July 3, 2025 • 27 mins
This week, we’re diving into a question every marketer and business owner seems to be asking: Should your brand be on TikTok?
We’ll unpack what factors matter when deciding if the platform is right for you, how to avoid chasing trends just for the sake of it, and what makes a TikTok presence work for the brands that get it right.
Cocktail: Rob Roy
The Rob Roy is essentially a Scotch-based variation of the classic Manhattan. It was created in 1894 at the Waldorf Astoria in New York City to honor the premiere of an operetta based on the Scottish folk hero Rob Roy MacGregor. The drink uses Scotch whisky instead of rye or bourbon, which gives it a smokier, peaty edge.
Tasting Notes:
Smooth, rich, and a little smoky with herbal notes from the vermouth and a slight spice from the bitters. A perfect sip for anyone who prefers a spirit-forward cocktail without the sweetness of a bourbon base.
Ingredients:
· 2 oz Scotch whisky
· ¾ oz sweet vermouth
· 2 dashes Angostura bitters
· Maraschino cherry (for garnish)
Directions:
1. Add Scotch, vermouth, and bitters to a mixing glass filled with ice.
2. Stir well until chilled.
3. Strain into a chilled coupe or martini glass.
4. Garnish with a maraschino cherry.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
TikTok has over 1.5 billion users, but that doesn't
mean your brand belongs there.
Let's talk about it.
Speaker 2 (00:12):
Hey, zach, we're talking TikTok, right?
Yep, we're talking TikTok.
Awesome, I heard a little introthere.
That was exciting.
Yeah, so we're going to diveinto a really great question.
Tiktok, obviously in the news,plenty.
I believe they just, likeeither this week or last week,
got another 90 day extension ontheir ownership and being able
to be in the US.
(00:32):
I just feel like they're justgoing to kick the can down the
road for the next like 10 years,and then it'll be irrelevant
and we'll move on.
Speaker 1 (00:38):
It'll be a big my space.
Speaker 2 (00:40):
But TikTok is still alive and well.
I know with the youth love itand I have.
So I get my TikToks, as youknow, either in Instagram reels
or on Facebook reels, becausepeople share it multiple places
and half the time when I clickon it it's like a TikTok link
(01:01):
and it will take me to thewebsite, which is fine For me.
Speaker 1 (01:02):
I don't even use TikTok anymore because I found
myself just spending like waytoo much time on it and, like
you know me, I kind of likegoing on hikes and being
outdoors and stuff, so it justgives me more time to do that.
But I think the thing about itthat like really kept me like
locked into it all the time washow good the algorithm is.
It just really feels likeyou're getting served content.
(01:23):
That's like.
It's like reading your mind ofus.
Speaker 2 (01:28):
It's so good, it's like that's because they know
everything about you exactly,yeah, I know, and it's just like
the.
Speaker 1 (01:34):
It's just like you get content that you like are
really tailored to yourinterests, and it's just really
hard to like, not like.
Oh, I'm bored right now.
Let me just swipe through 100tiktoks and yeah, by the time.
Speaker 2 (01:46):
You know, it's like two hours later, so I did it on
instagram with reels and it'sprobably the same thing.
So, like I'll get on one reeland then like it recommends
other stuff and I'll just keepwatching what it keeps
recommending like.
And then suddenly I'm like thebiggest issue I have is if I
back out my.
The original reel that Iclicked on is there.
I can't see the last one that Iviewed.
(02:07):
If I want to share, that one.
Speaker 1 (02:08):
Oh, I know it's like oh, come on, I really think it's
easier to swipe out of reelsfor me than it is to swipe out
of TikToks, because the reelalgorithm is good, but it's not
like what TikTok was.
Speaker 2 (02:22):
All right, that's fair.
So we're going to talk, though,about whether brands should be
on TikTok.
So, despite the controversy,despite, you know, is the
Chinese government spying oneverybody?
You know, spoiler, they'reprobably spying on all of us in
multiple ways, like all the time.
I think that you know privacyis, I mean, it's kind of dead.
Speaker 1 (02:41):
It's pretty much gone .
Speaker 2 (02:42):
Yeah, Unless you live in a cabin in the woods and
have no electronic devices.
But it should be interestingbecause we're going to unpack
what matters when you decide tobe on the platform, like how you
can kind of make that decisionas a brand you know, and how to
avoid just chasing trends Likeno, you should not create one
TikTok video to jump into atrend and then never create
anything again.
That's not going to work.
One TikTok video to jump onto atrend and then never create
(03:03):
anything again, that's not goingto work.
And then you've got a couple ofgood examples about brands to
get it right, right.
Speaker 1 (03:11):
Yeah, and I think it's kind of like interesting
what brands can do well onTikTok.
If you know what you're doing,then you probably could be
pretty successful on TikTok, nomatter like what industry you're
in.
But there are a lot of thingsyou need to consider, which is
definitely what we're going togo into.
But what we're going to go intoright now is this episode's
cocktail, the Rob Roy.
(03:32):
This was originally for adifferent episode and we had all
of the stuff ready for it, sothis is another cocktail that's
definitely tailored towards me.
Yeah.
Speaker 2 (03:47):
No, this one gives me the ick in two places, like the
maraschino cherry, and I'm justnot a big scotch fan.
Speaker 1 (03:55):
I'm good with vermouth.
Speaker 2 (03:57):
I've started putting vermouth in.
I found a recipe to putvermouth in a lychee martini.
Speaker 1 (04:01):
And I was like what?
Speaker 2 (04:05):
And it's two ounces of vodka, gin and one ounce of
vermouth and I was like that's alot of vermouth also.
But it was good.
It like cuts that sweet of,like the lychee juice or the
lychee puree, but anyway, that'snot our cocktail, um, so do you
want to introduce it?
Do you want me to do it?
Who's doing the ingredients?
What's?
Speaker 1 (04:19):
you can.
How about you do the recipe,since you're better making
cocktails than me and you canprobably better explain some of
the stuff that's going on there?
So essentially, it's ascotch-based variation of a
classic Manhattan, which is kindof cool because our last
episode was in Manhattan withAlex.
Speaker 2 (04:36):
He loves Manhattans.
Speaker 1 (04:38):
Synergy.
There you go.
It was created in 1894 at theWaldorf Astoria in New York City
to honor the premiere of anoperetta based on the Scottish
folk hero Rob Roy McGregor.
The drink uses scotch whiskeyinstead of rye or bourbon, which
gives it a smokier, peaty edge,and scotch to me just tastes
like a campfire and I love it, Ilove smoky flavored things
(05:01):
especially cocktails.
Speaker 2 (05:03):
So it's a Manhattan with scotch instead of whiskey.
Basically, yeah, okay, sure,all right.
Um, so to make this bad boy um,it is a lot of booze, it's
really just booze, that's allyou put in it and then throw a
cherry in there.
So two ounces of scotch whiskeyum three quarters of an ounce
(05:23):
of sweet vermouth.
Note that there are likethere's sweet vermouth, there's
dry vermouth and then there's, Ithink, extra dry vermouth, if I
remember right, because we havesweet and extra dry in our
house and they're very different.
