LONG READ: Heading for the 2nd Pandemic anniversary here’s where I am. Where are you?

It seems like a stage of the pandemic to reflect on where I am and and where I’m going.

March 23 2022 is two years since the first lockdown in the UK and the moment things changed.

For some, that change has been fatal. There is no pain like the memory of happiness recalled while grief is present. Any disruption I’ve experienced is a inconvenience compared to the deep pain of loss.

COVID-19 has led to the deaths of 159,000 people so far in the UK. One day not long ago I disappeared down a rabbit hole with a calculator to work out what this unspoken loss is equivalent to. Tapping the numbers, I worked out that pandemic deaths are equivalent to 197.9 Hillsborough disasters.

It’s also 98.4 Zeebrugge ferry disasters and 113 Piper Alphas. All these moments temporarily dominated the news in my younger years. In the pandemic, lets not forget that they happened daily and as we grew more tired often without comment.

With calculator in hand, I also worked out that if all the coffins were put side by side it should stretch 72 miles and take more than three hours to pass travelling in a car at funeral cortege speed. I think I did all this working out because I wanted a fresh view to try and feel a sense of shock that had been numbed out of me by months of the pandemic.

The pandemic has been light and shade and different for all of us.

Prime Minister Boris Johnson’s lockdown TV broadcast was seen by more than 27 million people. It was the Neville Chamberlain on the radio declaring war on Germany moment for everyone born after 1945.

Me?

I deliberately missed it. I was ill in bed with COVID-19 at a time when the death rate was worryingly high and the jab unknown. My business, which depended on face-to-face training vanished overnight. I didn’t need the extra stress so I didn’t listen to the announcement. I lay in bed able to feel my lungs from the sharp pin pricks of pain when I breathed in and I looked out at the Spring blue sky.

In the early days, while people in the public sector frontline were in a dark tunnel of 18-hour days I took eight months to work a full day. Walking 20 minutes a day would wipe me out. I worked in slowly lengthening bursts on external projects until I was able to relaunch training online in late 2020.

What I relaunched was much changed from my previous life. In 2019, I averaged three nights a week away training and would spend all day with a team. That’s changed by and large to programmes split into slabs of an hour or so online.

It feels wrong to say I’ve been excited by working out how I can innovate. But I have. I’ve not missed the travel. I’ve loved seeing my family. If there is a set of happy memories its the mid-week walks exploring Ordnance Survey mapped paths in North Worcestershire 15-minutes from home.

But this is the pattern we have. It’s individual and has light and shade.

Stressed or excited?

There is still a long shadow. Our mental health has worsened. A friend talks about a teacher talking about 90 per cent of children in her school showing some form of anxiety.

Those comms people who have worked through it in NHS, police and local government in particular are often scarred by the experience.

In the Second World War, the event that dominated my parent’s early lives, there was a final moment. A VE Day and a VJ Day. A raising of the Soviet flag over the Reichstag. A defining moment. We won’t have that.

We think that nothing will be the same but the people who lived through the Spanish Flu pandemic after the First World War thought the same, too. As others have pointed out, there are no memorials to this pandemic because death was terrifyingly close to home and not shielded from loved ones by a boy sent from the War Office with a telegram.

Liberated?

Women liberated by war work had their freedoms curtailed by Daily Mail editorials incensed at the lack of a pool of working class women prepared to go back to pre-war service in middle class houses. It would be decades before the door opened for them once again.

If we think that hybrid working could be with us for good history warns us not to be so hasty.

Public sector comms at its best has been innovative, lifesaving and has saved lives.

If we think the job is done and comms with forever more be taken with reverential seriousness history also warns us not to be so quick.

Here’s where I am.

Where are you?

PARETTO: A timely reminder that you need a mix of content in a social channel

I’ve blogged in the past about the need for human content as well as calls to action.

If all you do is badger, harangue and nag people then don’t be surprised if they stop listening to you.

I’ve long thought that the Paretto Principle, a balance of 80 to 20, is ideal for a healthy social media channel.

