Public Relations Blog

Social Media 101: TikTok and Book Promotion

If you aren’t using it, you’ve heard of it. However, you might not know how to use it -or, you might not even know what it is. Today we will be discussing the underdog tool in your promotional belt. The overnight, 15-second sensation: TikTok.

What is TikTok?

TikTok is a window to the latest pop culture trends among Generation Z. Gen Z (any individual roughly between 13-and-24-years-old) dominates TikTok’s user base; the same generation also happens to be the next large target group of potential consumers.

TikTok was created by the Beijing news-media tech company ByteDance. Often described as a combination of both Snapchat and Instagram, TikTok is a video-only application that posts in 15-second bursts. The app hit over one billion downloads in February of 2019, exceeding its competitors up to that point (HooteSuite). Their net user and download numbers only continue to climb.

Needless to say, a large audience is there for the taking – particularly ripe for YA authors.

How do I use TikTok?

Currently, the application is only available for download on mobile device. You will need to download via smartphone or tablet. While this sounds limiting, don’t fear: TikTok has a host of editing tools in-app that enable you to create unique and original content.

  • Setup: The first prompt you get when logging in to the application is one asking your interests. Would you like to see comedy skits? Do you follow beauty influencers? What about dance performance? Your answers to these questions feed TikTok’s algorithm and influence what content you view under the “For You” page (one of two pages that make up your TikTok “Home” screen). The “Following” page consists of users you are subscribed to after tapping around the app and finding what you like. Each user has a page setup much like Instagram -a photo of themselves, their handle, a follower count, bio, and their content.
  • Creating Content: Similar to Snapchat, creating your own content starts with a simple point-and-shoot clip. As talked about before, you only have fifteen seconds to deliver your message. Spend more time focusing on visuals, use dialogue sparingly. Most users supplement sound clips from popular music or memes rather than talking in their TikToks.

How can I use TikTok for book promotion?

Here is where you’ll need to get creative. TikTok is very similar to Twitter’s late application Vine -there is little to no text involved, and strictly video-based. In other words, TikTok users aren’t looking to read when they engage with the app.

Thankfully, there are plenty of opportunities to promote your book.

  • Challenges: TikTok users generate a great deal of challenge-based content. An example of social media challenge is the ALS ice bucket challenge that took social media by storm in 2015. Users would dump a bucket of ice water over their heads in the name of Amyotrophic lateral sclerosis, or Lou Gehrig’s disease, then nominate fellow users in order to raise awareness for those affected.

TikTok is rife with similar challenges, distinguished by hashtags (much like challenges seen across other social media). There is even a “#bookschallenge” with over 109.2K views! Feature your new book in original content to spread the word. You can even create your own hashtag and start a trend by simply adding a # before your desired phrase.

  • Memes: Aside from challenges, memes spread like wildfire. Users essentially take a pop culture item and tweak it with their own personal style. From songs to live-TV bloopers, TikTokers take soundbites from these moments and make a 15-second video performing their own take. Like we mentioned before, it’s all about the visuals with this application. Having a stack of your own books as the background of a TikTok is the perfect subliminal marketing strategy.

TikTok has increased in notoriety to the point of Facebook imitating the application (Wired). It’s time for you to make use of the trend. Now you’re ready to TikTok with the best of them!

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