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Permission for Personality
“It’s all dancing teenagers.”
If you still think that’s all TikTok has to offer, you’re in trouble.
It’s actually the easiest platform for expression that’s been created since Twitter.
First of all, the algorithm serves you exactly what you want to see, so either:
a) You stick around to watch those dancing teenagers (nice try), or
b) You’ve spent less than 10 minutes total on the app. Any more time spent would result in content more targeted to you.
Secondly, TikTok has everything from Business to Butter to Bouldering.
The only wrong way to make content for tiktok is to *not make it at all.* I’m telling you, ANYTHING goes.
Here is a case study on a business that decided to let their hair down on TikTok:
Vessi
If you’re not familiar with Vessi, it’s a fast-growing waterproof sneaker brand that has made a splash in the DTC world (pun pitifully intended).
On Instagram, Vessi looks like any other popular DTC brand - think Warby Parker or Allbirds.
On TikTok, they toe the line ( I can’t stop) between wacky and winsome.
Instead of focusing all of their attention on the cofounders and C-level employees, Vessi shares many different faces of their team..
Tiktok is the perfect avenue to highlight the team members that might not get the publicity or love they deserve.
Is your accounting guy always cracking jokes? Great, feature him in a couple of videos and let that personality SHINE.
Vessi also uses creative, unique ways to highlight the main feature of their shoes: They’re Waterproof.
Instead of pouring water on the shoes or show people walking in the rain, Vessi creates interest by slicing a ripe orange straight from a tree and dumping orange juice onto their shoes.
Nothing is shot on a DSLR, because aesthetics are not the highest priority. The highest priority is storytelling and personality.
There has never been a better platform to get weird. Vessi is doing a tasteful job balancing personality with product promotion.
If you want to learn how to *tastefully* get weird on TikTok, check out the Inhouse Videographer Course and start racking up views today.
Our Elite Video Marketer of the Week, Jen Blair, shared her valuable insights on Vessi's strategy:
Jen is an advocate of both Vessi’s products and marketing.
She pointed out that yes, Vessi’s zany demonstration of their shoes being waterproof is creative and different, but it’s also working.
Most importantly, they ARE NOT cross-promoting to Instagram, Facebook, or any other social platform.
Final Thoughts:
Many marketers use the same creative materials across all social platforms. This is not the way, young padawan.
The keys to TikTok are personality and consistency.
If you don’t want the responsibility of managing the personality of a brand, take a page out of Vessi’s playbook and hand the reigns to someone who does.
The Cofounders of Vessi are not the faces of the TikTok page, they trust their team to take care of their brand.
Get goofy and have an ELITE week,
Hannah