The first social media manager at Asda has spoken about getting this balance right too and avoiding ‘diarrhea’.

It’s one of the reasons why I love Niall Walsh’s post on running a successful local government TikTok strategy. It talks about jabs and punches. The routine punch and then the big booming call to action. It’s a mix.

What does 80 content look like?

The human, interesting and engaging content can be found widely on the internet.

Looking through my timeline, as aI scroll I see @thisisrangerkeith the environmental educator from, Tennessee with a TikTok on whether or not birds talk to each other in the wild. Spoiler: yes, they do. In winter they often forrage for different things in the same spot.

On Instagram, there’s a colourful pic of Chinese New Year from Manchester City Council.

On Instagram, the police dogs of Police Scotland.

On LinkedIn, it’s a post by Laura Wiffen celebrating her seven years since being an apprentice at Braintree District Council.

In other words

In short, 80 per cent cent content is stuff not asking me to sign-up for things you really want me to.

Give me some fun stuff and I’ll stick around.

GUEST POST: A successful TikTok strategy for local government

Should the public sector use TikTok? Of course if that’s where their audience is. Trailblazer Niall Walsh explains the broad strategy Liverpool City Council has adopted.

by Niall Walsh

Back in January 2020, I wrote a blog for the Local Government Association asking whether or not 2020 was the right time for councils to start using TikTok for marketing and resident engagement?

I closed that blog by saying that while it was a platform for young people, the demographics will shift, older people will start using it, and those building their audiences will more likely succeed in the future.

I have been correct on that front, the world going into a global lockdown and people lip-syncing and dancing their way out of boredom did speed that process up massively, but I’ll take it.

Being an early adopter of Tik Tok has meant that Liverpool City Council has experienced some ‘success’ on the platform. Over the last 18 months or so, I have been asked many times by various public sector organisations what our short video strategy is, can they have a copy of it etc. Now I love a strategy as much as the next public sector comms professional, and I’m always happy to share, but I have never written it down until now, I’d love to say it is really clever but it is actually very simple.

Don’t just make videos with ‘asks’

Back in 2013/14 I read a book called ‘Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World’ by Gary Vaynerchuk (well worth a follow), and while lots of the content is dated, the main principle still rings true. To summarise the book, Jabs are the value you provide your customers and the right hook is the ask.

To illustrate that, consider your favourite Saturday morning cartoon when you were younger; the cartoon was free, but the action figure they then tried to sell you cost money. Cartoons were the jabs that pulled you in, and the action figures were the right hook.

How does that relate to Liverpool City Councils short video strategy? Well, we throw lots of soft, easy to engage with content out there. That content is essentially a jab, helps build engagement and an audience, so when we decide to throw a hook — a key message we want to get out there, it seems to land better. This is partly because we have already established a relationship with the individual and have built some brand equity. I always think it is strange to refer to councils as ‘brands’, but that is what they are to an extent.

My observation of many councils on TikTok is they are just throwing hook after hook — occasionally, you might get lucky, but as any boxing fan knows, you need to throw some jabs to set up that right hook.

Always create good content

That said, just because you jab and jab and jab, doesn’t mean you automatically get to land the hook. You still need to deliver good content and in terms of TikTok we have found that is the content that people most want to share with others.

TikTok is no different to any other social media platform. It is essential to understand subtle differences that make it unique and adapt your content to match. The best way of doing that is by trying stuff out and having some fun.

Niall Walsh is head of content at Liverpool City Council and he blogs here.

NUMBERS: Yes, Facebook is still part of the mix and no, it won’t be around for ever

This week Facebook for the first time reported a falling user metric and within days I clocked the first think piece wondering if it was now dead.

Dead with almost two billion daily users? Really?

It’s time to have a rational think about where Facebook is and what comes next.

Facebook is a company that owns four of the top five UK social media platforms. It owns Instagram, WhatsApp, Messenger as well as the blue and white original Facebook platform.