So two dashes of Angosturabitters and then you can garnish
it with maraschino cherry.
That's my second ick.
I'm not a fan of maraschinocherries.
I would again.
(05:44):
My pro tip is Luxardo cherriesor even the knockoff Luxardo
cherries.
They have a.
Speaker 1 (05:49):
Costco or Trader Joe's.
What do you not like about theMaraschino cherries?
Speaker 2 (05:55):
They're just so artificial tasting yeah.
Speaker 1 (05:59):
Because those are the ones that are just covered in
the really bright red syrup,right, oh yeah.
Speaker 2 (06:03):
They're like the Christmas red, and you can get
green maraschino cherries too,so they're great.
At Christmas you can have likea red green red green on there.
So anyway, you take the scotch,the vermouth and the bitters,
you put it in a mixing glassfilled with ice and you stir it
well until chilled.
Then you strain it into achilled coupe or martini glass
and then your maraschino cherrygoes in it.
(06:24):
So I learned the other day.
So my lychee martini I'm juststuck on that because I have all
the stuff, so I have to drinkthem like regularly because
those lychees won't last foreverin the fridge.
But it was the recipe that Ihad was like in bold letters, it
was like stir, do not shake.
And it's the same thing withthings like a Manhattan excuse
(06:45):
me or a Rob Roy Drinks that aresupposed to be booze forward and
booze heavy.
If you shake them the icebreaks up and it dilutes it and
you lose some of that like punchBecause, like I mean, a dry
martini should taste like you'rejust drinking gin basically
Like it's just booze.
So same thing with this one, andthat's why the stirred, not
(07:05):
shaken shaken not stirred isimportant.
If you want it to be a littleless boozy, you could shake it.
It's going to dilute it alittle bit.
If you want to have that fullpunch, then stir.
So a little education there.
I thought it was great, allright, so that is the Rob Roy.
We do not have those to drinktoday.
Zach would be drinking one.
(07:26):
I would not be drinking one, Iwould be having something else,
but a great classic cocktail.
So should we get into TikTok?
Speaker 1 (07:36):
Yeah, let's get into TikTok.
Speaker 2 (07:42):
All right, zach, we are back.
We're back, we're going to flipit today.
So I think a couple episodesago I know you asked me the
questions because it was a topicthat you were like I don't
really get into this topic superdeeply.
So you asked me questions and Ianswered them.
Well, I don't use TikTok.
(08:03):
I see some of them.
I don't use TikTok.
I see some of them.
I don't study TikTok.
I was getting to the point ofadding it to my class and then
they ended up they didn't needan adjunct anymore, so I don't
teach anymore, so I didn't addit.
So we got kind of four areas totalk about.
So I think the first one isokay.
Let's talk about audience.
How should I evaluate audiencewhen I'm thinking about getting
(08:26):
on TikTok as a brand?
Speaker 1 (08:28):
well, like any company, obviously, like you
need to like look at theplatform and who's already there
, and if your target audienceisn't there, then it might not
be a place for you or worth, orat least worth investing time
into.
With TikTok, I would say, themain demographic of people
there's over 1.5 billion usersworldwide, so that's a wide
range of people, a little bit ofeverybody's on there, but I
(08:51):
think who is engaging the mostand responding the most to a lot
of the content is definitelyGen Z, maybe some younger
millennials too.
So if you're sellingrefrigerator compressors, you
probably don't want to be onTikTok you're selling, uh,
refrigerator compressors.
Speaker 2 (09:06):
You probably don't want to be on tiktok, yeah, I
think, um, what it looks like tome is like it's the old tv
demographic was 18 to 24, likethat was kind of your youth
demographic, um, and then 18 to34 was kind of when you're
getting into some of the, themore middle things, I think it
feels like this is like a 25 andunder kind of a platform yeah,
and it's definitely not buttonedup.
Speaker 1 (09:27):
It's probably one of the most like non-buttoned up
platforms you can be on.
Speaker 2 (09:29):
Like Loose Wild Wild West.
Speaker 1 (09:31):
Yes, a lot of stuff goes and to keep up with all of
the trends and all of the thingsthat are popular, you have to
be, like, really like flexible,and I know a lot of big
companies have really intenseapproval processes.
Know a lot of big companies, uh,have really intense approval
processes for a lot of theirsocial posts so if you can't
keep, up with a lot of thetrends that are happening, which
(09:53):
sometimes just like flash inthe pan it's here for two weeks
and then it's gone and youmissed your opportunity.
If you're, it's still anapproval a month later.
So I think, when a lot of thesethat we're going to go through
are questions, you should askyourself if you're thinking
about joining TikTok becauseit's easy to see other brands
performing well there but one.
(10:13):
Why are they performing well,and is this something that's
actually going to likepositively impact your business,
or are you just like gettingcaught up in the whole trends
thing?
Speaker 2 (10:25):
So if I was a brand and let's say my demographic
currently is a little bit older,like more of that like 30s, 40s
kind of range, but I reallywant to start fostering like a
younger audience, do you think Ishould try TikTok to like get
into that like 18 to 24, 25, 26range, like the 20 somethings?
Speaker 1 (10:44):
It depends on the product.
To me, okay, I think growingyour brand awareness on the
platform, like if you're like,let's say you're some kind of
like, let's say, like thecompany you just mentioned right
Wants to increase their brandawareness, like you said, you're
not going to probably get salesfrom it, like directly from
TikTok, but you are going to geta lot of eyes on your product
(11:07):
and that might be a good thingor a bad thing, depending on,
like, what you associateyourself with on the app.
It's like I said, it's kind ofa wild rest.
So I mean.
I don't know.
There's a lot of thingshappening there.
And I think it's important tobe very careful.
Speaker 2 (11:22):
Like an old school makeup company like Maybelline,
maybe not being on there, but ifthey're launching a new line of
lip glosses aimed at teens,having the right content and
pulling it in there could workfor them, but maybe not for the
whole brand, but really that oneproduct or that line you know
down there.
Speaker 1 (11:38):
And there's advertising opportunities too
that are a little morecontrolled, don't allow comments
Obviously way more targeted.
I kind of love that.
Opportunities too that are alittle more controlled, don't
allow comments uh, you,obviously way more targeted.
I kind of love that.
So maybe, uh, so maybe, if youthink about that way, maybe you
don't necessarily want to be ontiktok like posting every day,
but maybe you test out an adcampaign to see how it does.
That might be a good first steptoo for an older, uh target
(12:01):
audience company.
I think, um, well, and I think,um, when you talk about you
talked a little bit aboutcontent for an older target
audience company.
Speaker 2 (12:06):
I think.
Well, and I think when you talkabout you talked a little bit
about content, like can you makethe content?
Can you get it out fast enough?
Do you have a machine that cando that?
But I think there's also thispersonality piece, like, if
you're an old school company andyou've got a youthful product
line and you want to get inthere, you're probably going to
have to alter your personalityfor TikTok versus what you might
do on Facebook for boomers orfor Gen Xers or that kind of
(12:28):
thing.
Right, and that's somethingthat people get fuzzy about,
like, oh, our brand is our brandand it's like but a product
line can have a personality.
