The TikTok Playbook: Winning Strategies, Shop Secrets & Insider Growth Tactics

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Every brand builder has a burning question… How do I ignite growth on TikTok in 2023? This episode of the Building Brand Advocacy podcast unveils a treasure trove of insider insights, including the answers you’ve been waiting for.

Join us in welcoming Bronte Culleton, the expert in charge of Senior Growth & Strategy Management at TikTok, to Building Brand Advocacy. You’ll hear from host Paul, Verity (Duel’s Brand Advocacy Lead) and Bronte as they tackle your questions on organic growth, proven engagement strategies, and the inside track of TikTok and its algorithm. Touching on the importance of Live Streaming for creative brands, this episode outlines the benefits of utilizing TikTok Shop (now live in the UK & US) to drive revenue are unignorable. 

If you’re eager to immerse yourself in the world of TikTok and master the tactics needed to see success, buckle up. Bronte knows the ins and outs of building Advocacy on the platform, sharing insider know-how for traversing the TikTok terrain. Tune in for strategies that foster community and spark engagement on TikTok, alongside insider tips for fashion and beauty brands to generate organic success on the platform.

TikTok’s Rise to Power

Content creators are currently living in the most auspicious digital era yet; social media is constantly changing and evolving, with anyone and everyone able to create their own content. Whether that be through comedy sketches, think pieces, memes, self-help, podcasts, or whatever else you can think of, you can do it. If the previous generations were defined by print, TV, and computers, then the current one is defined by social media.

Social media is the prime instigator of this. Once Facebook, Instagram and Twitter (now X) all started as websites to share your life with your friends, and now they come in the form of apps to share content with the world. Brands recognise this, of course, they’ve capitalized on it and sunk their claws in, refusing to let go. If there is an opportunity to grow an audience and make money, you best believe they’ll take it. 

The culmination of the digital content uprising appears to be taking place on TikTok. It is, by far, the easiest app to go viral and reach as many people as possible, you just need to keep experimenting with different types of content with the intention of providing value. And if you’re a brand, it’s the perfect place to create a community! 

“You really need to understand that Tiktok has its own tone of voice,” says Bronte, “and some elements of that is that it's really authentic. It's the most authentic platform out of all the social medias.”

She goes on to say: “The biggest thing is that you need to provide free value to your audience, people aren't going to want to support you, like you, unless you're giving them something. And that is so true on TikTok… People should start to see TikTok a little bit more like Netflix… It's an entertainment platform. We don't call ourselves social media. We call ourselves an entertainment platform, so you need to be entertaining, providing value”.

The Many Faces of TikTok

One of the most exciting developments on TikTok is the explosive growth of live streaming. Bronte explains that live streaming offers brands a unique opportunity to connect with their audience in real-time and drive sales. She emphasizes the importance of having a sales-focused approach during live streams, as it allows brands to stand out in a less competitive space. By having a salesperson on camera and focusing on selling, brands can build an audience that is more likely to convert into customers. Bronte also highlights the value of live streaming for smaller brands, as it provides them with a chance to compete with larger brands on a more level playing field. She advises brands to leverage live streaming as part of their combined selling model and incorporate it into their overall strategy for maximum success.

TikTok Shop is yet another game-changer for brands on the platform. Bronte explains that TikTok Shop is exploding in popularity, with more and more brands adopting it as a way to drive sales. She dispels the misconception that TikTok Shop is only suitable for low-priced items, emphasizing that luxury brands can also find success on the platform. Bronte cites a study by TikTok that shows luxury brands outpacing fast fashion brands in terms of media impact value year over year. This demonstrates the potential for luxury brands to tap into the TikTok audience and drive revenue. The key to success on TikTok Shop lies in providing a seamless customer journey. Bronte advises brands to focus on creating videos with a consistent format, incorporating trending audio, and offering free value to their audience. By understanding the TikTok tone of voice and being authentic, brands can build a loyal following and drive revenue through TikTok Shop.

For more insights from Bronte, listen to his episode of Building Brand Advocacy via the links below:




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