How to use TikTok to set the message for your brand or business

november 15, 2023

Let's dive into your content strategy for your business on TikTok and what you're trying to achieve. Ask yourself, "What's the goal that I want to achieve with this TikTok post? Am I trying to be educational, inspirational, relatable, or promotional?"

For example:

  • If your goal is to teach customers how to use your product, the purpose of your content is educational.
  • If you're trying to share some before and after shots from clients, that's an inspirational post.
  • Are there common struggles your customers go through that you can share with them? That is a relatable post.
  • Do you have any upcoming sales? That's an example of a promotional post.

When thinking of creating content, making sure you have a clear understanding of what you're trying to achieve is going to ensure you hit the right target.

When it comes to social media, people are looking to build connections, and on TikTok, users feel like they can be more themselves. They also expect brands to be more personable and relatable. This means ditching the sales talk and supplying more value-added content. How can you do this?

Let's pretend you own a small skincare company. Here are a few examples of content you can create based on your goals:

Educational content

Tutorials, how-tos, hacks, mistakes to avoid, reasons why, and simple tips you can share with customers.
Topic idea: How to layer your skincare products in the morning.

Inspirational content

Storytelling about your business, behind the scenes, before and after testimonials, taking viewers on a journey.
Topic idea: How I started my small skincare business in my garage.

Relatable content

Shared beliefs, situations, or pain points your ideal customers can relate to.
Topic idea: When you forget to take off your makeup before bed.

Promotional content

Product highlights, product launches, sales—this shouldn't take up more than 25% of your overall content.
Topic idea: A new serum that creates a summer glow.

When it comes to selling your services or products on TikTok, think about the solutions your business can bring to people. Think about the four content purposes—educational, inspirational, relatable, and promotional—and what examples you can bring back to your business and the ideal customers you're trying to target.

Create eye-catching content for TikTok in minutes

Check out these beautiful TikTok video templates from Microsoft Create. Start with a template and make it your own, no design or video editing experience needed.

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