Your brand can have differentmoods as well.
I mean I think looking at youknow, like Wendy's and Oreo and
some of those, is a really goodexample of that.
They can be old school, butthey can also be, you know,
(12:49):
youthful and edgy.
Speaker 1 (12:51):
Well, and that's the thing with TikTok, I think it's
important to like realize thatwhoever you have running your
account, that almost needs to betheir like full focus if you
want to be really successful atit.
Because, like I said, there'sthere's hundreds of trends
happening and a lot of uh post.
Success is dependent on youeither following those trends or
(13:13):
like knowing what's good on theplatform, which is, you know,
with any social platform.
But I would say tiktok isreally involved and, like I said
, like if you're gonna commit,you almost have to fully commit
or just run ads, because Well,and I feel like so one.
Speaker 2 (13:28):
Producing short form video is not easy and it takes
resources.
Like you can't just film awhole thing and then pop it in
there, like you've actually gotto know what you're doing, have
a plan and do some editing andsome of the best stuff on TikTok
has great editing right.
Like people pop in, pop out andI've started seeing the sort of
like what you see on TikTok andthen there's another video that
(13:50):
accompanies it.
That's like what we actuallydid in real life, like how this
worked, which is kind of cool,but those take time, yeah.
Speaker 1 (13:59):
And you have to be ready to fail too, because even
if you do everything right,nobody might see it.
And you have to be ready tofail too, because even if you do
everything right, nobody mightsee it.
And then you put all that timeand effort into it, yep.
So you really have to be likeaware of what you're doing and
why you're doing it.
Speaker 2 (14:11):
Yep, and that's one of the worst things, like when
you you take all this time to dosomething and produce some sort
of content and then nothinghappens with it.
Yeah, you know, your mom callsand she's like I read it and
you're like great, thanks, mom,I appreciate it.
I sent you the link.
You wouldn't have found itotherwise and you're also not
our audience.
But thanks, that's great.
Speaker 1 (14:28):
Another thing to keep in mind, too is you might go
viral once and never have anyinteraction on your post ever
again.
I've seen a lot of like localbusinesses.
They'll have one video thatpops way off and I'll have like
600 K views, tens of thousandsof likes.
It really helped their business.
But two years later they'restill trying to do like capture
(14:51):
that, like flash in the pan kindof post and it's just not
working and you're stillspending time in it.
And I mean there is still somevalue for like local businesses
like that because, surprisingly,a lot of people do use TikTok
as almost as a search engine forlike food, especially in
restaurants.
They try and look up videos ofa place to see if it's good.
(15:13):
I've done that before just tosee like, oh, what's best sushi
in Charlotte?
Let's see if there's any TikTokvideos, because there's a lot
of local influencers, so there'sa lot of like a wide range of
content you could do on TikTok.
I just thought that was kind ofinteresting, but yeah, it's
very involved.
Speaker 2 (15:30):
And I think that that gets back to some of the
audience stuff.
So you talk about, likeCharlotte, there's a lot of
influencers on TikTok foodinfluencers and whatnot.
That's a big city, that's a bigmetro area and I remember when
Twitter like first came out andwas like gaining.
If you look at Iowa, nebraskaand whatnot, omaha and Des
Moines took off like crazy, likehuge audiences on Twitter there
, but Sioux City just ignored it.
(15:52):
Sioux City was really not onTwitter and there was no reason
for it.
It just wasn't like thecommunity there just didn't
embrace it necessarily.
And so there was a time when,like for some Sioux City clients
, like we need to be on Twitterand it's like no, like your
audience isn't here.
Like I can pull demographicsand show you like it's really
(16:13):
dead.
Like if you want to reach outto Omaha or Des Moines or do the
full state, then yeah, thatmakes sense.
And I imagine TikTok can be thesame way.
Speaker 1 (16:25):
Like, especially if you're a local business looking
for something you know, makesure you've got like local
people on there yeah, well, it'slike you said, like with people
wanting to be on Twitter andSioux City even though their
target audience wasn't there.
That's kind of the whole pointof this episode, right, it's
like, yep, don't just jump tothe next shiny thing because
it's new and shiny and it mightwork out for you.
Actually, take the time to havethe things in place if you're
(16:47):
going to do it, and just beready to fail.
Speaker 2 (16:54):
Like 100 percent.
Like that's great advice forany social right.
Like go where your audience isand be ready to fail.
When you talk about like goingviral, the class I used to teach
, we talked about catching on.
We didn't ever use viralbecause that's like the class I
used to teach, we talked aboutcatching on.
We didn't ever use viralbecause that's like it's so
tainted as a term.
But the idea, like how tocreate content that is more
likely to be shared, which is amuch easier goal than content
that will go viral.
There's no formula.
(17:16):
You and I can't sit down andplot out this viral video that
will definitely go viral.
We can't.
But we can look at certainprinciples to see, like what
will make it more likely to beshared.
Um, you know, and there's likeentertaining, there's useful,
there's unique, interesting,surprising, like all of those
(17:38):
things help, um, but you'vegotta like do them in the right
way and do it well and get it infront of an audience, because
yeah, if you're for.
Speaker 1 (17:47):
Here's another thing to think about too.
If you're like, uh, reallydoing well on your youtube
shorts or instagram reels andyou think you can just post the
same stuff on tiktok, that willalso not like generally work,
like maybe like one or twovideos, but there still are
different platforms.
like some of the stuff I see onshorts is completely different
than what I see on reels and Iknow some companies just cross
(18:09):
post them and hope for the best.
But like, unless it's alreadygone viral on Tik TOK, or like
reels and the chances of itworking on either or either
platform, like I don't know,it's still like two different
platforms.
Speaker 2 (18:23):
Well, and I think if you've got, if you look at your
analytics and your business andyou look at your reels or your
shorts on YouTube and you'reseeing that your audience is
skewing younger on a particularshort than normal, that might be
an indication that it may do OKon TikTok.
But if you've never putanything on TikTok, you're not
going to just it's not like youjust dive into the algorithm and
(18:45):
your stuff goes everywhereright, like it's.
You're not going to be noticedas much.
So that's another thing.
I think if you're going tocommit to it like, you're going
to have to be consistent, whichgets back to that like are you
prepared to produce content likeand get it out there all the
time on TikTok?
Speaker 1 (19:03):
Well, and the most successful companies we've
listed some here Duolingo andScrapdaddy.
What they do well is they'revery flexible and they're kind
of unhinged, to be honest withyou, wow okay.
Maybe I'll pull up one of theirvideos now to showcase kind of
what Duolingo specifically isabout.
(19:26):
Okay, I know recently maybe itwasn't even recently, but
Duolingo and Scrub Daddy havealso collabed on things what?
Speaker 2 (19:34):
Okay.
Speaker 1 (19:36):
It's all over the place.
Speaker 2 (19:38):
That's a wild collab.
So for people who don't know,and if Zach, he'll put a video
up of something and maybe he'llthrow that collab in here.
But Scrub Daddy is they're thesmiley face sponges Like there's
a really rough, scrubby spongeswith the smiley faces in them,
like and Duolingo teaches youhow to speak another language.
So it's like, but with Duolingoand Scrub Daddy.
