TikTok can land your brand in front of an audience of millions, if you play your cards right, and there’s never been a better time to tap into this reach, says Tom Anderson, CEO of digital marketing agency Hummingbird.
TikTok’s ‘For You Page (FYP)’ has become a goldmine for travel inspiration, with 64% of GenZ users using it to search for ideas rather than turning to Google, according to Adobe.
Operators and travel agents must tap into this opportunity, learning to recognise that automatically landing on someone’s FYP is a bit like landing on prime-time TV without buying a slot.
All it takes is some clever use of trending sounds, hashtags, or phrases – then the TikTok algorithm does the hard work, continually pushing your content onto people’s feeds, provided it’s capable of driving engagement.
Take Ryanair, for example. With 2.4 million followers on TikTok, the budget airline has turned self-deprecating humour into a winning social media strategy, playing off its no-frills reputation with cheeky captions like: “When people say we can’t charge for breathing”. This willingness to mock its own brand both shocks and resonates with the TikTok audience, particularly among younger users looking for companies that ‘get’ their humour.
This is exactly the reason why videos leveraging popular social media concepts, such as ‘girl math’ perform so well, with captions such as: “If there’s a sale and you don’t buy a flight, you’re losing money”, encouraging users to comment, in turn, maintaining the FYP cycle.
To thrive on TikTok, you need to do something different, learning to authentically stand out. Platform users are looking for real experiences and relatable content, not overly polished, corporate messages fishing for sales. Take Visit Singapore’s profile, for example. With 1.8 million followers, the company avoids promoting stereotypically costly attractions, instead showcasing budget-friendly, hidden gems. This approach resonates much more closely with a younger audience, with a hunger for adventure and discovery.
Similarly, Virgin Atlantic – though a smaller player on TikTok with 237.1k followers – keeps it fresh by highlighting its staff, as well as showcasing diverse destinations through personal stories and features. This mix keeps audiences engaged, even if the content lacks the daring tone of Ryanair.
Success on TikTok requires a mix of content types and regular posts. A more personal touch from Virgin Atlantic, however, could allow the brand to perform even better, like videos on the perks of Economy Delight, with more relatable content for increased followers and engagement.
So, how can brands apply these successes to their own social media strategy? The following five tips should help:
The first thing to remember when recording your own brand videos is that people come to TikTok to unwind and relax. Humour therefore goes a long way, particularly if it shows that your brand is self-aware. A playful approach helps audiences feel they’re in on the joke – as illustrated by Ryanair, which gets away with mocking passengers for complaining about a lack of aircraft windows. These are the videos that get the most shares and comments.
That said, this level of self-deprecating humour can only be leveraged by brands whose core identity has already been solidly established, where this is company appropriate. So, don’t skip on first honing the basics, letting audiences know who you are and what your company is about. It’s important to ensure that your humour hits exactly the right places to avoid alienating audiences – working with an experienced marketing company can help strike this delicate balance. Gauging the right tone for your content is difficult, particularly when each brand is unique, so playing copycat is rarely a safe option.
Many successful brands will share real experiences from their customers’ lives to create a sense of ‘realness’. This might mean commenting ‘good job she said yes’ on your own in-flight proposal video (once again, like Ryanair) to keep things light, or asking real people to post their experiences of a trip you booked to build trust in your brand. Viewers immediately appreciate the authenticity, even when reviews of experiences aren’t 100% perfect. TikTok is a place for bonds and transactions inspired by a sense of brand intimacy, not direct marketing and sales.
Staying relevant with trends and sounds is another must. Making use of the latest phrases, filters and music creates a sense of familiarity that immediately makes your brand more approachable. You can easily use sounds found in existing popular videos by tapping on the soundbar at the bottom of your screen, then putting your own spin on it – a quick and easy way to connect with potential travellers on their level.
Many successful brands also like to share moments from behind the scenes, giving them an insider view into otherwise hidden processes, such as planning. TikTok audiences love to feel that the clips they see are somehow exclusive, whether this is a video of an agent selecting a boutique hotel for the company, or a representative reviewing local food tours while explaining their selection process. It’s another way of showcasing your high-quality standards, whilst also making viewers feel included rather than like victims of an aggressive sales strategy.
Finally, one oft-overlooked tactic is to continue engaging with comments long after content has been posted. Interacting with viewers is what keeps videos alive, boosting older content back onto the For You Page. TikTok’s algorithm rewards engagement, so brands that ask questions, respond to comments, and even make follow-up videos based on popular comments retain visibility.
On this note, it’s also worth mentioning the importance of consistent engagement, with regular posts required to maintain visibility and momentum on the platform. Brands that struggle to come up with a constant stream of innovative, varied ideas might benefit from partnering with social-media marketing specialists for this reason, as these consultancies can come up with social-media schedules designed for long-term success on TikTok.
Travel content on TikTok has skyrocketed by 410% since 2021, proving that it’s the platform for wanderlust inspiration. Not only is it a gateway to industry recovery, thanks to its ability to reach large global audiences – young and old alike – but it’s also a quick ticket to brand competitivity and recognition, bringing your identity to life.
TikTok isn’t just for bigger, established brands, either. Boutique travel agency, Stayamo, for instance, has excelled on the platform, simply by focussing on its lesser-known, hidden locations. For them, it’s all about honing in on that dreamy travel vibe, offsetting costs with feature footage taken from its own staff and travellers for added authenticity, as well.
Ultimately, embracing TikTok allows travel brands of all shapes and sizes to take-off, providing that they’re doing things creatively, authentically and regularly.
For social media advice, contact the hummingbird.agency
The post Why you should do TikTok and how to do it well appeared first on Travel Gossip.
