Did you know TikTok is the fastest-growing social media platform in the world? Did you also know it almost surpassed Google for the most accessed website of the year in 2021?
Yep, you read that right. TikTok is no longer just a ‘passing’ fad–it seems like it’s here to stay. And if you’re a video person–or your audience skews younger, like TikTok’s–it’s one platform you can’t afford to ignore.
Here’s the deal: TikTok offers content creators the ability to grow an audience twice as fast as any other platform due to its algorithm’s ability to push content to the correct audience. A video can literally go from two views to 2,000 (or 2 million!) overnight.
That said, the downside to all social media is that while you might cultivate a large following fast, but ultimately that following belongs to the gods of that platform. Creating an email list gives you more control–in case any of the socials does, indeed, turn out to be a passing fad.
Before we dive into how to use TikTok to snag emails of potential clients, let’s talk about how to use TikTok effectively in general.
1) Create a Business Account
A TikTok business account offers creators the ability to add additional information to profile pages and view video analytics–aka very important information for any serious coach.
2) Create Content TikTok Loves (aka Follow the Trends, Friend!)
We usually harp on about the importance of ‘original’ content and ideas in the entrepreneurial world. TikTok, on the other hand, is all about hopping on trends.
Here’s the thing: Your #1 goal with TikTok is to wind up on the For You Page (which is super similar to Instagram’s now-famous Explore page).
That said, TikTok wants you to create videos like the videos that are currently popular, and if you do, it will reward you in kind.
Use the ‘Discover’ tab to see what’s hot right now. TikTok trends can run the gamut from dances to certain sounds or hashtags. Using trending hashtags, sounds and trends is the best way to land on the FYP.
You can also do a quick search of fellow creators in your niche to inspire your content. What are they doing or talking about that you could put your own spin on?
Also, don’t be afraid to try ‘new’ types of content occasionally. TikTok allows you to duet others’ content, ‘stitch’ others content or even go Live. Experiment!
3) Stay Consistent
TikTok might like trends more than totally original content, but it’s similar to other platforms in one key way: TikTok (and your soon-to-be viewers) likes consistency. So be sure to set actionable goals and commit to posting consistent and relevant content to keep your followers engaged.
4) Engagement Matters, But Stop Sweating the Vanity Metrics
TikTok loves when people engage with your videos. But TikTok does not care about your number of total followers, how old your videos are or how past videos of yours have performed when figuring out whether to show your vid on the FYP. (And thank goodness for that!)
Now that we have a basic understanding of how to successfully become a TikTok creator, let’s take a look at how we can convert that popularity into emails that (fingers crossed!) lead to sales.
1) Create a Juicy Lead Magnet
TikTok users also respond well to ‘freebies.’ Be sure to link yours in your TikTok bio. (TikTok allows a link in bio like Instagram. It also allows you to link to your Instagram, so be sure you have your freebie URL there, too!)
You can also include your lead magnet link in your video description, although it will not be clickable (as of yet). Go ahead and offer your followers a reason to click on the link you are sharing in your video instead of scrolling on to the next video on their FYP.
2) Create a Link Page
Instead of linking to just your freebie, you can also use a service like Link Tree or ConvertKit to add a ‘link page.’ These link sites offer a place to add all the links you might want to share all in one place. This will allow you to link to your website, yes, but also to designated landing pages. If you have multiple freebies or funnels, this can be a good option to snag more emails.
3) Add a CTA to Every Video
Mention your freebie in every video! You don’t need to be too in-to-your face, but you can definitely hint at the awesome things subscribers can get from your link by describing a resource or freebie that you offer. For example, “Following my social media checklist has helped me keep my content fresh and consistent. You can use it too. Link in bio!”
TikTok also allows hashtags, and it’s a great idea to include a hashtag in your video description to get found. You can add up to 33 hashtags, but most experts say to stick with just 5-6. Make sure they’re highly relevant (you only have 100 characters, after all!)
4) Reference Your Freebies in Your Videos
Another idea is to subtly reference your freebies in videos, when it makes sense. If you’re talking about a topic you have a freebie about, you can mention it–and then include a text overlay at the end encouraging viewers to check out your link in bio for more.
5) That Said, Don’t Oversell
TikTok’s users are different than other platforms and they’ll ‘sniff out’ somebody whose only out for a quick buck or sale from a million miles away. That’s why it’s best to position your freebie as what it is–a free resource–rather than directly talking about your products and services. (Although it’s always worth experimenting with different content styles!)
Make sure you balance your content between interesting or informational videos and promotional videos. There’s nothing worse than having a content creator do nothing but try to sling their wares–even if their wares are awesome. You have a niche or a specialty and that is what drew your audience to you, so educate and entertain them before you worry about selling to them.
6) Paid Ads
We can’t overlook the option of running a paid ad on TikTok, either. User-generated content tends to work very well. Ads tend to look like natural reviews, or people speaking very naturally to the camera about their offer.
Follow the above tips and even if you’re total TikTok newbie, you can convert quick, fun videos into hundreds (or even thousands) of new viewers and email subscribers in (practically) no time.
