the target audience for TikToks users are Gen-Z, particularly those in their teens and early 20s who are more receptive to this kind of content.
One huge part of both TikTok and Instagram is the influencer. These are people whose social media accounts have large followings; and they’ve proven to be quite lucrative for businesses in recent years. Influencers are commonly contacted by businesses for everything from testimonials to ads to product placement in their videos or photos. Businesses are usually expected to provide either monetary reimbursement or free products for these mentions; but they can be a great way for you to build your audience as well as reaching new demographics who might’ve originally been out of your brands reach. Influencers can be found fairly easily, but if you’re having trouble try searching hashtags that are relevant to your brand or business. This can give you a trove of information from other companies who have used influencers for their own products.
Regardless of if you choose to use TikTok or IGTV, the fact remains the same; your content needs to be great. While your small business might at first struggle with the technical and creative demands of creating engaging content for your accounts; there’s a variety of online guides or tutorials which can help your brand walk through the process. You’ll want to learn things such as composition, editing, proper sound mixing, and a variety of other technical skills. Let’s face it: no one is going to interact with mediocre content; and if you aren’t getting engagements, you aren’t making money!
Remember when we mentioned influencers earlier? You’ll also need to make sure their content is up to par with your brands reputation. You wouldn’t want a poor representation of your company to come from you; so you shouldn’t want it from your advertisers either. Additionally, if you’re truly struggling with creating your content; you can hire freelancers to do the heavy work for you. It can help your team save time and money, which can be put towards bettering your brand and products.
Another important thing to keep in mind is consistency. Its okay if your brands content is a little different each post; but you’ll need to make sure the central messages and pitches of your brand remains the same. Creating content without consistency will confuse your customers, and may make your brand seem unprofessional or off putting. Additionally, your brand should try to focus on posting at either consistent times or on the same days each week. This allows your customers to anticipate new announcements from your team, and boosts engagements as well. There are a variety of guides online, as well as analytical information from Instagram themselves on this that your team can consult to streamline the process.
With all things considered, your brand shouldn’t consider TikTok and IGTV as a situation where you need to use one or the other. Rather, its entirely possible for you to create a great social media presence on both platforms; and to create exciting, engaging content that helps elevate your business!
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