SOCIAL MEDIA PROVIDES a massive opportunity for branding and organic marketing, but in 2021, you probably already knew that. Platforms like Facebook, Instagram, Twitter and Pinterest have taken the online world by storm, giving us a place to share thoughts, feelings and connect with one another. For businesses, this means yet another place to get their name out and catch the eyes of their target audience. However, as the internet evolves, so do generational interests. Enter TikTok, the most downloaded app in 2020.
How is TikTok different? TikTok is videos and videos only. Users can comment on, like and share videos. Creators can go “Live” to stream a live video of themselves and curate a selection of fun videos they hope to gain popularity.
The app’s virality has captured the attention of over 800 million monthly users, all with an average daily view time of 52 minutes. And it’s not only popular with the younger generation; users of all ages and walks of life spend time on it.
What does this mean for eyecare? Most practices have a limited marketing budget. Social media marketing is a cost-effective strategy that can help you reach a target audience creatively and potently.
Many ECPs have already made their way to the platform, with some doctors amassing hundreds of thousands of likes, followers and views. TikTok brands itself as a community, and that’s accurate. Opticians, optometrists, ophthalmologists, general practitioners, dermatologists, dentists, OBGYN’s, and many other specialties can find themselves on the side of the platform affectionately referred to as “HealthTok.” If you’re trying to attract your audience with education, humor, creativity, or a mix of the three, TikTok is a great place to do so.
Why should TikTok be a part of your strategy? Marketing has changed significantly in the last 20 years with a shift to digital. Hopping on new trends is vital to stay relevant and capture young people’s attention.
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Brands that have successfully integrated TikTok into their marketing have seen tremendous growth, often with little investment. The Washington Post amassed a following of over 400,000 in under a year, allowing them to reach a more diverse audience. Plus, TikTok has the Creator Fund, allowing users with more than 10,000 followers and 10,000 views to start earning money per view. TikTok also makes it easy to gain traction with a single video. Unlike platforms where it’s challenging to get views without a large following, TikTok allows creators to achieve millions of views on a new video, even without a single follower. It’s truly all about what you put out there.
So what do I put on TikTok? Always stay true to your brand. You can take advantage of trends like viral dances and silly voice-overs, but you can also take an educational approach, showing users signs of common eye diseases, or when they might need to book an exam. If you’re in doubt, follow an industry peer on TikTok who is doing innovative videos.
