TikTok for B2B with Emily Brady

WEBVTT 1 00:00:04.160 --> 00:00:08.589 Welcome into another episode of B Tob Growth. I'm your host, Benjie Block, 2 00:00:08.869 --> 00:00:14.429 and today we're joined by Emily Brady. She's our creative content lead here 3 00:00:14.470 --> 00:00:17.829 at sweet fish. Emily, glad to have you on, glad to be 4 00:00:17.949 --> 00:00:22.660 on. Thanks, Benjie for sure. So kind of the Genesis of why 5 00:00:22.660 --> 00:00:26.780 I asked Emily on an episode of be to be growth here. Well, 6 00:00:26.820 --> 00:00:30.260 I guess there could be a lot because of her role as creative content lead, 7 00:00:30.500 --> 00:00:35.810 but specifically because she's been looking into tick tock for us here at sweet 8 00:00:35.850 --> 00:00:40.450 fish and we want to talk about that and really dive in to the power 9 00:00:40.530 --> 00:00:44.609 of Tick Tock a bit today and some of her findings and learnings. I 10 00:00:44.729 --> 00:00:50.679 thought I'd read Emily just a couple stats here that I found pretty wild about 11 00:00:50.799 --> 00:00:57.399 tick tock. So there's six hundred and eighty nine million monthly active users and 12 00:00:58.159 --> 00:01:03.479 APP has been downloaded two point six billion times. That number is ridiculous. 13 00:01:03.840 --> 00:01:07.790 And then in two thousand and twenty tick tock was the APP with the most 14 00:01:07.829 --> 00:01:11.549 downloads globally. That's almost I mean that's two years ago at this point, 15 00:01:11.950 --> 00:01:17.390 so you can only imagine it's it has not slowed down people. It is 16 00:01:17.469 --> 00:01:21.420 not slowing down. Yea. So, Emily, what do you love most 17 00:01:21.500 --> 00:01:23.659 about Tick Tock? Let's start there. Oh, that's fine, okay. 18 00:01:25.019 --> 00:01:27.379 I think I love the freedom it gives me to just be creative and to 19 00:01:27.500 --> 00:01:33.209 test things, which you have like you have to be willing to fail on 20 00:01:33.370 --> 00:01:37.409 Tick Tock and I don't have a video backgrounds, like I love the written 21 00:01:37.409 --> 00:01:40.250 word, so to me, getting on Tick Tock was really scary to be 22 00:01:40.409 --> 00:01:44.530 on that side of the camera, but I've come to really love just the 23 00:01:44.609 --> 00:01:49.560 ability to come up with creative, silly things, as well as like challenging 24 00:01:49.680 --> 00:01:53.439 myself to speak into like more thought leadership things, where you're like, here 25 00:01:53.439 --> 00:01:56.359 are five things you should be doing on Tick Tock, so that you know, 26 00:01:56.719 --> 00:01:57.959 I have to do a lot of research for that, which I enjoy, 27 00:01:59.120 --> 00:02:02.430 but I also just I enjoy the more fun aspect of Tick Tock. 28 00:02:02.870 --> 00:02:07.829 Then on other platforms like Linkedin, it does feel right like there's a bit 29 00:02:07.909 --> 00:02:10.909 of a maybe it's because it's a lot of experimentation, but it also just 30 00:02:10.990 --> 00:02:15.340 feels like a little bit more of the space to like let loose. Yeah, 31 00:02:15.340 --> 00:02:19.780 yeah, there's definitely more freedom to fail there. Yeah, and like 32 00:02:19.900 --> 00:02:22.740 your videos don't have to be as like high quality, where I feel like, 33 00:02:22.780 --> 00:02:25.460 if people think about like Linkedin, there's a certain level of professionalism that 34 00:02:25.539 --> 00:02:30.770 maybe you aspire to their in on Instagram, there's like a certain level of 35 00:02:30.849 --> 00:02:35.650 like the way you want things to look. facebook would be similar there. 36 00:02:36.050 --> 00:02:38.409 So what makes tick Tock unique sort of in your mind? Well, it's 37 00:02:38.449 --> 00:02:43.969 interesting as I think it's the easiest way to produce a video, like it's 38 00:02:44.680 --> 00:02:47.560 for someone like me who has no video background. Like you can do anything 39 00:02:47.759 --> 00:02:53.639 in the APP. There are several filters and effects and sounds and it's all 40 00:02:53.719 --> 00:02:57.319 just really easy because it's all in one place. I've never made a video 41 00:02:57.360 --> 00:03:00.069 like for Youtube or on I don't know, Adobe, I movie, that 42 00:03:00.110 --> 00:03:04.349 kind of thing, whatever video people use, like I don't know, but 43 00:03:04.990 --> 00:03:07.310 on Tick Tock, like you can easily make a video and you can easily 44 00:03:07.550 --> 00:03:12.310 repurpose that video onto any other platform, to which is really neat. Okay, 45 00:03:12.389 --> 00:03:15.860 so you mentioned that like getting in front of a camera was not maybe 46 