How You Can Bring Your Brand To TikTok and Instagram Reels
Corporate brands often struggle to connect with Gen Z. However, when platforms like TikTok and Instagram Reels are used correctly, an unbreakable bond can be made with this demographic. The key to forming that bond is authenticity.
Gen Zers grew up when social media was exploding. Many in this demographic experienced the first YouTube scandals and influencer apologies. They know when the content they are watching isn’t genuine and have developed a fine-tuned radar for PR language.
As consumer habits change, it is up to us as communicators to shift our strategies to reach them and find ways to evolve a brand’s voice and messaging to ensure success on these platforms. For example, TikTok has over a billion users monthly, and within that massive audience, there are various demographics (Gen Zers and beyond) with a plethora of specific interests.
Finding the right tone and messaging for your brand can be tricky, but the social team at Kane is here to help.
Authenticity is key.
Your tone needs to be authentic. If it feels like an advertisement or too corporate, it won’t stick. Short-form media platforms are where people go to unwind and be entertained, and the most popular brand accounts reflect that sentiment. From Duolingo to Milwaukee’s Mitchell Airport, these organizations are using popular audios and platform trends to connect with users… and it's working.
The key to achieving that authentic tone is matching the fun, lighthearted energy of those who are using the platform. While both Duolingo and Milwaukee’s airport accounts are for professional organizations, each account's content contains upbeat, exciting energy that may be less common in typical corporate advertising. Duolingo has utilized its green owl logo and turned it into an influencer of sorts with quirks and interests. That personification has aided the company’s social team in creating ongoing storylines that entertain over 4.4 million followers.
On the flip side, making short-form social content with silly sounds for an airport may not seem like a recipe for marketing success. Yet, Milwaukee’s Mitchell Airport’s .social strategy is a hit, with 39,000 followers agreeing. The airport takes stuffed animals that are left behind and makes content that aims to reunite the stuffed plush with their owners (and there have been some viral success stories).
While this lighthearted content may not directly showcase the features and benefits of these companies, the success of the content keeps the organization top of the mind of consumers and forms a positive connotation with the brand itself.
Not every organization has a mascot or easy angle for lighthearted content. If you feel your organization is in that situation, you may be asking, “How can I still successfully reach users on TikTok?”
The answer is simple: have fun!
One way to do this is to take viewers behind the scenes and spotlight your workplace culture and personality. By using hashtags that relate to your work, it’s more likely than not that this content will resonate with those who are in the same industry or aspire to be. Finding your niche and building upon it is critical to success on the platform.
Beyond just building brand awareness, the use of these platforms to expand your company's social media presence aids in alleviating recruiting challenges and allows you to spotlight your organization’s work culture. If your company is supportive, enjoyable and has a positive work environment, why not take the opportunity to showcase it? While it can be achieved to a certain degree through still images on Linkedin, short-form content allows users to get a better glimpse into your workplace.
The possibilities are truly endless. Short-form content allows you to share your company’s mission and purpose with your target audience to not only improve brand awareness but to share your story with potential clientele or employees.
In public relations, timeliness and newsworthiness are of utmost importance. The same can be said for these social media platforms.
Our social team is here to help you bring your organization to short-form video platforms with creative ideas and innovative social strategies.