What did the results say? In their press release Meta point to company turnover in 2021 increased by 37 per cent to 117 billion dollars and that daily active users were up by five per cent year-on-year. That said, clearly Wall Street analysts looked at the figures and didn’t like what they saw wiping billions of share value from the company in a day.

Facebook has long had its critics and there has been periodic movements to quit Facebook which have done little so far to arrest the upward trajectory.

There are definite legitimate criticisms with the Cambridge Analytica episode and others questioning the role that Big Tech play in the democratic process.

There is also an awkward future as this fascinating Twitter thread points out.

When I was a press officer I answered the phone to a range of titles I wasn’t personally keen on. But that’s just it. As a communicator what I personally think of a platform is irrelevant. The yardstick should be to ask if my audience is there. If it is then it makes sense to try and speak to people there. 

That said, I’ve long joked that until there was a better way to share cat videos then Facebook would be around for some time yet. I first made that observation well before TikTok was an invention. I’d say that TikTok is far better at distributing feline clips for most of the time.  

It’s next stated challenge is to build an immersive web ecosystem it has called the metaverse. This sounds too close to Second Life for my liking but we shall see if they succeed.

One day there will not be a Facebook just as there is no longer a News of the World.

But if if the data says your audience is there then its still part of the mix. 

REALITY HITS: What public sector comms need to know about the Edelman Trust Barometer’s collapse of trust

That gut feeling you have that people hate politicians, government and the media? Turns out there’s something in it.

More than just something in it, actually.

After two years of turbulence the Edelman Trust Barometer UK stats for 2022 are essential if hard reading and should be studied carefully by public sector communicators.

There is some encouragement if you look hard enough.

It’s bad, really bad for politicians

Firstly, the bad news and there’s lots of it.

People don’t have a high opinion of democracy. 57 per cent feel powerless and only 31 per cxent think their vote influences anything.

People don’t have a high opinion of politicians, either. 59 per cent thinking they are more likely to mislead or lie.

They don’t have a high opinion of MPs. That’s fallen to 36 per cent trusting them.

It’s bad for government and local government, too

If you’re hoping that people are maybe angry with just some national politicians you’re out of luck.

Government has seen a collapse in trust over the last 12-months. Trust in government has fallen by 12-points in a year to 29 per cent.

But it’s local government that’s also taken a battering. Trust in this sector has fallen by 13 per cent to 35 per cent.

And it’s bad for media and social media too

People think the the media is even more distrusted than politicians. Just 22 per cent trust it – a fall of 13 per cent – and only 24 per cent trust social media.

Not only do they not like the message they don’t like the messenger, either.

Trust in Government and media has fallen by more than 10 per cent.

But hang on,what about the vaccine rollout?

Public sector communicators have played a starring role in encouraging people to take a COVID-19 vaccination.

Just short of 75 per cent of people have done so. Campaigns and activity planned by public health comms have played a massive role in this.

How can this be explained?

I’m not sure of the data on this, but my gut feeling is that people can separate the difference between the MP at the despatch box and the urge towards basic common decency.

What’s not so bad… internal comms

For me the beacon of hope on the Edelman Trust Barometer is on internal comms.

Overall, 76 per cent trust their employer and internal comms are the most trusted of any channel.

If they don’t trust politicians they will listen to the organisation they work for.

If that is the case then internal comms people need to be reminded that they are the most important communicators in the organisation.

Business is trusted

One that comes through is that people feel more able to influence a business rather than government where they feel more powerless.

As business is getting more concerned with acting on issues like climate change people are closer to those levers of change.

Of course, it also raises the prospect of being able to tap into local employers’ internal comms networks.

For the public sector, this cross-cutting into internal channels should be mandatory. The fire & rescue warning on bonfire night may well work an audience in the NHS, for example.

So, doesn’t it make sense to do that and also try and build links with the town’s biggest employers?

When your message and theirs overlap, surely there’s an argument that they can share an occasional message?

The Edelman Trust Barometer is a survey that examines trust and is now in its 22nd year. Field work in the UK was carried out in January 2022.

