Should promote your branded podcast on TikTok?

Hard to miss. Tik Tok literally exploded in 2020. And the numbers continue to grow for the Chinese social network.

Why promote your podcast on Tik Tok?

Social network where influencers signed up the most in 2020 according to Le Blog du modérateur. TikTok has captured the attention of content creators to the detriment of Snapchat and, above all, its rival Instagram.
What's more, with 1.22% of French influencers, France ranks 9th worldwide in terms of the number of TikTok influencers (accounts with over 1,000 subscribers).
It is also, according to the App Annie report, the most downloaded app of 2020. At the same time, it's overshadowing Facebook and Whatsapp.

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Can you find your listeners on Tiktok?

If the SNCF, Levi's and McDonald's France are on TikTok, it's because the social network offers opportunities not found elsewhere. Probably because Tiktok is the social network with the highest engagement rate. The average engagement rate for micro-influencers is :

#TikTok : 5,61%
#Instagram : 3,61%
#Youtube : 2,82%
#Facebook : 0,83%
#Twitter : 0,20%

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Different content for a different audience

Podcasts are an innovative means of communication. TikTok offers unique ways, via video, to :

* Connect with your listeners
* Share innovative content to help you build your community
* Interact with your community via a different user experience

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Contrary to popular belief, TikTok isn't just a network based on :

* Dance challenges
* Fruit-cutting techniques (yeah, that's a thing!)
* Adorable animal videos.

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It's a fact that French and international brands are investing in TikTok today:

* Boost their brand image
* Improve their employer brand
* Generate traffic to their website, podcast, youtube channel.

So, if the listeners you're trying to reach are on TikTok, you should be there. Getting to grips with TikTok can, at first glance, be very intimidating. And we know from experience that, without the right advice, you can waste a lot of time creating your own videos.

Great news! We've got some great tips for using TikTok to promote your podcast.

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Publish clips from your podcast

Uh promoting podcasts... On TikTok... A platform based on music videos... Isn't your story a bit far-fetched? Normally you'd be right... But not with a good adaptation!

On TikTok, you can combine four 15-second video clips to create a video of up to 60 seconds.

So take a short passage from your podcast, turn it into a TikTok video. And voila!

Well, yes, but how?

Tip from the Calliopé team: use Wavve!

In just a few clicks, this tool lets you create a 60-second video adapted to TikTok's vertical format to promote a past or upcoming episode of your podcast. Create short advice videos

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The human touch... Too often forgotten when communicating online, it's one of the levers that has made TikTok one of the most popular apps in the world. So why limit yourself to publishing animated videos of your podcast? Put a human face on it! Show your face! Show your smile!

Tip from the Calliopé team: film a short video related to the subject of your podcast and offer tips.

Create your own versions of popular TikTok sounds

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A quick look at TikTok will show you how trends come and go on this app. Very often, it's a short piece of music that sets the network alight. All of a sudden, all the creators start creating different video content using the same musical or audio track (which TikTok calls "Sounds"). Themes such as Hot Chelle Rae's Tonight Tonight, Cardi B's Up, DJ Regard's Ride It and Joel Adams' Please Don't Go are mimicked and re-appropriated by TikTokers.

If lawyers, accountants and even notaries can do it... Why can't you?

Advice from the Calliopé team: Don't wait to get started!

Get inspired by the content of TikTok influencers, then get started quickly. The more you think... The less content you create... And the music of the moment may change.

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Drive TikTok traffic to your podcast

Instagram generally copies TikTok's features. Recently, however, it was Tiktok that drew its inspiration from IG by offering the possibility of adding a clickable link to your profile. Soon to be accessible to all accounts, this feature has the particularity of enabling those who have liked extracts from your podcast... Listen to the entire podcast.

Tip from the Calliopé team: Track the link to your bio.

Use bit.ly or another platform to track your links. This is essential for measuring the traffic generated by TikTok to your podcast.

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Launch a Hashtag Challenge on TikTok

Is your brand already well known? Do you already have a community following? TikTok is the only social network (for the moment) to offer the option of creating a "Hashtag Challenge". This consists in creating a video with an associated hashtag and inviting TikTokers to create their own video including this unique hashtag. With this technique, you'll be able to generate buzz on the platform. And, in so doing, create interaction, engagement and give your podcast the recognition it deserves. Launch a TikTok ad

Classic you may say... And yet your competition hasn't yet positioned itself on this lever. When you launch an ad on TikTok, you have the option of redirecting the audience to your: Website or Landing Page, TikTok Account, Hashtag challenge.

As with Facebook, TikTok offers a plethora of extremely precise audience targeting options. So you can decide which audience will be most receptive to your podcast. And turn them into new listeners!

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Use the tools available on TikTok

TikTok lets brands create unique content to add to their videos. For example, you can create your own filters and stickers to insert into your videos. It's ideal for developing a sense of belonging to your brand and its associated podcast.

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Embracing TikTok's unique format

TikTok exudes creativity. It's the platform's DNA. Promoting your podcast on TikTok means adopting the platform's codes to create content relevant to the TikTok audience. Mind you, I'm not saying you should make a fool of yourself, create your own or embark on a "TwerkChallenge". Given the app's high engagement rates, your brand can be a big hit on TikTok while maintaining its values. Take full advantage of the Chinese platform.

A simple smartphone will let you get the word out about your podcast in places where you'd otherwise need all the equipment, a studio and a TV crew.