0:00

So I'm going to let you in on a fun

0:02

fact . I have a stack

0:04

of chocolate chip cookies

0:07

sitting next to me and it

0:09

is my motivation to get these episodes

0:11

recorded . So I'm recording this as a series

0:14

in a single day because you know that I like

0:16

batch recording my content , so

0:18

I only have to focus on it once

0:20

and then it gets rolled out over multiple weeks

0:22

. So I'm recording this whole series and

0:25

every time I finish an episode I get a piece of a

0:27

cookie . Just let you should

0:29

know that . So this week's

0:31

episode where you're going through , I

0:34

guess , the chocolate chip cookie conversation

0:36

, is probably pretty apt for this

0:38

episode . We are taking

0:41

out that TikTok . Yeah

0:44

, I know I just heard you groan

0:47

and phase Don't

0:50

make me go on TikTok . No

0:53

, I'm hoping I'm going to change your mind about that in this

0:55

episode . So just

0:57

kind of dispelling a couple myths right

0:59

off the bat . Myth

1:02

number one is that TikTok is only for kids

1:04

, because it's really not . I mean , some of our clients

1:06

are highly successful

1:08

on TikTok , as

1:11

well as people who aren't

1:13

our clients , who are well as entrepreneurs

1:15

, who are killing it on TikTok

1:17

. It is still

1:19

and I'm recording this in 2023

1:22

, september 2023 , it's

1:24

still a Wild Wild West platform . There's

1:26

a lot of room for growth , there's a

1:29

lot of hey , get in there

1:31

and figure it out and see what

1:33

works . There's a lot of opportunity

1:36

on TikTok and no , it's not

1:38

just for kids . And my other second

1:41

myth is it's not

1:43

just like you can

1:45

create serious content on there as well . So

1:47

I think there's a misconception around TikTok

1:49

as a channel that's only for being

1:53

trendy or being memes

1:56

or being funny . And yeah , that is generally

1:58

, I would say , is the language of TikTok

2:01

is more on the more

2:03

kind of frivolous , funny

2:06

memes , entertainment

2:08

side of things . But that doesn't mean

2:10

that you can't create a TikTok

2:13

channel that is for serious

2:15

content , that's for education

2:17

, that's for building a community

2:19

that's around your service or your

2:21

product . There's lots of room

2:23

to grow there and there's lots of opportunity

2:26

to share your brand message in a way

2:28

that's authentic to you . So

2:30

I just want to get those like dispel those myths

2:32

to begin with , because a lot

2:34

of people that I talked to kind of have that feeling

2:36

that you can only be on TikTok

2:38

A if you're young and B if

2:41

you're prepared to dance

2:44

and generally like make a full out of yourself

2:46

, which a lot of us wellness

2:48

entrepreneurs are not really into

2:51

that . I would say that for

2:54

wellness business owners , one of the biggest challenges

2:56

around TikTok content creation

2:59

one is recording

3:01

video , because

3:03

that can be really tricky for a lot of people , especially

3:05

if you're not used to it . And

3:08

then I think the other part is really

3:10

like navigating the

3:12

culture of TikTok and navigating

3:15

the trends and

3:17

creating content that's short

3:20

. So I would say that that's one

3:22

of and I know that they're at this point

3:24

. They're kind of like always like extending

3:27

the time , like it starts like 10 seconds

3:29

and then it'll be like 30 second videos and then

3:31

it's a minute and three minutes and I think

3:33

just within this last year they've expanded

3:35

it to 10 minute TikTok videos . So things

3:38

are expanding all the time . But I

3:41

think when we're passionate about the subjects

3:43

, I know even myself can find

3:45

it hard to feel like I'm confined within

3:47

a time-bound

3:49

window . It's what I like podcasting , for this

3:52

episode could take me 60 minutes to get through

3:54

or it could take me six , and I

3:56

like then I have the freedom to

3:58

make a show that is as long or as short as

4:00

I want it to be right , and I think you know there's

4:03

something to be said for like having standards

4:05

and kind of adhering to

4:07

at least a little bit of a structure , but when

4:10

we get to a platform that is time-bound

4:13

, there can be a little bit of pressure of like I'm

4:15

not sure how to make content that's

4:17

short and effective

4:19

and fits on that platform , and

4:21

