TikTok and Tourism: Everything You Need to Know

TikTok is the fastest growing social media platform with over 1 billion users. The platform has quickly become the social media platform of choice for young adults up to age 39. These users spend an average of 52 minutes per day on the app, making the platform a solid choice to add to your digital marketing efforts to promote your destination, travel product, or organization. Here are a few things you should know before diving into TikTok to enhance your destination’s online marketing presence.

1.) Creating Great Content Takes Time

Before you begin to utilize this platform, it is important to note that great, eye-catching TikTok videos take time. The first thing you need to ask yourself is whether you have the time, capacity, and resources to do it well. If not, consider removing some low-performing items from your to-do lists to make time for TikTok. Since the app is not going anywhere, you might as well learn to understand and embrace it. It’s 100% worth putting energy into building a presence on TikTok.

2.) TikTok is a Reinforcement of the 5 Rule

We continually discuss the importance of implementing the 5 Rule within your digital marketing strategy – for every piece of content you create, look for five ways to integrate, extend or amplify your message. TikTok falls directly into this idea of content distribution and story extension! If you create a video, write a blog, or post a photo – think about how you can leverage TikTok to grow more awareness. Use it as an extension of what you’re already doing rather than adding another source onto your plate.

3.) The Highest Using Demographic is Millennials

Research shows that the bulk of users on TikTok are Millennials and are primed for travel experiences more than any other generation before them. Millennials are unmoved by traditional advertising efforts such as television, ad buys, billboards, etc. TikTok is where they’re spending a lot of their time and provides a great opportunity for DMOs to get in front of this key audience. This group of users also have a lot of expendable income that they like to use on travel. In the future, a TikTok strategy will only grow in importance.

4.) Utilize TikTok for Blog Support

A great way to get started on TikTok would be to focus on your evergreen blogs. The informational blogs are you create about the top 5 places to eat this weekend or the best spots to fish in your destination contain helpful information to potential visitors. However, in a primarily video-based world, your blogs may not be reaching the right users. Ensure your blogs are shown to potential visitors by recreating them into an eye-catching 60-second or less TikTok video. Utilize the blog images, current sounds, do a voiceover, or drop in a short video clip to entice users to click and read your latest creation. Just be sure to keep this focused on evergreen themes. You never know when a TikTok might catch fire and reach new audiences.

@lovelivcoCheck out this dreamy winter scene from the Brighton Recreation Area in Brighton, MI. 😍 #michigan

♬ The Night We Met – Lord Huron

5.) Follow (and Engage) Wisely to Get Inspired by Your Competitors

When you first start using TikTok, your first step should be to follow other users wisely. You want to build a group of accounts that you can learn from and get inspired. Focus on others in the industry that are doing well on the platform. As you spend more time on the channel, you’ll get clued to what works, what doesn’t, what stands out, and more. If you load up your feed with accounts not relating to your goals, you could soon find yourself in a never-ending cycle of cat videos. That’s not the worst thing in the world, but it certainly isn’t the most productive.

TikTok learns user tendencies of content they are engaging with and watching. Engage carefully and thoughtfully. Your #ForYou tab is where the app shows you content related to what you have previously shown interest in – you should be using this to your advantage! When you first create your profile – start to engage with other DMO and CVBs, travel bloggers, travel influencers, and more. That way, your “For You” page will be useful and inspiring to you as you delve more deeply into this unique network.

6.) Use and Follow Relevant HashTags

At TwoSix Digital, we encourage destinations and organizations to utilize hashtags to connect users on social platforms to you – TikTok is no different. Hashtags are what drives TikTok. When posting your videos on TikTok, utilize popular hashtags to try and reach a wider audience. We suggest using #TikTokTravel to start. This will place your video with like content and will show up for users who follow that hashtag – ultimately placing your video in front of a broader range of users. Unlike hashtag crazy Instagram, you must be selective in terms of which hashtags to use on TikTok. The network limits captions to just 100 characters, so you need to be selective and strategic!

It’s time to embrace TikTok as a network that won’t be going anywhere. Use this information to integrate the platform into your digital marketing strategy. Don’t forget to sign up for our monthly newsletter to receive new digital marketing tips, trends, and best practices delivered directly to your inbox. If you’re looking for more destination marketing and tourism insights, check back to our blog page every week for fresh new content.