00:03:15.979 --> 00:03:21.500 your first let you were extremely excited about that. Right, like written word 47 00:03:21.659 --> 00:03:24.099 is more your speed. So tell me about your journey and the evolution what 48 00:03:24.219 --> 00:03:27.770 you like. How long have you been on Tick Tock? Yeah, I 49 00:03:28.009 --> 00:03:30.409 so I started on Tick Tock in October, or I should say I started 50 00:03:30.449 --> 00:03:35.050 creating for Tick Tock in October, and I just I wanted to try it 51 00:03:35.210 --> 00:03:39.009 to see who's on there in our space, what sort of be to be 52 00:03:39.129 --> 00:03:43.919 marketers are on there and to see if there's really an audience. And I 53 00:03:43.960 --> 00:03:46.039 wanted to test it out to see what content works best, because there are 54 00:03:46.039 --> 00:03:51.319 several different things you can do on the platform and for me I getting comfortable 55 00:03:51.319 --> 00:03:53.039 and video just comes with doing it right, like that's all there is to 56 00:03:53.159 --> 00:03:55.509 it. You just have to do it and get in front of the camera 57 00:03:57.110 --> 00:03:59.669 and there are things to help you along the way, like if you script 58 00:03:59.710 --> 00:04:02.110 your videos, that might make you more comfortable. Or for me it was 59 00:04:02.189 --> 00:04:05.949 more comfortable to do those, you know, those lip syncing videos. Yeah, 60 00:04:06.030 --> 00:04:10.419 just to put a joke in there, something that's relatable, and then 61 00:04:10.500 --> 00:04:14.060 just to lip sync to something that's already made, and that's how I started 62 00:04:14.139 --> 00:04:16.819 out getting into it more and I still enjoy doing those as I do a 63 00:04:16.860 --> 00:04:20.379 little bit more talking head videos. But I think you have to start out 64 00:04:20.379 --> 00:04:24.810 with what works for you and then grow from there. So tell me a 65 00:04:24.850 --> 00:04:30.970 little bit of what you've seen, specifically in the bet bee tick tock space 66 00:04:30.250 --> 00:04:34.329 because it there are some people doing some good things, but also it's a 67 00:04:34.449 --> 00:04:40.279 little bit obviously still new, right. Yeah, yeah, I don't see 68 00:04:40.279 --> 00:04:44.720 a lot of company pages on Tick Tock's. It's similar to Linkedin, like 69 00:04:44.800 --> 00:04:48.360 we always promote getting the individuals in your company to be so to be active 70 00:04:48.399 --> 00:04:53.430 on social and it's the same works for Tick Tock, because people want faces, 71 00:04:53.550 --> 00:04:57.430 they want to know who's behind the brand and they don't want more company 72 00:04:57.550 --> 00:05:00.029 content. So I haven't seen a lot of people doing that. Well, 73 00:05:00.069 --> 00:05:01.269 I haven't seen a lot of those companies on there, to be honest. 74 00:05:01.670 --> 00:05:06.110 But then the the individuals who are doing it really well. They have they 75 00:05:06.139 --> 00:05:10.420 have a niche carved out and they have a style carved out to you. 76 00:05:10.579 --> 00:05:14.420 I think that's something that's unique about tick tock is you'll be really successful if 77 00:05:14.459 --> 00:05:16.699 you're just if you have one thing and you go for it. And you 78 00:05:16.779 --> 00:05:20.139 see this in like influences on Tick Tock, for example, like there's a 79 00:05:20.529 --> 00:05:24.009 there's a dog named noodles the pug. I don't know if you've heard of 80 00:05:24.050 --> 00:05:28.050 him seeing him, but this guy literally he stands up his dog every day 81 00:05:28.089 --> 00:05:30.610 and he's like is he going to stand or is he going to fall over? 82 00:05:30.250 --> 00:05:32.970 And if he stands, it's the bones day and if he doesn't, 83 00:05:32.970 --> 00:05:38.439 it's a no bones day, and like it's so many people grabbed onto that 84 00:05:38.560 --> 00:05:41.879 and we're obsessed with it. They're like that's a nobones day today. So 85 00:05:41.959 --> 00:05:44.839 you have to find like that one thing that sets you apart, and so 86 00:05:45.480 --> 00:05:48.000 I'm trying to discover, like how do we do that as be to be 87 00:05:48.199 --> 00:05:51.709 brands, like how do we find that one thing the people know us for? 88 00:05:51.910 --> 00:05:56.230 I think if I were to say, like a company that does this 89 00:05:56.389 --> 00:05:59.990 well, do a lingo and they're maybe there be Toc right there, an 90 00:05:59.990 --> 00:06:02.990 APP, but they embody a person or really well, they've got the big 91 00:06:03.110 --> 00:06:08.980 green owl and there and people love them like they're huge. So I would 92 