Written by: Samantha Vlasceanu, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Marketing has experienced a shift from what we want to be to who we truly are in recent years. What does that mean? It means that marketers are starting to see the value in telling their stories truthfully and displaying real human emotions. There is probably nothing worse to call someone’s marketing than “disingenuous.” Especially in today’s digital market, the focus is on creating genuine connections with real people. In fact, this is part of TikTok’s success: it features authentic and accessible stories.
Benefits of Being Authentic
You need to tell a deeply personal message that will reach as many people as possible. It almost sounds impossible, but it’s doable.
However, as a small business, there are many benefits to showing up authentically for your business.
Firstly, it’s inexpensive. You do not need a highly produced and polished commercial to advertise your business. You just need decent lighting and a cell phone.
Secondly, it encourages engagement. We don’t want a conversation with a faceless conglomerate. We want to talk to a person. Being authentic and showing up as yourself in your marketing gives your audience the comfort level to engage with you.
Thirdly, you don’t have to be perfect! Being authentic means that you can be honest about your shortcomings and imperfections.
Fourth, authenticity sets you apart from your competition. In fact, there is no competition; there is only ONE you!
Lastly, authenticity makes people feel safe. We are wired to seek connection and acceptance. And when we can relate to you in your marketing materials, it creates a bond that sets the stage for what could blossom into an ongoing relationship.
So, tell YOUR story. How can you do that? Let's look at six plans to be able to tell your story on TikTok.
Your Origin Story
Every great story starts by showing how our character got here. Your business did not begin sprouting on its own ‒ you made a series of decisions that resulted in an amazing brand! Tell your audience your history ‒ from your humble beginnings to the values that you add to your business,
However, make sure your story is linear ‒ this is not the time to add too many extra details. Keep your story tight and clear, and your dream client will find themselves building a relationship with you.
Remember: we buy from people that we know, like and trust. The first step is making sure your audience knows ‒ who you are and how you started.
Tell the Ending First
I love this framework because it starts with a high climax and hooks your audience right away. This is key on TikTok because the longer your audience watches your video, the better it will perform with TikTok's algorithm.
So, pick a result and then go back and give your audience the step-by-step process that led you to that point. Using captions is a smart way to make sure your dream client understands the process that led to the result.
In addition to the framework listed above, you can also start your story with a problem. This establishes a real-life challenge that led you down this path of creating an amazing product or service to solve it.
"Hi, I'm...
Introduce yourself, even if your audience already knows you.
It's a simple, concise, and clear way to tell your story. Tell your dream client who you are, what you do, and the results that you get.
Specifically, you're going to want to showcase your tagline using captions and focus on videos that show your product or service in action and the emotions your dream client feels when they work with you.
An added bonus is that you get the practice of telling your elevator pitch, which will help with other networking.
Break it Down
We don't buy things; we buy results, so show your audience how easy it is to get results! Take your product or service and break it down step-by-step. Again, you want to keep it simple so that your audience can easily follow along.
Remember, you're the expert, and as such, it's your job to break down those complicated processes into digestible bites for your audience.
A fun tip here: as your call to action, encourage your audience to share how they feel after they have tried it out for themselves. It's an easy way to promote user-generated content ‒ which is a total win for any brand!
A Way of Life
Human nature dictates that we don't want too much change. So show your dream client how your business is going to fit in seamlessly with their current lifestyle.
Show your business in at least three different environments or routines so that your dream client can see that it is so easy to fit your brand into their life.
Again, you'll want that clear call-to-action related to what you're selling so that your business can go from fitting into their lifestyle to being the thing that they can't live without.
It's Not Rocket Science
We want everything to be simple, quick, and dependable! Make sure that your consumers understand that anybody can use your product or service at any time.
Make videos that show your product or service in action. Show your dream client that they can fit it into their life with ease and without complication.
As well, show your reliability! Not only will your product work for them, but it will also keep working for them day in and day out. It's the last piece that helps people buy from you ‒ someone they know, like, and ultimately trust.
Tell Your Story in Your Voice
The great thing about TikTok is that it tells your story – not some Photoshopped glossy version of it. So make sure to tell your story in your voice, whatever that means for you and your brand.
Use these ideas to leverage TikTok for what it does best – sharing stories.
Want to learn more about sharing your message on TikTok? Join our group coaching program to learn my four-step process to hone your messaging and turn followers into clients. Click here to book a call to see how this program can fast-track your business.
Follow Samantha on her Facebook, Instagram, Linkedin, Tiktok, and visit her website for more info.
Samantha Vlasceanu, Executive Contributor Brainz Magazine
Samantha Vlasceaunu, The TikTok Coach, is on a mission to convince businesses and brands that TikTok is not just for our teenagers (and no dancing required)! When Covid-19 hit, her other traveling business had to shut down and she had to pivot ‒ FAST. That's when she realized that she'd been organically reaching her audience on TikTok all along and realized the power TikTok could have for businesses if they gave them a chance. Fast forward to today, Sam works with marketing agencies, coaches, lawyers, and corporate Brands ‒ you name it! Sam ensures all her clients are using the app with the intention of a sales funnel in finding their target audience and coaching the strategies of converting their followers into ACTUAL paying clients.