I think that's really just a trial and error . I

4:24

think what's really helpful in TikTok

4:26

is just getting in there and just seeing and

4:29

just exploring , seeing how people are creating

4:31

, because it is different than Instagram , it

4:34

is different than Facebook , it is a culture

4:36

all on its own , and

4:39

whether it's good , bad or neutral

4:41

, like I said in the Instagram

4:43

episode , that's not

4:45

for me to talk about this . It's not like the culture

4:48

, the societal , I

4:51

think I'm conversation around whether it's good

4:53

or what it's doing to our youth

4:55

or anything like that . This is about how you can use it

4:57

for your business . Tiktok

5:00

is a platform that I

5:02

am recommending as an adjacent strategy

5:05

for our podcast production

5:07

clients and also for our

5:09

social media clients , and so we're

5:11

helping quite a few clients right now launch a

5:14

TikTok channel and I just love that

5:16

. There's so much room to grow there and

5:19

I love that there's so much space

5:21

. It's exciting when there's platforms that

5:23

are pretty new and you get to carve out

5:25

your own unique space

5:27

where an Instagram , for

5:29

example , can feel very

5:31

saturated and

5:34

the Facebook can feel very dated

5:36

and really not like

5:38

helping you out with any kind of

5:40

organic reach . Tiktok

5:43

the way that the algorithm

5:45

, how it works . It's a little bit different than

5:47

what you would see on Facebook or Instagram

5:50

, and I'm not an algorithm expert , so like

5:52

this is really just , you know , take this

5:54

as very general , but

5:56

the way that you find things on TikTok

5:59

compared to like Instagram , where you would

6:01

like find a their username

6:03

and you would go and you'd follow them a

6:06

lot of how TikTok works , is it

6:08

? It's a sophisticated algorithm and

6:10

so there you have your for you page

6:12

and when you like , log in and

6:15

you go to your feed . They're gonna be serving

6:17

you up a lot of content . That is

6:19

both that's both the users

6:21

that you follow , but also a lot

6:23

of new content that they think

6:25

that you'll like , that they're putting in front of you . So

6:27

the algorithm is pretty sophisticated

6:30

and what's great for us as content

6:32

creators is there's a better opportunity for

6:34

Our content to get in

6:36

in front of the eyeballs of the type

6:39

of people that we're looking to attract . Much

6:41

more than a Facebook

6:43

, much more than an Instagram

6:45

. Tiktok is a place where we can

6:47

get a better organic reach and

6:50

we can get our content , Especially

6:52

if we can get some engagement on our content and we

6:54

can get it out in front of a lot more people

6:56

Without really having to do so

6:59

much . Tiktok still operates

7:01

on Hashtags , a little

7:03

bit like Instagram used to do back in the day

7:05

. Hashtags are still

7:07

like a lot more relevant and TikTok and how

7:10

Stuff gets found and

7:12

how it gets fed into the algorithm . So

7:15

there is a little bit more Technique

7:18

, I guess , and strategy for when you're creating

7:20

content on TikTok . So a couple things

7:22

to think about in terms of Creating

7:25

contents . But that's specific for this channel

7:27

. Like I said , you know , the culture

7:29

of TikTok is a little bit more light

7:32

, it's a little bit more playful , it's a little bit more

7:34

funny , it's a little bit more behind

7:36

the scenes , and so things that

7:38

were relevant on Instagram stories

7:41

, right , things that feel

7:43

a little less polished and

7:45

maybe a little bit more trendy , are great

7:47

on TikTok , but also short pieces

7:50

of informational content . So what

7:52

we like to do for our podcasting clients is

7:54

have pieces of content

7:56

from a longer episode , pulled

7:58

out , audio video

8:00

, brought over to a TikTok channel and then served

8:03

up as like a 20 to 30 second video

8:05

that then advertises the longer

8:07

podcast episodes . So think about them as , like

8:09

these are pieces of content that are snackable

8:11

, that are short To

8:14

you know , have a more successful TikTok channel

8:16

. When you're trying to create content , there

8:18

are a few things that are built into TikTok

8:21

that helps you take advantage of trends like

8:23

stitching , for example , where you

8:26

take a video that somebody else , like another

