How hospitality brands can use TikTok to engage their audience

Using TikTok like a consumer – with authenticity and lightheartedness – will help create an authentic brand connection, says Harri Brown

TikTok has become a powerhouse in the world of social media, with millions of active users and a platform built on short-form videos. For brands, TikTok provides a unique opportunity to engage with a wide and diverse audience. However, succeeding on TikTok requires more than just posting videos; it is essential to use effective community management strategies which foster genuine connections and encourage user participation.

Here's how brands can engage audiences on TikTok, with a special focus on community management strategies.

Authenticity and user-generated content (UGC)

TikTok is all about authenticity and user-generated content. Brands that can tap into this ethos have a higher chance of resonating with the platform's audience, especially when content is genuinely native to the platform rather than heavily branded or product focused. Encourage users to create content related to your brand or products through challenges, hashtags, and contests. By involving the community, brands can foster a sense of ownership and belonging, increasing engagement and loyalty.

Trend participation

TikTok thrives on trends and challenges that spread rapidly among its users. Brands should stay up to date with the latest trends and creatively incorporate them into their content. By participating in popular challenges, brands can show their relevance and connect with the TikTok community while maintaining that TikTok tone of voice that audiences love to see. However, it is important to maintain brand identity and ensure that the content aligns with the brand's values – if the trend doesn't make sense for your brand, don't make content for the sake of it.

Embrace TikTok's lightheartedness

TikTok is known for its fun and lighthearted nature. Brands should adapt their tone and style to match the platform's vibe. Humour, creativity and relatability are key elements to engage the TikTok audience effectively: you should avoid being overly promotional or sales-oriented, as TikTok users prefer content that entertains and adds value to their experience. As we always say at our TikTok-first marketing agency: make a TikTok, not an ad.

Consistency and frequency

To maintain an engaged audience on TikTok, brands should establish a consistent posting schedule. Regularly sharing content keeps your brand in users' minds and increases the chances of appearing in their For You page. However, it is essential to strike a balance between frequency and quality. Consistency should not compromise the creativity and value of your content.

Interact and respond

Community management on TikTok involves actively engaging with your audience. Responding to comments, acknowledging user-generated content and initiating conversations helps build a sense of community, while showing genuine interest in your audience's opinions, questions and feedback.

By actively participating in discussions, brands can foster a stronger connection with their audience.

User-focused content

To truly engage audiences, brands should create content that is tailored to TikTok's user preferences. Research popular TikTok categories, explore user interests and understand the types of content that perform well on the platform. By aligning content with user expectations, brands can increase their chances of capturing attention and driving engagement.

Use TikTok like a user

Community management doesn't stop at replying to comments on your brand account: to really optimise on engagement and interaction, spend some time scrolling through the platform and commenting on popular videos that you see. By tapping into the TikTok tone of voice in your comments, you can attract new audiences to your account and entice them to follow for more. Make sure your language is reflective of your brand's values, but avoid being too professional – audiences want to follow people, so try to be relatable and personable.

Collaborate with influencers

Influencer marketing is a powerful tool on TikTok. Partnering with relevant influencers can help brands reach a wider audience and establish credibility. Identify influencers who align with your brand's values and have an engaged following to collaborate on content creation, challenges or takeovers to leverage their influence and tap into their community. Ensure the partnership feels authentic and genuine to maintain credibility in your messaging.

Cross-promotion

Leverage your presence on other social media platforms to promote your TikTok account and content. Cross-promotion helps to build a wider following and drive traffic to your TikTok profile. Use platforms like Instagram, Twitter, or YouTube to share TikTok highlights, behind-the-scenes content, or teasers to generate interest and encourage users to follow your TikTok account. Just make sure you download any content without the watermark so it is native to each channel.

Harri Brown is director and chief operations officer for Antler Social