00:06:08.980 --> 00:06:13.060 say if a company can harness whatever magic they've got going, like they're just 93 00:06:13.699 --> 00:06:15.899 they're a little bit brazen and brave with the things that they put on there, 94 00:06:15.939 --> 00:06:19.689 and I think you you kind of have to be to get people's attention 95 00:06:20.009 --> 00:06:27.129 on there. What are some of the I guess maybe things you weren't anticipating 96 00:06:27.970 --> 00:06:31.810 that you see is now kind of like benefits to tick Tock. Aside from 97 00:06:31.850 --> 00:06:36.680 increasing my confidence on camera. I think I enjoy like you can take your 98 00:06:36.720 --> 00:06:41.519 tick tock content and repurpose it on Linkedin and people really like that. HMM, 99 00:06:41.720 --> 00:06:44.759 I'll give you an example. Todd clousser is like killing it in be 100 00:06:44.920 --> 00:06:46.949 tob tick tock right now. I'd say he's he's like up at the top 101 00:06:47.629 --> 00:06:51.149 and he does a really great job of repurposing his content. It doesn't work 102 00:06:51.189 --> 00:06:56.389 the other way around. I've not seen anyone repurpose content on to tick tock 103 00:06:56.990 --> 00:07:00.750 that gets any sort of traction. So I wouldn't recommend that. But he 104 00:07:00.910 --> 00:07:02.420 takes his videos, he makes them in Tick Tock, which if you're not 105 00:07:02.459 --> 00:07:05.339 if you don't have a video background. I don't know todds background, but 106 00:07:05.379 --> 00:07:08.579 if you don't, that's a good way to do it, and then take 107 00:07:08.819 --> 00:07:12.220 that and put it on Linkedin. He gets way more engagement on Linkedin than 108 00:07:12.259 --> 00:07:15.139 he does on Tick Tock. But that doesn't negate the fact that, like, 109 00:07:15.300 --> 00:07:17.250 he's got that content on tick tock and he made it using tick tock. 110 00:07:17.930 --> 00:07:21.129 So I think that's a huge benefit. Is when you repurpose it onto 111 00:07:21.170 --> 00:07:27.009 something else. His audience is probably more people who are on Linkedin. But 112 00:07:27.730 --> 00:07:30.199 so that's why he doesn't get the numbers on Tick Tock, but that's why 113 00:07:30.199 --> 00:07:32.120 he gets the numbers on Linkedin and people still think it's funny and fun they 114 00:07:32.199 --> 00:07:36.519 like the funny and fun yes, which I think he's a contesting yeah. 115 00:07:36.560 --> 00:07:40.439 Well, I have a couple cushions on him because I obviously I see his 116 00:07:40.560 --> 00:07:45.029 content on Linkedin all the time. It's fantastic, but I've never stopped to 117 00:07:45.149 --> 00:07:49.189 think about what you were talking about before, which is like this niche plus 118 00:07:49.430 --> 00:07:54.389 style which he kind of covers, like comedy, but like, do you 119 00:07:54.509 --> 00:07:58.430 see a more specific lane that he's running in other than just like be to 120 00:07:58.509 --> 00:08:01.860 be comedy? But I feel like that's basically what he's doing. That's it. 121 00:08:01.100 --> 00:08:05.819 But he has incredibly original content, like he takes time to make that 122 00:08:05.939 --> 00:08:09.540 stuff and it's all original. He's he uses trending sounds every once in a 123 00:08:09.579 --> 00:08:13.970 while, but for the most part like he's come up with all of that 124 00:08:13.089 --> 00:08:16.730 from his brain. On the flip side, I will say one of my 125 00:08:16.089 --> 00:08:20.209 favorites on Tick Tock is will aiken, who's active on Linkedin as well. 126 00:08:20.569 --> 00:08:24.170 But what makes his tick tock really great is the opposite, is that he 127 00:08:24.410 --> 00:08:28.680 only I don't want I don't say only. He mostly uses trending sounds and 128 00:08:28.720 --> 00:08:33.159 audio and does the lip syncing thing, but he's hilarious and like he ties 129 00:08:33.159 --> 00:08:39.120 it into sales problems and pain points and like people just theylet like. He's 130 00:08:39.159 --> 00:08:41.429 got a huge following on tick tock. I'm not sure about linkedin. I 131 00:08:41.549 --> 00:08:46.389 imagine it's the same, but he's hugely popular on Tick Tock and that's because 132 00:08:46.389 --> 00:08:50.590 he does that really well. Yeah, I like that. It's two different 133 00:08:50.629 --> 00:08:54.549 approaches, but you can kind of use either and finding that lane that works 134 00:08:54.629 --> 00:08:58.539 best for you. Right, because if LIPSYNC is what got you into it 135 00:08:58.980 --> 00:09:03.779 and kind of gave you that forward momentum to just keep trying, that's really 136 00:09:03.820 --> 00:09:07.179 works. Or if you