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Hey, everybody.

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Welcome to our first video
of our TikTok marketing

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micro course.

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My name is Tyler King.

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I'll be your instructor for this module.

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And I'm really excited to work with you

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and share with you

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about the wonderful world of social media.

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A little bit about me.

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I've been doing social
media marketing now,

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man, for almost about 15 years or so.

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Worked with a wide
variety of organizations,

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from multi-billion dollar
corporations to startups

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to SaaS companies to consulting,

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and now I'm currently
the senior social media

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and community manager for PandaDoc,

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which is an online document
management software company.

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Now, that probably
sounds not that exciting,

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but give me some time and I'll pitch you

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about some of the great things

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that we're doing on social media,

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and more specifically about TikTok.

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Now, a little disclaimer, if you will.

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Now, at the time of the
making of these videos,

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this is kind of the most
accurate information

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and up-to-date stats that we have.

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But if you've been in social media long

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or just starting out,

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you'll quickly find that
social media is ever-changing.

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And so that's one of the most
important things to remember,

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is to always keep your ear to the ground,

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keep up to date on the social
media marketing influencers,

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and you'll be able to stay in the know

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of all these changes that
seem like happen weekly,

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and it gets a little bit
crazy, but that's all right.

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Okay! (claps)

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In this module, we're gonna be going over

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some of the history, some stats,

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some best practices about TikTok,

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and then that will lead us into

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more of specific types of content.

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In video two, and then in video three,

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we're gonna be talking about
some use cases and examples.

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And then, in the fourth video,

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we're gonna be going over the
exercise that you all can do.

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Spoiler alert,

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you're gonna be making your
very own TikTok videos.

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But don't worry, we'll
walk you through it.

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We're not looking for perfection
or anything like that.

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But without further ado, let's
get this wagon train moving.

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Okay, here we go.

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We're gonna talk a little bit more about,

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what's the deal with TikTok?

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And just to back up just one extra step,

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really wanna talk about kind
of the rise of vertical video.

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Gosh, in the last few years,
we've seen Instagram and TikTok

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and YouTube, and even LinkedIn and Twitter

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really start to experiment
with these vertical videos,

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and I think there's a
few reasons for that.

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Number one, vertical videos
are very mobile-friendly.

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And as we've seen over the last few years,

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people's use of accessing
social on their phones

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has only gone up, especially
after the pandemic.

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And so that ease of use
and that ease of creation

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is one of the reasons why
these vertical platforms

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have really taken off.

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And one of the things
that's interesting to me

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is that this use of stories

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has taken off across all social platforms.

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Even on Facebook, you know,

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62% of users have used Facebook Stories.

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And that might be something
that you say to yourself,

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"Facebook? Who still uses Facebook?"

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A solid amount of people,
especially internationally,

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still use Facebook.

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So that's why always it's important to

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never just write off a
social media platform,

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even though you personally may not use it.

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There's a few more stats to
remember about vertical video.

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I think this one's really important.

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You know, 57% of user-generated videos

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are shot with mobile devices,
aka influencer-created videos.

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And that's what you really wanna see.

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Also, 90% of vertical videos

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have a higher watch completion rate

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compared to horizontal ones.

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That's really important

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because, at the end of each video,

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you wanna have a nice
clear call to action,

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especially if you're
working with YouTube Shorts.

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So these are all important to remember.

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They're gonna be constantly changing.

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But long story short, vertical
video is here to stay,

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TikTok at the forefront of that.

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So let's talk about TikTok specifically.

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Where did it come from?

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Why is it here? And why is it so popular?

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So these slides are gonna be
a little more content dense,

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but don't worry, you'll
have access to the slides.

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You'll be able to go back through these

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at a little bit of a slower pace.

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But I wanna hit some of
the main things here.

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So this is something that was developed

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over in China by a
company called ByteDance.

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And it was launched in September 2016

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for a Chinese audience.

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In '17, we saw that expansion.

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And then it eventually merged

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and became what TikTok is today.

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Now, one of the things
that really accelerated

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its popularity is the COVID-19 pandemic.

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When so many people were stuck inside

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people turned to social media,

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and they turned to TikTok dances

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and trends and things of that nature,

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and that's one of the main reasons

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why we saw this
skyrocketing use of TikTok.

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Now, again, at the
creation of this module,

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there is quite a bit
of pushback to TikTok.

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There have been several states
here in the United States

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that have banned it on government devices.

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So that's something to keep an eye on.

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I know at PandaDoc, that's one thing

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that we are always trying
to weigh the pros and cons.

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Do we use TikTok?

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Should we just go more
in on Instagram Reels

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and on YouTube Shorts?

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But until things take a drastic turn,

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we still feel like TikTok
is a valuable place

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to connect with our audience.

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And here's what's really interesting

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is just the dramatic increase
in overall monthly users.

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They just clocked out
over one billion users.

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And what's really interesting
is average minutes per user.

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TikTok users love the app.

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They spend an average of
about 95 minutes per day.

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We'll get into a little bit
more about the algorithm,

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but the TikTok algorithm

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is probably the best social
media algorithm in use today.

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You like something, you watch something,

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the algorithm picks up on it,
and it finds other content,

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and it's kind of scary

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just how much it gets into your brain.

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One really cool thing to know

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is, again, this is time
spent on social media apps.

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So comparing TikTok to the others,

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TikTok blows away the competition.

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27.3 hours just in the
UK as of February 2022.

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So what does this mean for marketers?

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People are spending lots of time on there,

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so it makes a lot of sense
to sort to figure out

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if this is the right channel
for your app to be on.

