B2B Growth: Your Daily B2B Marketing Podcast
B2B Growth: Your Daily B2B Marketing Podcast

Episode 1645 · 4 months ago

TikTok for B2B with Emily Brady

ABOUT THIS EPISODE

In this episode, Benji chats with Emily Brady, Creative Content Lead at Sweet Fish.

Can B2B brands thrive on TikTok? What are best practices? How can we effectively repurpose on the platform? Emily gives unique insights as a creator, actively trying and testing things.

Welcome into another episode of B Tob Growth. I'm your host, Benjie Block, and today we're joined by Emily Brady. She's our creative content lead here at sweet fish. Emily, glad to have you on, glad to be on. Thanks, Benjie for sure. So kind of the Genesis of why I asked Emily on an episode of be to be growth here. Well, I guess there could be a lot because of her role as creative content lead, but specifically because she's been looking into tick tock for us here at sweet fish and we want to talk about that and really dive in to the power of Tick Tock a bit today and some of her findings and learnings. I thought I'd read Emily just a couple stats here that I found pretty wild about tick tock. So there's six hundred and eighty nine million monthly active users and APP has been downloaded two point six billion times. That number is ridiculous. And then in two thousand and twenty tick tock was the APP with the most downloads globally. That's almost I mean that's two years ago at this point, so you can only imagine it's it has not slowed down people. It is not slowing down. Yea. So, Emily, what do you love most about Tick Tock? Let's start there. Oh, that's fine, okay. I think I love the freedom it gives me to just be creative and to test things, which you have like you have to be willing to fail on Tick Tock and I don't have a video backgrounds, like I love the written word, so to me, getting on Tick Tock was really scary to be on that side of the camera, but I've come to really love just the ability to come up with creative, silly things, as well as like challenging myself to speak into like more thought leadership things, where you're like, here are five things you should be doing on Tick Tock, so that you know, I have to do a lot of research for that, which I enjoy, but I also just I enjoy the more fun aspect of Tick Tock. Then on other platforms like Linkedin, it does feel right like there's a bit of a maybe it's because it's a lot of experimentation, but it also just feels like a little bit more of the space to like let loose. Yeah, yeah, there's definitely more freedom to fail there. Yeah, and like your videos don't have to be as like high quality, where I feel like, if people think about like Linkedin, there's a certain level of professionalism that maybe you aspire to their in on Instagram, there's like a certain level of like the way you want things to look. facebook would be similar there. So what makes tick Tock unique sort of in your mind? Well, it's interesting as I think it's the easiest way to produce a video, like it's for someone like me who has no video background. Like you can do anything in the APP. There are several filters and effects and sounds and it's all just really easy because it's all in one place. I've never made a video like for Youtube or on I don't know, Adobe, I movie, that...

