Can TikTok Help Me Grow My Audience?

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(By Traci Long DeForge) TikTok is the fastest growing social media platform right now. With a huge and ever-growing user base, tapping into TikTok’s unique distribution and awareness capabilities is something for you to consider when looking for innovative ways to market your podcast.

It’s fresh. It’s new. But for podcasters, it can also be a bit tricky. If you haven’t been using TikTok, you might know the name because of viral dance videos and other comedy bits. And with that impression of the platform, podcasts don’t automatically seem to be the most natural promotional fit.

Problem solved. There are several ways to use TikTok to market your podcast, These three basic principles can help get you started quickly.

Creating TikTok Content Quickly

The first step to creating TikTok content is simple. Many podcasters are taking to TikTok with their content as is, and cutting it up for the platform.

If you’re already using video, creating TikTok content is even easier. All you need to do is take your video and grab a few highlights each week to post. TikTok uses vertical video so there will need to be some editing done to get the video to fit the platform. Don’t worry the time will be used wisely… You’ll have the added benefit of being repurposed on Instagram.

Hey and If you’re lucky like Joe Rogan, your audience will do this for you!

@lordjordanElon pronouncing his sons name X Æ A-12 🤣 ##elonmusk ##joeroganexperience ##joerogan ##fyp ##xæa12
♬ original sound – lordjordan

Repurposing Old Content for TikTok

You do not have to create new content to get started. A great way to populate your TikTok is to take any older video content you have and repost it. Gary Vaynerchuk is a great advocate of this strategy and uses it himself:

@garyveeit’s all about that ##fliplife 🤯 ##veefam where you at? ##garyvee♬ original sound – garyvee

This tactic can also work well for podcasters who only release once or twice monthly. Once you release your show each month, you’ll have enough content to promote between releases.

Be creative in how you grab content for TikTok. Any speeches you’ve done, meetings you’ve had, even home videos. These are all easy to reuse. Since TikTok is such a new platform, it opens you up to reusing content from your Instagram.

Creating New TikToks for Your Podcast

You can always create new content for TikTok. Being funny on TikTok is one obvious way to create content. Comedian and podcaster Tom Segura does this very well:

@seguratomPeople say I remind them of ##rihana I’m fully Tik Tokked now and there’s no turning back. ♬ Work – Rihanna

Don’t overthink it! The platform makes it super easy to create content. So, pick up your phone and get something out there!

While TikTok is recognized for its own sense of humor, that sense of humor isn’t the only thing doing well on the platform. TikTok’s audience spans a wide berth so it’s possible to find your targeted listeners on the platform. Direct to camera content is doing increasingly well on the platform. For example, if you’re podcasting about movies, go on TikTok and review them. The best part of direct to camera – much like comedy – is that there’s no barrier to creation. There’s no need to over stress your production value on this platform. As long as you have a smartphone, you can make a TikTok at any time.

Don’t be afraid to be trendy, either! The reason high numbers of people are on TikTok is that it’s fun. Have fun and get involved and see where it goes!

How to Approach TikTok For Your Podcast

Getting started is the simplest way to get involved on TikTok. Engagement is key and sky-high engagement rates are what’s making the platform so valuable. If your content is good, TikTok’s machine learning technology will deliver it to more people.

Be patient. It’s natural to post a lot and see minimal engagement for a while. Like any other platform, it can often feel like an uphill battle until you’ve found your niche. Luckily, TikTok makes going viral pretty easy. Your content is easy to share on the platform. Once you gain followers, your TikToks can take off all on their own.

Reciprocity is key. You get followers by being an active follower. Search out your friends and your favorite podcasters, and get involved with them. Successful marketing on any social media is achieved by engaging with people and creating until that engagement comes back. Like, comment, follow. You’re on social media… be social.

Hashtags are also a great way to both find people and to be discovered by them. They’re more active on TikTok than they have been on other platforms in years, so spend some time finding the right hashtags for your content. Use them sparingly, but always when they’re relevant. And scroll through them now and then as a way to meet new people.

Bonus Tip!

Remember to share your TikToks on your other social platforms. This lets people who already follow you know where else they can find you. Some of your audience might not be weekly podcast listeners; getting them to follow you on TikTok gives you more chances to get your podcast into their headphones.

Now… Get signed up for the platform. Using TikTok for podcast marketing is really as simple as picking it up and going with it. Start by translating your podcast content over or to create new content. You might have to experiment a bit, but stick with it and you’ll find your path. 

Traci DeForge is the founder of Produce Your Podcast, a consultant, speaker, and creator of PODHIVE, an online community for podcasters. She can be contacted at traci@produceyourpodcast.com or 561-468-8758. Visit her websites: ProduceYourPodcast.com & PODHIVE.com