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Now, one thing that's
important to remember

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when it comes to any social media channel

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is just because it's there
doesn't mean it's for you.

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Do your research,

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both from an SEO and from
a social media perspective.

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And also, one of the most important places

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to do your research is
to talk to your audience.

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Ask them, where are they at?

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Where do they wanna learn?

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What do they wanna learn?

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So never ever forget to
talk to your audience.

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Because you may find
that they're on TikTok

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or you may find that they're on Facebook.

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So always ask your audience.

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Okay, moving on to this rise of TikTok.

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You know, we're seeing more and more

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of the short-form dominance
in that 15 to 16-second longs.

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One of the things that
really made TikTok take off

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were the viral challenges and trends.

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You know, TikTok's
algorithm-driven "For You" page

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has propelled viral challenges, dances,

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and trends to the forefront
of social media culture.

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I mean, you had something
take off on Facebook,

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like the Harlem Shake.

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If you haven't heard
about that, Google it.

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And now we're seeing that
kind of content all the time.

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It's also birthed a new
generation of influencers.

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Regular people from beauty
to sports to you name it.

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Not all influencers are created equal.

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And I would say not all
influencers are worth following,

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as well, as following
for a marketing purpose,

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but also for your mental health.

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And then, lastly,
authenticity and creativity.

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You know, TikTok really emphasizes,

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you know, that authentic
creative experience

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over highly produced videos.

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And let's talk about it a little bit more.

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It has democratized content.

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The algorithm is precise.

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We're also seeing TikTok
integrate more with e-commerce.

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So we're seeing a lot more targeted

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and sophisticated ads that
you can find products there.

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And this has led to a disruption
of traditional advertising.

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And, you know, brands
are shifting their focus

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from your typical commercials,
newspapers, things like that,

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and going all in on TikTok.

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Let's talk a little bit more
about the best practices.

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This is a great slide to
mark and to come back to.

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So here are seven things to remember.

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TikTok is all about
prioritizing vertical videos.

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Limiting the video length.

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Again, that 50 to 60 seconds.

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You can go longer, but I suggest not to.

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It's all about the
impactful visuals of videos.

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Again, they reemphasize it,
prioritize vertical videos.

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And background, captions are all important

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to creating fantastic TikTok content.

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And now I wanna kinda
go through some brands

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that are on TikTok that I feel
are doing a really good job.

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You probably have heard of Duolingo.

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They are kinda at the forefront
of the B2B type of brand,

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really using a mascot.

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They've gone all-in on
the challenges and trends

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and music and things of that nature.

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They are a fantastic resource to use

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if you are in more of this B2B space

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and aren't quite sure how to
kind of crack that TikTok code.

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Duolingo did, and they
win all kinds of awards,

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and they're a great follow.

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For more of the B2C,
the good old Starbucks

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is a fantastic follow on TikTok as well.

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They do a really wonderful
job incorporating

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user-generated content
in their TikTok videos.

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And if you're in the market
to really do some research

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when it comes to incorporating influencers

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and regular people, (clicking tongue)

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Starbucks is definitely
the way to go for that one.

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And then, finally, one of
the things that you can go

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and use is PandaDoc.

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This is a platform that we've
just recently moved in on

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in the last, gosh, six months or so.

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We are really leaning into our

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"Customer Engagement Lab" podcast.

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We wanna make sure that
we take that podcast

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and we apply those same principles

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and have our content
optimized for vertical video.

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We've seen a pretty dramatic
increase in overall followers.

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We've had about 2,000 over
the last two quarters,

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so we feel like we're, you
know, on the right path.

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But with anything with
social media marketing,

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it's always important to
not be afraid to take risks.

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And one thing, too,

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I wanna talk about when
it comes to TikTok,

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this is something that I've
seen from my own experience.

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We've kind of briefly
touched on the algorithm

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and how it kind of gets into your brain

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based upon your engagement,
views, liking, shares,

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things of that nature.

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One of the things that I've seen though

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is TikTok requires a lot of content.

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We're talking sometimes
two to three videos a day.

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Now, to the regular
person, that may seem like,

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yeah, you grab your video,
you do a quick little dance,

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you can upload three or four
of those a day, no problem.

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Unfortunately or fortunately,
that's not always the case.

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You know, social media marketing,

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I think one of the great
misconceptions of it

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is that it is fast and
easy, and it is not.

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For a lot of companies,

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you have to go through your brand team

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and then your design team,

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and sometimes you have to
go through your legal team

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to get approval before
you can post anything.

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And sometimes, you have to
do three or four revisions.

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One time, I worked for a bank,

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and there was probably about six people

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from marketing, legal, leadership

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that had to approve everything
that I put out on social.

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So it just made keeping on
trends pretty hard to do.

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And so kinda get it out of your head

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that you can do this fast and easy,

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and that you can pump
out 85 TikToks a week.

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It takes time, it takes practice.

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But the algorithm wants
two to three a day.

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So if you can't do that right
off the bat, that's okay.

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Take your time, plan it out.

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You know, do, like, maybe
five to 10 in the bank,

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see what works, see what doesn't.

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But take your time,

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and if you can't commit to
TikTok right away, that's okay.

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Instagram, YouTube are other great places

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that don't require as much
content as TikTok does.

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So that about sums up with
kind of the behind-the-scenes,

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some examples, and some history of TikTok.

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As always, I am here to
answer any questions.

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If you have awesome examples
of brands using TikTok,

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send them my way.

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I'm always looking for new and fun ways

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to inspire the audiences that
I connect with on social.

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And I'm excited to keep talking,

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and I will see you all in video two.

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Thanks, everybody.

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See you then.