marketing business

15 Missteps To Avoid When Using TikTok For Business Marketing

TikTok’s footprint in the social media space exploded in 2022, as the short-from video site became the favorite of Gen-Zers and younger users. Its flexibility and popularity encourage creators and consumers to turn to the site for engaging, entertaining content spanning everything from humor to social trends to education—and beyond.

Unsurprisingly, businesses are looking to tap into the platform’s popularity to reach its wide and youthful audience, including the younger generation of business leaders. But just because TikTok captures a big share of social media users doesn’t mean business marketing content posted to the site will automatically succeed; it’s still essential to tailor your message and methods to the TikTok platform and audience. Below, 15 members of Forbes Agency Council discuss some of the common missteps business marketers should avoid when posting on TikTok.

1. Ignoring TikTok Culture And Style

One big “don’t” when it comes to using TikTok for business marketing is ignoring the unique culture and style of the platform. Success on TikTok requires creating authentic content that resonates with the TikTok community, using catchy music and visual effects and incorporating humor and trends. Simply treating TikTok like any other social media platform will likely result in a lack of engagement. – Kenny Tripura, Edkent Media

2. Reusing Creative Assets

Don’t try to reuse creative assets that aren’t TikTok-first. TikTok videos should be created with a platform-first approach in mind. Recalibrating creative assets that were originally produced as Instagram Reels, for example, does not work on TikTok. But an interesting fact is that the reverse can drive performance (lower-funnel sales). – Steven Lambertink, The Circle

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

3. Burying The Lead

Brands should not bury the lead in a message and take forever to get to whatever point they’re trying to get to on TikTok. The platform is for people with short attention spans who want to be entertained, don’t sit and wait forever to learn something at the end of a post that’s a minute long. – Nicole Rodrigues, NRPR Group, Inc.

4. Posting Overly Produced and Polished Content

The biggest mistake brands make using TikTok is treating it like Instagram: using overly produced, polished, “perfect-feeling” content or pulling content that was previously used on Instagram. The content that works best on TikTok is real, unedited, raw, radically authentic and original. Leaning into that will breathe a crucial sense of fun, creativity and humanity into a brand. -Brad Zeifman, SHADOW

5. Post Promotional Or Self-Serving Content

Spamming users with unnecessary, irrelevant content is a big “no.” On TikTok, users want to be entertained and engaged with creative content, so if a business constantly posts promotional material or self-serving content, it will turn users off and damage its reputation. Businesses should focus on creating content that aligns with the values ​​and interests of their target audience. – Frank Rojas, Qode Media Inc.

6. Representing Your Brand In A ‘Corporate’ Light

Do not repurpose other content for TikTok. Each channel has its own vibe, but creativity is paramount for TikTok. Content needs to be authentic; the TikTok audience craves uniqueness and entertainment. Don’t represent your brand in a stiff or “corporate” light. Show a different side of your brand’s personality and let your hair down. – Mario Mirabella, MSM Digital

7. Not Showing The Real You

Everyone knows that the demographic of TikTok is young. The one thing that young people cannot stand is when something isn’t authentic. You don’t have to hire a production crew and lighting specialists and have a script to go viral. Be real. Take your phone out and show the real you and how your company can help them. Speak to them like they are real people, not a demographic. Kids can spot a phony. -Jason Hall, FiveChannels Marketing

8. Jumping On A Trend Just To Fit In

Businesses using TikTok for marketing should stay away from jumping on a trend or challenge in order to fit in. If you know your product is not “cool” or a lifestyle product, any amount of trying to be that will only come across as trying too hard. Stick to your brand personality and bring value. If that can be done in a short and entertaining way, go for it. Above all, stick to your brand voice. – A. Lee Judge, Content Monsta

9. Not Boosting Paid Content

Not earmarking budget dollars for boosting the paid content you execute via a campaign is a huge miss. With the right partner, the right type of video and boosted content, your campaign can produce a high impact through sales and engagement. Gen-Zers love authenticity, so a copy-paste ad style isn’t going to perform. Tailor your content, and you’ll see a higher return. – Christine Faulhaber, Faulhaber Communications

10. Trying To Be Someone Else

In my opinion, brands must tread carefully when it comes to TikTok. Hopping on a bandwagon can help your brand go viral, but authenticity and realness are hugely important. So, don’t try to be someone else. It is important to remember your brand’s voice. Present content that is relevant to your clients and audience—that will ultimately resonate with your target audience the most. – Nataliya Andreychuk, Viseven

