TikTok for Real Estate

Tiktok is not just for kids - it is a powerful marketing and branding tool with reach unlike any other app.

What is TikTok?

By now it’s certain you’ve heard of the newest social media app taking Gen Z by storm - TikTok. Until now, you may have brushed it off as an app for kids, with limited marketing power. We're here to tell you today that TikTok is the future of social media. With its addictive, hilarious short-form video, consumers' attention spans are getting shorter and their demand for content that relates to trend cycles is growing. Trends are moving fast, at a pace of about 3-6 days from inception to completion. 

Is my audience on the app?

The app is doing more than just creating trends, though. It is dictating the closeness that consumers have to brands and influencers. Gone are the days of following companies on Instagram and consuming their advertising once a week. TikTok users are looking for a brand that is ‘with the times,’ updating their page regularly with timely, educational or funny content. And the user-base ages are diversifying more every day. In fact, 42% of users are over the age of 30, and 64% are over the age of 20 (Backlinko.com). This means that your potential buyers and sellers are on TikTok - right now. And they’re looking for brands that understand them, their sense of humour, and their interests. 

Organic Reach

The best part of TikTok is the organic reach component. Because the TikTok app is based around trends and viral content, rather than following, each post you make has the chance to go viral. It doesn’t matter if you have 2 followers or 200,000, each video has the same chance to reach people on the For You page. Most users spend their time on the For You page, rather than their following page, meaning they are consistently looking for new people to follow and receive content from. 

TikTok Content

So let’s talk about content. Not everything on TikTok needs to be funny - but funny videos do perform well. The most important part of the TikTok app is using trending sounds. A trending sound is defined by having over 5000 videos and is usually good for use until it hits somewhere between 50,000-100,000 uses. After this point, the trend is oversaturated. The trend must also be current, so when you view a sound, you want to confirm that the majority of the top videos under it are from the past week. A video can still do well without a trending sound, as this is how trending sounds are created, but as a general rule, your videos will average better when using trending sounds. 

Sounds

Finding these sounds is easy - just scroll your company For You Page and save them to favourites when you find another user using that sound. You may also see the ‘meme format’ assigned to that sound. If everyone using that sound is using it the same, you will want to follow the format to chime in on the trend. You will want to reassess the trend and frame it around your niche - whether that be real estate in general, or condos, luxury real estate, family homes, etc. 

TikTok for Real Estate - Content Ideas

There are a few different formats that can work well for real estate content. You may want to speak directly to the camera and share your expertise with your followers. You may want to highlight high-quality videos of the properties you are currently representing. You may want to offer a mix of both. The more specific you can be in your niche, the more likely you are to attract followers. People follow for entertainment, or for education. You can offer them one, or both! 

Consistent Posting

Finally, remember that TikTok is a fast-moving platform. It isn’t mandatory that you post regularly, but the more you post, the more chances you have to engage with potential customers and fans. The recommended average is 5 posts per day. This means you have to spend some time on your For You page, find trending sounds and formats, and then recreate them 5x per day. Alternatively, you’ll want to be posting 1-2 high-quality videos a day. TikTok users are also inclined to reward gorgeous editing and high-quality video. 

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