Photo by Solenne Feyis via Unsplash.com
TikTok , a Generation Z-focused platform that was once all about lip-syncing, dancing, and competition, has recently exploded in popularity and is now an essential tool for social media groups around the world. It quickly became the most downloaded social media app with 1.53 billion users to date. Major brands have seized the opportunity to build an online presence on the platform.
The app's functionality and algorithm allows brands to be more visible to their target audience and is now a lucrative part of multi-family marketing. “TikTok has several benefits for advertising apartment buildings in addition to building an online real estate community,” Becca Doyle, REACH marketing expert for RentCafe, told Multi-Housing News . “TikTok is a great place to post virtual tours with scores and event posts. You can also post instructional videos. TikTok humanizes ownership by providing a fast way to get information."
READ ALSO: Key trends in multi-family marketing in 2023
We've compiled a list of reasons and tips why you should make TikTok a priority in your strategy. However, remember that any strategy must be tailored to the specific needs of your business.
Why you should consider multi-family marketing on TikTok?
Photo by Marvin Meyer via Unsplash.com
Social media can be a powerful tool for marketing your apartment property across multiple platforms to your target audience and can deliver high conversion rates. According to Fairing's "TikTok Marketing Science Post-Purchase Analysis", the platform is one of the fastest growing in terms of product introduction with a 15% response rate as it is the first social media channel that people hear about for the first time. time. for a specific product
“The unique advantage of TikTok is its position as a growing social platform. Another benefit is the platform’s ability to connect with a younger audience, as 62% of TikTok users are under 29 and that group’s engagement is incredibly high,” said Jen Quader. , President and CEO of The Smart Agency . usage per day compared to YouTube. This allows you to tell the story more deeply and increase the share of users' attention. Of course, this also makes it the most suitable platform for non-elderly people. »
However, if you want to sell your communities to multiple generations, you need to advertise across multiple platforms. “On the other hand, rental housing for the elderly benefits more from a platform like Facebook, which continues to be the largest social network in the world with an expected growth of 2.6 to 3 billion by 2025,” Quader added.
You can just use TikTok for the younger generation and use it for different types of content that will make your communities more engaging. The platform allows you to reach your audience faster, engage with current residents and build a sense of community among existing residents, build brand awareness and reputation, and leverage video stories and user-generated content.
READ ALSO . How video storytelling improves family commerce
Multiple family marketing on TikTok. Tips and tricks
user photo
Jason Goodman on Unsplash.com
TikTok marketing campaigns are like any other social media platform and are quite simple. You will need a verified business account, after which you can create your first marketing campaign. There are a few things to consider before you get started, such as your goals, budget, and delivery type.
Your team can choose a standard or expedited delivery plan, which means your ad will be shown to viewers for a longer period of time or as quickly as possible, respectively. You can also set bids when you bid on a specific result, such as impressions, or you can set an average value for each goal.
Let's find out the best tips on how to make TikTok family marketing work for your business.
Find a strategy.
TikTok marketing involves several initial steps, including identifying a target market, choosing a strategy, and developing a content roadmap. Quader shared some of the steps to consider before using TikTok, including being clear about what you're going to say and how you're going to say it before running ads.
He also said that during these interviews it would be useful to spend the whole day collecting photos and videos of those present and my neighbors. After that, schedule time with your team to discuss important details of your strategy, such as the stories that make the portfolio unique, unique marketing, local and regional TikTok rental trends, existing content, and challenges, Quadr said.
“Now comes the most important part. Create entertaining videos that look the same while keeping content fresh,” Quader added. Quality, whether they meet on TikTok, in person or through the establishment's website."
READ ALSO: 6 New Real Estate Social Media Marketing Tips
Choose the right TikTok ad type to reach your audience.
Along with choosing a campaign, you also need to consider the different types of ads available on TikTok and choose the ones that fit with your brand's voice. The platform allows you to measure various interactions with your audience such as views, likes, comments, conversions and engagement. There are many different targeting options, but you should go back to the first tip in this article and choose one or more that suits your strategy.
Quader has broken down some of these options and identified generic ads that work like a typical app algorithm and are not targeted. Multi-level interest targeting allows you to add interest categories such as hashtags or interaction with specific content. Finally, you can also upload an existing contact list to target certain "source data" from which the app will generate such an audience, he said.
“This is a great option for apartment building owners and managers looking for rental opportunities on TikTok to create a product catalog to organize things like floor plans and prices,” Kvadr explained. "This feature, available only to managed accounts in certain markets, allows you to store information about the products you plan to promote, providing you with a library of information that you can use when creating ads. Once the catalog is running, you can create ads or dynamic storefronts that will automatically display updated information such as prices, availability and sizes based on your catalog.
Stay true to your company voice and remember authenticity
SOCIAL User photo. CUT via Unsplash.com
When it comes to social media, it's easy to follow trends and go with the flow, but sometimes not all of these trends reflect what your business has to offer. On TikTok's Discover page, users are more likely to view videos that are similar to certain trends because they have interacted with them. While TikTok trends can be useful for building awareness, you need to think carefully before creating content.
“It is important to try to be as authentic as possible. You don't want to not be branded on TikTok because that can hurt your credibility, and that can be interesting if you're trying to capitalize on something that clearly doesn't fit with your brand voice," Doyle said.
Our advice is to keep it attractive and simple. Try to highlight what you offer, some of your company's values, and create content that reflects the voice of your brand. You can get results by staying true to your voice and being sincere at the same time.
Create unique and engaging posts.
Always remember that most people like variety and can quickly get bored with the same type of content over and over again. Try to come up with a strategy that includes different types of videos and ads to connect with your business or the community you're promoting. A great tip mentioned by Quader is to split longer clips into shorter videos to make your content more memorable and interesting. Another good example of diverse content would be using your community's FAQ platform.
“I would encourage them to use their TikTok for educational purposes and build an online community with their neighbors,” Doyle said. “They can post virtual tours and information about the area, like local attractions and the best places to eat. You can send updates if you're hosting a hotel event and want to celebrate the pet of the week. These are all organic items in your establishment, not just for scenes where your staff is trying to recreate a viral trend.
He also mentioned the 80-20 rule which means 80% of the time you post something useful or educational to your audience and 20% of the time you are promoting your brand. “This will help attract new subscribers, because your content is not re-advertising, but generally useful information,” Doyle added.
“User-generated content is everything.”
This is another thing that Doyle thinks is important in reaching a wider audience on TikTok. In fact, a multicultural family fosters a sense of community, which is why your employees make your business unique. Stories from personal experience have always attracted people's attention and, in particular, can encourage potential tenants to visit your property.
There are many ways to create this sense of community, including the amenities people love about the property, tenant property, showcasing the most active members of that community, current events, or even users submitting tours of the property. "In many cases, users don't realize they're seeing ads when viewing user-generated content because it feels so natural that it blends into your feed, unlike traditional ads," Doyle said.
The bottom line is that no matter which platform you choose for your marketing efforts, it's important to stay as authentic as possible, stay true to your goals, and engage with your audience as much as possible. This way you create a sense of familiarity with your brand and become a trusted name for people.