...kind of thing, whatever video people use, like I don't know, but on Tick Tock, like you can easily make a video and you can easily repurpose that video onto any other platform, to which is really neat. Okay, so you mentioned that like getting in front of a camera was not maybe your first let you were extremely excited about that. Right, like written word is more your speed. So tell me about your journey and the evolution what you like. How long have you been on Tick Tock? Yeah, I so I started on Tick Tock in October, or I should say I started creating for Tick Tock in October, and I just I wanted to try it to see who's on there in our space, what sort of be to be marketers are on there and to see if there's really an audience. And I wanted to test it out to see what content works best, because there are several different things you can do on the platform and for me I getting comfortable and video just comes with doing it right, like that's all there is to it. You just have to do it and get in front of the camera and there are things to help you along the way, like if you script your videos, that might make you more comfortable. Or for me it was more comfortable to do those, you know, those lip syncing videos. Yeah, just to put a joke in there, something that's relatable, and then just to lip sync to something that's already made, and that's how I started out getting into it more and I still enjoy doing those as I do a little bit more talking head videos. But I think you have to start out with what works for you and then grow from there. So tell me a little bit of what you've seen, specifically in the bet bee tick tock space because it there are some people doing some good things, but also it's a little bit obviously still new, right. Yeah, yeah, I don't see a lot of company pages on Tick Tock's. It's similar to Linkedin, like we always promote getting the individuals in your company to be so to be active on social and it's the same works for Tick Tock, because people want faces, they want to know who's behind the brand and they don't want more company content. So I haven't seen a lot of people doing that. Well, I haven't seen a lot of those companies on there, to be honest. But then the the individuals who are doing it really well. They have they have a niche carved out and they have a style carved out to you. I think that's something that's unique about tick tock is you'll be really successful if you're just if you have one thing and you go for it. And you see this in like influences on Tick Tock, for example, like there's a there's a dog named noodles the pug. I don't know if you've heard of him seeing him, but this guy literally he stands up his dog every day and he's like is he going to stand or is he going to fall over? And if he stands, it's the bones day and if he doesn't, it's a no bones day, and like it's so many people grabbed onto that and we're obsessed with it. They're like that's a nobones day today. So you have to find like that one thing that sets you apart, and so I'm trying to discover, like how do we do that as be to be brands, like how do we find that one thing the people know us for? I think if I were to say, like a company that does this well, do a lingo and they're maybe there be Toc right there, an APP, but they embody a person or really well, they've got the big...

...green owl and there and people love them like they're huge. So I would say if a company can harness whatever magic they've got going, like they're just they're a little bit brazen and brave with the things that they put on there, and I think you you kind of have to be to get people's attention on there. What are some of the I guess maybe things you weren't anticipating that you see is now kind of like benefits to tick Tock. Aside from increasing my confidence on camera. I think I enjoy like you can take your tick tock content and repurpose it on Linkedin and people really like that. HMM, I'll give you an example. Todd clousser is like killing it in be tob tick tock right now. I'd say he's he's like up at the top and he does a really great job of repurposing his content. It doesn't work the other way around. I've not seen anyone repurpose content on to tick tock that gets any sort of traction. So I wouldn't recommend that. But he takes his videos, he makes them in Tick Tock, which if you're not if you don't have a video background. I don't know todds background, but if you don't, that's a good way to do it, and then take that and put it on Linkedin. He gets way more engagement on Linkedin than he does on Tick Tock. But that doesn't negate the fact that, like, he's got that content on tick tock and he made it using tick tock. So I think that's a huge benefit. Is when you repurpose it onto something else. His audience is probably more people who are on Linkedin. But so that's why he doesn't get the numbers on Tick Tock, but that's why he gets the numbers on Linkedin and people still think it's funny and fun they like the funny and fun yes, which I think he's a contesting yeah. Well, I have a couple cushions on him because I obviously I see his content on Linkedin all the time. It's fantastic, but I've never stopped to think about what you were talking about before, which is like this niche plus style which he kind of covers, like comedy, but like, do you see a more specific lane that he's running in other than just like be to be comedy? But I feel like that's basically what he's doing. That's it. But he has incredibly original content, like he takes time to make that stuff and it's all original. He's he uses trending sounds every once in a while, but for the most part like he's come up with all of that from his brain. On the flip side, I will say one of my favorites on Tick Tock is will aiken, who's active on Linkedin as well. But what makes his tick tock really great is the opposite, is that he only I don't want I don't say only. He mostly uses trending sounds and audio and does the lip syncing thing, but he's hilarious and like he ties it into sales problems and pain points and like people just theylet like. He's got a huge following on tick tock. I'm not sure about linkedin. I imagine it's the same, but he's hugely popular on Tick Tock and that's because he does that really well. Yeah, I like that. It's two different approaches, but you can kind of use either and finding that lane that works best for you. Right, because if LIPSYNC is what got you into it and kind of gave you that forward momentum to just keep trying, that's really...

