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Using Community Management as a Growth Tactic on TikTok

Using Community Management as a Growth Tactic on TikTok

TikTok: The platform every brand wants to conquer in order to generate sales, engagement and ‘virality’. But, with an algorithmic For You page, sometimes trending audio or amazing content just isn’t enough to break the back of TikTok, and get your name in front of those coveted 45.3 million DAILY users (and that’s just iOS and Android.)

Brands are having to get creative - TikTok’s USP is all about user-generated trending content driven by personalised video consumption. Enter, the power of effective community management (and of course, our expert advice.)

What is community management and why is it important?

Community management is the process of building a community on social media through engagement, authenticity and interaction. This can be anything from a simple ‘like’ on someone’s comment, or articulating conversation in comments, DMs, and across groups and threads. 

Effective community management is imperative to a brand’s social media strategy, and ensuring that awareness and engagement are maintained across platforms to bring positive rapport not just among fans, but among the competitive marketplace too. 

The ‘admin’ persona and humanisation of brands on social media has become ever popular, feeding into viral moments and groundbreaking strategies. It helps spark conversation, with and among core consumer bases, building relationships and communities. Not only this, but it helps elevate brand tone of voice and build on core marketing pillars that have stood the test of time.

Through effective and relevant community management, a brand can literally transform their perspective to fans - and prospective consumers. Online communities can help lift engagement by up to 21% - so it’s vital to get it right!

Reactive is the new planned

Reactive marketing is not a new concept, but with the rise of platforms such as TikTok, it has become even more important to incorporate into a larger marketing strategy. The demand for reactive marketing, particularly for us, is enormous. Brands are constantly looking for new ways to engage with their customers and compete.

One of the many ways that brands are beginning to transform their strategies in this space is through reactive community management. Hijacking viral videos, trending conversations and even other brand and user communities is a great way to establish and make an impact in a saturated social world.

Work smarter not harder

Interacting with other brands on social media is an excellent way to tap into their audience and elevate awareness of your brand within an established community. Whether your wider strategy is to grow an existing audience type, or to transform your audience into a new demographic, identifying potential brands that are active on TikTok and utilising their comment section is great for generating brand awareness and positive associations with their community.

Engaging in conversation here, or probing a brand to respond, is an effective strategy to grow your audience via brand personality and relationships. Crossing your brand with other sectors is an intelligent way to find new audiences organically and contribute to platform growth! A brand may even pin your comment to the top of the feed, increasing impressions of your brand and engagement

An unlikely interaction: The Alchemist and Ryanair. This video had a huge 12.2M reach and 2.3M likes. 

Be a fan

The celebrity and influencer space on TikTok has a HUGE presence - take advantage of it! Huge following communities = a huge reach and a loyal fan-base to engage with. Famous figure’s platforms are a natural hub of conversation - this is where you can really bring your brand to life through community engagement and brand personality. 

Talking like a fan, or from a human persona is really beneficial in these communities and helps grow your audience. Authenticity is a key trust metric among brand consumers, so keeping it relevant is important. If you’re looking to recruit ‘Gen-Z’, try out commenting on content by social media moguls, such as Kylie Jenner. 

Duolingo stans Kris: Duolingo jumped on viral #Krissed video by Kris Jenner, talking like a fan to generate huge engagement stats. This iconic video had a reach of 74.3M and 14.7M likes.

Engaging as a fan within niche, viral communities is also a great way of building presence. Just take the Mercedes-AMG F1 TikTok account for example. They’ve elevated the sub-category of #RodgerTok, building talkability into their strategy and generated an opportunity to create a content thread via capitalising on the USP of @rodgercleye - he sings covers of songs! This is a potential ground breaking opportunity in viral audio. 

Identify opportunity

Identifying the latest trends across social media via social listening dashboards and research helps to find loyal, niche communities to engage with and build your brand in. Understanding your audience and buying personas and being able to utilise this information for impact on social media is incredibly vital to successful strategy - CeraVe, for example, understand their position as a skincare brand and find opportunities to comment on viral videos featuring bathrooms. This is a creative and ‘outside the box’ strategy that will help you stand out among competitors! 

At Wilderness, we practise this pro-active form of community management for our clients in order to execute engaging campaign management. Below, is an example of how we identified a viral video with the opportunity to promote NOW TV’s catalogue. Interstellar is a blockbuster hit with an iconic soundtrack, so when @keystutorials went viral for their rendition, we knew we had to jump on this and seize the opportunity for some reactive CM that linked to core brand identity.

We build this approach cross-platform: from TikTok, to Twitter, to Instagram - we are always identifying trends that align with brand-fit in order to generate engaging content that brings in results.

Bringing the ‘If I were’ TikTok trend to Reels for Inch’s Cider

Reactive CM across Twitter for NOW, capitalising on commenting from an ‘admin’ person.

Know your limits

The most important part of growing your TikTok following via engaging community management, is knowing your limits. Does it fit your brand TOV? Is it relevant to your audience to engage here? Will this bring positive sentiment and results to your brand? 

At Wilderness, we can help identify all of the above and execute content that is bound to help you grow. If you’re struggling to find your target community, understand social trends, and engage and connect with audiences, why not drop us a line to see how we can help? We’re industry leaders for social media strategy and a dedicated team in all things social! You won’t regret it, we promise. 

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