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TIKTOK

Can you find your next job through TikTok?Utah fashion retailer Roolee leveraging TikTok for more …

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TikTok has drawn some 70 million U.S. fans and been downloaded 2.6 billion times across the globe thanks to the short, quirky homemade videos shared on the China-based social media platform.

But what else is it good for?

Sweeping home isolation wrought by COVID-19 restrictions helped fuel record volumes for online shopping over the past year but, and perhaps surprisingly, most social media sites earned only modest gains in their audience size in 2020 with the exception of video streamer YouTube, which saw its viewer group jump over 20%.

Still, a new report from Pew Research found more than 7 out of 10 U.S. adults are engaging with one or more social media platforms regularly, and the numbers skew larger for some age groups, including 18- to 29-year-old U.S. adults who engage with social media at a brisk 84% rate. TikTok popped up on the data set, snaring 21% of all U.S. adults and 55% of the 18- to 24-year-olds.

And that ubiquity is not ignored by retailers who have, since the advent of social media as a thing, been on a constant hunt for the best ways to get the attention of users and inspire them to reach for their credit cards and and give a final click on the order button.

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Now, new efforts are afoot among businesses looking to elevate (or keep a hold of) their reputations for being on-trend or cool in the eyes of social media mavens beyond incentivizing “influencers” to hawk their latest and greatest products. The new ploy: Why not just hire directly from the ranks of social media’s prolific posters?

See also  TikTok deletes football star, pop star's controversial, playful video

In May, Axios reported that TikTok was testing a new program where users can post a TikTok video resume in lieu of a traditional resume. The pilot effort has roped in a few major brands — and some professional sports franchise marketing departments, according to Axios — and could open up a whole new recruitment pathway that helps employers target candidates with high social media acumen.

In the meantime, however, a Utah company is pushing forward with its own recruiting plan that’s targeting TikTok as a place to snare new talent to fill a key position.

Roolee specializes in fashion for women and kids and can trace its roots back to a small Logan shop, Bella Me Boutique, that served Cache County customers for decades.

Kylee Champlin was attending her last quarter of studies at Utah State University in 2013 when Bella Me’s owner decided it was time to close up shop. But Champlin and her husband thought there was an opportunity to revamp and revitalize the business, so they bought it and took the entrepreneurial plunge into the world of retail fashion.

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Beside changing the name to Roolee, a portmanteau combining Champlin’s childhood nickname Roo with Kylee, she also began offering new, original clothing designs and identified a key marketing opportunity that went underutilized by the previous owner: leveraging social media to build customer interest.

“Instagram is where we started,” Champlin said. “At first it was very basic … we would just take an item and post a picture of it.”

But Champlin didn’t have to wait long to see if the experiment would work.

See also  TikTok for fun or fashion: Two Columbia students explore the app

“We started getting calls about the products we posted almost immediately.”

Those would be the first steps in building a company, which has brick-and-mortar stores in Logan and Ogden, into a still-growing online retailing champion that’s doing business across the country and around the world. Champlin said Roolee also experimented with a location at downtown Salt Lake City’s posh City Creek Center, but the company’s bread-and-butter is all about online sales.

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Champlin said her concept for Roolee has been resonating with customers and it’s one that tries not to leave anyone out of the mix, be it about style or affordability.

“The vision that I’ve had from the beginning is I want there to be something for everyone, whether it’s my 90-year-old grandma or my little sister,” Champlin said. “And the same for price points. We want to be able to offer great quality products that are affordable for everyone and … have stuff for people on tighter budgets and for people who want something a little more expensive.”

And, as Roolee continues to work on building its customer base and expanding its reach, Champlin said it made sense to hire for its new chief fashion officer position using a fast-growing platform like TikTok that was already making waves in the retail fashion world.

“Instagram has been a strong tool for us for years,” Champlin said. “But TikTok has really been catching on and it made sense to build a presence there and keep up with the times.”