...works. Or if you have all these creative ideas, obviously tick tocks and be a great space for that. You mentioned one thing that I wanted to kind of circle back to. So you were saying linkedin content moving over to tick tock doesn't really work. Have you tried that? Like here's a listicle that I had on Linkedin and now I'm putting it into some sort of video format and you just see those videos bomb or what do you kind of mean by that? Yeah, I will say there's a way to do it. Here's the way not to do it, taking micro videos you've made for Linkedin and putting them on Tick Tock. I have tried that and that got really low engagement. I've also seen accounts that have have done that and those accounts don't have very many followers. Because you repurpose the square as well. Right. Is that part of it too, where like even the video format? Yeah, you're literally just taking that square, you're downloading it from whatever you've made it on on your laptop and uploading it onto tick tock. It just doesn't work, also because, partly because because that's not what people are on Tick Tock for. They don't want that, but also because tick tock prefers it when you make content natively, like they're going to penalize you and they're going to bury your content if you're not making it in the APP. Another thing that I've done, if you want to talk about like repurposing content from linkedin on to tick Tock, I actually take a lot of linkedin posts that we've done on the team and all make it into a tick tock video, like here are five ways to X Y Z that I've seen, like maybe James had has posted something and I'm just I'm using it as a script right instead of repurposing a video. So that way I'm making it in the APP. It's my face, I'm talking to people and it's helpful content. That does work. That's a good strategy. Hey, everyone, emily brady with sweet fish here. If you've been listening to be to be growth for a while, you know we are big proponents of putting out original, organic content on Linkedin, but one thing that has always been a struggle for it seemed like ours, is easily tracking the reach of that linkedin content. That is why we are really excited about shield analytics. Since our team started using shield, we've been able to easily track the reaching performance of our linkedin content without having to manually log it ourselves. It automatically creates reports and generates dash boards that are incredibly useful to determining things like what content has been performing the best, what days of the week we're getting the most engagement and our average views. proposed. Shield has been a game changer for our entire team's productivity and performance on linked I highly suggest checking out this tool if you're publishing content on Linkedin for yourself or your company. You can get a ten day free trial it shield up dot AI, or you can get a twenty five percent discount with our Promo Code. Be To be growth. Again, that shield up dot ai and the Promo Code is be the numbers to be growth. All One word for a twenty five percent discount. All right, let's get back to the show. Hey, I just wanted to clarify that because I think that is an easy in road for someone on your team and letting it be personal. I totally can see the benefits there. On Tick Tock, I...

...don't want to follow brands, I want to follow people. But if you have someone that's attached to a company, that's your primarily following because they're in some B Tob Lane like I've totally going to opt into to follow someone like that and you're putting a face to it. That is a lot more personal than even just having James Post words. There's something so human about that, like connection that the repurposing of that on linkedin where it's like your face now instead of just your words. I really like that. The potential there. Yeah, okay, so any other things you would say as far as like people that we should be following paying attention to, and maybe it's not just be to be specific, but ones that you're like, man, I'm learning a lot from this person. Yeah, well, those are my two favorites. I also so like Sam Hembry has some good stuff. Corporate Natalie has some good stuff, I think. Corporate Marketing Bro is the other one. He's huge. I have a list of people that I really enjoy following. But I think one thing a lot of people are worried about when it comes to tick tock and like downloading tick tock and actually being active on the platform is just drowning in the amount of content. Is just drowning in. Yeah, and also, like there's a lot of garbage content on tick tock, and so a lot of people just don't want to they don't want to deal with that. But there's a really easy way to filter it. You just pick, you know, a handful of people you want to follow who are in your space. Maybe it's be to be marketing, maybe it's not, but you there's a following page and there's a for you page. For you is going to pop up like all kinds of different content. Following is just the people you've chosen to follow. I spend five minutes maybe on the fore page every day because there's not a whole lot that's valuable to me there. The following page is the people that I've actually I've chosen to follow. So that's it's created content. So I think that if you're worried about wasting time on tick tock, that's a really good way to manage your time so that you're not lost in the void of Tick Tock content. Okay, so the natural, I guess, progression in my mind is going we kind of understand what it is right we know like maybe who we should start following, and we sort of understand a bit more. But then there's this like why question, because there's a lot of brands like betob companies that are going, is this even necessary, like should I even worry about another outlet that like we need to put someone in charge over, empower someone to take over. When you think about why, someone, you would tell someone to get into this that's in the betob space. What would be your sort of pitch? I would say your audience is probably on ticktock and the the user base is aging up and, like you said, and at the beginning of this episode. The amount of downloads that ticks. Tick Tock is the number one download APP. That's insane and so and if you think about like I think, be...

