How to use TikTok for brand building (2)
Miguel Nicolás
17/11/2022
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Here comes the second part about branding on the trending social network. Learn how to use TikTok to build your brand.
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On the first post of the series we laid the theoretical foundations and dissected the advantages and everything that a platform like TikTok can bring to brand building. Today, we are going to continue to dig deeper so you can become a pro.
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Tips for a branding strategy on TikTok
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Let's move on to some practical tips ranging from the optimization of the account itself to the content you should design to achieve this goal. We will talk about tone, formats, copywriting and even SEO.
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TikTok is much more complex than you might imagine, and brand awareness is something that should be taken very seriously, no matter how relaxed the channel in which we are going to work. That is why I believe that what you are about to read below will be very useful when it comes to focusing your strategy.
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Your TikTok user
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You may already have your brand name registered as a profile on TikTok. If you are one of those forward-thinking people, congratulations: this will always give you an advantage over anyone who might register it, damaging your online reputation.If you have not already done so, you should start with this point. Without a brand, there is no branding.Of course, ideally, you should try to get your brand name without any additions. For the company function part we will talk about it in another point, but if you can be @Brand better than @Brand+business type.
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Verification
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The classic blue check placed to the right of the user's name helps people understand the brand's communications are legitimate and, why not say it, it also provides a plus of credibility.With the recent turmoil in other social networks such as Twitter, the importance of having a verified brand (and it is free on TikTok) has become more than clear. Although the fact that it if it is free, it does not mean it is simple.There are certain requirements you must meet before you can request verification:
- You need your account to have activity in the last semester.
- It must be a public account with universal access for all users.
- You must have completed the profile with all the elements (name, photo, description...).
- To have published videos. It is assumed that one would be enough, but it is more likely that you will be verified with a certain activity.
- Use a corporate email from the domain of the company requesting the check.
- Have visibility in other networks (better verified) and on the media.
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Your brand name on TikTok
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What we are going to discuss now is important from the point of view of notoriety, but also for SEO. This is the place to add a couple of keywords. As you see in the case of the Ryanair Italy screenshot, they have their name: "@ryanair_it", but in the bottom line we see a much more friendly text: "Ryanair Italy" and the flag of the country.
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This is where you can take advantage and develop a little more what you do. It would be what in advertising is known as tagline. That is, you can add: "@MangiaBene" and add "Italian Pizzeria in Madrid".
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Profile picture
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Few joys in this regard: do not get too creative and go to the logo. Of course: always with good resolution and that it looks as good as possible. Ideally, it should be the one you have on other profiles and networks to give it homogeneity.Unlike Facebook, Twitter or YouTube, on this platform there is no photograph on the biography. One less resource for branding in TikTok, which makes the logo especially relevant.
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TikTok's bio
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Do not underestimate this section. You need to write a text that is attractive, descriptive and persuasive. There is not much space, so use it strategically by placing some keywords and, why not, a couple of emojis to help emphasize certain points.
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The link
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Company accounts (it is important that yours is one) have the possibility of incorporating a link on their biography. As it only allows to use one link, you will have to be a bit creative.You can change it according to your needs and strategy, pointing to one or another internal page. And if you want to get traffic... tell your users: "More info in the bio".Some companies use resources such as Linktree, an external site that allows you to create a landing page with multiple links to different URLs (websites, landing pages, profiles on other networks, marketplaces...). From an SEO point of view it is not optimal, but it helps to generate brand awareness from TikTok.
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Playlists
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When you have an interesting volume of videos, it is recommended that you use this option as soon as it is available (it is not available from the beginning).It works in a way that allows to add videos by topic, so the user can consume more content segmented by interest. By the way: the names of these lists also add up for SEO.
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So much for the second part of how to use TikTok for brand building. On the third and final part we will address the content itself. I recommend that you do not miss it.
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Do you want to know more about this platform? Then do not miss all the posts about TikTok we have published on this blog. And if you have any suggestions, do not hesitate to let us know.
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Images | Unsplash, TikTok.