A framework for a brand TikTok Strategy
TikTok presents a challenge to the established frameworks for content strategy. Hub, Hero, Hygiene doesn’t apply as it’s less searchable, and the standard content pillars feels too rigid in a platform that is so reliant on the wit of creators and fresh memes and sounds. Sure, you can punt out a ‘haul’ or get involved in a challenge but that won’t amount to much presence on the FYP (For You Page)
A review of TikTok ad library of hard working creative reveals a short fall in good brand work - lord only knows what the work that isn’t hard working looks like. UGC product demos abound, the ad library is a rush of hawkers hawking.
Tiktok’s 2023 Trends report In particular it references a helpful framework for thinking about TikTok strategy.
***** FORCES | SIGNALS | MOMENTS *****
Here’s how the above can be used:
Depending on the role of comms that TikTok plays for a brand (for example: build associations, response, launch stuff, reappraisal) consider the TikTok FORCE(S) to lean into.
Then build a planning process around the SIGNALS that a brand can add value to, have fun and entertain around.
Once clear on the forces and signals then it becomes easier to know what MOMENTS are right for the brand to hop on. Are they moments that are spikes in the right force and signals? Yes there will be moments that are too good to resist - a sound that talks about ‘dirty’ for a cleaning brand - but filtering moments in this way will prevent chasing of the tails.
Lastly, get to grips with the brand assets and spokespeople (Duo Lingo, Ryan Air, spokes people) and your band of co-creators (Gymshark).
In summary:
Understand the FORCE that help TikTok activity play the role of comms that you need it to play
Within that force, what are the SIGNALS, behaviours that are persistent in the medium term that your brand should embrace. Also ask: “ what makes those signals the right ones?” that will help you stay nimble.
Then a brand needs a process and team member who understand how to filter the MOMENTS that make sense within a given force. That’s hard and needs templates, and clear ownership.
To make this smart thinking happen in TikTok land, you need a combination of branded assets, spokespeople and collaborators. Imagine you’re Amazon Prime you could use a delivery box with the mouth filter, the blue vans, maybe a charming delivery person or factory worker. Then you need your squad of co-creators. Start wider and narrow to the best in terms of reach and quality over time.