Speaker 1 (20:00):
They both use mascots , so a giant, giant sponge and a
giant green owl.
I would say Duolingo isdefinitely the most successful
or one of the most successfulbrands on TikTok that I could
like think of and that I've seen.
Okay, they have tens ofmillions of followers and
hundreds of millions of likesand they literally they're on
(20:22):
top of every trend.
If something with a celebrityhappens, they make fun of it.
It's almost not even related tolanguage.
Their app sometimes is morefocused on the entertainment
aspect and I don't even know howthe approval process with them
goes, because it just seems likethey do whatever they want.
But yeah, I think they're agood example of some of the
(20:46):
stuff that you would have to doto be consistently like gaining
millions of views.
Speaker 2 (20:52):
All right, and we can link to Duolingo and Scrub
Daddy's TikTok accounts in ourcomments.
Right, like we can go in thedescription of the episode.
So we'll get that in here aswell.
And then for those of you onYouTube, youtube zach may have
inserted a video there, or in aminute.
He may not have.
We don't know if you'relistening, you wouldn't really
get it anyway.
Speaker 1 (21:09):
So depends how unhinged I'm gonna have to find
like a.
I don't know.
Speaker 2 (21:14):
They're just like funny we haven't been unhinged,
I don't think, but we get alittle like we go a little
sideways sometimes.
Um, so my favorite, instead ofunhinged, is when people are
like I'm basically feral at thispoint, like I'm just completely
out of control, ungovernable,like doing whatever I want to
and get out of my way, or you'regoing to get hurt, like that's
(21:36):
funny.
So it sounds like your advicewould be like you know, go
unhinged if you're going to getoniktok, just let it loose, let
it fly you're gonna have to beloose.
If you're, if you're buttoned up, you're, you're not gonna get
any views okay, so wait, but doyou think somebody could be so
buttoned up that they push itthe other way, where it's like
(21:58):
you know how like a bad movie is?
maybe ironically, yeah, maybeironically but like, like, how
bad movies are, so bad theybecome cult classics.
Um, like, um, yeah, I don'tknow, like that might be harder,
like to do with something likethat.
Um, though, I did the tiktokthat got me I think I put it in
(22:20):
one of our chat channels wassomebody did the ai generation
with dogs at a dog park and likeif they were talking.
Speaker 1 (22:26):
Oh, I've seen that before it was so good.
Speaker 2 (22:30):
And then I sent that to a friend and they're like, oh
yeah, like she does great stuff, and I was like, oh okay, like
there's a content creator whodoes?
Who does?
Some really cool stuff.
Um, there were a few politicalones that I saw too, but I won't
get into those, but they werereally hilarious.
I can send you one after this,but yeah, okay, what else do
people need to know if they'regoing to get their brand on the
(22:53):
TikTok?
Speaker 1 (22:55):
I mean, I would just ask yourself those questions
like is your target audiencethere?
Are you ready to fully committo actually doing everything
that it takes to be successfulon TikTok?
Do you have like clear goals,Like what are?
Speaker 2 (23:08):
you trying to reach?
Oh yeah, we can talk about thata lot, yep.
Speaker 1 (23:11):
Like, if it's brand awareness, then it might be for
you, and if it's brand awarenesswith that specific generation
of people, generations of people, then yeah, maybe it's worth at
least running some ads.
If you're just trying to goviral, then I mean mean, that's
a no-go for almost any socialplatform that's not the right
goal to have.
Speaker 2 (23:31):
Yeah, no, definitely not.
Um, and it's also you setyourself up to fail like no,
yeah, 100.
Speaker 1 (23:36):
Ideally, your goal should be to connect with your
target audience so much so thatthey yeah and have fun, but so
much so that they want to workwith you or want to buy your
product.
Speaker 2 (23:50):
Yeah, that's an interesting one.
So I think the other thingthat's funny about these is if
you had a company and you wereapplying for their TikTok
marketing manager job orwhatever, I would ask them these
same questions like OK, let'stalk about your target audience.
Who are they?
Do you understand the level ofeffort?
(24:11):
Like this is my full time job.
It'll also be weird hourssometimes, like making sure
you're torture, testing them tounderstand they know what
they're getting into and thatit's not a like you know nine to
five work for a corporation anddo this because you know that
trend.
Five work for a corporation anddo this because you know that
trend comes out at 9 pm andyou've got to have the
flexibility to like jump on it.
Speaker 1 (24:29):
Yeah, you got to be really on top of the trends.
Speaker 2 (24:32):
Yep, and then same thing what's your goal?
How am I going to be measuredLike?
How are we going to know ifthis is successful?
Are you just going to like fireme in six months because you
felt like it didn't work?
I'd be rough.
Yeah, it takes a lot to besuccessful on that platform,
which is why we made this video,because I think sometimes
people fall into that trap likewe were saying oh 100%, and it's
(24:53):
funny because you could go tolike any point in time and, like
you substitute Twitter forTikTok, you substitute Instagram
for TikTok, like this repeatsas new platforms come out.
I think that you know Blue Skyand Threads are a little bit
differently, because those arekind of actively trying to
replace Twitter, which isestablished, and they're a very
(25:14):
similar format, but it's stillabout who's going there and how
many of them are there andwhatnot, and they're picking up
Threads.
Just opened ads, like you couldput ads on Threads now.
Speaker 1 (25:25):
And I'm like great, that'll ruin it.
Speaker 2 (25:29):
But yeah, that's true .
Actually I know I was like itwas actually kind of a nice
phase without ads, but I get itLike Meta wants their money
right.
Yeah, so I'm surprised it tookthem this long, All right, Well,
I think that feels like anepisode.
Yeah, feels like an episode tome, and you did my job for me.
(25:49):
You recapped the main pointsalready, so I think we're golden
there.
So, yeah, let's just roll itout.
Speaker 1 (25:58):
So, as always, thank you for listening.
You can find our agency atantidote71.com, with links to
all of our socials there.
Uh, as always, uh, you can alsosend us a question at
ctapodcastlive basically that'swhere you shoot us an email.
Even better, leave us a voicemessage on our hotline at
(26:19):
402-718-9971.
Your question may make it ontoa future episode of the podcast.
Something I will say is be onthe lookout for more polls so
you can also be involved in theepisode.
We might discuss some resultsrelated to the episodes
beforehand.
So if you have a strong opinionon an episode, that could be
(26:39):
fun.
Speaker 2 (26:40):
I'd love to kind of see where that goes, but yeah, I
have a few opinions but I'mprobably not allowed to vote.
All right, and we do have anupcoming episode.
It's going to be a little bitof a break.
You won't have me here.
Caitlin will be back with ateam spotlight with Sharla from
our team who will likely well,she's going to talk about
herself, but she does a lot ofemail marketing and that's her
(27:01):
expertise.
But you'll get to understandlike expert there for sure.
Yeah, she's also like abaseball mom and a dance mom and
I'm sure she'll get into all ofthose things.
Um, and she and Caitlin willhave a good time.
Zach, you'll have to cut themoff.
They'll, they'll definitely wantto go more than like, more than
like 30 minutes.
