How business leaders can use TikTok to build their own brands

In today's digital-first world, business executives are constantly seeking innovative ways to build and strengthen their personal brands. While platforms like LinkedIn and Twitter have long been the go-to choices for professional networking, a surprising contender has emerged in the form of TikTok. This short-form video platform, once associated primarily with dance challenges and Gen Z humor, is now becoming a powerful tool for business leaders to showcase their expertise, connect with diverse audiences, and stay relevant in a rapidly evolving business landscape.

Why TikTok for Business Executives?

TikTok's explosive growth and unique algorithm offer unprecedented opportunities for executives to reach and engage with audiences they might not encounter on other platforms. With over 1 billion active users worldwide, TikTok provides a vast and diverse audience base. Its algorithm, which prioritizes content based on user engagement rather than follower count, allows even newcomers to gain significant visibility if their content resonates with viewers.

"TikTok offers business executives a unique opportunity to humanize their brand and connect with audiences in a more authentic and relatable way," says Gina Michnowicz, CEO and executive creative director of The Craftsman Agency. This authenticity is key to building trust and credibility in today's business environment.

Building Your TikTok Strategy

1. Define Your Brand and Goals

Before diving into content creation, it's crucial to clearly define your personal brand and what you aim to achieve on TikTok. Are you looking to position yourself as a thought leader in your industry? Do you want to showcase your company's culture and values? Or perhaps you're aiming to attract top talent to your organization? Having a clear vision will guide your content strategy and help you measure success.

2. Understand TikTok's Audience and Culture

While TikTok is no longer just for teens, it's important to understand the platform's unique culture and user expectations. Content on TikTok tends to be more casual, authentic, and often humorous compared to other social media platforms. Business executives should aim to strike a balance between professionalism and relatability.

3. Create Engaging and Valuable Content

The key to success on TikTok is creating content that is both engaging and valuable to your target audience. Some content ideas for business executives include:

• Sharing industry insights and trends
• Offering career advice and leadership tips
• Giving behind-the-scenes looks at your company or role
• Participating in relevant TikTok challenges or trends
• Showcasing your company's culture and values

"Executives should focus on creating content that adds value to their audience's lives or careers," advises social media expert Laura Tierney. This approach helps build credibility and fosters genuine connections with viewers.

4. Consistency is Key

Like any social media platform, consistency is crucial on TikTok. Establish a regular posting schedule to keep your audience engaged and help the algorithm favor your content. Aim for at least 3-5 posts per week to maintain visibility and grow your following.

5. Engage with Your Audience

TikTok is a highly interactive platform. Engage with your audience by responding to comments, participating in duets or stitches with other users, and using popular hashtags. This interaction not only boosts your visibility but also helps build a community around your personal brand.

Best Practices for Executives on TikTok

Be Authentic and Transparent

Authenticity is highly valued on TikTok. Don't be afraid to show your personality and be genuine in your content. "Executives should be prepared to let their guard down a bit and show a more human side of themselves," suggests Michnowicz. This approach can help build trust and relatability with your audience.

Stay Informed About Trends

TikTok trends move quickly. Stay informed about current trends and challenges, and participate in those that align with your brand and message. This shows that you're in touch with the platform's culture and can help your content gain traction.

Leverage TikTok's Features

Take advantage of TikTok's various features like duets, stitches, and live streams to diversify your content and increase engagement. These features can help you collaborate with other users and showcase different aspects of your expertise and personality.

Maintain Professional Boundaries

While TikTok encourages a more casual approach, it's important for business executives to maintain professional boundaries. Avoid controversial topics or content that could negatively impact your professional reputation.

Measuring Success and ROI

To ensure your TikTok efforts are paying off, it's important to track relevant metrics and measure your return on investment (ROI). Key metrics to consider include:

• Follower growth
• Video views and engagement rates
• Website traffic from TikTok
• Leads or business opportunities generated
• Brand sentiment and perception changes

Remember that building a strong personal brand on TikTok takes time and consistent effort. "Don't expect overnight success," cautions Tierney. "Building a following on TikTok requires patience, persistence, and a willingness to experiment with different types of content".

Overcoming Challenges

While TikTok offers great potential for personal branding, executives may face some challenges:

Time Commitment: Creating quality content regularly can be time-consuming. Consider delegating some aspects of content creation or management to your marketing team.

Learning Curve: TikTok's features and trends can be overwhelming at first. Take time to familiarize yourself with the platform, or consider working with a social media expert.

Content Balance: Finding the right balance between professional insights and entertaining content can be tricky. Experiment with different approaches to see what resonates with your audience.

Privacy Concerns: Be mindful of what you share on the platform, especially regarding sensitive business information.

The Future of Executive Presence on TikTok

As TikTok continues to evolve and attract a more diverse user base, its potential for business executives to build their personal brands will only grow. By embracing this platform now, forward-thinking leaders can gain a significant advantage in connecting with audiences, showcasing their expertise, and staying relevant in an increasingly digital business world.

"TikTok is not just a passing trend for business executives," concludes Michnowicz. "It's becoming an essential tool for leaders who want to stay connected with younger generations and showcase their brands in a more dynamic and authentic way".

TikTok offers a unique and powerful opportunity for business executives to build and enhance their personal brands. By understanding the platform's culture, creating valuable content, and engaging authentically with audiences, leaders can leverage TikTok to establish thought leadership, connect with stakeholders, and drive business success in the digital age. As with any marketing strategy, success on TikTok requires commitment, creativity, and a willingness to adapt. But for those who embrace it, the potential rewards in terms of brand visibility, audience engagement, and professional growth are substantial.