Create content, not ads!
When you’re swiping through your social media timeline, what’s the first instinct you get when you see an obvious ad? You swipe past it!
Your potential customers or clients will do the same if the first thing they see related to your brand is an ad pushing them to buy your product or service because as a society we don’t like to feel forced into doing something. If you want to sell your brand through social media you need to make it feel like the choice of whether to buy into it or not is entirely up to the consumer, and not up to your ad that barks “buy my product”.
How do you do this, you ask? You create promotional content, not ads! This doesn’t mean don’t promote your brand, it means to create content that subtly promotes your brand and mimics the type of content your broader user base creates and watches.
Unleash your authenticity, be more creative with your execution of a promotional TikTok or Reel and make content that truly speaks to your audience. Think big trends that are happening on TikTok, and think about how you can manipulate the trend to fit your niche and attract viewers to not skip it as they would do with a typical ad. The best way to get someone to stick around on your video is to give it personality, many people roam socials for entertainment so make your promotional video entertaining and unique, instead of slapping your product or service on the headline of the video, weave it in gently.
Last year TikTok launched a campaign that told people “don’t make ads. Make TikTok’s” and since then, the changes brands have made in their approach to promoting their products caused TikTok’s branded content to be “the most genuine and entertaining” on social media.