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A screenshot of one submission to Roolee’s TikTok campaign that’s aiming to find and hire a new chief fashion officer for the Logan-based online retailer.
Roolee

To that end, Roolee launched a sweeping, multiround TikTok-based contest that’s asking applicants to submit videos on TikTok that show the applicant’s sense of style and embodies why they should be the face of Roolee on a new TikTok channel dedicated to the company.

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After Champlin and her team winnow the submissions down to the top 100, TikTok fans will play a role in voting for their favorite Round 2 submissions that will ask applicants to shoot new videos using Roolee products. And, the decisive Round 3 will bring 10 finalists to Utah for activities and the announcement of the final selection for Roolee chief fashion officer.

The part-time contract position pays $2,500 per month and comes with a slew of perks including a $500 per month clothing allowance, an additional $250 per month clothing allowance for a friend, an all-expense paid content-creation trip and the chance to brand Roolee’s 2022 spring collection.

Champlin said the goal is not necessarily to bring a professional influencer into the Roolee fold.

“It’s not like we’re looking for someone with a huge amount of followers,” Chaplin said. “We’re leaving this very open. We don’t know what the perfect person in the role may be.”

On the other side of the social media equation, West Linn, Oregon, resident and longtime Roolee customer Alyssa Dodson said she first discovered the company on Instagram in 2016.

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Dodson said the products she saw on the photo and video sharing app were the initial draw, but it’s been Roolee’s fair prices, quality merchandise and customer service that’s kept her coming back for more.

“Early on, they were pretty simple in their marketing on social media,” Dodson said. “No models, basically just a picture of the product.

“But, they’ve evolved over time and the quality is amazing. And if something doesn’t work right, or you’re not happy with it, they’ll make it right.”

Dodson said she has a closet full of Roolee products and would be hard-pressed to pick a favorite, but had bought a pair of clogs that had served her well for years and were “the most comfortable shoes to wear to a job where I was on my feet for hours.”

She’s also traveled to Utah on several occasions to visit the Roolee store in Logan and has another trip planned this fall to do the same.

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TIKTOK

TikTok Expands Creator Tipping and Video Gifts, Providing More Monetization and Marketing Options

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TikTok continues to expand its creator monetization tools with the addition of video tipping and virtual gifts for regular uploads, in addition to live-streams in the app.

To be clear, live tipping and digital gifts have been available for selected live-stream creators via its Creator Next program since last year. This new expansion brings the same functionality to regular TikTok videos, which will add another way for users to generate direct income from their TikTok videos.

TikTok Creator Next

As you can see in these screenshots, shared by social media expert Matt Navarra (via Dan Schenker), to be eligible for the new Creator Next program, users will need to have at least 1,000 followers, and will need to have generated more than 1,000 video views in the previous 30 days.

Though TikTok does note that these requirements vary by region – TechCrunch has reported that creators need to have at least 100k followers to qualify in some cases.

As explained by TikTok:

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The new Tips feature allows people to directly show gratitude to creators for their content, much like recognizing exceptional service or giving a standing ovation. As is standard for tipping in person, with Tips creators will receive 100% of the tip value.”

Tip payments will be processed by Stripe, with creators required to sign up to manage their earnings in the app.

“With Video Gifts, also available today, creators can now collect Diamonds not only by going LIVE but also by posting videos. This also gives people an all-new way to interact and engage with content they love.”

TikTok live gifts

That will provide expanded capacity to generate real money from posting, without having to go live, which will open new doors to many TikTok creators.

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In addition to this, TikTok’s also lowering the threshold for those who can list their profiles in its Creator Marketplace brand collaboration platform, which enables businesses to find TikTok influencers to partner with on in-app campaigns.

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TikTok Creator marketplace

Up till now, creators have required 100k followers to qualify for these listings, but now, TikTok is reducing that number to 10k, which will further expand available opportunities for both users and brands.