have all these creative ideas, obviously tick tocks and 137 00:09:07.299 --> 00:09:09.490 be a great space for that. You mentioned one thing that I wanted to 138 00:09:09.929 --> 00:09:15.850 kind of circle back to. So you were saying linkedin content moving over to 139 00:09:15.970 --> 00:09:20.850 tick tock doesn't really work. Have you tried that? Like here's a listicle 140 00:09:20.970 --> 00:09:24.289 that I had on Linkedin and now I'm putting it into some sort of video 141 00:09:24.360 --> 00:09:26.399 format and you just see those videos bomb or what do you kind of mean 142 00:09:26.480 --> 00:09:28.879 by that? Yeah, I will say there's a way to do it. 143 00:09:30.000 --> 00:09:33.799 Here's the way not to do it, taking micro videos you've made for Linkedin 144 00:09:33.960 --> 00:09:37.879 and putting them on Tick Tock. I have tried that and that got really 145 00:09:37.000 --> 00:09:41.029 low engagement. I've also seen accounts that have have done that and those accounts 146 00:09:41.070 --> 00:09:46.470 don't have very many followers. Because you repurpose the square as well. Right. 147 00:09:46.669 --> 00:09:48.909 Is that part of it too, where like even the video format? 148 00:09:48.629 --> 00:09:54.139 Yeah, you're literally just taking that square, you're downloading it from whatever you've 149 00:09:54.179 --> 00:09:56.659 made it on on your laptop and uploading it onto tick tock. It just 150 00:09:56.779 --> 00:10:01.220 doesn't work, also because, partly because because that's not what people are on 151 00:10:01.259 --> 00:10:05.500 Tick Tock for. They don't want that, but also because tick tock prefers 152 00:10:05.539 --> 00:10:09.289 it when you make content natively, like they're going to penalize you and they're 153 00:10:09.289 --> 00:10:11.649 going to bury your content if you're not making it in the APP. Another 154 00:10:11.769 --> 00:10:16.929 thing that I've done, if you want to talk about like repurposing content from 155 00:10:16.970 --> 00:10:20.840 linkedin on to tick Tock, I actually take a lot of linkedin posts that 156 00:10:22.080 --> 00:10:24.519 we've done on the team and all make it into a tick tock video, 157 00:10:24.639 --> 00:10:31.080 like here are five ways to X Y Z that I've seen, like maybe 158 00:10:31.120 --> 00:10:35.830 James had has posted something and I'm just I'm using it as a script right 159 00:10:35.950 --> 00:10:39.629 instead of repurposing a video. So that way I'm making it in the APP. 160 00:10:39.990 --> 00:10:43.389 It's my face, I'm talking to people and it's helpful content. That 161 00:10:43.629 --> 00:10:46.909 does work. That's a good strategy. Hey, everyone, emily brady with 162 00:10:46.909 --> 00:10:50.460 sweet fish here. If you've been listening to be to be growth for a 163 00:10:50.539 --> 00:10:54.179 while, you know we are big proponents of putting out original, organic content 164 00:10:54.259 --> 00:10:56.620 on Linkedin, but one thing that has always been a struggle for it seemed 165 00:10:56.620 --> 00:11:01.259 like ours, is easily tracking the reach of that linkedin content. That is 166 00:11:01.299 --> 00:11:05.450 why we are really excited about shield analytics. Since our team started using shield, 167 00:11:05.570 --> 00:11:09.490 we've been able to easily track the reaching performance of our linkedin content without 168 00:11:09.529 --> 00:11:13.289 having to manually log it ourselves. It automatically creates reports and generates dash boards 169 00:11:13.330 --> 00:11:18.409 that are incredibly useful to determining things like what content has been performing the best, 170 00:11:18.720 --> 00:11:22.039 what days of the week we're getting the most engagement and our average views. 171 00:11:22.080 --> 00:11:24.720 proposed. Shield has been a game changer for our entire team's productivity and 172 00:11:24.960 --> 00:11:30.559 performance on linked I highly suggest checking out this tool if you're publishing content on 173 00:11:30.639 --> 00:11:33.950 Linkedin for yourself or your company. You can get a ten day free trial 174 00:11:33.029 --> 00:11:37.750 it shield up dot AI, or you can get a twenty five percent discount 175 00:11:37.789 --> 00:11:41.070 with our Promo Code. Be To be growth. Again, that shield up 176 00:11:41.110 --> 00:11:45.230 dot ai and the Promo Code is be the numbers to be growth. All 177 00:11:45.309 --> 00:11:48.860 One word for a twenty five percent discount. All right, let's get back 178 00:11:48.899 --> 00:11:52.620 to the show. Hey, I just wanted to clarify that because I think 179 00:11:52.779 --> 00:11:56.700 that is an easy in road for someone on