FILM VIEW: Video will continue to grow as a channel for marketers in 2022

As 2022 gets into gear, the useful stats are starting to be published and for those interested in video use this year’s Wyzowl stats are out.

The UK and US based company have seven years experience mapping attitudes amongst marketers.

While Ofcom is the gold standard for what UK consumers are watching Wyzowl’s stats are handy to read the trends for marketeers omn how to use video to get in front of them.

Don’t use the data as a template but instead use it as an indication of direction of travel.

Wyzowl stats for how marketeers will use video in 2022

92 per cent of marketers continue to value video as an important part of their strategy.

79 per cent of marketers who don’t use video aim to start in 2022.

48 per cent say the pandemic has made them use video more.

74 per cent of marketers create video explainers.

68 per cent of marketers create video for social media.

88 per cent expect to make video for YouTube in 2022.

68 per cent expect to make video for LinkedIn in 2022.

65 per cent expect to make video for Facebook in 2022.

33 per cent aim to make video for TikTok in 2022.

Conclusion

Video is growing as a platform used by consumers in the UK. Marketers would appear to grow their use of video.

Perhaps surprising ion marketers’ channels to target is LinkedIn with more than two thirds – twice the rate for TikTok.

For more information on ESSENTIAL VIDEO SKILLS REBOOTED workshops head here.

DREAM ON: Technology dreams that haunt us

Fishwives in Liverpool, circa 1900.

A blogger who I admire Euan Semple just this week remarked that he sometimes has odd dreams about technology and it got me thinking.

In his dreams, the BBC-trained engineer sees rooms dark and grey that used to be filled with the excitement of TV productions.

I was a journalist for 12-years and sometimes I still have newspaper-related anxiety dreams.

In the dream, I can’t scribble the story fast enough in my notebook to ring the copytaker and phone through the story ahead of the panic of an upcoming deadline. I struggle with an intro and I can’t read my words back.

I don’t know how to interpret dreams, but I reckon this is because I spent years polishing and getting good at a particular craft I don’t use anymore. My puzzled sub-conscious is asking me why I’m not using it.

The roots our early rule learning put down with us are so deep that they’re still there decades after being last used. Technology has made them irrelevant.

As I write this, a Facebook group has posted a picture of fishwives on the streets of Liverpool in 1900.

Maybe those women in old age too would dream of selling fish years after their trade died out.

And in years to come, reader, maybe you’ll dream too of struggling to get a fax machine to work.

GUEST POST: Taxpayers Alliance: Are the opaque waste police busy chasing the wrong target?

The Taxpayers Alliance are a right wing pressure who demand openness on public sector spending despite having opaque funding. As an anonymous blogger points out they’ve gone a bit shy when it comes to big ticket Government waste.

It’s been a busy few days for news, so I’ll forgive you missing this story, but did you see the Ministry of Defence managed to spend almost £5.7m on ear plugs that didn’t actually work?

Phew, £5.7m, that’s an awful lot of foam rubber buds, but it doesn’t stop there. There was more than half a billion alone on a cancelled programme to modernise the Warrior armoured fighting vehicle, easily enough to run your average local authority for a year.

There’s a moral point here, this is our money, spent on stuff that’s supposed to protect the people who serve our country, yet due to general incompetence and faulty systems it gets wasted,

Just the other day the Treasury wrote off £4.3bn stolen from its emergency Covid-19 schemes. That’s money that was stolen, not misspent, and Government has decided not to pursue it. There are probably reasons for this, it may cost more to investigate and prosecute, but it still sends out a poor message.

At the smaller end of the scale it cost £62,000 for Dr Liam Fox MP not to get a job as Director General of the World Trade Organisation, a good proportion of which was paid to a public relations agency.

As you’ll see from the links, this stuff was reported widely at the time, just swallowed up by a news agenda that was understandably concentrating on cheese and wine parties. We tend to accept waste as part of the process and it is true to say that in any complex system some money will be poorly spent.

But I think there is a bit of a double standard here. Look carefully at the website of the Taxpayers’ Alliance and you won’t find any reference to the examples I gave above. There is some focus on national spending – for example Government office space – but if you looked at their version of waste you’d think the local state was the prime offender.