That could make it much easier to find relevant creators to partner with, in a lot more niches, which will add more considerations into your TikTok posting and engagement process.

As noted, these are the latest in TikTok’s broader efforts to provide comparable monetization opportunities, in order to keep its top stars posting to the platform, as opposed to drifting off to YouTube or Instagram instead, which have more established monetization systems.

The advantage that other apps have in this respect is that longer videos can include pre-roll and mid-roll ads, facilitating direct monetization, which TikTok can’t utilize given the shorter nature of its clips. As such, it needs to look to alternate funding methods, which will also include eCommerce listings, with direct product displays now the primary source of income for the Chinese version of the app.

The platform’s continued growth facilitates even more opportunities in this respect, with more brands looking to tap into the various opportunities of the platform, and partner with creators to maximize their presence.

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How popular, and valuable, direct tipping and gifting can be is more variable, as some dedicated fan bases will pay, while others will see no reason to donate for what they can already access for free.

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But even so, it adds more opportunity, and the lower thresholds for monetization will see many more opportunities across the board in the app.

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Shorter Videos Are In Demand. Here’s How Different Social Media Platforms Are Reacting.

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Opinions expressed by Entrepreneur contributors are their own.

With TikTok and Instagram Reels slowly conquering social media marketing, there’s no mistake: Short videos are in demand.

The average length for most, if not all, business videos is only six minutes long. And that number is set to decrease as consumers look for shorter videos.

With that in mind, why are short videos in demand? What platforms are implementing short-form videos the best? And most importantly, how can they benefit your business?

TikTok – Changing consumerism, one video at a time

Where shorter videos are concerned, TikTok has always led the industry. What started as a merger with Musical.ly quickly became one of the world’s most powerful social media platforms. And what made it so famous? The same concept that made Vine viral short videos.

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TikTok has over 1 billion active users, twice as many as Snapchat and Pinterest. For reference, Twitter only has 397 million users. With such a massive user-base, the only thing keeping the platform alive are the 15-second-long videos.

But why are short videos so popular? Simple – people don’t have time on their hands. When they open apps like TikTok and Instagram, they’re more likely to spend time watching shorter videos.  And businesses are already catching up.

The impact of Instagram Reels

With the invention of Stories by Snapchat, other platforms like Instagram caught up on short videos. Instagram Reels presents adults and young users with a more straightforward way to tell others about their day. It employs quick photos and videos that are only available for 24 hours instead of being permanently posted. Now engagement is encouraged, especially after Instagram included the “Swipe” option. This has allowed e-commerce sites to both advertise their products and make instant messaging easier.

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Youtube has joined the bandwagon

While YouTube is more or less a platform for long-form videos, its recent update offers shorter vertical videos. Known as YouTube Shorts, the feature allows creators to engage with their audience in under 60 seconds.

But YouTube has another trick up its sleeve, and this one is mainly towards advertisers. It is “YouTube TrueView” and is the primary advertising technology for YouTube. Through this, advertisers can promote long or short videos, with some being skippable after five seconds.

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However, since most people are unlikely to click on longer ads, YouTube now offers 6-second non-skippable ads. The clickthrough rate for shorter 15 and 30-second ads is around 70%, a whopping number for any business.

It’s time to say goodbye to IGTV

With Instagram’s IGTV coming off as less captivating than its Reels and video posts, it has decided to remove IGTV. Instead, it has a separate section for videos. These videos will appear on a person’s profile and can be viewed from the Instagram app.

The change they made here is that videos posted to the Instagram feed can be up to 60 minutes long. The exact reason for doing this is not confirmed. But it seems like Instagram wants a seamless platform where short and long videos co-exist.

This makes long videos more accessible to users using the Instagram app. And it helps promote video tutorials that people typically do not consume on social media apps.

Another significant change is that Instagram videos that are longer can be monetized, a feature not available on Reels. This significantly shifts the focus towards creators who don’t sell a service and want to gain cash through Instagram.