your team and letting it be 180 00:11:56.820 --> 00:12:00.980 personal. I totally can see the benefits there. On Tick Tock, I 181 00:12:01.019 --> 00:12:03.529 don't want to follow brands, I want to follow people. But if you 182 00:12:03.570 --> 00:12:07.809 have someone that's attached to a company, that's your primarily following because they're in 183 00:12:07.009 --> 00:12:11.649 some B Tob Lane like I've totally going to opt into to follow someone like 184 00:12:11.730 --> 00:12:16.360 that and you're putting a face to it. That is a lot more personal 185 00:12:16.480 --> 00:12:22.840 than even just having James Post words. There's something so human about that, 186 00:12:24.080 --> 00:12:30.830 like connection that the repurposing of that on linkedin where it's like your face now 187 00:12:31.110 --> 00:12:35.309 instead of just your words. I really like that. The potential there. 188 00:12:35.789 --> 00:12:39.830 Yeah, okay, so any other things you would say as far as like 189 00:12:39.950 --> 00:12:43.620 people that we should be following paying attention to, and maybe it's not just 190 00:12:43.740 --> 00:12:46.139 be to be specific, but ones that you're like, man, I'm learning 191 00:12:46.139 --> 00:12:50.220 a lot from this person. Yeah, well, those are my two favorites. 192 00:12:50.259 --> 00:12:56.980 I also so like Sam Hembry has some good stuff. Corporate Natalie has 193 00:12:56.019 --> 00:12:58.809 some good stuff, I think. Corporate Marketing Bro is the other one. 194 00:12:58.889 --> 00:13:03.250 He's huge. I have a list of people that I really enjoy following. 195 00:13:03.490 --> 00:13:09.210 But I think one thing a lot of people are worried about when it comes 196 00:13:09.250 --> 00:13:11.919 to tick tock and like downloading tick tock and actually being active on the platform 197 00:13:13.440 --> 00:13:16.840 is just drowning in the amount of content. Is just drowning in. Yeah, 198 00:13:16.919 --> 00:13:20.279 and also, like there's a lot of garbage content on tick tock, 199 00:13:20.919 --> 00:13:24.000 and so a lot of people just don't want to they don't want to deal 200 00:13:24.039 --> 00:13:28.429 with that. But there's a really easy way to filter it. You just 201 00:13:28.590 --> 00:13:31.429 pick, you know, a handful of people you want to follow who are 202 00:13:31.509 --> 00:13:35.029 in your space. Maybe it's be to be marketing, maybe it's not, 203 00:13:35.590 --> 00:13:37.950 but you there's a following page and there's a for you page. For you 204 00:13:39.149 --> 00:13:43.139 is going to pop up like all kinds of different content. Following is just 205 00:13:43.220 --> 00:13:46.340 the people you've chosen to follow. I spend five minutes maybe on the fore 206 00:13:46.539 --> 00:13:50.980 page every day because there's not a whole lot that's valuable to me there. 207 00:13:50.220 --> 00:13:54.220 The following page is the people that I've actually I've chosen to follow. So 208 00:13:54.419 --> 00:13:58.889 that's it's created content. So I think that if you're worried about wasting time 209 00:14:00.250 --> 00:14:03.730 on tick tock, that's a really good way to manage your time so that 210 00:14:03.850 --> 00:14:09.289 you're not lost in the void of Tick Tock content. Okay, so the 211 00:14:09.409 --> 00:14:13.000 natural, I guess, progression in my mind is going we kind of understand 212 00:14:13.039 --> 00:14:18.039 what it is right we know like maybe who we should start following, and 213 00:14:18.120 --> 00:14:22.039 we sort of understand a bit more. But then there's this like why question, 214 00:14:22.200 --> 00:14:26.470 because there's a lot of brands like betob companies that are going, is 215 00:14:26.549 --> 00:14:31.669 this even necessary, like should I even worry about another outlet that like we 216 00:14:31.789 --> 00:14:35.909 need to put someone in charge over, empower someone to take over. When 217 00:14:35.990 --> 00:14:39.580 you think about why, someone, you would tell someone to get into this 218 00:14:39.820 --> 00:14:45.100 that's in the betob space. What would be your sort of pitch? I 219 00:14:45.179 --> 00:14:50.259 would say your audience is probably on ticktock and the the user base is aging 220 00:14:50.340 --> 00:14:52.250 up and, like you said, and at the beginning of this episode. 