Turning your Brand’s Niche Content into Marketable TikTok Videos

Curtis Ray, President and CEO of SunCor Financial

If you are looking to create successful, marketable content that the younger generation will find appealing, it’s time to drop the traditional marketing methods, put yourself in their shoes, and head over to the latest trend, TikTok, the current Gen Z hotspot, to start educating. 

When it comes to Gen Z-dominated social media platforms, TikTok ranks #1. But what makes this platform so unique, especially for Generation Z? TikTok is a mobile phone app that allows users to create and share short videos on any subject. With clips ranging from 15 seconds to one minute, the app’s quick format has simplified the video creation and watching process, making sure neither takes much time or effort.

At SunCor Financial we have adapted a new marketing strategy that includes TikTok, targeting a newer generation on a trending platform. We have managed to gain nearly 41K followers and generated over 215K likes on TikTok over seven months. If your company is in a niche market or your subject matter may not be naturally attention-getting to the younger generations, TikTok might be the answer to make your content more digitally appealing.

What to Know When You’re Getting Started

The key to grabbing Gen Z’s attention through TikTok is simple: short, digestible content for the fast-paced society. For instance, most people find money concepts overly complicated. So, we make them into quick and compelling videos that the younger generation can listen to, understand and embrace. Most people, not just Gen-Zers, want to see content that provides them with value and that meets their needs. Rather than trying to sell them on your product or content right off the bat, you will find more success in educating them, through storytelling and sharing real-life scenarios. 

Create Educational, Yet Entertaining Content

As a marketer, ask yourself: how do our products and services benefit a younger audience? How can we make our offering relatable to them? Start by educating TikTok users on the rules of the game. For reference, in our case, it is long-term financial security. They all want to play the game and win—but no one has ever told them how the game is played. Try to appeal to their common sense – less fluff and more reason. Now, when they hear what you say, it makes sense to them, and they want to ask for more information.  

While brands will always have TikTok dances or the latest memes as competition for views, there are ways niche companies can gain the attention of users. Here are a few tried and true tactics: 

• Encourage questions from your followers and answer them in a video
• Use attention-getting graphics or animation and incorporate infographics whenever possible
• Consistently post content: this can be as often as once per day or at least a few times a week
• Be personable and candid: TikTok users do not want to know that you are reading from a script; be yourself
• Use relevant and trending hashtags in your captions 

Don’t get Discouraged 

Although it can become tiresome to post videos and not get the traction you were hoping for, it is important to keep trying. TikTok is nonstop; perfecting your content takes time and energy. If your company is going social, it is important to remember that it requires a lot of discipline and trial and error. There will be posts that no one will like or comment on, but they see them. Keep posting.  

As a parent, marketing financial security on TikTok hits a two-birds-with-one-stone tactic. A lot of parents want to teach their kids about money and set them up for a great future, but not many are sure about where or how to start. Brands like SunCor Financial are using less-than-traditional marketing methods to teach kids, tweens and teens about real-life best practices. 

Without a doubt, this generation is complicated and hard to win over with traditional marketing. But with a clear, relevant and well-defined strategy on a trending platform, entrepreneurs can get their attention. It is precisely at this point, with the right tools and platforms, that professionals in niche markets can start marketing to the younger generation successfully.