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Does this mean long-form videos are out of the picture?

With short-form videos becoming more popular among consumers, will long-form videos die out? While it’s highly recommended for any business to create videos as short as possible, the answer isn’t that black and white.

See also  TikTok User Confronts Man Allegedly Tearing Down Anti-Asian Hate Flyers in Mountain View

While short-form videos will drive traffic from new users, long-form videos are better for brand loyalty. Shorter videos will get more engagement and show up on new users’ feeds. But longer videos will be the backbone of your business.

Of course, that depends on what service you’re offering. Ecommerce companies will want to direct their attention towards short-form videos and ads. However, long-form videos are better suited for when you want to go in-depth about product details. That is, of course, only after you’ve grabbed the user’s attention with a short-form video.

Companies that offer webinars will benefit from longer videos. And so will companies that post interviews. However, promos and how-to videos should remain under a minute or two, depending on how long the tutorial needs to be.

Essentially, ask yourself two questions:

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  • First, can the video content be summarized in a short-form video?
  • Do you want to merely catch the attention of the consumer or develop brand loyalty?

The correct formula is neither short nor long, but a mix of both.

What this all means for an entrepreneur

Short-form videos hold substantial market value, especially for new businesses. Take the example of the Dollar Shave Club. What started as a viral video on YouTube grew to become a behemoth of a brand.

And that’s not where the examples end. There are countless success stories like this one that prove the value of short videos.

Short videos have a higher clickthrough rate, and for entrepreneurs, that’s all you need. Short videos are of particular interest to people with ecommerce businesses. For example, 84% of people say they are more compelled to buy a product by watching a video. And the statistics keep on showing a friendlier short-video market.

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There is no doubt that short-form videos are gradually creeping up the graph. And while long-form videos are great for information and brand loyalty, shorter videos are better for PR.

This begs one last question: Are videos beneficial for you? The answer is – yes!

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How to Make a TikTok Video: Beginners Start Here

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Let’s face it, TikTok is the moment.

And with 1 billion monthly active users, it’s time to join the action and get your brand out there to a wider audience!

Want to learn how to make a TikTok Video but don’t know where to start? Don’t sweat it! We broke down all the steps and tools you’ll need to make a viral-worthy first video and make sure your debut is anything but cringe.

Download the full Social Trends report to get an in-depth analysis of the data you need to prioritize and plan your social strategy in 2022.

How to create a TikTok account

First things first, you’ll need to create a TikTok account.

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There are different ways to sign up for one: you can use your phone number, email address or social media account. Here’s how to do it using your phone number.

1. Download TikTok from Google Play or the App Store.

2. Open the TikTok App on your iPhone or Android.

3. Click the “Me” or “Profile” icon at the bottom-right of your screen.

profile icon on TikTok

4. Choose a method to sign up (we’re choosing “use phone or email”)

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sign up for TikTok using phone or email

5. Enter your birth date and phone number (make sure this is accurate because it’s how you’ll retrieve passwords and confirm your account).

enter birthday when signing up on TikTok

6. Enter the 6-digit code sent to that phone number (see, told ya!)

7. You did it! Celebrate by scrolling TikTok for too many hours.

How to make a TikTok video

Here’s how to get started on your very first TikTok video. Luckily for you, it’s way easier than learning this TikTok Shuffle dance.

1. Hit the + sign at the bottom of your screen.

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2. You can upload photos and videos from your phone’s library or make a video directly using the TikTok camera.

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3. If recording directly, hit the Record button at the bottom of the screen. Hit it again when you’re done recording. The default video mode is “Quick” which is for 15 second videos but you can switch it to “Camera” for more editing options and longer videos (15s, 60s and 3 mins), or “Templates” to create a specific style of video.

record button on the bottom of TikTok screen

4. Tap the check mark when you’re done shooting all your footage.

tap checkmark after shooting footage

5. Make any edits or changes on the post page. All your edits are on the right sidebar of the screen. Also, add music or sounds by hitting “Add sound” at the top of the screen.

add sound on TikTok

6. Post that video and share it everywhere! Make sure to include a description with some hashtags so it finds its way to your audience.

