Why we started over on TikTok after a viral video
Why we started over on TikTok
If you’re reading this because the title seemed counterintuitive, keep reading. When we say here at The Weber Co. that we believe in value over viral, we definitely practice that ourselves.
So often entrepreneurs chase virality thinking that it will result in explosive business success, but that’s not always the case.
I rather have 1,000 followers who were:
Qualified leads
Engaged with my content
Received value out of the continent
And raved about me to their peers
Than 100,000 followers who:
Liked one TikTok I posted
Couldn’t use my service
Doesn’t mention my brand to anyone
Never thinks about my brand again
Ok so let's talk about the video that went viral
Well, it was a video of me dancing with a whiteclaw and the audio was a version of the Kelis “Milkshake song” except it said, “My whiteclaw brings all the girls to the yard”... funny? Yes.
Did it bring in my ideal avatar? Not so much.
As a Brand Coach & Marketing Strategist having over 100,000 people with no businesses and no intentions on building a brand view my video is pretty pointless.
The thing with TikTok is…
The algorithm is very strong. This is why you stay on there so much longer compared to other platforms.
TikTok can quickly find out who you are, what you do, what you like, and what you want to see. More So than any other platform.
In other words, TikTok puts you in a box which is great when you have a strategy, but I didn’t have one at the time. I always try to teach you from my own lessons.
Algorithms have ONE job, and that is to keep people on the platform longer.
How do you know if you should start over on TikTok
Do a follower audit. What do your followers seem to have in common? This may be the box that TikTok has put you in. If it’s not what you want to be known for on the platform, starting over is a good idea.
You can use your current platform as your “fun scrolling platform”. Searching recipes, hair tips, fashion, looking at the latest drama (no judgment), etc. This way you can use your new business account to look at and engage with your ideal avatar.
We want to keep our personal and professional accounts separate even while scrolling. (Remember the strong algorithm?)
If you have meshed personal and business into one account (we can get away with this on Instagram), I would probably create another one for your business.
Think of it this way, TikTok is like a Walmart. It has everything: plants, food, playstations, clothes, carseats, fishing gear, you name it. TikTok is similar, they put you in a very specific corner and we need a strategy to leverage that.
What we are doing on TikTok now
We started a new platform called @brandedwithsteph and niched it as small as branding (maybe a touch of marketing, because they do go hand and hand).
We have about 3 series going on to increase our following with brands. We learned that series help people know what to expect from you and encourages them to follow so they don’t miss more episodes.
Right now the series we have our:
“Fizzle or Sizzle Brand Edition” where we rate and review brands and decide what makes them HOT or NOT
“Marketing Moves” where we get industry specific and discuss what marketing moves we would make if we were in that industry.
“The 411 on UGC” where we teach brands and creators how to leverage User Generated Content and how to find the best matches. We actually also have a blog on User Generated Content for you to read after this one!
If you are considering starting a series, ask yourself these 5 questions:
What is my end goal with this series and how will it help me get there?
What does my ideal avatar need to hear/see today?
What is the gap in the market as a whole?
How is this a reflection of what it is like to work with me?
Will I have enough content to keep this series going over a long period of time.
If this blog is helpful for you, you’re in for a treat…
We are gifting you our Authority Content Method Guide to help simplify your content strategy by PRE-REGISTERING for our Access Your Authority Workshop, a free 5-day workshop to turn up your brand’s buzz-worthy factor and convert your top-tier clients.
Ok so maybe thats two gifts? Here for it!
Register here and we will send it over!