Take the TPA’s exhaustive work on printing costs for local authorities. By a Herculean feat of largely pointless FOI-ing they managed to work out that UK councils spent £41,610,366 on printing costs between April 2020 and February 2021 (this was a decline of £31.9 million from 2019-20, or 43 per cent).

Sounds expensive, when you realise that a lot of the spend isn’t on Basildon Bond, it was fees paid to external suppliers to print stuff that helps our citizens find and understand services.

I’m sure there is room for some savings but this is justifiable spend, not money wasted, and the figure is going down not up.

The same with the salary figures in the TPA’s annual Town Hall Rich List. I’ve been that press officer who deals with media enquiries on the back a six figure payout.

I’ve patiently explained fruitlessly that monies paid to pension funds for departing staff are not really a fair measure of incomes received and that local government leaders need to be paid well for a job of huge responsibility.

The thing is, I kind of get what the TPA argue. It is hugely important that the state spends its money wisely and transparently. Like them, I believe in a smarter, and probably smaller, state that better serves its citizens. However, I also believe that we should treat investment in local services as an investment not a cost burden.

Of course, money should not be wasted in either locally or nationally, but by focussing on the Town Hall rather than Whitehall, the TPA and others often have the wrong target.

Maybe we should just push back more?

The author is a public sector communicator with more than a decade of experience.

GUEST POST: How a new way of how you WFH can help you leave the old behind

Many people have opted for a fresh start with a new job after a long slog pf pandemic. But what happens when your WFH – working from home – office is just the same as it was before? You can make a fresh start with that space too, says Lucy Salvage. And you can do this without changing job, too.

January. It’s a funny old time. A time we reflect on how well we’ve adulted over the previous twelve months and hoping that some of the things we learned (both good and bad) will help us to have a better stab at the next twelve.

The pandemic has robbed us of this annual tradition somewhat.

The last two years appear to have merged into one hot mess of over-working from home, not socialising, and generally burning out both physically and mentally.

It has felt harder this year perhaps to see ahead to the positive change that a new year can bring and leave the old, but still ever present, behind.

For many, myself included, the new year is a time for fresh starts. New beginnings. Saying goodbye to the old and hello to the new. For a lot of people it’s cutting loose from an existing job to seek a new opportunity. Nearly 9 in 10 (89%) UK workers were looking for a job around this time in 2021, I would wager that the figure is just as high going into this year.

Out with the old: but is it?

At the end of 2021 I myself joined the hordes of millennials who continue to take part in the “Great Resignation”. Having got my feet firmly under the table at my local council for the last nine years, I was just as surprised as anyone to be handing in my notice last November.

Suddenly, I found myself in the exact same position as millions of other professionals over the last two years – I was about to start a brand-new job with a different organisation and with people I didn’t know, and all from the comfort of my own home. Yikes. At one point it looked like I might be lucky to meet my new team in person over Christmas, at one of those things called a “party” (and not the cheese and wine kind). But sadly, it didn’t happen for reasons we know all too well.

For someone who has never freelanced, I struggled to get my head around the notion that I would be downing tools on 17 December at my desk from home as Media and Communications Officer for Wealden District Council, and in January 2022 I would start my role of Digital Content Creator for the Chartered Institute of Environmental Health at that very same desk.

In the same room, staring at the same four walls, watching the same rain fall out of the same sky, landing on the same cat. Suddenly, a new year for me wasn’t necessarily going to be as new as I thought it was. I was going to have to make a real effort to make it feel different and exciting; and that itself felt quite daunting.