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post video on TikTok with description

How to make a TikTok with multiple videos

Instead of taking one long video, why not capture shorter videos and edit them together to make your TikTok video? Here’s how to do that (and you don’t need a film degree).

1. Hit that “+” sign to start your video

2. You can either shoot multiple videos directly by hitting that record button after each clip, building up your video with different shots. Or, you can hit the “Upload” button next to the record button and add multiple videos and photos you have stored on your phone.

3. Select all your media and tap Next.

4. You can now sync sound across your videos and make adjustments (or try “Auto sync” which will do the syncing up for you.)

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sync sound on TikTok

automatically sync clips

5. Hit Next when done. You’ll be brought to a preview screen where you can further add sounds, more effects, text, and stickers.

See also  TikTok User Confronts Man Allegedly Tearing Down Anti-Asian Hate Flyers in Mountain View

hit next and add suggested sounds

6. Tap Next when you’re done editing your video and proceed to the Post screen.

7. Remember to throw in a description and some hashtags and bingo-bango-bongo you’re the Steven Spielberg of TikTok!

5 things to know before creating your first TikTok

TikTok style is less polished than other types of video

Don’t worry about being too precious with your videos. On TikTok, videos are meant to be candid, and natural—and they should show off your personality. Things like perfect edits, smooth transitions or flawless lighting shouldn’t get in the way of your idea and your own charisma.

Sure, there are lots of editing options, effects and filters to choose from (what the heck is the difference between B3 and G4 filters anyways?) but the real star is you —or, at least all 6 of these friends belting out Lady Gaga for the #caughtinabadromance challenge at this bachelorette. If that’s not candid, I don’t know what is.

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@ariellehartford

That finger stole the show! 😂😂😂 #bachelorettetrip #gatlinburg #caughtinabadromamce

♬ original sound – Arielle Hartford

You don’t have to dance

Good news! You don’t have to spend 2 hours trying to perfect the LaLisa dance tutorial to make sure your video stands out (unless you want to, then no judgment over here!).

There are so many different ways to engage your followers that don’t involve you popping and locking in your living room in front of a ring light (but again, no judgement if you do, except maybe from your pet and their adorable judging eyes).

You also don’t have to attempt whatever this is.

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@sdavidrodriguez

♬ Grab Da Wall & Rock Da Boat – 504 Boyz & Weebie

Hashtags can help more people see your post

It’s no secret a good hashtag can go a long way on TikTok. Strategic use of hashtags will help people find your videos who don’t already follow you, and maybe even see it on their For You Page (FYP).

Find the best hashtags to grow your views and help get your content recognized by the algorithm. You worked so hard on it, might as well show it off to as many people as possible.

The right song can go a long way

Attaching a trending song to your video or audio from a popular TikTok video can help it get seen by more people. This app has a big music following (lots of new songs are intentionally promoted through the app to help them climb the music charts) so lassoing your video to one of these shooting stars is only going to help you get on more FYP and in front of new audiences.

@suzyjonesmusic

♬ original sound – Suzy Jones

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Your greatest asset is you

Don’t overthink it, just come up with a simple idea and let your personality shine through. The sense of intimacy and community that TikTok brings is why people love this app—it feels personal.

Even if you’re doing a TikTok challenge or trend that’s popular, the thing that will make you stand out is your unique take on it. It’s not about gimmicks but about putting your best self out there. Nothing should feel too staged or self-aware (that’s cringe territory). Pretend your audience are your good friends and approach it with that energy!

@janikon_No, I can’t re-record this, I’m laughing too hard #fyp♬ original sound – Stu (he/him)

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