Speaker 1 (27:18):
Oh, so that'll be coming next week Um enjoying
those.
Speaker 2 (27:21):
I think that's the third one or so that we've put
out.
Speaker 1 (27:23):
Maybe Yep, if you haven't checked out mine yet, I
make a very scathing hot takeconcerning a very popular
Midwestern condiment, so maybecheck that out.
Speaker 2 (27:35):
Yeah, zach pulled no punches on his.
So, yeah, just giving a littlebehind-the-scenes of the agency
and who we are, because we'repeople first, but we also work,
all right, so join us next time.
I won't be here, which is fine.
I get a little break and thenmore episodes to come after that
.
TikTok has over 1.5 billion users, but that doesn't
mean your brand belongs there.
Let's talk about it.
Speaker 2 (00:12):
Hey, zach, we're talking TikTok, right?
Yep, we're talking TikTok.
Awesome, I heard a little introthere.
That was exciting.
Yeah, so we're going to diveinto a really great question.
Tiktok, obviously in the news,plenty.
I believe they just, likeeither this week or last week,
got another 90 day extension ontheir ownership and being able
to be in the US.
(00:32):
I just feel like they're justgoing to kick the can down the
road for the next like 10 years,and then it'll be irrelevant
and we'll move on.
Speaker 1 (00:38):
It'll be a big my space.
Speaker 2 (00:40):
But TikTok is still alive and well.
I know with the youth love itand I have.
So I get my TikToks, as youknow, either in Instagram reels
or on Facebook reels, becausepeople share it multiple places
and half the time when I clickon it it's like a TikTok link
(01:01):
and it will take me to thewebsite, which is fine For me.
Speaker 1 (01:02):
I don't even use TikTok anymore because I found
myself just spending like waytoo much time on it and, like
you know me, I kind of likegoing on hikes and being
outdoors and stuff, so it justgives me more time to do that.
But I think the thing about itthat like really kept me like
locked into it all the time washow good the algorithm is.
It just really feels likeyou're getting served content.
(01:23):
That's like.
It's like reading your mind ofus.
Speaker 2 (01:28):
It's so good, it's like that's because they know
everything about you exactly,yeah, I know, and it's just like
the.
Speaker 1 (01:34):
It's just like you get content that you like are
really tailored to yourinterests, and it's just really
hard to like, not like.
Oh, I'm bored right now.
Let me just swipe through 100tiktoks and yeah, by the time.
Speaker 2 (01:46):
You know, it's like two hours later, so I did it on
instagram with reels and it'sprobably the same thing.
So, like I'll get on one reeland then like it recommends
other stuff and I'll just keepwatching what it keeps
recommending like.
And then suddenly I'm like thebiggest issue I have is if I
back out my.
The original reel that Iclicked on is there.
I can't see the last one that Iviewed.
(02:07):
If I want to share, that one.
Speaker 1 (02:08):
Oh, I know it's like oh, come on, I really think it's
easier to swipe out of reelsfor me than it is to swipe out
of TikToks, because the reelalgorithm is good, but it's not
like what TikTok was.
Speaker 2 (02:22):
All right, that's fair.
So we're going to talk, though,about whether brands should be
on TikTok.
So, despite the controversy,despite, you know, is the
Chinese government spying oneverybody?
You know, spoiler, they'reprobably spying on all of us in
multiple ways, like all the time.
I think that you know privacyis, I mean, it's kind of dead.
Speaker 1 (02:41):
It's pretty much gone .
Speaker 2 (02:42):
Yeah, Unless you live in a cabin in the woods and
have no electronic devices.
But it should be interestingbecause we're going to unpack
what matters when you decide tobe on the platform, like how you
can kind of make that decisionas a brand you know, and how to
avoid just chasing trends Likeno, you should not create one
TikTok video to jump into atrend and then never create
anything again.
That's not going to work.
One TikTok video to jump onto atrend and then never create
(03:03):
anything again, that's not goingto work.
And then you've got a couple ofgood examples about brands to
get it right, right.
Speaker 1 (03:11):
Yeah, and I think it's kind of like interesting
what brands can do well onTikTok.
If you know what you're doing,then you probably could be
pretty successful on TikTok, nomatter like what industry you're
in.
But there are a lot of thingsyou need to consider, which is
definitely what we're going togo into.
But what we're going to go intoright now is this episode's
cocktail, the Rob Roy.
(03:32):
This was originally for adifferent episode and we had all
of the stuff ready for it, sothis is another cocktail that's
definitely tailored towards me.
Yeah.
Speaker 2 (03:47):
No, this one gives me the ick in two places, like the
maraschino cherry, and I'm justnot a big scotch fan.
Speaker 1 (03:55):
I'm good with vermouth.
Speaker 2 (03:57):
I've started putting vermouth in.
I found a recipe to putvermouth in a lychee martini.
Speaker 1 (04:01):
And I was like what?
Speaker 2 (04:05):
And it's two ounces of vodka, gin and one ounce of
vermouth and I was like that's alot of vermouth also.
But it was good.
It like cuts that sweet of,like the lychee juice or the
lychee puree, but anyway, that'snot our cocktail, um, so do you
want to introduce it?
Do you want me to do it?
Who's doing the ingredients?
What's?
Speaker 1 (04:19):
you can.
How about you do the recipe,since you're better making
cocktails than me and you canprobably better explain some of
the stuff that's going on there?
So essentially, it's ascotch-based variation of a
classic Manhattan, which is kindof cool because our last
episode was in Manhattan withAlex.
Speaker 2 (04:36):
He loves Manhattans.
Speaker 1 (04:38):
Synergy.
There you go.
It was created in 1894 at theWaldorf Astoria in New York City
to honor the premiere of anoperetta based on the Scottish
folk hero Rob Roy McGregor.
The drink uses scotch whiskeyinstead of rye or bourbon, which
gives it a smokier, peaty edge,and scotch to me just tastes
like a campfire and I love it, Ilove smoky flavored things
(05:01):
especially cocktails.
Speaker 2 (05:03):
So it's a Manhattan with scotch instead of whiskey.
Basically, yeah, okay, sure,all right.
Um, so to make this bad boy um,it is a lot of booze, it's
really just booze, that's allyou put in it and then throw a
cherry in there.
So two ounces of scotch whiskeyum three quarters of an ounce
(05:23):
of sweet vermouth.
Note that there are likethere's sweet vermouth, there's
dry vermouth and then there's, Ithink, extra dry vermouth, if I
remember right, because we havesweet and extra dry in our
house and they're very different.
So two dashes of Angosturabitters and then you can garnish
it with maraschino cherry.
That's my second ick.
I'm not a fan of maraschinocherries.
I would again.
(05:44):
My pro tip is Luxardo cherriesor even the knockoff Luxardo
cherries.
They have a.
Speaker 1 (05:49):
Costco or Trader Joe's.
What do you not like about theMaraschino cherries?
Speaker 2 (05:55):
They're just so artificial tasting yeah.
Speaker 1 (05:59):
Because those are the ones that are just covered in
the really bright red syrup,right, oh yeah.
Speaker 2 (06:03):
They're like the Christmas red, and you can get
green maraschino cherries too,so they're great.