...to be influencer, the people who are making the buying decisions in companies are there that age where they're on there on ticktock. Their millennials, and I'm not even talking about millennials, like my dad. He's sixty years old. He's on ticktock every single day. And my dad hates social media. Did you have to convince him? No, he's adamantly like, against instagram and facebook and all that stuff. We started creating tick tock videos in two thousand and twenty when we were all quarantined together. Ever since then he literally every night before he goes to bed, watches tick tock videos. So your audience is there. So there's that. Another reason is because video, video is trending, like video is only going to be more and more prominent, even on Linkedin, as we're seeing people repurpose their video from Youtube and from Tick Tock on to Linkedin. It's just more attractive now and it's it's a good time to get in on it. If you haven't already. I also think it's good for us to have those skills of being able to create video and as we're on this journey at sweefish to say by by commodity content, like we don't want another cookie cutter approach. We want something that's exciting and new and fun and entertaining, and I think a lot of people do want that, which is what makes tick tock so attractive. So you have to know your goals as well. Like I know a lot of companies on tick tock have the goal maybe to be seen as thought leaders, so they're they're posting thought leadership content, which is great. And then there are other companies, and I think this is an approach that we want to take more is, like we want to show our culture. I think tick tock is a great way to show your company culture. It's also great for like recruiting talent. Right, if you want creators, they're all on Tick Tock. So if you want to attract creators, then get on the platform that they're on and create content that is attractive to them. So I think it's a really good tool for I don't know about I don't know so much about sales. That's not what I'm going for. I'm not trying to get customers on tick tock at the moment, but I think it's a great platform for education and entertainment and recruiting, right, and then ultimately people are even just building brand awareness. Right. Yeah, I might not be making the sale, but they're some sort of connecting point and a familiar face to your brand, which is there's a lot of power in that. I wonder, and this is just a kind of curious question, I wonder what your thoughts are on I think of the types of videos I see on linkedin right now where it's either a video podcast right, with some sort of branded text box around it and then you have the subtitles going. What do you think like and this you don't have to have a final answer. You can literally just go this is my thought right now. But that type of video versus like someone posting a ticktock repurposed video. That's specifically in sort of that thought leadership vein, because they're both sort of trying to do the same thing but they're obviously different, slightly different formats, both in video. What do you think is going to gather...

