Written by: Vickie Sullivan | July 28, 2022
How TikTok Users Can Drive Sales
You may think of TikTok as an outlet for pop culture trends, but influencers are using it to drive sales. One example: #BookTok. Book lovers on TikTok are driving book sales and appearances on the New York Times Best Seller list years after release.
This is a big reminder for anyone in the content marketing game: emotions drive sales. More than that, though, is that the selling effort has become personal in public. As the author of the article writes, “BookTok has just made the process of selling books more personal.”
2 Social Media Trends to Watch
Two social media trends I think we’ll see more of in the thought leadership space:
• Authenticity. Experts in the article note that posts on TikTok have become more relatable than those on Instagram, driving book sales. Consensus: The “less perfect” production creates more of a book club vibe than a staged event. And this leads to a more emotional engagement. To implement, ask yourself, “How can my content be a little less ‘perfect’?”
• Emotional interaction. Video comments and duet content provide a much more visceral experience than typical text-only Facebook posts. And they elicit more raw discussions on the emotional impact. A lot of us use video in our content marketing, but let’s get real: Do your conversations stay at 30,000 feet? Or are you drilling down on how you really feel about things? It’s now OK to go there.
Listen: Using What You Stand for as a Branding Tool
Sales professionals know they must connect with buyers on a personal level if they want to win the deal. Those experiences, though, are no longer left to one-on-one conversations. Social media has set new standards on how to influence people in the public square. Those who stay above this fray will get left behind.
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