8:28

content creator , has produced and

8:30

you put your own spin on it . Instagram is , at

8:32

this point , trying to roll out something similar

8:34

about how you can remix a video and then

8:37

put your own spin on it , but in TikTok it's

8:39

called a stitch , and so you have

8:41

a video that Somebody else has created

8:43

, and what's really nice about that is we can

8:45

take videos that that

8:47

we can capitalize and leverage Other

8:50

people's content creation . So

8:52

say , for example , your

8:54

skill skin wellness expert . Well

8:57

, you can take videos of other people on TikTok

8:59

talking about their skincare routine and

9:01

you can analyze them with your own stitch

9:03

, and so that's their video

9:05

, but then you're putting your spin on it . There's

9:08

also a lot of opportunity in TikTok

9:10

to take advantage of things like

9:12

viral Songs

9:14

and viral sounds . You'll

9:17

see a lot of that kind of like mimicking

9:19

Different sounds . You don't have

9:21

to create content like this , especially if it feels like

9:23

it's not really appropriate for your brand . I

9:26

don't personally like to create content like this

9:28

because it just doesn't really like fit my vibe very much

9:30

and Anytime that I've tried to create

9:32

content that's more

9:35

like the viral sounds or

9:37

the lip syncing or the dancing

9:39

, it just really feels like it hasn't felt

9:41

authentic to me . So I Personally

9:44

like to stick with content that's a little

9:46

bit more like Educational

9:48

or maybe even playful , educational

9:50

or behind the scenes , because that feels more authentic to

9:52

me . But there's a lot of opportunity

9:55

to use dances , sounds

9:58

, viral content

10:00

and Hit yourself onto

10:03

that content as well . So like that's

10:05

a great strategy for TikTok , but it's not for everybody

10:07

and not everyone wants to create that way

10:10

. But even if you're not , you could

10:12

be Leveraging

10:14

content that's already been created with creating

10:16

a stitch , or you can create your own content

10:18

as well . I would say at this point Tic

10:20

Tac is still pretty new platform

10:23

and so I'm curious to see

10:25

how it grows and expands or

10:27

contracts over the next couple years , but

10:30

I think , as a when I'm recording this

10:32

, in 2023 , this

10:34

is still a great platform for wellness

10:36

business owners to jump on and

10:38

diversify . I like Just

10:41

kind of wrap it up like if Instagram

10:44

, if Facebook , is kind of your

10:46

serious , more business card content

10:49

and just the platform that

10:51

you have to be on . If Instagram is a

10:53

little bit of more polished

10:55

education content , then

10:57

Tic Tac is a little bit wilder

11:00

, a little bit more unruly

11:03

and a little bit more behind-the-scenes

11:05

content . If it's part of your brand

11:07

message to be irreverent

11:10

and playful , this is a perfect place for you

11:12

to showcase a little humor

11:14

and silliness . But

11:17

if that's not part of your brand , that's a great

11:19

place to showcase little snippets

11:21

of education , to repurpose longer

11:24

pieces of content like blog

11:26

posts or podcast episodes

11:29

, articles , things like that , webinars

11:31

. Bring them into micro

11:33

pieces of content , put them up on a

11:35

Tic Tac channel . And it's another

11:38

place where , if clients are searching

11:40

you out and they're looking to build a relationship

11:42

with your brand , instagram is a

11:44

place where they expect you to be a bit more polished

11:46

and professional and

11:48

Tic Tac is a place where they expect you to be a little bit

11:50

more behind-the-scenes . So this is not a place

11:53

where we want to have a lot of highly polished

11:55

material . It is a

11:57

place where we want it to be a little bit more

11:59

raw , a little bit more DIY

12:02

and a little bit more like

12:04

we're in the wild wild west

12:06

of content creation . So let

12:09

this be an opportunity for you to stretch your

12:11

creativity muscles . Try

12:13

out a new platform . Don't be afraid

12:15

of it . Start to kind of get the

12:17

language and the cadence of the platform

12:19

and have fun creating content for

12:21

Tic Tac . I will see you next

12:24

week where we are going to be diving into

12:26

the ins and outs of

12:28

creating a YouTube channel for your business

12:30

.