In all consumer-facing industries, keeping up with the latest marketing trends is essential for success. Our recent survey of industry marketing professionals has revealed a resounding consensus: short video content is the undeniable trend, but for many TikTok remains an intimidating frontier. Fear not, though, because we’ve sought advice from Tanyel Gumushan, the Social Media Manager behind the success of WhatsOnStage and TheaterMania, who has amassed over 45 thousand followers in just over a year. Here are her invaluable insights into how live event venues can harness the power of TikTok.
Be Human
If you’re speaking directly to the camera, do so while engaging in everyday activities like preparing lunch, working, or commuting. This approach makes you appear more natural and relatable compared to scripted presentations. If you’re using a voiceover, speak as if you’re talking to a friend, focusing less on perfect sentences and more on genuine communication.
Embrace Imperfection
The beauty of TikTok lies in its spontaneity. You don’t need a professional setup to create engaging content. In fact, the best TikToks are often made on a mobile device, on a whim. TikTok’s visual hierarchy places usernames and profile pictures low, so there’s no need for lengthy introductions—get right into the content and let viewers discover.
Follow Trends
TikTok is a platform driven by trends. While you don’t have to participate in each one, try to engage with relevant ones. You can comment on trends or use them as inspiration to create your own content. For instance, you can “duet” with a video that warrants reaction.
Utilize Keywords
TikTok operates as a search engine, and using keywords strategically helps categorize your videos for better search results. In fact, over half of Gen Z users prefer TikTok to Google when they have a question to be answered. Include relevant, searchable words in your captions and within the video content itself, such as in your response to comments.
Interact With Your Audience
Engagement is key on TikTok. Respond to comments with additional videos, providing more context or answering questions. Sharing the making-of process can be both intriguing and educational for your audience.
Experiment
Don’t be afraid to try anything. TikTok rewards creativity and originality. If a video doesn’t perform as expected, consider slightly re-editing it, changing the sound, or repurposing it for another time. Remember that timing plays a significant role in TikTok’s success.
Bottom line: If it sucks, no one will see it – so no pressure!
Prioritize Visuals
In an endless scroll, captivating visuals are king. Tanyel suggests treating TikTok similarly to Instagram, emphasizing eye-catching images and captivating text overlays. This approach allows you to convey news and information quickly. One effective tactic is to create “spend a day with me” diary-style entries, offering a behind-the-scenes look at your venue and team.
TikTok offers a dynamic platform to connect with audiences in a new way. So, start creating, experimenting, and sharing your story on TikTok today!