221 00:14:52.490 --> 00:14:56.330 The amount of downloads that ticks. Tick Tock is the number one download APP. 222 00:14:56.370 --> 00:15:01.049 That's insane and so and if you think about like I think, be 223 00:15:01.289 --> 00:15:07.009 to be influencer, the people who are making the buying decisions in companies are 224 00:15:07.759 --> 00:15:11.519 there that age where they're on there on ticktock. Their millennials, and I'm 225 00:15:11.559 --> 00:15:15.480 not even talking about millennials, like my dad. He's sixty years old. 226 00:15:15.519 --> 00:15:18.879 He's on ticktock every single day. And my dad hates social media. Did 227 00:15:18.919 --> 00:15:22.070 you have to convince him? No, he's adamantly like, against instagram and 228 00:15:22.149 --> 00:15:26.669 facebook and all that stuff. We started creating tick tock videos in two thousand 229 00:15:26.669 --> 00:15:30.789 and twenty when we were all quarantined together. Ever since then he literally every 230 00:15:30.830 --> 00:15:35.350 night before he goes to bed, watches tick tock videos. So your audience 231 00:15:35.470 --> 00:15:39.940 is there. So there's that. Another reason is because video, video is 232 00:15:41.059 --> 00:15:43.500 trending, like video is only going to be more and more prominent, even 233 00:15:43.539 --> 00:15:48.580 on Linkedin, as we're seeing people repurpose their video from Youtube and from Tick 234 00:15:48.620 --> 00:15:52.529 Tock on to Linkedin. It's just more attractive now and it's it's a good 235 00:15:52.570 --> 00:15:54.929 time to get in on it. If you haven't already. I also think 236 00:15:56.929 --> 00:16:00.730 it's good for us to have those skills of being able to create video and 237 00:16:00.929 --> 00:16:03.559 as we're on this journey at sweefish to say by by commodity content, like 238 00:16:04.159 --> 00:16:07.639 we don't want another cookie cutter approach. We want something that's exciting and new 239 00:16:07.720 --> 00:16:11.600 and fun and entertaining, and I think a lot of people do want that, 240 00:16:11.159 --> 00:16:15.480 which is what makes tick tock so attractive. So you have to know 241 00:16:15.600 --> 00:16:18.509 your goals as well. Like I know a lot of companies on tick tock 242 00:16:18.629 --> 00:16:23.269 have the goal maybe to be seen as thought leaders, so they're they're posting 243 00:16:23.309 --> 00:16:26.350 thought leadership content, which is great. And then there are other companies, 244 00:16:26.750 --> 00:16:30.070 and I think this is an approach that we want to take more is, 245 00:16:30.149 --> 00:16:33.419 like we want to show our culture. I think tick tock is a great 246 00:16:33.419 --> 00:16:37.379 way to show your company culture. It's also great for like recruiting talent. 247 00:16:37.539 --> 00:16:41.860 Right, if you want creators, they're all on Tick Tock. So if 248 00:16:41.860 --> 00:16:45.539 you want to attract creators, then get on the platform that they're on and 249 00:16:45.740 --> 00:16:49.570 create content that is attractive to them. So I think it's a really good 250 00:16:49.610 --> 00:16:53.210 tool for I don't know about I don't know so much about sales. That's 251 00:16:53.210 --> 00:16:56.929 not what I'm going for. I'm not trying to get customers on tick tock 252 00:16:56.970 --> 00:17:00.730 at the moment, but I think it's a great platform for education and entertainment 253 00:17:00.809 --> 00:17:06.079 and recruiting, right, and then ultimately people are even just building brand awareness. 254 00:17:06.119 --> 00:17:07.759 Right. Yeah, I might not be making the sale, but they're 255 00:17:08.039 --> 00:17:11.839 some sort of connecting point and a familiar face to your brand, which is 256 00:17:12.480 --> 00:17:15.829 there's a lot of power in that. I wonder, and this is just 257 00:17:17.029 --> 00:17:21.029 a kind of curious question, I wonder what your thoughts are on I think 258 00:17:21.150 --> 00:17:25.549 of the types of videos I see on linkedin right now where it's either a 259 00:17:26.630 --> 00:17:32.660 video podcast right, with some sort of branded text box around it and then 260 00:17:32.779 --> 00:17:36.980 you have the subtitles going. What do you think like and this you don't 261 00:17:37.019 --> 00:17:38.779 have to have a final answer. You can literally just go this is my 262 00:17:38.940 --> 00:17:45.690 thought right now. But that type of video versus like someone posting a ticktock 263 00:17:45.970 --> 00:17:51.529 repurposed video. That's specifically in sort of that thought leadership vein, because they're 264 00:17:51.529 --> 00:17:56.849 both sort of trying to do the same thing but they're obviously different, slightly 265 00:17:56.890 --> 00:18:00.200 different formats, both in video. What do you think is going to gather 266 00:18:00.359 --> 00:18:03.319 more engagement or, like, perform better long term, like, do you 267 00:18:03.480 --> 00:18:08.000 think one or the other is