TikTok’s massive reach is undeniable, but simply having a large following doesn’t guarantee success when promoting products or content. Publishers need a strategic approach. This guide explores how to effectively use TikTok, focusing on building engagement and community, instead of just relying on existing audience size.
The Pitfalls of Mismatched Targeting
Consider a TikTok creator with nearly a million followers on a kid-centric channel. Their videos focused on quirky content, like crafting edible Q-tips from marshmallows and peanut butter, or creating lipstick from Crayola crayons. When they launched a Kickstarter for an educational card game, the results were underwhelming. Despite their large following, the Kickstarter barely reached its funding goal with only about 100 backers.
Several factors contributed to this failure. The product videos significantly underperformed compared to their regular content. While the channel catered to children, the educational game primarily appealed to parents. The creator failed to bridge the gap, effectively convincing their young audience to persuade their parents to purchase the game.
Building a Thriving Community
The real power of TikTok, especially for board game publishers and similar niche content creators, lies in its ability to build community.
TikTok’s algorithm prioritizes showing content to users who have already expressed interest in similar topics. This means that publishers can tap into an existing community of board game enthusiasts, designers, and content creators.
Alt text: Close-up of edible Q-tips crafted from marshmallows and peanut butter, showcasing a creative DIY project for kids.
Leveraging TikTok’s Personal Nature
TikTok fosters a personal connection between creators and viewers. This intimate environment requires publishers to go beyond generic marketing. Authenticity and genuine engagement are essential for building trust and loyalty within the community.
Key Takeaways for Publishers:
- Understand Your Audience: Know who you’re targeting and tailor your content accordingly. A large general audience is less valuable than a smaller, highly engaged audience interested in your specific niche.
- Engage, Don’t Just Promote: Create content that entertains, educates, or provides value to your audience beyond just pushing your product.
- Build Community: Interact with your followers, participate in relevant conversations, and foster a sense of belonging.
- Authenticity is Key: Be genuine and transparent in your communication. People are more likely to support creators they trust and feel connected to.
Alt text: Image demonstrating how to create lipstick from Crayola crayons, displaying a playful and imaginative DIY makeup project.
By focusing on building a genuine community and providing engaging content, publishers can unlock the true potential of TikTok and achieve sustainable success. Don’t just target; engage, connect, and build a loyal following that will support your work.
