Sandy Bassi
TikTok is used by everyone from celebrities to teenagers – but how beneficial is TikTok for building product companies?
On the surface, the platform appears to be a place for funny lip-sync videos rather than a platform for building product businesses and services.
However, small businesses have a lot of potential to use TikTok to reach out to their customers in a fun, authentic and creative way. Here are some stats:
- TikTok has been downloaded more than 1.65 billion times
- The average user opens up the app more than 8 times a day
- The construction hashtag gets 20 billion views
Read on to discover some TikTok advice to get started for your building product company…
Why Should Construction Product Companies Consider TikTok?
The app promotes itself as a platform for sharing short mobile videos. Consider a video-based Instagram or a short-form YouTube, but with more capabilities.
TikTok's algorithm utilises artificial intelligence to recommend videos to users based on their previous viewings. This means that you can create videos directly for users that will be interested in your videos!
When creating your account, you may be thinking, "what should I do next?" Begin with understanding the platform…
Understand The TikTok Platform
TikTok isn't the type of environment where you make hard sells. In reality, that kind of promotion isn't going to get you very far.
That's why it's a good idea to start by looking at what types of videos are on the construction hashtag.
Here are a few tips you can do to understand the platform better:
Make Your Videos
The majority of TikTok videos are on mobile phones, in fact, the videos on TikTok are filmed and displayed in portrait – which is achieved via mobile phones. Begin by filming with your phone, then explore filters, different effects, stickers, and more.
Click here, to view an example of videos filmed by a mobile phone.
Look For Trends
Remember, TikTok is all about trends, so try and adopt popular filters and effects. You may feel like the trending filters, effects, and sounds aren't relevant for building product companies – but the app is all about creativity and thinking outside the box – you can make it work!
Ryanair is an excellent example of thinking outside the box, they use trending sounds to make comedic and relevant videos, by doing this they've accumulated 1.5 million followers.
Add-In Music
TikTok is connected with Apple Music, so you can add songs, remix them, and apply effects to your videos. It'd be good to use viral sounds because it'll help you gain even more attraction.
Follow Accounts You Like & Can Learn From
On TikTok, look for other accounts to see what kind of material they publish. By viewing these videos, you can keep your page relevant with videos you like to see.
Try Different Kinds Of TikTok Content
When it's time to develop content for your building product business after you've done some research, here are content ideas you should consider:
- Give your followers a sneak peek inside your factory so they can see how the magic happens.
- Do you have a unique name for your company? Make a video that explains why you choose that name and the tale that goes with it.
- Get your staff involved in some trends to create some light-hearted content.
- Does your company give back to the community by donating time, money, or products? Tell us about it and why it's significant to your company.
- What is the manufacturing or installation process for your building product or service? Show people how to complete the process in a step-by-step manner. On TikTok, time-lapse videos are extremely popular.
- Think about project completion videos, in the forms of time-lapses or even before and after transitions.
On TikTok, you may communicate information about your building product company in a variety of ways. It's important to remember that TikTok consumers enjoy entertaining and unique videos.
They aren't interested in hearing a talking head explain how to utilise a product or why yours is the best, they want to see a compelling product story with catchy music in the background.
Use The Right Hashtags
If you want to get your content discovered, you need to do some hashtag research.
- What hashtags are trending?
- What hashtags do your target audience use?
- Which hashtags are relevant to your building product company?
You can't just use any hashtags because they're trending; hashtags must be relevant to your video. Users who click on a hashtag that's irrelevant to your video will be disappointed and may not want to keep seeing your videos.
Keep in mind that TikTok is primarily intended as a source of entertainment rather than a sales pitch. They're looking for enjoyable content to keep them entertained.
Conclusion
Getting to grips with Tik-Tok can be daunting, and you may feel out of your element. First, use the app as a user, getting to know the patterns and what resonates with the audience, and then try it out!
If all of this seems a little overwhelming, there are companies out there that are prepared to handle your videography for you; all you have to do is make sure they're a suitable fit for your business.
If you want to find out more about how you can boost your online presence with videography or social media, get in touch – we're happy to help!
About Insynth
At Insynth we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to reach a technically demanding audience.
We use the latest marketing techniques such as construction inbound marketing, to equip building product companies to grow sustainability in this era of digital transformation.
As the only HubSpot certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM Implementation, Web Design, Sales Automation, SEO, and Email Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.