By Michelle Dear

Like so many founders who are facing the daunting task of learning yet another new social media platform, I was overwhelmed by the idea of starting a TikTok for my business.

Coming from the world of finance, I don’t have a background in content creation, and I wouldn’t even consider myself a particularly creative person. The thought of coming up with fresh and interesting content day after day that would compete with people who literally do this for a living felt impossible.

And yet, I had a hunch that my company—Tandem, an app that helps couples manage their shared finances—could connect with new users on the platform. As a D2C mobile app, we’ve seen that the best way to acquire users is when they’re already on their phones and therefore have the highest intent. And with a target market of 25-35 year olds, I knew that a good chunk of that phone time was now spent on TikTok. (For some context, TikTok users in the U.S. spent an average of 25.6 hours per month on the app as of January 2022, and the majority of those users are 34 or younger.)

So, I took the leap and launched Tandem’s TikTok account in August 2022. Within just a few weeks, the account had amassed over 13,000 followers and over 1 million organic impressions and, months later, that number keeps on growing. It’s been so successful that I recently added a second account—@missmoneymichelle—to become a finance influencer in my own right and bypass expensive influencer marketing for my brand. In just a few weeks, I gained over 17,000 followers.

Better than followers, though, are the business results. While I’ve been mindful of not pushing Tandem too hard in the early days, instead opting to bring value and build a trusting relationship with my followers before I start selling to them, I’ve already seen some videos translate into new website visitors and app users. I also know that in the long run, having our own audience is crucial in a world where digital advertising is increasingly expensive. Plus, learning from the content that most connects with people will inform Tandem’s product roadmap as we consider new offerings to help couples master their finances together.

Of course, I’ve been doing all of this while also running my business. For any other founders who feel like TikTok is a mystery or that they simply don’t have time for it, here’s the exact schedule and strategy I’ve used to build up our accounts so quickly.

I learned from other successful TikTokers

I should start by saying I didn’t plot out a successful strategy all on my own. To kick off my TikTok journey, I spent a few weeks immersed in the Secret Socials course, which helped me learn the ins and outs of the algorithm and best practices for making engaging short form video.

One of my key learnings was that each video needs to have an initial “hook.” Essentially, the TikTok algorithm pays attention to engagement …read more

Source:: Buffer Blog

Author: Aaron