If you think of social media as a “world” — with each platform its own continent — then TikTok is fruitful land discovered and inhabited by Generation Z. Although they may be wary at first, users on other continents are migrating to this new land to learn its language of short-form video content. Across this world of social media today, it’s safe to say that video is king, so it’s wise for you to open up your mind to TikTok. It might just be the place where you meet and connect with your younger audience (who will be buying homes soon)!
Having launched in 2016, TikTok reached new heights in the U.S. during the 2020 pandemic. With Zoomers stuck at home and itching for a creative outlet, more and more turned to TikTok to express themselves and engage with each other (whether that meant participating in the latest dance challenge, performing a skit, or just about anything in between). Now, TikTok has about 100 million monthly U.S. users — and for good reason.
In terms of shooting and editing video, the app offers an unprecedented amount of creative freedom. Not only that, the “playing field” is even for everyone, which means you don’t have to be a “TikTok star” to connect with your younger audience. Anyone, and that means anyone, can potentially be viewed by millions — whether they’re sharing makeup tips, doing a cooking demonstration, or even walking users through a model home.
Today, 62% of TikTok users are between the ages of 10 and 29, and the #homebuilding hashtag has over 15 million views — don’t miss your chance to engage with potential first-time buyers on the platform that they love (and frequent) the most!
How to Get Started
The question stands: why should buyers build with you? Use TikTok to showcase your unique brand personality while proving to be a helpful resource. Here are a few things to know about the platform and creating your own videos.
- Perfection is not the goal. As long as your transitions are smooth, your picture is clear, and your topic is relevant and interesting, a quality video is always within reach.
- Get a ring light if you can’t film in a well-lit or sunny place, and a microphone if your sound is fuzzy. These are tools that will enhance your production quality (but they aren’t entirely necessary if your phone was released in the last 4 years).
- Brainstorm ideas. How can you be a resource to your audience? What questions do buyers ask your sales team often? What part of the process needs more explanation? What building technique, like foam insulation, is just plain cool to watch? Do a model home walk-through, a “meet the team” segment, or an FAQ series!
- Play into what’s trending. Don’t worry, you don’t have to participate in a dance challenge — you can always use trending audio over any video you take to increase visibility and prove you’re tapped into your younger audience’s culture.
- Make sure the first few seconds of each TikTok are interesting and entertaining, or add a quick caption to explain how the next minute of the user’s life will be well-spent!
In 2021, one thing is for sure — you’re missing out on a huge opportunity, particularly with your younger audience, if you’re not creating videos. Prioritize easy-to-share video content and you’ll open up new doors for yourself (which means opening up new doors for potential buyers, too).
About the author…
Vicky Bak is a social media specialist at Group Two, a leading new home marketing agency that focuses on connecting builders with buyers. She manages and creates engaging content on the social platforms of over 80 homebuilding companies across the country, many of
which are on the top 100 and 200 builder lists. She is a regular guest on the Building Perspective podcast for new home sales and marketing professionals and she has been a speaker at homebuilderTECH — a cutting edge digital sales and marketing conference.