In the fast-paced world of social media, TikTok has emerged as a powerful platform for businesses to reach and engage with their target audiences. With its explosive growth and massive user base, TikTok offers a unique opportunity for tour and activity operators to showcase their offerings, connect with potential customers, and boost the brand presence. Keep in mind that TikTok is the #1 downloaded app in more than 40 countries, available in 150+ markets and 35+ languages, so it's a great platform to reach more people.
Now, TikTok is an app where users spend 22.9 hours per month on the app - while Youtube clocks in with a slightly higher number at 23.4 hours monthly - can be an opportunity for businesses of all sizes.
In this blog post, we'll explore how you can successfully work with TikTok to promote your tour and activity business.
Setting up your TikTok account
Getting started on TikTok is straightforward. Download the TikTok app, sign up for an account, and select a username. On TikTok, you can choose to have a Personal Account or a Business Account; in this case, you want to create a business account to access their analytics, Web Business Suite, and more. If you already have a personal account for your company, you can switch to a business account.
Learn more about how to set up the app on the TikTok support page.
Once you have created your account, optimize your profile and bio to convey your brand's essence and the experiences you offer.
- Add a profile picture
- Add a compelling bio with your brand voice
- Add a link to your website or booking platform for easy access to your services
- You can share other social media, such as Instagram
- Provide contact info such as e-mail, phone numberand address
- After using the app for a while, verify your account
Identifying your target audience on TikTok
Like all your marketing strategies, understanding your target audience on TikTok is crucial. Here are a few tips on how to find out how your audience is:
Do market research. Start by conducting market research to gain insights into your target audience's preferences and behaviors. Look for data on travel and tourism trends, popular destinations, and activities that resonate with your potential customers. Identify the age groups, locations, and interests that align with your tour and activity offerings. For example, suppose your tour business focuses on adventure activities such as hiking and rock climbing. In that case, your target audience consists of young adults aged 18-35 who are outdoor enthusiasts and adventure seekers.You can conduct a market research and better study who your customers are with tools such as Google Analytics 4.
Use TikTok's search and discovery features to find potential customers. Social media offers search and discovery tools that can help you find potential customers within your target audience. Use relevant keywords and hashtags related to your tours and activities to search for users already engaging with similar content. This will give you an idea of the content that appeals to your potential customers. So, if your tour business specializes in food tours, search for hashtags like #foodtour, #foodie, and #culinaryadventures to find users who have shown interest in culinary experiences.
You can get an overview of the word you are looking for, as well as find similar hashtags and search for content with a specific hashtag.
Analyze user-generated content related to tours and activities for inspiration and engage it. User-generated content (UGC) is when a customer creates content about a brand-specific. This happens very often in the tourism market. This type of content gives you great insights into your target audience, their experiences, and what captivated them. Pay attention and analyze comments, reactions, and shares on UGC related to tours and activities; you can also focus on content that receives the most engagement to understand what users are looking for in their experiences.
Learn more about what user-generated content is and why it's important.
Creating engaging TikTok content
Having an average engagement rate of 4.24%, TikTok is the most engaging social media platform of the moment, followed by Instagram, so this is a social media platform where you need to create captivating content. Here are some effective strategies to create compelling TikTok videos for promoting your tours and activities.
Read Gen Z: How will the newest generation of travelers impact the tourism industry?.
Embrace TikTok's trending content formats
TikTok's content trends change frequently, and there are many. These trends often involve popular challenges, dance routines, transitions, and creative storytelling techniques. It's important to stay up-to-date with the latest viral formats and analyze which ones make sense for your business; you don't need to participate in all trends, but occasionally getting into the social network joke can help your reach. Here an example of a trend:
Feature User-Generated Content
User-generated content (UGC) not only adds authenticity to your brand but also helps to build trust with potential customers. Repurpose positive reviews, testimonials, and footage customers share into engaging TikTok videos. This encourages viewers to envision themselves experiencing the same enjoyable moments.
Use storytelling techniques
Storytelling is a powerful way to connect with your audience emotionally. Use storytelling techniques to create a narrative that takes viewers on a virtual journey of your tours and activities. Highlight the unique experiences, scenic locations, and memorable moments to evoke curiosity and excitement. You can create videos that tell the story of a traveler.
Read Unlocking the power of brand storytelling in the tourism industry.
Show behind-the-scenes footage of your tours and activities to build trust and authenticity
Give your audience an exclusive look behind the curtain by sharing behind-the-scenes footage of your tours and activities. This provides a sense of transparency and authenticity, showcasing the effort you put into delivering exceptional experiences. You can film the preparation process before a tour, interactions between tour guides and participants, or a scenic setup before an activity. These glimpses can create anticipation and interest in your offerings.
Keep your TikTok videos short and concise, as the platform's format favors bite-sized content. You can experiment with different ideas, monitor audience engagement, and fine-tune your content strategy accordingly. Creating compelling and shareable content can effectively promote your tour and activity business and attract more travelers.
Use TikTok's features to promote your business
TikTok offers several features that can elevate your marketing efforts.
Experiment with the duet and stitch features to collaborate with other TikTok users in the tour and activity industry. Keep in mind that the Duet tool allows users to create reaction videos in a split-screen while Stitch the videos are integrated into each other. You can collaborate with other TikTok users, including influencers or businesses within your region. By duetting or stitching their videos, you can create engaging content showcasing your offerings and expanding your reach.
Also, you can use Live Streaming to connect with your audience in real time. You can interact with your audience in real time, fostering a sense of connection and community. Use live streams to conduct Q&A sessions, showcase live snippets of your tours, and respond to comments instantly.
And remember that participating in viral challenges and using relevant industry hashtags can boost your visibility and attract a broader audience. But, as mentioned, always ensure that your participation aligns with your brand and values.
Promoting your TikTok content
Now that you've learned about engaging and captivating TikTok content for your tour and activity business, it's time to ensure it reaches the right audience and generates maximum impact.
- To maximize the impact of your TikTok content, optimize each video with relevant captions, hashtags, and song selections. Captions should be concise and intriguing and include a call to action, encouraging viewers to follow, like, or visit your website. Read How ChatGPT can enhance the tourism industry.
- Cross-promote your TikTok videos on other social media platforms like Instagram, Facebook, and Twitter and embed them on your website to increase exposure and drive traffic.
- Collaborating with influencers. Keep an eye out for influencers and content creators who align with your tour and activity business. Look for influencers who have a significant following in the travel and adventure niche, as their content can help you reach a broader audience. For example, If you offer guided nature tours, collaborating with an influencer known for showcasing breathtaking natural landscapes can introduce your business to their audience of nature enthusiasts.
- Increase your reach with TikTok Ads. You can upload your own videos or images or create a new video using the TikTok suite of intuitive video creation tools.
Tracking and analyzing TikTok metrics
TikTok's built-in analytics tools provide valuable insights into the performance of your videos and the engagement they generate. Monitor metrics such as views, likes, comments, and shares to gauge the success of your content. Use this data to refine your content strategy, focusing on what resonates most with your audience and adjusting your approach accordingly.
And if you are looking for inspiration, here are three accounts you can check out:
1. Expedia
2. Booking.com
3. Intrepid Travel
Conclusion
TikTok is more than just a platform for dance challenges and lip-syncing; it is a powerful tool for tour and activity operators to connect with potential customers in exciting and creative ways. By leveraging TikTok's features, identifying your target audience, and creating engaging content, you can promote your tour and activity business to a broader audience and foster meaningful connections. Embrace the opportunities TikTok offers, and add the platform to your social media marketing strategies.
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