Freddy Swan

Clock into the world’s largest audience with TikTok

TikTok… It’s the fastest-growing social media platform in the world, with over a billion active users. Over the past few years, TikTok has established itself as a legitimate marketing tool for brands – and healthcare organizations – worldwide. If you initially laughed off the platform as just a silly way for teenagers to show off their dance moves, you’re not alone. But attention is the name of the game in marketing, and like it or not, the attention that TikTok has garnered and maintained makes it impossible for brands to ignore. Now, the question you should be asking yourself is not if you should use the platform, but how.

The 411 on TikTok
TikTok defines itself as the “destination for short-form mobile videos” and it certainly is, especially among younger generations. Users spend an average of 38 minutes a day on TikTok, more than any other social media platform. The video-focused platform emphasizes collaboration and creativity, giving users a wide range of tools to work with when creating content and interacting with other users – encouraging fun and entertaining posts. Original content performs well, but trending hashtags, challenges and dances are TikTok’s bread and butter.

You may be wondering how your organization can compete for eyeballs or even come up with relevant content for such a platform. Not to worry – TikTok has evolved as quickly as it’s gained popularity. The TikTok of 2022 has expanded from its original dance and entertainment beginnings to a place where brands and users can discuss complex subjects and educate audiences on a range of subjects. So, there is definitely a place for your brand.

We won’t sugar coat it; growing an audience on TikTok can be a difficult task. Many profiles that see the most success on the platform belong to influencers. For instance, many doctors and nurses have curated huge followings on the platform by providing consistent educational content and interacting with their audiences in fun ways. So, starting a company page in an effort to market your offerings and services will need more of a personal touch. That brings us to the first rule of thumb when using TikTok: engage with your audience.

Engage With Your Audience
Whether you choose to create a company page or utilize your employees as influencers, you’ll need to spend time on the platform talking with your audience and asking questions. For example, if a user leaves a question in your comment section, answer their question in a video and tag them. This helps build your community and credibility as an authentic source of information, all while taking advantage of an easy post idea!

Many practitioners have created their own individual TikTok accounts. Those who engage with their viewers, like Dr. Dustin Portela does in this video in response to someone’s question about skin care, are especially effective at building their brand.

Use Humor
The majority of the most popular videos on TikTok are funny. So, show a different side of your organization by embracing a little humor. Use trending audio clips to overdub over your videos or come up with something completely original that shows your organization’s personality.

For example, fertility doctor Lora Shahine uses TikTok to share her expertise and often provide a laugh to her followers. She, as well as other healthcare providers, have attracted hundreds of thousands of followers using this tactic.

Follow Trends
One of the best ways to gain attention on TikTok is to participate in trending hashtag challenges or using popular audio clips to make your videos. Think outside the box and find a way to utilize these popular trends in a way that relates to your organization. Be careful and make sure to do your research so as not to compromise your brand’s reputation by participating in a trend that goes against your company’s ethics.

Piggy-backing off of popular audio is a great way to get your videos seen. Utilizing trending sounds in your video will increase visibility and chances of engagement.

The Nitty Gritty of TIkTok Ads
There are several ways to advertise on TikTok. The platform supports influencer marketing, original content and paid ads. If creating your own videos sounds overwhelming, there is a large community of influencers to partner with on the social media site. Alternatively, through TikTok For Business, companies can run in-feed ads as well as develop branded hashtags and video effects.

A Quick Word on Influencers
Influencers are a massive part of TikTok’s appeal and these profiles can garner an incredible amount of exposure for your brand if you partner with them. It’s important, however, to make sure you take the time to research any potential influencers in depth. When looking for influencers for your organization, think of the specific message you’re trying to convey. For instance, there are hundreds of profiles that offer medical advice in a wide range of areas that could match a service line that your health system offers.

One brand that saw huge success with a partnership is P&G. They teamed up with TikTok-famous Charli D’Amelio to encourage a younger generation to stop the spread of COVID-19 through using #DistanceDance. This collab served to both educate and raise funds for the fight against COVID-19. The result? 8 billion views and 1.7 million imitation dances from celebrities, influencers and users alike. In addition, the hashtag was used almost 80 times from other influencers across various social platforms.

Follow The Golden Ad Rule
Above all else, “Don’t make ads. Make TikToks.” – TikTok For Business. Using TikTok for paid advertising works like other social media platforms in that you can target users in different phases of the patient acquisition funnel based on certain demographics and user interests. Your ads should look native, so keep them entertaining. These ads can exist in a variety of formats including in-feed ads, Top View ads, Branded Effects ads, Brand Takeover ads and Branded Hashtag ads. If you don’t know what half of those are, don’t worry – we’re here to help.

Approach your TikTok strategy with a sense of creativity and humor. Embrace popular trends and remember to engage with your audience. Remember to do your research when engaging in a trend or reaching out to an influencer for a partnership. Keep your credibility alive by avoiding and even combating misinformation in your content. And lastly, continue to use TikTok as a resource to understand the views and potential misconceptions that may affect the way your organization interacts with your patients and consumers.

Exploring a new platform like TikTok can be overwhelming. This is why partnering with an agency that has social media experience and expertise in the healthcare sector is crucial. Contact us today and together we will elevate your brand by using TikTok campaigns in a creative, nuanced way.