Making the most of TikTok and video marketing
Megan Garmers from The Bridal Masterclass discusses the importance of TikTok for your bridal boutique and gives advice on how to conquer this new platform.
TikTok is one of the most popular social media platforms and yet many business owners are intimidated about using it for business. Like anything else in business, there is a learning curve. Just because you don’t know about something now doesn’t mean you can’t or shouldn’t learn about and utilize it in your future business strategy to increase your brand’s visibility and sales.
The main reason you should be doing anything for your business is to drive sales. This is not a hobby or a charity. This is a business and so you want to make sure you are taking the necessary steps to drive traffic into your sales funnel, enhancing your customer experience journey, and ultimately providing the right product/service for your ideal clients so they not only purchase from you but tell others to do the same.
While we are going to be covering TikTok specifically, the same applies for IG Reels, FB Reels, and other video marketing on IGTV, IG Lives, and IG Stories. Video marketing allows you to connect with your audience and express the exact message you want to get across.
But isn’t IG Reels enough?
The short answer is no. While Instagram is crucial to your marketing strategy, TikTok provides another platform to connect with your target audience. To be clear, according to Comscore, over 78% of TikTok users are between the ages of 10-39. This means that either they are of the marrying age now or soon will be. They also open the app on average 8x/day and spend at least 52 minutes/day on the app.
So, should you be on TikTok as well as Instagram? Yes, because most of your target audience spends time there.
What should you be posting?
Now that you know you need to be on TikTok, what do you post on there?
Good posts on any social media platform, but especially TikTok, do at least one of the following:
- Educate
- Entertain
- Engage/Inspire
Educational posts are great topics for video marketing because it allows those watching to feel like they are having a conversation with you. If you don’t like your voice, you can do TikTok and use a song and just have the text of your advice pop up on the screen as you point. Alternatively, perhaps you are pointing the camera at a gown and talking about the details, designer, material, style, etc. You could also do a TikTok of you or one of your team in gowns and hopping into a gown change. This type of post can hit all the aspects of educating, entertaining and engaging the viewers.
Plan Ahead
Mapping out what, how and why you are posting before you open the app to start creating is important to help ensure you are not wasting your time (we’re all guilty of that!) and to ensure you don’t get too overwhelmed.
Think of it like when you go to get groceries. Do you just walk up and down the aisles until you see something you remember you need to get and then leave the store only to remember you forgot to get something else you needed? No one has time for that – especially you as a busy business owner.
Creating a content calendar and mapping out the types of videos, your message, and what you want the call to action to be at the end provides a clear outline for you to follow. Then mark off specific dates/times for you to film the videos.
These are photo/video shoots and you being prepared for them allows for the process to go smoother and be less of a headache.
Mark off time for you to edit and create the videos themselves. Don’t feel like you need to do it all in one moment (though you can if you are up for the challenge). Giving yourself time to focus on each part of creating good content is important. You are spending your precious time on it so make sure it is worth it.
Lastly, don’t forget to download the video after you have created/edited it but before you post it. This way you will save it to your camera roll and be able to post the same edited video on IG Reels, FB Reels, or use it on other platforms without any specific watermark from TikTok. You’ve created great content so now maximize the places people can see it by posting it to more than just TikTok.
If you have been dragging your heels about diving into using TikTok and social media to attract the right types of couples, you’ve waited long enough. It’s not going away and if anything, couples are using it more and more to plan their wedding and find products and services for their lives. Not having a strong account is no longer an option if you want to continue to stay in business for years to come.
Not sure how to get started? Feel free to email me for a free workbook to help you get started on the right path: hello@thebridalmasterclass.com
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