At Christmas you can have likea red green red green on there.
So anyway, you take the scotch,the vermouth and the bitters,
you put it in a mixing glassfilled with ice and you stir it
well until chilled.
Then you strain it into achilled coupe or martini glass
and then your maraschino cherrygoes in it.
(06:24):
So I learned the other day.
So my lychee martini I'm juststuck on that because I have all
the stuff, so I have to drinkthem like regularly because
those lychees won't last foreverin the fridge.
But it was the recipe that Ihad was like in bold letters, it
was like stir, do not shake.
And it's the same thing withthings like a Manhattan excuse
(06:45):
me or a Rob Roy Drinks that aresupposed to be booze forward and
booze heavy.
If you shake them the icebreaks up and it dilutes it and
you lose some of that like punchBecause, like I mean, a dry
martini should taste like you'rejust drinking gin basically
Like it's just booze.
So same thing with this one, andthat's why the stirred, not
(07:05):
shaken shaken not stirred isimportant.
If you want it to be a littleless boozy, you could shake it.
It's going to dilute it alittle bit.
If you want to have that fullpunch, then stir.
So a little education there.
I thought it was great, allright, so that is the Rob Roy.
We do not have those to drinktoday.
Zach would be drinking one.
(07:26):
I would not be drinking one, Iwould be having something else,
but a great classic cocktail.
So should we get into TikTok?
Speaker 1 (07:36):
Yeah, let's get into TikTok.
Speaker 2 (07:42):
All right, zach, we are back.
We're back, we're going to flipit today.
So I think a couple episodesago I know you asked me the
questions because it was a topicthat you were like I don't
really get into this topic superdeeply.
So you asked me questions and Ianswered them.
Well, I don't use TikTok.
(08:03):
I see some of them.
I don't use TikTok.
I see some of them.
I don't study TikTok.
I was getting to the point ofadding it to my class and then
they ended up they didn't needan adjunct anymore, so I don't
teach anymore, so I didn't addit.
So we got kind of four areas totalk about.
So I think the first one isokay.
Let's talk about audience.
How should I evaluate audiencewhen I'm thinking about getting
(08:26):
on TikTok as a brand?
Speaker 1 (08:28):
well, like any company, obviously, like you
need to like look at theplatform and who's already there
, and if your target audienceisn't there, then it might not
be a place for you or worth, orat least worth investing time
into.
With TikTok, I would say, themain demographic of people
there's over 1.5 billion usersworldwide, so that's a wide
range of people, a little bit ofeverybody's on there, but I
(08:51):
think who is engaging the mostand responding the most to a lot
of the content is definitelyGen Z, maybe some younger
millennials too.
So if you're sellingrefrigerator compressors, you
probably don't want to be onTikTok you're selling, uh,
refrigerator compressors.
Speaker 2 (09:06):
You probably don't want to be on tiktok, yeah, I
think, um, what it looks like tome is like it's the old tv
demographic was 18 to 24, likethat was kind of your youth
demographic, um, and then 18 to34 was kind of when you're
getting into some of the, themore middle things, I think it
feels like this is like a 25 andunder kind of a platform yeah,
and it's definitely not buttonedup.
Speaker 1 (09:27):
It's probably one of the most like non-buttoned up
platforms you can be on.
Speaker 2 (09:29):
Like Loose Wild Wild West.
Speaker 1 (09:31):
Yes, a lot of stuff goes and to keep up with all of
the trends and all of the thingsthat are popular, you have to
be, like, really like flexible,and I know a lot of big
companies have really intenseapproval processes.
Know a lot of big companies, uh,have really intense approval
processes for a lot of theirsocial posts so if you can't
keep, up with a lot of thetrends that are happening, which
(09:53):
sometimes just like flash inthe pan it's here for two weeks
and then it's gone and youmissed your opportunity.
If you're, it's still anapproval a month later.
So I think, when a lot of thesethat we're going to go through
are questions, you should askyourself if you're thinking
about joining TikTok becauseit's easy to see other brands
performing well there but one.
(10:13):
Why are they performing well,and is this something that's
actually going to likepositively impact your business,
or are you just like gettingcaught up in the whole trends
thing?
Speaker 2 (10:25):
So if I was a brand and let's say my demographic
currently is a little bit older,like more of that like 30s, 40s
kind of range, but I reallywant to start fostering like a
younger audience, do you think Ishould try TikTok to like get
into that like 18 to 24, 25, 26range, like the 20 somethings?
Speaker 1 (10:44):
It depends on the product.
To me, okay, I think growingyour brand awareness on the
platform, like if you're like,let's say you're some kind of
like, let's say, like thecompany you just mentioned right
Wants to increase their brandawareness, like you said, you're
not going to probably get salesfrom it, like directly from
TikTok, but you are going to geta lot of eyes on your product
(11:07):
and that might be a good thingor a bad thing, depending on,
like, what you associateyourself with on the app.
It's like I said, it's kind ofa wild rest.
So I mean.
I don't know.
There's a lot of thingshappening there.
And I think it's important tobe very careful.
Speaker 2 (11:22):
Like an old school makeup company like Maybelline,
maybe not being on there, but ifthey're launching a new line of
lip glosses aimed at teens,having the right content and
pulling it in there could workfor them, but maybe not for the
whole brand, but really that oneproduct or that line you know
down there.
Speaker 1 (11:38):
And there's advertising opportunities too
that are a little morecontrolled, don't allow comments
Obviously way more targeted.
I kind of love that.
Opportunities too that are alittle more controlled, don't
allow comments uh, you,obviously way more targeted.
I kind of love that.
So maybe, uh, so maybe, if youthink about that way, maybe you
don't necessarily want to be ontiktok like posting every day,
but maybe you test out an adcampaign to see how it does.
That might be a good first steptoo for an older, uh target
(12:01):
audience company.
I think, um, well, and I think,um, when you talk about you
talked a little bit aboutcontent for an older target
audience company.
Speaker 2 (12:06):
I think.
Well, and I think when you talkabout you talked a little bit
about content, like can you makethe content?
Can you get it out fast enough?
Do you have a machine that cando that?
But I think there's also thispersonality piece, like, if
you're an old school company andyou've got a youthful product
line and you want to get inthere, you're probably going to
have to alter your personalityfor TikTok versus what you might
do on Facebook for boomers orfor Gen Xers or that kind of
(12:28):
thing.
Right, and that's somethingthat people get fuzzy about,
like, oh, our brand is our brandand it's like but a product
line can have a personality.
Your brand can have differentmoods as well.
I mean I think looking at youknow, like Wendy's and Oreo and
some of those, is a really goodexample of that.
They can be old school, butthey can also be, you know,
(12:49):
youthful and edgy.
Speaker 1 (12:51):
Well, and that's the thing with TikTok, I think it's
important to like realize thatwhoever you have running your
account, that almost needs to betheir like full focus if you
want to be really successful atit.
Because, like I said, there'sthere's hundreds of trends
happening and a lot of uh post.
Success is dependent on youeither following those trends or
(13:13):
like knowing what's good on theplatform, which is, you know,
with any social platform.
