(Source: https://pltfrm.com.cn)
The ideal balance between entertainment and sales content on TikTok, particularly for a platform designed around fun, creativity, and short bursts of information, leans more towards entertainment. However, this doesn’t mean sales content should be neglected. Rather, it should be seamlessly integrated into the entertaining content. Here’s a deeper dive into striking the right balance:
1. Emphasize Entertainment:
- Engagement First: Considering TikTok’s primary audience and its penchant for creative and fun content, brands should prioritize entertaining content. It is crucial for gaining followers and encouraging user interaction.
- Blend with Branding: Integrate the brand’s story, values, or products into the entertainment in subtle ways. For instance, showcase products in challenges, dance routines, or humorous skits without making it overtly promotional.
2. Integrate Sales Content Creatively:
- Soft-sell Strategy: Instead of hard selling, use creative storytelling, testimonials, or demonstrations to highlight the product’s benefits.
- Leverage Influencers: Collaborate with influencers or Key Opinion Leaders (KOLs) who can introduce products in an authentic manner that doesn’t disrupt the entertainment value.
3. User-Generated Content (UGC):
- Blend Sales & Entertainment: Encourage users to create content around the product. For example, if you’re promoting a beauty product, initiate a challenge where users show before-and-after results in a fun way.
4. Understand Your Audience:
- Demographic Segmentation: The balance between entertainment and sales might vary based on the target demographic. Younger users may prefer more entertainment, while older users might appreciate straightforward product information.
- Feedback Loop: Monitor comments and direct feedback from followers to gauge their content preference.
5. Analytical Approach:
- Data-Driven Decisions: Use TikTok’s analytics tools to measure the success of different content types. Track metrics like video views, shares, comments, and conversion rates to understand what resonates best with your audience.
In conclusion, while TikTok is an entertainment-first platform, brands can successfully integrate sales messages without alienating users. The key is to understand the audience’s preferences, creatively incorporate product information, and ensure that sales messages are weaved into entertaining content rather than overtaking it.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation!