In with the new: some tips

So, what did I do to make the transition from one remote job to another feel fresher and newer? Well, lots of little things that may not seem significant, but together they have made a difference. I’m hoping that these small changes will also encourage some new longer-term habits:

Workspace prep

  • I shifted some furniture around – repositioning some of the furniture in the room helped to make it feel visually different.
  • I de-cluttered – I used the time between Christmas and New Year to go through all the old paperwork and “stuff” that occupied the room. What didn’t get binned was recycled or sent to the charity shop.
  • Happiness is houseplants – I resisted the urge to buy yet more houseplants, but instead gave the existing plants in this room some extra TLC. I even swapped some of the pots around to give the illusion of newness.
  • I set up my new tech the night before – saving myself unnecessary stress by getting it in situ and making sure the laptop was fully charged and working.
  • I started a new notebook – my decluttering unearthed a plethora of notebooks in all shapes and sizes. Nothing beats a fresh notebook when starting anew!

 Time management prep

  • I bought a planner – 2022’s answer to the Filofax! Planning journals are a big thing right now, and as someone who has always struggled to keep up with both my work and personal commitments, it’s been a revelation to get back to basics with a paper diary. I can have it in front of me on my desk as a constant reminder of what I’m supposed to be doing and when. Planning journals also include other features, such as daily to do lists, and space to note down goals and achievements. I also love the motivational quote and mood stickers for personalising each page.
  • I downloaded a time logging app – I’m not required to officially log my hours in my new role, but I wanted to keep track of my time. It’s also help keep structure to my day so that I’m not tempted to sit at my desk all day without taking a proper break. There are numerous free apps available; I settled on Timesheet and so far it’s working a treat. 
  • I committed to “me time” – one of the first pledges I made to myself as I started my new job. I am now consciously making effort to take regular breaks and at sensible times. No more eating my lunch at 3pm!

Morning routine prep

  • I get dressed the night before – not literally! Thinking about the night before what I’m going to wear the following day has really helped to speed up the morning routine, as does laying your chosen attire out ready for a new day (or just throwing it on the back of a chair).  
  • I set my smart speaker to work – I found a banging playlist full of motivating songs to wake-up to. Each evening I select one to be woken up by and ask my smart speaker to set a morning alarm to it. I’ve found it helps to change the song every so often, otherwise the jump start effect can soon wear off and it becomes too easy to sink under the covers and sing to it instead!
  • I sacked-off the snooze – rather than having a five-minute snooze that turns into 45 minutes of additional sleep, I now make sure that as soon as my alarm goes off, I sit up in bed. Even if I’m not quite ready to get out of it, sitting upright helps to get the blood re-circulating and resets the mind.
  • I have breakfast before starting work – I’d gotten into a bad habit, especially over Christmas of not eating breakfast until gone 10am, sometimes not until 11am. Now I make sure I have breakfast before logging on. Eating at proper regular intervals has helped me to feel more alert and energised.

Make the most of what you have

I know I am very lucky to not only have a spare room, but one that I have been able to dedicate to office space (and an extended wardrobe – see also floordrobe). Like a lot of people back in early 2020, I took root in my local Homebase so that I could prettify the space I was going to be spending a good 80 per cent of my time in. To keep the spend low, I made better use of my existing space by sourcing a lot of my furniture from Facebook Marketplace and upcycling.

Of course, if you haven’t got a dedicated space to work from and are having to work in an existing living environment, such as a bedroom or dining room, there are still things you can do to bring harmony to multi-functional spaces.

Be present

Finally, something else I am going to try hard to be this year is more present. Less dwelling on what has gone before, more living for each day, and stressing less about what may or may not happen in the future. Also, having gratitude for the smaller things and putting less pressure on myself to achieve perfection when nearly perfect will more than do. For we can do as much de-cluttering of spare rooms as we like, but unless there is also the space in your mind, we can never truly feel refreshed and renewed.

Bringing in these small changes to my workspace and my behaviours has made the transition from one job to another from home a lot easier. It has allowed me to mentally separate one from the other and feel a sense of new beginning, even in the same surroundings. How long my new good intentions will last, I can’t say; old habits do tend to die hard. However, now that I’ve told all of you what they are, I guess it’s going to be a lot trickier to not keep it up. Damn.

Lucy Salvage is digital content creator at the Chartered Institute of Environmental Health and social media strategist at Talking Mental Health.

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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