...more engagement or, like, perform better long term, like, do you think one or the other is is sort of more beneficial? Yeah, I'm not entirely sure, because they're still, even though you can repurpose content across platforms, they're still their own unique platform. So I think that those, those videos that are framed with, you know, your company Logo, I think those do really well on Linkedin, especially as they, you know, hopefully drive people back to your company page or build your company awareness. I mean, I think that tick tock videos that are repurpose us on to Linkedin do really well too, because it's just more conversation. Yeah, and there are a lot of people obviously on Tick Tock. That's what people want, is more conversational and more personable, and I think on Linkedin it's really not all that different. So yeah, it might be trending towards that, but I don't really have a definite answer on that. Like my brain thinks, the way that I even follow people on Linkedin. I know that the they're associated with like a company, but there is still a very personal aspect of learning from someone and when I see like hyperbranded content, even if it's not intentional, because I'm marketed to all the time, I kind of start to question like are you marketing to me? So it's just something I'm aware of. Like one's probably not better than the other, but I could see how a tick tock video might accomplish something slightly more personal in the long run because it's not hyperbranded. I don't know right. Well, makes me think of the Christmas jingles that we did. Write, that out of office jingles. Yeah, that some of our sweetfish team did in December, and people loved those and those weren't we weren't trying to brand those, we were just trying to have fun. Right. So I think those worked really well because it was casual and it was fun and it was entertaining and it was something people could engage with and have fun with and we had fun in the process. It really was really fun. Okay, let's s sort of finish the episode here. Yep, if someone's gonna jump into this, like, do you think they need a bunch of video ideas, a bunch of content, like what's the how to to sort of put a tick tock plan and action and really start testing things? Yeah, I think. I think first you have to know why you're on the platform and it could be just to see what it's all about, have fun, tested out, experiment. It could be because you want to build brand awareness for your company or for yourself. Could be attracting talent, but I think it's important to determine that. And then I think it's important to stay consistent with with a certain type of content. Do you want to be the person who does trending audio or do you want to come up with original content? And there's anything in between that, like do you want to do maybe singing videos or dancing or which? I mean that's a stereotype. It's not all singing and dancing on tick tock, but pick that one thing that you want to do and be consistent with it and then connect with other people there, follow other people there who are doing what...

...you want to be doing and just learn from them. And then a lot of it is just experimentation and just just testing out different kinds of content or, you know, the content that you're talking about. I tried talking about Linkedin on Tick Tock, but that doesn't work so well because people on Tick Tock maybe are not on Linkedin. And then I tried talking about content creation on tick tock, which worked a little better, because a lot of people on tick tock or content creators. So just determine what it is that you want to talk about and what your message is, and then, I guess, just have fun with it, honestly. Oh, I would say also like pick someone in your company who can own the channel, who has time to do it, and it doesn't have to be a full time job. I spend like an hour a day maybe making a video, and right now I'm putting out, you know, trying to put out a video every day. How has that consistency helped you? But just one follow up there. Yeah, well, I've heard that if you really want to grow fast, you should be posting two to three times a day. Okay, which I don't have capacity for and not many will do, unless you're creating maybe those fifteen second lip syncing videos. Those are really easy and quick, but if you're creating something totally original, that's going to take time. But I've found just for me, it's a personal goal just to be consistent or else I'm totally going to drop the ball. So if I don't have a goal of like make a video a day, then I'm going to fall behind right. But yeah, find someone who can own that and who will be proactive in creating content for you. There's a lot of good here and I love the just the exploration of a new platform, and so one of the big things that I am going to take away from this episode is that idea of like niche plus style, having some sort of this is the type of video that we do consistently, what people can expect from us. That's something I hadn't really thought through. Having someone own the channel mental for your company, but even allowing them to do it on their personal page, is an easy next step and allowing someone with some margin to just experiment consistently. That is a great goal to just get on the platform and start to discover things. So you gave us some great people to follow as well, checking out do a lingo, Todd Klausser will ach in, so we'll try to link to all of those in the show notes as well, and you guys can check them out on ticktock. Emily, thanks so much for being here on be tob growth today. Yeah, thanks for having me, Benjie. Absolutely so. If you haven't subscribed to the podcast yet, you can do that on your favorite subscription service. We're on all of them and you can connect with either me or emily over on Linkedin if you have questions on business or podcasting or social media. For more for emily, push those towards her, but we would love to chat. We're always here and willing to connect with you. Guys. Keep doing work that matters and we'll be back real soon with another episode. Is your buyer a BB marketer? If so, you should think about sponsoring this podcast. Feb growth gets downloaded over a hundred and thirty thousand...

...times each month and our listeners are marketing decisionmakers. If it sounds interesting, send logan and email logan at sweetfish Mediacom.

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