This week I had the privilege in talking to people through the CIPR about how you can use TikTok during the pandemic.
I’ve blogged before on the health warning you need to be aware of before using the platform.
Good data is hard to come by and in the most recent stats TikTok themselves give more than three million users predominantly under 24.
Here’s some pointers you’ll need.
TikTok is a video platform that’s best described as ‘real short video.’ It’s shot upright and the app itself has some really good editing tools that you can mess around with before you post. In particular, adding text is really helpful. It’s also got access to a pile of music tracks that you can use freely on the platfoim.
It’s also about creating something bespoke for TikTok rather than re-purposing existing footage. But the good news is that it needn’t be slick and polished.
In fact, it’s better if it isn’t.
Example 1: The team in the personal TikTok account
A user who happens to be a nurse enlists the help of her team. They each hold a card that makes a wider point.
Why is it good? It’s not stuffy and plugs into personal networks to launch it.
Example 2: The personal account shot solo
Here the paramedic gives his take on wearing a mask in a car when you’re on your own.
Why is it good? Again, its informal and quick and plugs into wider networks.
Example 3: The scientists’ own account
Dr Lucy Rogers is a scientist who says on her website has got a doctorate for making bubbles. She also thinks science should be fun. That’s an ethos that entirely chimes with her TikTok video. It’s a kitchen sink experiment that shows how soap can be effective.
Why is it good? Fun, informal and shareable.
Example 4: The politician
Here UK Health Minister Matt Hancock gives a 10-second piece to camera with text added. It’s an elevator pitch. The video was posted by TikTok UK directly as part of their efforts to do the right thing.
For me, the time has probably passed in using politicians. We still trust doctors, nurses and public health people. Elected people? Much less so.
Why is it good? At least he’s trying. And it is short.
Example 5: Using TikTok as an organisation
The UN’s World Health Organisation have used TikTok with a corporate channel. Good work for trying and while a global organisation does have global reach in a local lockdown that isn’t the case.
Why is it good? At least they’re trying and they’re reaching an audience that may not be navigating through to the WHO website.