But I would say tiktok isreally involved and, like I said
, like if you're gonna commit,you almost have to fully commit
or just run ads, because Well,and I feel like so one.
Speaker 2 (13:28):
Producing short form video is not easy and it takes
resources.
Like you can't just film awhole thing and then pop it in
there, like you've actually gotto know what you're doing, have
a plan and do some editing andsome of the best stuff on TikTok
has great editing right.
Like people pop in, pop out andI've started seeing the sort of
like what you see on TikTok andthen there's another video that
(13:50):
accompanies it.
That's like what we actuallydid in real life, like how this
worked, which is kind of cool,but those take time, yeah.
Speaker 1 (13:59):
And you have to be ready to fail too, because even
if you do everything right,nobody might see it.
And you have to be ready tofail too, because even if you do
everything right, nobody mightsee it.
And then you put all that timeand effort into it, yep.
So you really have to be likeaware of what you're doing and
why you're doing it.
Speaker 2 (14:11):
Yep, and that's one of the worst things, like when
you you take all this time to dosomething and produce some sort
of content and then nothinghappens with it.
Yeah, you know, your mom callsand she's like I read it and
you're like great, thanks, mom,I appreciate it.
I sent you the link.
You wouldn't have found itotherwise and you're also not
our audience.
But thanks, that's great.
Speaker 1 (14:28):
Another thing to keep in mind, too is you might go
viral once and never have anyinteraction on your post ever
again.
I've seen a lot of like localbusinesses.
They'll have one video thatpops way off and I'll have like
600 K views, tens of thousandsof likes.
It really helped their business.
But two years later they'restill trying to do like capture
(14:51):
that, like flash in the pan kindof post and it's just not
working and you're stillspending time in it.
And I mean there is still somevalue for like local businesses
like that because, surprisingly,a lot of people do use TikTok
as almost as a search engine forlike food, especially in
restaurants.
They try and look up videos ofa place to see if it's good.
(15:13):
I've done that before just tosee like, oh, what's best sushi
in Charlotte?
Let's see if there's any TikTokvideos, because there's a lot
of local influencers, so there'sa lot of like a wide range of
content you could do on TikTok.
I just thought that was kind ofinteresting, but yeah, it's
very involved.
Speaker 2 (15:30):
And I think that that gets back to some of the
audience stuff.
So you talk about, likeCharlotte, there's a lot of
influencers on TikTok foodinfluencers and whatnot.
That's a big city, that's a bigmetro area and I remember when
Twitter like first came out andwas like gaining.
If you look at Iowa, nebraskaand whatnot, omaha and Des
Moines took off like crazy, likehuge audiences on Twitter there
, but Sioux City just ignored it.
(15:52):
Sioux City was really not onTwitter and there was no reason
for it.
It just wasn't like thecommunity there just didn't
embrace it necessarily.
And so there was a time when,like for some Sioux City clients
, like we need to be on Twitterand it's like no, like your
audience isn't here.
Like I can pull demographicsand show you like it's really
(16:13):
dead.
Like if you want to reach outto Omaha or Des Moines or do the
full state, then yeah, thatmakes sense.
And I imagine TikTok can be thesame way.
Speaker 1 (16:25):
Like, especially if you're a local business looking
for something you know, makesure you've got like local
people on there yeah, well, it'slike you said, like with people
wanting to be on Twitter andSioux City even though their
target audience wasn't there.
That's kind of the whole pointof this episode, right, it's
like, yep, don't just jump tothe next shiny thing because
it's new and shiny and it mightwork out for you.
Actually, take the time to havethe things in place if you're
(16:47):
going to do it, and just beready to fail.
Speaker 2 (16:54):
Like 100 percent.
Like that's great advice forany social right.
Like go where your audience isand be ready to fail.
When you talk about like goingviral, the class I used to teach
, we talked about catching on.
We didn't ever use viralbecause that's like the class I
used to teach, we talked aboutcatching on.
We didn't ever use viralbecause that's like it's so
tainted as a term.
But the idea, like how tocreate content that is more
likely to be shared, which is amuch easier goal than content
that will go viral.
There's no formula.
(17:16):
You and I can't sit down andplot out this viral video that
will definitely go viral.
We can't.
But we can look at certainprinciples to see, like what
will make it more likely to beshared.
Um, you know, and there's likeentertaining, there's useful,
there's unique, interesting,surprising, like all of those
(17:38):
things help, um, but you'vegotta like do them in the right
way and do it well and get it infront of an audience, because
yeah, if you're for.
Speaker 1 (17:47):
Here's another thing to think about too.
If you're like, uh, reallydoing well on your youtube
shorts or instagram reels andyou think you can just post the
same stuff on tiktok, that willalso not like generally work,
like maybe like one or twovideos, but there still are
different platforms.
like some of the stuff I see onshorts is completely different
than what I see on reels and Iknow some companies just cross
(18:09):
post them and hope for the best.
But like, unless it's alreadygone viral on Tik TOK, or like
reels and the chances of itworking on either or either
platform, like I don't know,it's still like two different
platforms.
Speaker 2 (18:23):
Well, and I think if you've got, if you look at your
analytics and your business andyou look at your reels or your
shorts on YouTube and you'reseeing that your audience is
skewing younger on a particularshort than normal, that might be
an indication that it may do OKon TikTok.
But if you've never putanything on TikTok, you're not
going to just it's not like youjust dive into the algorithm and
(18:45):
your stuff goes everywhereright, like it's.
You're not going to be noticedas much.
So that's another thing.
I think if you're going tocommit to it like, you're going
to have to be consistent, whichgets back to that like are you
prepared to produce content likeand get it out there all the
time on TikTok?
Speaker 1 (19:03):
Well, and the most successful companies we've
listed some here Duolingo andScrapdaddy.
What they do well is they'revery flexible and they're kind
of unhinged, to be honest withyou, wow okay.
Maybe I'll pull up one of theirvideos now to showcase kind of
what Duolingo specifically isabout.
(19:26):
Okay, I know recently maybe itwasn't even recently, but
Duolingo and Scrub Daddy havealso collabed on things what?
Speaker 2 (19:34):
Okay.
Speaker 1 (19:36):
It's all over the place.
Speaker 2 (19:38):
That's a wild collab.
So for people who don't know,and if Zach, he'll put a video
up of something and maybe he'llthrow that collab in here.
But Scrub Daddy is they're thesmiley face sponges Like there's
a really rough, scrubby spongeswith the smiley faces in them,
like and Duolingo teaches youhow to speak another language.
So it's like, but with Duolingoand Scrub Daddy.
Speaker 1 (20:00):
They both use mascots , so a giant, giant sponge and a
giant green owl.
I would say Duolingo isdefinitely the most successful
or one of the most successfulbrands on TikTok that I could
like think of and that I've seen.
Okay, they have tens ofmillions of followers and
hundreds of millions of likesand they literally they're on
(20:22):
top of every trend.
If something with a celebrityhappens, they make fun of it.
It's almost not even related tolanguage.
Their app sometimes is morefocused on the entertainment
aspect and I don't even know howthe approval process with them
goes, because it just seems likethey do whatever they want.
