INTRODUCTION
According to SensorTower, TikTok remains the most downloaded non-game app in the world, surpassing 111 million installs in May 2020. With 800 million active users, it’s also becoming one of the most popular social media platforms in the world.
The successful video-based app allows users to film and share short, looping videos with fun filters and effects, musical overlays and customized text. It’s extremely popular among younger generations.
In fact, close to two-thirds of TikTok users in the United States are under the age of 30, which is ideal for hotels looking to reach the next generation of travelers.
Following are some tips on how to use TikTok to market your hotel, resort or bed and breakfast.
HOW TO GET STARTED ON TIKTOK
As in other forms of social media, brands must be active on the TikTok to be successful. Start by downloading the free app on iOS or Android and create an account for your hotel or resort.
Go to the “profile” or “notifications” tab and follow the steps in the app to get set up. For instance, the platform will prompt you to choose a username and a profile picture or video for your hotel. In addition, tap on the three dots in the upper right corner of your profile, select “Manage my account” and choose “Switch to Pro Account” so you can access analytics.
Next, you’ll want to familiarize yourself with the types of content that work and how TikTokers connect with one another. Take time to explore the platform before you use TikTok for marketing–you don’t want to commit any faux pas.
You’ll find that fun, casual and creative videos thrive on TikTok, and it’s one of the few platforms in which you want to avoid overly polished videos. A smartphone is all you need to produce your 15- to 60-sec. video.
HOW TO CREATE A TIKTOK VIDEO
TikTok should be somewhat intuitive for hotel marketers who have experience using Snapchat or Instagram. The upload screen will prompt you to select a pre-recorded video or to create a new video in the moment.
If you opt to record a new video, you can flip between the front and back of your smartphone camera or set a timer to delay recording until you’re ready. You also can add special effects and filters or adjust the speed of the video.
Once uploaded, you can trim your video, add additional effects (e.g. slo-mo) and/or layer text or sound over the footage. TikTok has a large variety of audio options in its library, but you can choose to add your own music or create an audio mash-up instead.
Add a caption and relevant hashtags (e.g. #TikTokTravel or a brand-specific hashtag) before you publish your video to help make your content findable. TikTokers appreciate videos that are both genuine and engaging, so remember to keep your content fun and original, and showcase your hotel’s (and the surrounding area’s) personality in every post.
HOW TO USE TIKTOK FOR MARKETING
TikTok can be used to generate brand awareness for your hotel and engage with potential or repeat guests. You can currently market your hotel on TikTok in three different ways.
- Post authentic, relevant and engaging videos on your channel.
- Work with influencers to help reach new audiences.
- Advertise on TikTok.
Most brands will use some combination of the three. For example, you should upload videos to your hotel’s channel on a regular basis to stay top-of-mind among travelers. Honestly, your videos can be as silly as your staff lip-syncing in the main lobby.
Gen Z and younger millennials embrace hands-on experiences, so you could create special itineraries for them to try (and document) during their visit or create a video scavenger hunt in which they need to visit key areas of your hotel (like your hotel sign or the pool).
Hashtag challenges are another way to get TikTok users involved, and they’re a key feature of the platform’s community. Essentially, users film a short video related to the subject of the challenge and include “#[name of the challenge]” in the post. Any videos with the same hashtag will be grouped together and easy to find, which can help draw attention to your property.
The #HiddenGem hashtag challenge, for instance, encourages locals and travelers to discover and share their favorite hidden destinations and unusual sites.
Influencer marketing can further enhance your efforts by amplifying your message. For example, you could partner with travel-focused influencers and have them share their experiences at your hotel or have them help launch a hashtag challenge. This will extend your reach to their followers and hopefully increased your fan base.
HOW TO ADVERTISE ON TIKTOK
TikTok ads are the final way your hotel can use TikTok for marketing. The ad platform is still in its early stages, but there are currently five types of ads.
- In-Feed ads – This type of ad is most similar to Snapchat and Instagram Stories ads and supports objectives like website clicks and conversions. You can create a 9-15 sec. video and include multiple call-to-actions.
- Brand takeovers – As the name implies, this option allows brands to take over TikTok for the day with branded images, GIFs and videos with embedded links to hashtag challenges or landing pages.
- TopView – TopView ads show up as the first in-feed post and at the top of the “For You” page with up to 60 sec. of full-screen video with auto-play and sound.
- Branded hashtag challenges – Instead of trying to make an organic challenge go viral, you can promote them to help them gain traction early on. Keep them fun and easy to encourage more TikTokers to do them.
- Branded effects – Similar to SnapChat, you can create branded 2D and 3D TikTok lenses for users to apply to faces and photos. You also can choose branded stickers or AR filters.
Since the ad platform is so new, there are some limitations. For instance, TikTok advertising can be a bit pricey compared to some other social media platforms, especially for smaller hotels, resorts or bed & breakfasts. The minimum budget at the campaign level is $500, but the spend can be much higher depending on the type of ad and its duration.
It also can take some time to set up your TikTok ad account, as you need to submit information about your business and wait to hear from a TikTok representative before you begin.