is sort of more beneficial? Yeah, I'm 268 00:18:08.039 --> 00:18:12.789 not entirely sure, because they're still, even though you can repurpose content across 269 00:18:12.829 --> 00:18:18.309 platforms, they're still their own unique platform. So I think that those, 270 00:18:18.349 --> 00:18:22.390 those videos that are framed with, you know, your company Logo, I 271 00:18:22.509 --> 00:18:26.029 think those do really well on Linkedin, especially as they, you know, 272 00:18:26.259 --> 00:18:30.819 hopefully drive people back to your company page or build your company awareness. I 273 00:18:32.700 --> 00:18:34.299 mean, I think that tick tock videos that are repurpose us on to Linkedin 274 00:18:34.460 --> 00:18:41.140 do really well too, because it's just more conversation. Yeah, and there 275 00:18:41.180 --> 00:18:44.250 are a lot of people obviously on Tick Tock. That's what people want, 276 00:18:44.329 --> 00:18:48.809 is more conversational and more personable, and I think on Linkedin it's really not 277 00:18:48.849 --> 00:18:52.410 all that different. So yeah, it might be trending towards that, but 278 00:18:52.490 --> 00:18:56.359 I don't really have a definite answer on that. Like my brain thinks, 279 00:18:56.759 --> 00:19:00.319 the way that I even follow people on Linkedin. I know that the they're 280 00:19:00.559 --> 00:19:06.160 associated with like a company, but there is still a very personal aspect of 281 00:19:06.319 --> 00:19:11.509 learning from someone and when I see like hyperbranded content, even if it's not 282 00:19:11.750 --> 00:19:17.230 intentional, because I'm marketed to all the time, I kind of start to 283 00:19:17.309 --> 00:19:19.109 question like are you marketing to me? So it's just something I'm aware of. 284 00:19:19.710 --> 00:19:22.910 Like one's probably not better than the other, but I could see how 285 00:19:22.910 --> 00:19:29.900 a tick tock video might accomplish something slightly more personal in the long run because 286 00:19:29.900 --> 00:19:32.700 it's not hyperbranded. I don't know right. Well, makes me think of 287 00:19:33.299 --> 00:19:36.619 the Christmas jingles that we did. Write, that out of office jingles. 288 00:19:36.700 --> 00:19:41.849 Yeah, that some of our sweetfish team did in December, and people loved 289 00:19:41.970 --> 00:19:45.130 those and those weren't we weren't trying to brand those, we were just trying 290 00:19:45.130 --> 00:19:48.490 to have fun. Right. So I think those worked really well because it 291 00:19:48.609 --> 00:19:52.569 was casual and it was fun and it was entertaining and it was something people 292 00:19:52.569 --> 00:19:56.119 could engage with and have fun with and we had fun in the process. 293 00:19:56.279 --> 00:20:00.240 It really was really fun. Okay, let's s sort of finish the episode 294 00:20:00.559 --> 00:20:03.319 here. Yep, if someone's gonna jump into this, like, do you 295 00:20:03.400 --> 00:20:07.710 think they need a bunch of video ideas, a bunch of content, like 296 00:20:07.869 --> 00:20:11.269 what's the how to to sort of put a tick tock plan and action and 297 00:20:11.630 --> 00:20:15.470 really start testing things? Yeah, I think. I think first you have 298 00:20:15.589 --> 00:20:19.230 to know why you're on the platform and it could be just to see what 299 00:20:19.309 --> 00:20:22.980 it's all about, have fun, tested out, experiment. It could be 300 00:20:22.059 --> 00:20:26.819 because you want to build brand awareness for your company or for yourself. Could 301 00:20:26.819 --> 00:20:30.819 be attracting talent, but I think it's important to determine that. And then 302 00:20:30.859 --> 00:20:36.890 I think it's important to stay consistent with with a certain type of content. 303 00:20:37.049 --> 00:20:38.609 Do you want to be the person who does trending audio or do you want 304 00:20:38.609 --> 00:20:42.809 to come up with original content? And there's anything in between that, like 305 00:20:42.890 --> 00:20:47.890 do you want to do maybe singing videos or dancing or which? I mean 306 00:20:47.930 --> 00:20:49.680 that's a stereotype. It's not all singing and dancing on tick tock, but 307 00:20:51.039 --> 00:20:53.960 pick that one thing that you want to do and be consistent with it and 308 00:20:55.079 --> 00:21:00.000 then connect with other people there, follow other people there who are doing what 309 00:21:00.119 --> 00:21:03.920 you want to be doing and just learn from them. And then a lot 310 00:21:03.000 --> 00:21:08.910 of it is just experimentation and just just testing out different kinds of content or, 311 00:21:10.829 --> 