11. Trying To Force A Marketing Message

One big “don’t” when it comes to using TikTok for business marketing is being inauthentic or trying to force your marketing messages onto users. TikTok users tend to respond poorly to content that feels overly promotional or inauthentic, so it’s important to be genuine and authentic in your approach to marketing on the platform. – Zohaib Patoli, Lead Origin

12. Post Content That Doesn’t Relate To Your Brand

Don’t post irrelevant content that doesn’t relate to your brand or target audience. TikTok is all about creating unique and engaging content, so it’s important to stay on-brand and ensure that you create content that will resonate with your target audience. – Drew Urquhart, Banch Marketing

13. Not Carefully Vetting Micro-And Macro-Influencers

Brands and businesses should be very wary of how they spend their marketing dollars on micro- and macro-influencers. It’s critical they perform their due diligence by inspecting engagement metrics and overall audience fit. – Jordan Edelson, Appetizer Mobile LLC

14. Using a Hard Sales Push

One big “don’t” when it comes to using TikTok for business marketing is to try and push sales too hard. TikTok is all about entertaining and engaging content, not pushing sales messages. Trying to sell too much on TikTok can turn away potential followers and customers. – Justin Kline, Markerly Inc.

15. Not Considering Other Platforms

Test your audience and make sure TikTok is the right platform to use for the program in question. There are a variety of avenues available—LinkedIn, Facebook, Instagram and more—so make sure TikTok is the best place to showcase your campaign; otherwise, it will fail. – Leeza Hoyt, The Hoyt Organization, Inc.

How Our Body Reacts To A Long-Haul Flight


In a few years, direct flights lasting 20 hours will possibly be a reality. On such occasions, we wonder how we could keep ourselves as healthy and fit as possible on a very long air journey.

The announcement by various airlines that from 2025 they will be able to offer direct flights from Australia to the US and Europe has opened a new debate about how much the human body can withstand in the air – mentally and physically.

In particular, the non-stop flights will last 20 hours and will concern the trips from Sydney to New York and London. The Sydney-London route will be the longest direct passenger flight in the world.

Even if we never have to make such a trip, it is very likely that we will have to make a trip of a few hours, but still a long one. And the feeling of being on a plane for 13 or 15 hours might not be much different.

How long-haul flights can increase stress levels

If someone has a fear of flying, the so-called aerophobia, then being on a plane (especially if it is for many hours) can be a painful experience. First, let’s say that there are two categories of people who are afraid of flying:

  • The first category is those who suffer from panic disorders or agoraphobia, namely the fear of being with a lot of people in one place.
  • The second category concerns people who are afraid that the plane will crash.

As a Harvard University psychology professor explains, those who belong to the first group usually have a history of panicking in places where escaping is uncomfortable or difficult, such as on the subway, on airplanes or in crowded stores. And those in the second group have a lot of misconceptions about how common crashes are.

Whatever anxiety people who are afraid of flying may have, it will probably be reduced, as the events they fear will not materialize. Even panic attacks themselves are not dangerous and resolve on their own.

Our bodies on a long-haul flight

An important and well-known side effect of flying, either on long or very long flights, is jet lag.

Jet lag occurs when the normal sleep pattern is disrupted after a long flight as a person crosses two or more time zones. Usually, it improves within a few days as the body adjusts to the new time zone. Jet lag can throw off our internal or biological clock, scientifically called the circadian rhythm, and cause difficulty sleeping and problems with memory and concentration. The worst is when a person crosses several time zones in a short period of time, as happens for example on a round trip.

What to do

To reduce the effects of jet lag, the UK’s National Health Service (NHS) recommends:

  • Drink plenty of water during the flight.
  • Walk around the cabin often.
  • Try to sleep if it’s night at your destination.
  • After you arrive, try to change the sleep schedule to the new time zone as soon as possible.
  • Go outside during the day because natural light will help your body clock adjust.

What happens to our oxygen inside the plane

Another issue that can affect the body and accordingly our mental health is the oxygen on the plane. The amount of oxygen in an airplane is the same as on the ground. The difference is that when we fly at high altitude, the air pressure in the cabin affects the way oxygen is absorbed by the blood.

That is, while the oxygen level in the blood should be between 95-100%, when we are in the air this can decrease. For most healthy people it is not a problem. But if someone has a medical condition, such as asthma or chronic obstructive pulmonary disease (COPD), then they may start the flight with a lower level of oxygen in their blood and during the flight it may drop even further. So, symptoms such as headaches, shortness of breath, cough or fast heartbeats can be caused.

How to feel well on board

The solution to managing to keep your well-being at high levels during a long-haul flight is movement. Physical activity on the plane, ie walking at regular intervals along the aisles, helps maintain blood flow and therefore reduces the chance of blood clots (which increases especially in older ages).

