This lesson was recorded in December 2019, weeks before the whole world changed in significant ways due to the Covid-19 pandemic.
Even though things have changed so much since then and will continue to change, some things remain the same. Concepts like early platform adoption and repurposing content across platforms will still be important going forward.
The purpose of this lesson is to practically show you what early adoption looks like, and how that can translate to business growth, even if it doesn’t look like it at first.
Transcript
Hi, my name is Bucky Beeman, commercial real estate agent in Rochester, Minnesota. Today I wanted to talk about Tik Tok and show you some of the things that I think is a good strategy if you are even considering creating in a unique way than other commercial real estate agents, or real estate agents, or just anybody in your industry is more than likely not.
And so, the Tik Tok app has started to gain a lot of popularity. Where I first heard about it was from Gary Vee. He had first told about it probably over a year ago, when it was called Musical.ly, and he said, “This app has potential, but it’s not doing anything now.”
And now, he has definitely changed his tone. He has said that it is the place to be, the organic reach is much higher than most. And the reason that is, is how he explained it, there’s way too many viewers versus how much content is coming into the system. And so, they have to show your content to satisfy those that are out there that are viewers. Now that’s going to change, and it’s probably going to change very quickly, but the time still may be right. We are sitting [in] December… let’s look at the date… 8th, 2019.
So I want to show you a little bit about what I’m doing on Tik Tok, and show you people that are doing even better than I. I by no means have a great strategy, but all I”m doing is creating when it comes to this new application.
So Gary Vee put out a new challenge. I have started to recruit people to take this challenge, and I do it on my Tik Tok.
[inaudible playback showing an example Tik Tok video]
So a couple things I want to point out here is, you just have a video. It’s my own sound. There is no music in the background besides my own sound. On the bottom you can see the description, “Who is out here doing the Gary Vee challenge?” There is hashtags; just like Instagram, Facebook, Linked In, you can use hashtags. You’re limited to how much you can post as far as characters. You can tag people. I tagged Kevin and Gary Vee on this. And that’s one example of my pieces of content.
Now as we go back, there’s also the ability to do music, and what I mean by music: you can create your own music, but if you’re like me, I can’t create music. So you can basically dance, make funny faces, do whatever you like to music that is already uploaded on Tik Tok. So here is me, getting ready to go inside my apartment. And, that’s definitely not going to lead to business, more than likely [laughs]. But, it is something you can do on Tik Tok.
So, if you think about, okay you just saw those two, how are either of those going to lead to business? And here I think is a great example of a commercial real estate agent in Arizona that is using the hashtag #phoenix and #arizona, that is bringing brand awareness to his personal name, his brand in the Phoenix area, in the Arizona area.
[Tik Tok video plays]
So, in that post, I had done what’s called a “Duet” with him, so that’s why you saw my video and his video. But his original video, we can go and see how many views it has. His name is Eddie Gonzalez. I keep wanting to click on my computer, I gotta remember it’s on my phone. Let’s see I gotta remember his user name, he has kind of a different user name. Ok, that’s what it is: @azcre. There he is. There’s Eddie, 1800 followers. And if we go and find that video, just that one, 18,000 views on that video alone.
[Tik Tok video of Eddie Gonzalez]
Eddie: “Yo, Tik Tok, Arizona has been trending for over 24 hours now. If you’re not from Arizona, just keep scrolling… now that they’re gone: what are we gonna do about traffic when they move here!?”
[Video ends]
So what I think is great with that piece of content is, one, he’s using the right hashtags that pops up in people’s feeds that are from his area. Two, he’s building brand awareness where people might dig into his profile to figure out what does this person actually do. And so, very quickly, watching what Eddie has done, he’s really putting a lot out related to Arizona where he’s from, and I think that’s just a great branding play, long term.
Now I want to show you what I’ll call as a “Top User,” somebody that’s really using it well for business, and he is a – he’s known as “The Braces Guy.” He’s actually from the town that I’m from. And here is his profile: 1.1 million followers. Wow, impressive! Views, look, three hundred thousand, six hundred thousand… and so he is Collins Orthodontics. He doesn’t brand it as that on here, just because it’s not as easy to remember as “The Braces Guy” I imagine, and he is creating content about his business. And he’s also getting his customers involved, and he’s doing some from home and doing some at his place of work. He’s doing an amazing job, and he’s educating.
[Music from Tik Tok video plays]
That video alone has three hundred and twenty four thousand hearts or likes. It’s been viewed 2.1 million times. You guys, you guys! I mean look how he’s educating! Look at how he’s getting his team involved.
[Music from another Tik Tok video plays]
He gets his team involved. That video has seven hundred and sixty five thousand. He’s getting noticed by other creators and state such as Viktor the Viking.
[Music from another Tik Tok video plays]
And so, because of this, one, he’s getting a lot of, let’s call it fame if you will, on the Tik Tok app. But think about how people are coming to him in the Rochester market because they found him or they heard about him because he’s the top creator. And if you’re in high school and you’re talking about where do you go for dentists, you’re gonna, or orthodontists, you’re gonna bring up “The Braces Guy” just because you know him from this platform.
Because his Tik Tok following has taken off considerably, his Instagram following has grown considerably as well. What he’s doing is repurposing his Tik Tok videos onto Instagram. Now he does other things also, but a lot of repurposing, where he just downloads it to his camera roll, and he brings it up here. And now he has “swag,” and now he has the brand, and I think this is just the very beginning. Watch where this really grows from here. I think it’s going to be good.
So, that is my thought. If you are looking to build awareness in ways that other creators are not, you can start creating on Tik Tok. And let’s say no one really follows you on Tik Tok: you can repurpose that content as I did here on my Instagram story. I don’t know why the music’s not playing
[Music starts playing]
There we go.
[Music continues]
Here we are, waiting for someone to show up to a showing. Might as well create, might as well have some fun! Three hundred and ninety seven views on that. Here we are at the office, in between meetings. Keep in mind, that is all on Instagram, so we are repurposing it from Tik Tok to here.
So, start creating in unique ways. Start creating like other people are not. Start creating on Tik Tok. I’m Bucky, commercial real estate agent from Rochester. Thank you for watching.
