In this article, I'm going to give you some starting tips on how to use TikTok for your Government or Public Sector agency, and why TikTok presents a real marketing and communications opportunity.
What's the hype with TikTok?
An immersive mobile video content experience that puts people at the centre of the smartphone. There are so many engaging features within TikTok that it has creators and app users on overdrive.
So why should government and public sector agencies use it?
And if you're not a comedian, if you're not 16 to 24, then is TikTok a place where you should be? Simply, yes! Your role is to reach citizens where they are, and the growth rate of TikTok suggests it's time to lean in.
No matter what age you are, TikTok is going to share the videos that it thinks will resonate with you on your ‘for you’ page.
7 Reasons You Need To Be on TikTok - FREE Webinar Replay
Sophie and I hosted a 1-hour webinar on TikTok for government and public sector. If you are still on the fence about making the jump, then be sure to tune into the replay.
I shared 7 reasons you should be deciding to join, while Sophie shared results from our latest State of TikTok in the Public Sector report.
Why TikTok, why now?
- Fastest growing social network
- Engagement rates of 5-10%
- Search marketing opportunity
- Education + information hungry audience
- Other social networks changing their algorithm and feeds to mirror TikTok
- Remain relevant
- Mobile video content skills
WATCH TIKTOK WEBINAR REPLAY
Do you want to master TikTok in 2023? We have announced our new TikTok training programmes as well as our Done With You service.
2022 TikTok for Government Stats
- > TikTok is the 6th most-used social platform in the world
- > TikTok Users Spend More than 850 Minutes Per Month on the App
- > TikTok now has 1 Billion Monthly Active users (January 2022)
- > Most Popular Overall App Downloaded Globally in 2020 and 2021
- > Highest Social Media Engagement Rates Per Post at 6-15%
Read more stats helpful for your TikTok for Government strategy
Essential Quick Tips for Getting Started on TikTok
So let's get started. Let's get into some essential quick tips for setting up a TikTok account for a government or a public sector agency.
Do you want help developing your agency's TikTok strategy with your first month's videos produced? We can help. Book a free consulting call. If nothing else you'll get 30 minutes of free advice. Complete our FORM and I will get in touch.
1 - Have a purpose
Make sure that you think about your why on TikTok.
Why are you there?
Are you there to reach a younger audience, that you're unable to reach on social networks?
If so, then make sure that the content you create directly speaks to them.
If it's about having and sharing public health messaging on the platform, then make sure that the content is creative and it's accessible.
Make sure that you have a TikTok account that represents your username.
If you're not intending to set up your TikTok account now make sure that you get your branded username, before somebody else takes it.
2 - Make sure that you go in with a content plan
At least storyboard out your first 12 TikToks.
I use a free analytics tool to have a look at the performance of TikTok accounts, and that gives me access to the last 12 posts.
So plan out your first 12 posts.
Secondly hack the algorithm by making sure that you're using trending hashtags, trending sounds, trending filters, and trending effects.
That is the quickest way to grow your audience.
3 - Consistency also matters.
You may know that engagement rates on TikTok can be up to 10%.
That's massive and unrivalled, if you compare it to any of the social networks, but like the other social networks, consistency matters.
You will need to commit to at least 1-2 videos a week to grow your account but I recommend a batch-production strategy. See point two above!
4 - People
You need people, and you need faces.
People resonate with other human beings.
So have a look right across your organisation and try and get other people involved.
Why not have an internal competition to get people to try to come up with ideas for your TikTok account?
5 - Don't forget the analytics
There is a host of analytics available.
From engagement rate to most likes, most comments, most viewed videos, trending hashtag, most used keywords used.
Have a look at the insights to inform you as to the way forward for your strategy. One of the tools I use for anlytics is Analisa.io.
6 - Advertise
You have an opportunity to advertise on the platform.
This will give you a targeted and segmented audience that you can guarantee, and you can reach on particular topics.
Most of all get familiar with the features on TikTok.
Even if you want to set up the account and keep the videos private until you build up your confidence, and your competencies, that's absolutely fine. But don't disregard TikTok.
It has huge growth.
It's experiencing huge growth because of the immersive mobile video experience.
You can create videos from 15 seconds up to 60 seconds.
They're fast, they're fun, they're engaging, and let's face it, public sector and government communications is all about people.
It's about winning hearts and minds, and there's definitely a place for you there.
Get in touch if you don't know where to start. Drop me an email to firstname.lastname@example.org.