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TikTok for Healthcare Professionals
Jul 29, 2022
Social media is the life of the digital marketing party. There is always a fun dynamic between the “cool kids” (like Facebook, Twitter, and LinkedIn) and the “wallflowers” (like Snapchat and Reddit). Then there is the “new kid;” everyone, meet TikTok!
This blog will dive into TikTok to improve your understanding on how this platform is different and why healthcare marketers should be exploring it all has to offer.
What is TikTok?
TikTok is a video-based platform where users can upload videos from five seconds to ten minutes long. Creators of these videos have access to an array of filters, effects, and music to enhance their content. Within the platform’s UI there are two feeds (or “pages”) that users can scroll through: the “Following” feed and the “For You” page.
The For You (FYP) page is the central feed for content discovery. As the user scrolls, the algorithm delivers endless, tailored videos sucking them in in for what seems like hours. The videos that show next on the FYP page are dependent on previous videos the user likes or the type of accounts the user follows. This is slightly different than the Following page which only contains videos from the accounts the user is already following. From a creative standpoint for users and advertisers, TikTok allows full creative control by means of special effects in terms of filters and ways to combine with, or “stitch,” another user’s video to providing users with a library of music and filters to enhance the creative experience.
Sproutsocial research indicated that Tik Tok’s audience has increased, with 80 million monthly active users residing here in the U.S. Rendering the same research by Sproutsocial, 68% of TikTokers remember a brand best if the content features a song they enjoy. Three quarters of TikTokers will remember a brand post simply due to the use of a popular song that may have been heard for 30 seconds or less. That is a significantly large statistic making an impact on how companies’ market to users, specifically the younger generation, and influence consumers in a new digital playground.
How do I use TikTok for my brand?
If you have not yet created a TikTok account, we ask: What are you waiting for? Look at you go! Now you have a TikTok account…but now what? How does it work? How do I boost consumer visibility for my agency and brand?
TikTok’s platform has three objectives that are accessible to its users similar to a Facebook campaign. They are: awareness (reach), consideration (traffic, app installs, and video views), and conversion (action on a website). Many of our clients use social media to expand their reach, or they use the channel to produce more traffic on their website. Once you identify which objective aligns with your campaign’s goals, then it’s simply running a social campaign like you would on any other platform.
You might be thinking this is all great but what do you actually post? How can you get your brand noticed?
This sometimes comes with trial and error, but when I scroll through my feed, the videos I find most interesting are educational or funny. I usually end up saving them and refer back to them or joke about them for the rest of the day. Especially in the healthcare industry, being not only educational but entertaining is something that can be beneficial to users who are on the app and may be in a difference headspace than they would typically be. For example, I know sometimes I will hear a new acronym or term when sitting in a meeting or on a call but don’t have that split second to research it or read up on it. However, later when I’m winding down and scrolling, I will hear the term again, but this time, I actually have time to look it up. It’s a different mindset since I’m more relaxed and more apt to listen to an influencer talk about the latest drug or talk about how they had a similar experience as me.
TikTok might be new to the digital marketing party, but it is quickly becoming one of the popular kids. This platform is great because the videos can be short and sweet while keeping the user engaged but also can be very educational and have a lasting impact.
How are HCPs Currently Engaging, Learning, and Networking on Social Media Platforms?
For this latest infographic, we surveyed our industry-leading database to help us understand how HCPs are currently using social media platforms to engage with professional and educational content, as well as connect with their colleagues, patients, and communities on the latest advancements in public health, prescription drugs, medical devices/technology, and OTC treatments.