But yeah, I think they're agood example of some of the
(20:46):
stuff that you would have to doto be consistently like gaining
millions of views.
Speaker 2 (20:52):
All right, and we can link to Duolingo and Scrub
Daddy's TikTok accounts in ourcomments.
Right, like we can go in thedescription of the episode.
So we'll get that in here aswell.
And then for those of you onYouTube, youtube zach may have
inserted a video there, or in aminute.
He may not have.
We don't know if you'relistening, you wouldn't really
get it anyway.
Speaker 1 (21:09):
So depends how unhinged I'm gonna have to find
like a.
I don't know.
Speaker 2 (21:14):
They're just like funny we haven't been unhinged,
I don't think, but we get alittle like we go a little
sideways sometimes.
Um, so my favorite, instead ofunhinged, is when people are
like I'm basically feral at thispoint, like I'm just completely
out of control, ungovernable,like doing whatever I want to
and get out of my way, or you'regoing to get hurt, like that's
(21:36):
funny.
So it sounds like your advicewould be like you know, go
unhinged if you're going to getoniktok, just let it loose, let
it fly you're gonna have to beloose.
If you're, if you're buttoned up, you're, you're not gonna get
any views okay, so wait, but doyou think somebody could be so
buttoned up that they push itthe other way, where it's like
(21:58):
you know how like a bad movie is?
maybe ironically, yeah, maybeironically but like, like, how
bad movies are, so bad theybecome cult classics.
Um, like, um, yeah, I don'tknow, like that might be harder,
like to do with something likethat.
Um, though, I did the tiktokthat got me I think I put it in
(22:20):
one of our chat channels wassomebody did the ai generation
with dogs at a dog park and likeif they were talking.
Speaker 1 (22:26):
Oh, I've seen that before it was so good.
Speaker 2 (22:30):
And then I sent that to a friend and they're like, oh
yeah, like she does great stuff, and I was like, oh okay, like
there's a content creator whodoes?
Who does?
Some really cool stuff.
Um, there were a few politicalones that I saw too, but I won't
get into those, but they werereally hilarious.
I can send you one after this,but yeah, okay, what else do
people need to know if they'regoing to get their brand on the
(22:53):
TikTok?
Speaker 1 (22:55):
I mean, I would just ask yourself those questions
like is your target audiencethere?
Are you ready to fully committo actually doing everything
that it takes to be successfulon TikTok?
Do you have like clear goals,Like what are?
Speaker 2 (23:08):
you trying to reach?
Oh yeah, we can talk about thata lot, yep.
Speaker 1 (23:11):
Like, if it's brand awareness, then it might be for
you, and if it's brand awarenesswith that specific generation
of people, generations of people, then yeah, maybe it's worth at
least running some ads.
If you're just trying to goviral, then I mean mean, that's
a no-go for almost any socialplatform that's not the right
goal to have.
Speaker 2 (23:31):
Yeah, no, definitely not.
Um, and it's also you setyourself up to fail like no,
yeah, 100.
Speaker 1 (23:36):
Ideally, your goal should be to connect with your
target audience so much so thatthey yeah and have fun, but so
much so that they want to workwith you or want to buy your
product.
Speaker 2 (23:50):
Yeah, that's an interesting one.
So I think the other thingthat's funny about these is if
you had a company and you wereapplying for their TikTok
marketing manager job orwhatever, I would ask them these
same questions like OK, let'stalk about your target audience.
Who are they?
Do you understand the level ofeffort?
(24:11):
Like this is my full time job.
It'll also be weird hourssometimes, like making sure
you're torture, testing them tounderstand they know what
they're getting into and thatit's not a like you know nine to
five work for a corporation anddo this because you know that
trend.
Five work for a corporation anddo this because you know that
trend comes out at 9 pm andyou've got to have the
flexibility to like jump on it.
Speaker 1 (24:29):
Yeah, you got to be really on top of the trends.
Speaker 2 (24:32):
Yep, and then same thing what's your goal?
How am I going to be measuredLike?
How are we going to know ifthis is successful?
Are you just going to like fireme in six months because you
felt like it didn't work?
I'd be rough.
Yeah, it takes a lot to besuccessful on that platform,
which is why we made this video,because I think sometimes
people fall into that trap likewe were saying oh 100%, and it's
(24:53):
funny because you could go tolike any point in time and, like
you substitute Twitter forTikTok, you substitute Instagram
for TikTok, like this repeatsas new platforms come out.
I think that you know Blue Skyand Threads are a little bit
differently, because those arekind of actively trying to
replace Twitter, which isestablished, and they're a very
(25:14):
similar format, but it's stillabout who's going there and how
many of them are there andwhatnot, and they're picking up
Threads.
Just opened ads, like you couldput ads on Threads now.
Speaker 1 (25:25):
And I'm like great, that'll ruin it.
Speaker 2 (25:29):
But yeah, that's true .
Actually I know I was like itwas actually kind of a nice
phase without ads, but I get itLike Meta wants their money
right.
Yeah, so I'm surprised it tookthem this long, All right, Well,
I think that feels like anepisode.
Yeah, feels like an episode tome, and you did my job for me.
(25:49):
You recapped the main pointsalready, so I think we're golden
there.
So, yeah, let's just roll itout.
Speaker 1 (25:58):
So, as always, thank you for listening.
You can find our agency atantidote71.com, with links to
all of our socials there.
Uh, as always, uh, you can alsosend us a question at
ctapodcastlive basically that'swhere you shoot us an email.
Even better, leave us a voicemessage on our hotline at
(26:19):
402-718-9971.
Your question may make it ontoa future episode of the podcast.
Something I will say is be onthe lookout for more polls so
you can also be involved in theepisode.
We might discuss some resultsrelated to the episodes
beforehand.
So if you have a strong opinionon an episode, that could be
(26:39):
fun.
Speaker 2 (26:40):
I'd love to kind of see where that goes, but yeah, I
have a few opinions but I'mprobably not allowed to vote.
All right, and we do have anupcoming episode.
It's going to be a little bitof a break.
You won't have me here.
Caitlin will be back with ateam spotlight with Sharla from
our team who will likely well,she's going to talk about
herself, but she does a lot ofemail marketing and that's her
(27:01):
expertise.
But you'll get to understandlike expert there for sure.
Yeah, she's also like abaseball mom and a dance mom and
I'm sure she'll get into all ofthose things.
Um, and she and Caitlin willhave a good time.
Zach, you'll have to cut themoff.
They'll, they'll definitely wantto go more than like, more than
like 30 minutes.
Speaker 1 (27:18):
Oh, so that'll be coming next week Um enjoying
those.
Speaker 2 (27:21):
I think that's the third one or so that we've put
out.
Speaker 1 (27:23):
Maybe Yep, if you haven't checked out mine yet, I
make a very scathing hot takeconcerning a very popular
Midwestern condiment, so maybecheck that out.
Speaker 2 (27:35):
Yeah, zach pulled no punches on his.
So, yeah, just giving a littlebehind-the-scenes of the agency
and who we are, because we'repeople first, but we also work,
all right, so join us next time.
I won't be here, which is fine.
I get a little break and thenmore episodes to come after that
.
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