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The TikTok effect
TikTok’s ‘For You Page (FYP)’ has become a goldmine for travel inspiration, with 64% of GenZ users using it to search for ideas rather than turning to Google, according to Adobe.
Operators and travel agents must tap into this opportunity, learning to recognise that automatically landing on someone’s FYP is a bit like landing on prime-time TV without buying a slot.
All it takes is some clever use of trending sounds, hashtags, or phrases – then the TikTok algorithm does the hard work, continually pushing your content onto people’s feeds, provided it’s capable of driving engagement.
Take Ryanair, for example. With 2.4 million followers on TikTok, the budget airline has turned self-deprecating humour into a winning social media strategy, playing off its no-frills reputation with cheeky captions like: “When people say we can’t charge for breathing”. This willingness to mock its own brand both shocks and resonates with the TikTok audience, particularly among younger users looking for companies that ‘get’ their humour.
This is exactly the reason why videos leveraging popular social media concepts, such as ‘girl math’ perform so well, with captions such as: “If there’s a sale and you don’t buy a flight, you’re losing money”, encouraging users to comment, in turn, maintaining the FYP cycle.
Making your company stand out
To thrive on TikTok, you need to do something different, learning to authentically stand out. Platform users are looking for real experiences and relatable content, not overly polished, corporate messages fishing for sales. Take Visit Singapore’s profile, for example. With 1.8 million followers, the company avoids promoting stereotypically costly attractions, instead showcasing budget-friendly, hidden gems. This approach resonates much more closely with a younger audience, with a hunger for adventure and discovery.
Similarly, Virgin Atlantic – though a smaller player on TikTok with 237.1k followers – keeps it fresh by highlighting its staff, as well as showcasing diverse destinations through personal stories and features. This mix keeps audiences engaged, even if the content lacks the daring tone of Ryanair.
Success on TikTok requires a mix of content types and regular posts. A more personal touch from Virgin Atlantic, however, could allow the brand to perform even better, like videos on the perks of Economy Delight, with more relatable content for increased followers and engagement.
Top tops for getting noticed on TikTok
So, how can brands apply these successes to their own social media strategy? The following five tips should help:
Laugh and the world laughs with you – not at you
The first thing to remember when recording your own brand videos is that people come to TikTok to unwind and relax. Humour therefore goes a long way, particularly if it shows that your brand is self-aware. A playful approach helps audiences feel they’re in on the joke – as illustrated by Ryanair, which gets away with mocking passengers for complaining about a lack of aircraft windows. These are the videos that get the most shares and comments.
That said, this level of self-deprecating humour can only be leveraged by brands whose core identity has already been solidly established, where this is company appropriate. So, don’t skip on first honing the basics, letting audiences know who you are and what your company is about. It’s important to ensure that your humour hits exactly the right places to avoid alienating audiences – working with an experienced marketing company can help strike this delicate balance. Gauging the right tone for your content is difficult, particularly when each brand is unique, so playing copycat is rarely a safe option.
Keep it real
Many successful brands will share real experiences from their customers’ lives to create a sense of ‘realness’. This might mean commenting ‘good job she said yes’ on your own in-flight proposal video (once again, like Ryanair) to keep things light, or asking real people to post their experiences of a trip you booked to build trust in your brand. Viewers immediately appreciate the authenticity, even when reviews of experiences aren’t 100% perfect. TikTok is a place for bonds and transactions inspired by a sense of brand intimacy, not direct marketing and sales.
Tap into trends
Staying relevant with trends and sounds is another must. Making use of the latest phrases, filters and music creates a sense of familiarity that immediately makes your brand more approachable. You can easily use sounds found in existing popular videos by tapping on the soundbar at the bottom of your screen, then putting your own spin on it – a quick and easy way to connect with potential travellers on their level.
Share a sneak peek
Many successful brands also like to share moments from behind the scenes, giving them an insider view into otherwise hidden processes, such as planning. TikTok audiences love to feel that the clips they see are somehow exclusive, whether this is a video of an agent selecting a boutique hotel for the company, or a representative reviewing local food tours while explaining their selection process. It’s another way of showcasing your high-quality standards, whilst also making viewers feel included rather than like victims of an aggressive sales strategy.
Keep the conversation going
Finally, one oft-overlooked tactic is to continue engaging with comments long after content has been posted. Interacting with viewers is what keeps videos alive, boosting older content back onto the For You Page. TikTok’s algorithm rewards engagement, so brands that ask questions, respond to comments, and even make follow-up videos based on popular comments retain visibility.
On this note, it’s also worth mentioning the importance of consistent engagement, with regular posts required to maintain visibility and momentum on the platform. Brands that struggle to come up with a constant stream of innovative, varied ideas might benefit from partnering with social-media marketing specialists for this reason, as these consultancies can come up with social-media schedules designed for long-term success on TikTok.
Final call to TikTok
Travel content on TikTok has skyrocketed by 410% since 2021, proving that it’s the platform for wanderlust inspiration. Not only is it a gateway to industry recovery, thanks to its ability to reach large global audiences – young and old alike – but it’s also a quick ticket to brand competitivity and recognition, bringing your identity to life.
TikTok isn’t just for bigger, established brands, either. Boutique travel agency, Stayamo, for instance, has excelled on the platform, simply by focussing on its lesser-known, hidden locations. For them, it’s all about honing in on that dreamy travel vibe, offsetting costs with feature footage taken from its own staff and travellers for added authenticity, as well.
Ultimately, embracing TikTok allows travel brands of all shapes and sizes to take-off, providing that they’re doing things creatively, authentically and regularly.
For social media advice, contact the hummingbird.agency
The post Why you should do TikTok and how to do it well appeared first on Travel Gossip.
Continue reading...
