Category Archives: TikTok

DATA & INSIGHT: The one public sector TikTok blog you’ll need in 2023

TikTok is a fascinating platform and is now a genuine contender for the most important channel you can use.

But what are the numbers? Who is using it? Isn’t the public sector banned from it?

In this post I’ll look to tackle those questions which are ones I often get asked.

How many TikTok users are there in the UK in 2023?

Fresh Ofcom data has put TikTok right at the heart of the social media landscape in the UK in surprising ways. 

It has moved from the fringe to become central to the social media landscape. The demographics are vital. A majority of under 35s use it and heading for a majority of under 44-year-olds.

16 to 24-year-olds 75 per cent use TikTok

25 to 34-year-olds 63 per cent use TikTok

35 to 44-year-olds 44 per cent use TikTok

45 to 54-year-olds 32 per cent use TikTok

55 to 64-year-olds 19 per cent use TikTok

65+ 5 per cent use use TikTok

Can you use TikTok when the UK Government have banned it from their devices? 

UK Government has banned the use of TikTok on UK Government phones. Does that mean they can’t use it? No. Grant Shapps says he’ll still use it as his TikTok is on a phone that his government emails aren’t on.  

You work in the public sector. Does that mean that you can’t use it? No.

What are good public sector TikTok accounts?

  1. South Yorkshire Fire & Rescue. With 150,000 followers they use trends as a starting point and weave in the messages they need about recruitment, fire safety and youth engagement. 
  2. Sandwell & West Birmingham NHS Trust. With 35,000 followers they are making a name for health advice aimed at young people. This shows you don’t have to follow the trends.
  3. Charlotte Maidment. An occupational therapist who uses TikTok in a private capacity where she talks about her husband’s struggles with depression and what that’s like for her. More influencer than corporate account. 
  4. Mayor of London. Sadiq Khan’s office which comments on news and makes announcements. A good corporate account with a human face.
  5. Doncaster Council. Strong local government content. 
  6. English Heritage. A charity with a strong heritage ethos that museums services can learn from.
  7. Dr Karan Raj. An NHS doctor who talks about medical things in an engaging way.
  8. Dr Julie Smith. A clinical psychologist for the NHS who creates teenager-friendly content. 
  9. Museumgirlemily. An American woman who works in a museum and talks about her job. 
  10. Palmerston North City Council. A really good New Zealand council that delivers messages as upright videos that work well on TikTok.

I help deliver training to help PR and comms people like you to make TikTok and Reels video. Have a look to see how I can help you too.

VIDEO VIEW: I’ve read the TikTok for Business marketing guide and here’s what I learned

There’s no question that TikTok is the flavour of the moment on social media.

But rather than being merely a pair of fashionable for three days rain boots I think this platform is going to stay the disrtance.

One of the reasons why I think it wikll is because of the resources and assets they are pouring into TikTok for Business. I strongly recommend getting on their mailing list. One recent in-box pearl has been TikTok For Business’ Official Guide to Marketing.

The 61-page document has UK is a really fascinating read.

While its aimed at small business there’s enough there to keep public sector people interested.

Here’s a few pointers I learned.

  1. TikTok has 100 million users in Europe.
  2. Users are keen to discover and seek inspiration. If you can provide them with entertainment you’re in with a chance.
  3. TikTok users go to TikTok to lift their spirits not shout about potholes.
  4. 46 per cent of users have discovered new things through TikTok..
  5. Diversity, authenticity and self-expression are key character traits for the platform.
  6. 67 per cent of TikTok users are over 25.
  7. Sub-genres thrive on TikTok and use hashtags to find each other. Like #cottagecore or #MumsofTikTok.
  8. One of TikTok’s straplines for marketers is ‘don’t make an ad, make a TikTok.’ In other words, make something entertaining and authentic for the platform rarther than post the same video here that you’ve made for everywhere else.
  9. Telling a story works.
  10. Being authentic works.
  11. You don’t have to post highly-polished content.
  12. Explore the tools that TikTok gives you to engage. Like the Q&A functionality, duets where people can make a response video with you or polls.
  13. Show your face and be human.
  14. Entertain your audience first and your audience will grow.
  15. Use shopify if you want to sell things. This means creating a shop specifically for TikTok. But if that means you can sell tickets to the show more easily it makes sense to do that.
  16. There are 150,000 royalty free tracks you can use and re-purpose that TikTok give you for TikTok.
  17. You are encouraged to work with creators in a campaign and there’s a clearingb house where you can do just that. In other words, work with TikTok users to create the content you are after. Easier for big brands, nop doubt. But its a solid idea.
  18. Don’t be afraid to jump onto trends to reach big numbers.

Or in other words, treat TikTok like its own distinct platform and create platform for it.

The guide is useful if you’re looking to take a plunge with it.

I feature TikTok in my training and get the feeling that people are tempted but feel as though they won’t get it and that it’s for young people. I don’t think that’s going to be a fair assessment very soon.

But before you do for your organisation my advice would be to spent time on it in your own time and under your own stream.

You can find TikTok for Business here.

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