00:21:14.630 you know, the content that you're talking about. I tried talking about 312 00:21:14.630 --> 00:21:18.349 Linkedin on Tick Tock, but that doesn't work so well because people on Tick 313 00:21:18.390 --> 00:21:22.140 Tock maybe are not on Linkedin. And then I tried talking about content creation 314 00:21:22.380 --> 00:21:23.779 on tick tock, which worked a little better, because a lot of people 315 00:21:23.779 --> 00:21:27.299 on tick tock or content creators. So just determine what it is that you 316 00:21:27.420 --> 00:21:30.900 want to talk about and what your message is, and then, I guess, 317 00:21:32.140 --> 00:21:33.890 just have fun with it, honestly. Oh, I would say also 318 00:21:33.970 --> 00:21:37.650 like pick someone in your company who can own the channel, who has time 319 00:21:37.769 --> 00:21:41.930 to do it, and it doesn't have to be a full time job. 320 00:21:41.970 --> 00:21:47.640 I spend like an hour a day maybe making a video, and right now 321 00:21:47.640 --> 00:21:49.440 I'm putting out, you know, trying to put out a video every day. 322 00:21:49.880 --> 00:21:53.480 How has that consistency helped you? But just one follow up there. 323 00:21:55.240 --> 00:21:57.480 Yeah, well, I've heard that if you really want to grow fast, 324 00:21:57.559 --> 00:22:00.470 you should be posting two to three times a day. Okay, which I 325 00:22:00.509 --> 00:22:04.910 don't have capacity for and not many will do, unless you're creating maybe those 326 00:22:06.069 --> 00:22:08.670 fifteen second lip syncing videos. Those are really easy and quick, but if 327 00:22:08.710 --> 00:22:11.990 you're creating something totally original, that's going to take time. But I've found 328 00:22:12.190 --> 00:22:15.579 just for me, it's a personal goal just to be consistent or else I'm 329 00:22:15.579 --> 00:22:18.180 totally going to drop the ball. So if I don't have a goal of 330 00:22:18.259 --> 00:22:22.819 like make a video a day, then I'm going to fall behind right. 331 00:22:22.259 --> 00:22:26.220 But yeah, find someone who can own that and who will be proactive in 332 00:22:26.539 --> 00:22:30.490 creating content for you. There's a lot of good here and I love the 333 00:22:30.849 --> 00:22:36.529 just the exploration of a new platform, and so one of the big things 334 00:22:36.650 --> 00:22:38.690 that I am going to take away from this episode is that idea of like 335 00:22:38.849 --> 00:22:45.480 niche plus style, having some sort of this is the type of video that 336 00:22:45.599 --> 00:22:48.440 we do consistently, what people can expect from us. That's something I hadn't 337 00:22:48.440 --> 00:22:52.640 really thought through. Having someone own the channel mental for your company, but 338 00:22:52.759 --> 00:22:57.240 even allowing them to do it on their personal page, is an easy next 339 00:22:57.400 --> 00:23:03.109 step and allowing someone with some margin to just experiment consistently. That is a 340 00:23:04.029 --> 00:23:08.109 great goal to just get on the platform and start to discover things. So 341 00:23:08.470 --> 00:23:11.789 you gave us some great people to follow as well, checking out do a 342 00:23:11.789 --> 00:23:17.619 lingo, Todd Klausser will ach in, so we'll try to link to all 343 00:23:17.660 --> 00:23:19.099 of those in the show notes as well, and you guys can check them 344 00:23:19.140 --> 00:23:23.339 out on ticktock. Emily, thanks so much for being here on be tob 345 00:23:23.460 --> 00:23:27.289 growth today. Yeah, thanks for having me, Benjie. Absolutely so. 346 00:23:27.529 --> 00:23:32.410 If you haven't subscribed to the podcast yet, you can do that on your 347 00:23:32.569 --> 00:23:37.130 favorite subscription service. We're on all of them and you can connect with either 348 00:23:37.210 --> 00:23:42.119 me or emily over on Linkedin if you have questions on business or podcasting or 349 00:23:42.480 --> 00:23:45.440 social media. For more for emily, push those towards her, but we 350 00:23:45.480 --> 00:23:48.359 would love to chat. We're always here and willing to connect with you. 351 00:23:48.400 --> 00:23:52.160 Guys. Keep doing work that matters and we'll be back real soon with another 352 00:23:52.240 --> 00:23:59.549 episode. Is your buyer a BB marketer? If so, you should think 353 00:23:59.549 --> 00:24:03.109 about sponsoring this podcast. Feb growth gets downloaded over a hundred and thirty thousand 354 00:24:03.150 --> 00:24:07.549 times each month and our listeners are marketing decisionmakers. If it sounds interesting, 355 00:24:07.589 --> 00:24:11.859 send logan and email logan at sweetfish Mediacom.