You may be surprised to learn that on TikTok, professional ≠ better.

Something that almost always surprises my clients is how casual the culture of TikTok is.

From my experience, it seems that when a business owner finally decides that they are willing to invest in social media, they want to do it right. And when they see the kind of content that performs well on TikTok — they are immediately skeptical. They’re usually expecting something a little more polished and “professional” looking.

While I always make every effort to have brand consistency across channels, part of what separates a good social media strategist from a great one is having a tailored approach to each platform.

If you’re not a marketer, you might not realize that the some of the “homemade-looking” videos you see on TikTok are an intentional, strategic choice on behalf of the brand.

What the Experts are Doing

Take Ryanair for example: this company has gained tonnes of media attention for their approach to TikTok. As a multi-billion dollar business, their staff could easily have access to fancy, professional editing platforms. However, they stick to using filters and making edits that are native to the app.

What the Studies Show

Brands like Ryanair are taking this approach to TikTok for a reason. Studies show that users want to see funny, relatable content.

• 65% of TikTok users feel that professional-looking videos look out of place on the app

• 64% of TikTok users feel that they can be their “true selves” on the app, while over half of users post content that they wouldn’t share anywhere else

• 56% of TikTok users feel closer to brands when they post unpolished, unfiltered content

The general consensus was that TikTok users are looking for authenticity from brands. Many users may even be suspicious of a brand that has an overly manicured image on the app.

I know that it can be difficult to put aside misgivings you might have because of traditional forms of advertising (for which professionalism is very important). But I always encourage my clients to be open-minded. You might be surprised what sort of content your audience will identify with!

The Brisa Social Way

At Brisa Social, we specialize in creating data-driven, organic social strategies for businesses, plastic surgeons, and medical aesthetics professionals.

We love getting creative on TikTok (whether it be through leveraging trends or using fun sounds) in order to generate leads for your business. If you are currently struggling with TikTok, we're here to help. Send us an email today at hello@brisasocial.ca to get started!