Some experts even recommend stretching or exercises to keep your posture straight in the seat, or even seated yoga.

Excessive-Performing Content material Advertising and marketing Methods Will Rework Your Enterprise. Here is How one can Write One.

Opinions expressed by Entrepreneur contributors are their very own.

Embarking on a advertising and marketing marketing campaign and not using a strong technique is like looking for a vacation spot with out instructions or a map to information you. Despite the fact that you set off in the best course, you could quickly be misplaced and at risk of lacking your vacation spot.

Profitable content material advertising and marketing is not any completely different. To make sure campaigns carry out for a model, content material advertising and marketing exercise must be based mostly on a well-thought-out content material advertising and marketing technique.

Associated: Here is How one can Enhance Your Enterprise’s Content material Advertising and marketing

What content material advertising and marketing is and why it issues

Content material advertising and marketing has been a buzzword within the digital advertising and marketing trade for a number of years. In comparison with show promoting, for instance, content material advertising and marketing doesn’t disrupt potential clients. As an alternative, the content material is designed to seize an viewers’s consideration and draw them to a model’s web site, for instance.

Content material advertising and marketing is an effective way of producing inbound site visitors and person or shopper curiosity by fixing an issue or offering helpful info. In consequence, content material advertising and marketing builds belief and will increase a model’s credibility.

Writing a content material advertising and marketing technique

A content material advertising and marketing technique is a long-term plan that lays out clearly how you’ll use your content material for the utmost advantage of your model. Profitable methods embrace a number of steps:

  • Establishing targets
  • Creating buyer personas and purchaser journeys
  • Setting a funds
  • Choosing advertising and marketing channels
  • Creating, launching, and optimizing content material

Establishing targets

Like enterprise targets and different advertising and marketing targets, the targets of a content material advertising and marketing technique have to be SMART: particular, measurable, attainable, practical, and well timed. One instance could be to set a objective of accelerating the quantity of site visitors your web site receives by 10% over twelve months from now.

SMART targets outline your end line. They make clear the place your content material advertising and marketing technique must take the model. With out clear targets, your content material advertising and marketing campaigns can not probably achieve success.

Creating buyer personas and purchaser journeys

Who’re you attempting to succeed in? Creating buyer personas means greater than understanding the demographics of your viewers. As a content material marketer, you might want to perceive your viewers’s ache factors, challenges, questions and desires about your product. Answering these questions clarifies what content material your viewers is searching for.

Other than greedy your clients’ wants, it’s important to grasp their decision-making course of or buyer journey. Most clients undergo completely different levels after they resolve to make a purchase order.

They acknowledge a necessity or want and analysis options earlier than shopping for a service or a product. Understanding these levels permits you to tackle potential clients with the best content material on the proper time.

Misjudging buyer personas or buyer journeys is probably not detrimental however minimizes the content material’s potential affect. Optimizing content material supply and buyer journey levels, however, helps maximize the optimistic affect content material can ship.

Associated: All About Purchaser Personas: What They Are, Why You Want Them and How one can Make Them Efficient

Setting a funds

Content material advertising and marketing campaigns are among the many most cost-effective methods to attach manufacturers to clients. Nevertheless, cost-effectiveness doesn’t imply there isn’t a must set and agree on a funds as a part of a content material advertising and marketing technique.

What constitutes an inexpensive funds is determined by a number of components, together with the amount of content material wanted, which assets are vital for the venture and whether or not the marketing campaign requires paid media.

If a model’s content material advertising and marketing technique can rely solely on owned media comparable to blogs, social media channels, and white papers, it requires a smaller funds than a technique based mostly on substantial pay-per-click promoting or paid social media. Utilizing positioned content material companies additionally requires a better advertising and marketing funds than counting on owned assets.

Choosing advertising and marketing channels

Choosing advertising and marketing channels goes hand in hand with understanding buyer personas and setting budgets. Because the introduction of digital advertising and marketing, the variety of advertising and marketing channels out there to manufacturers has soared. This enhance in retailers has created each benefits and challenges for manufacturers.

The multitude of digital advertising and marketing channels helps manufacturers discover a precise match between product and viewers. On the identical time, entrepreneurs must analysis every channel’s viewers and keep updated on viewers adjustments to make sure channel-audience match. Choosing digital advertising and marketing channels as a part of a content material advertising and marketing technique is crucial for focused content material improvement and actual funds planning.

Entrepreneurs should select between owned, paid, natural and earned content material advertising and marketing channels. The latter is just not essentially a alternative entrepreneurs could make. Earned content material advertising and marketing occurs when a model’s viewers shares the corporate’s content material on its platforms. It’s how content material goes viral.

Choosing the best mixture of natural, owned and paid channels is crucial for reaching the very best viewers. The right combination of channels may also assist a decent content material advertising and marketing funds prolong additional and ship larger returns.

Creating, launching and optimizing content material

Sensible targets, well-defined buyer personas, a transparent funds, and appropriate advertising and marketing channels are the pillars of a high-performing content material advertising and marketing technique.

Primarily based on these pillars, the following stage of writing a content material advertising and marketing technique contains creating, launching, and optimizing a model’s content material. In apply, these are three particular person steps. Creating high-quality content material tailor-made to the channel it’s supposed for is step one.

As soon as the content material has been launched, digital entrepreneurs must measure its efficiency towards their predictions and the person marketing campaign’s targets. Even with the very best degree of planning and analysis, it’s regular for some items of content material to carry out higher than others.

Optimizing a model’s content material advertising and marketing technique is about understanding what works finest to realize the targets you set at the start of the method. Launching content material and measuring its efficiency will inform the content material advertising and marketing crew what must be modified for future campaigns. This final level is crucial: content material advertising and marketing methods facilitate long-term planning however will not be static paperwork. They want the pliability to commit extra assets to high-performing content material whereas eradicating content material that isn’t working.

Associated: 5 Methods to Optimize Your Content material for Higher Google Rankings

Multichannel Advertising Developer Comosoft Expands Its Presence In Latin America

Printed: Oct. 20, 2022 at 11:37 AM EDT

5-based Luis Ayarza appointed as Enterprise Improvement Supervisor for Comosoft’s Latin American operations.

PLANO, Texas, Oct. 20, 2022 /PRNewswire/ — Comosoft Americas is happy to announce the appointment of 5Perú-based Luis Ayarza as the corporate’s Enterprise Improvement Supervisor for its expanded operations in Latin America. Ayarza, a twenty-two-year pre-media veteran, will work with the area’s high retailers, utilizing Comosoft’s LAGO system to assist them streamline their print and on-line advertising and marketing operations.

Luis Ayarza with Comosoft(PRNewswire)

LAGO may help firms optimize their advertising and marketing and manufacturing processes all through Latin America.

“Luis is an ideal addition to our crew,” stated Comosoft Americas President Randy Evans. “We’re investing in and increasing our operations in Latin America, to fulfill the rising demand by the area’s retailers and catalogers for content material manufacturing automation. His information of the trade, and of the most recent know-how, will assist present help to remodel their multichannel advertising and marketing efforts.”

Ayarza has 16 years of expertise supporting the LAGO system. Because the Head of Programs and Assist for Litho Laser SA, a number one pre-media agency, he oversaw the implementation of LAGO at Belcorp, a multinational beauty and sweetness product firm. Throughout his tenure, Ayarza labored with over 250 Belcorp employees members supporting 13 nations serving to optimize catalog and collateral manufacturing. Utilizing the LAGO system, he helped automate the method of utilizing advanced knowledge to create cost-effective, well-designed catalogs and different advertising and marketing campaigns.

“From the start,” Ayarza stated, “I labored intently with Belcorp to transition from a semi-manual catalog course of to an automatic course of. This lets them produce extra catalogs in every nation the place they’ve a presence, in much less time and with out errors . From this expertise, I do know that LAGO may help different firms optimize their advertising and marketing and manufacturing processes, not solely in Peru but additionally all through Latin America.” He added, “Many retailers and catalogers need to implement a digital advertising and marketing transformation. LAGO is a useful instrument for reaching that success.”

For extra info, please contact [email protected]; (+51) 922 379 979

About Comosoft

Based in 1994, Comosoft is a longtime, international pioneer in multichannel media and PIM programs for the patron items, retail, catalog, e-commerce, and manufacturing sectors. Our purpose is to offer knowledge and media manufacturing platforms to fulfill the ever-changing channel necessities of recent, international enterprise, advertising and marketing, and digitally-enabled commerce. Our LAGO software program instruments mirror greatest practices and confirmed workflows for optimizing data-intensive content material.

Media Contacts:
Randy Evans
469-951-8667
[email protected]

Comosoft Multichannel Options Brand(PRNewswire)

View unique content material to obtain multimedia:

SOURCE Comosoft

The above press launch was offered courtesy of PRNewswire. The views, opinions and statements within the press launch should not endorsed by Grey Media Group nor do they inevitably state or mirror these of Grey Media Group, Inc.