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Rockin' Referrer : How to build a community and make it prosper? (part 2) Last week we discussed the creation, growth and maintenance of a community on Twitter and Youtube - two essential platforms for crypto related content. This week we will focus on two other platforms, just as big but with a slightly different use- TikTok and Instagram.

Rockin’ Referrers: How to build a community and make it prosper? (part 2)

 

Last week we discussed the creation, growth, and maintenance of a community on Twitter and Youtube – two essential platforms for crypto-related content.

This week we will focus on two other platforms, just as big but with a slightly different use- TikTok and Instagram.

 

TikTok

We’ve all heard of TikTok before, it has been around since 2017. The craze was boosted by the Covid crisis that forced us to stay home. What we may not know as much is how important this social network has become for marketing.

Want proof? No worries, take the example of BOSS and its collaboration with Khaby Lame, made famous by his silent videos on TikTok that mock the so-called “tutorials”. This collaboration made 4 billion views in just four days and the TikToker is now an ambassador of the brand.

How to market on TikTok?

TikTok is currently experiencing a period of exponential growth, which means there is a huge audience ready to be tapped by creative and innovative brands. To grow a community on TikTok, you can :

Get into influencer marketing

TikTok’s influencer marketing is an important part of the app’s ecosystem. Mega-stars can have a huge impact on a company’s success (tens of millions of users watch their content every day).

TikTok quickly identified influencer marketing as a key component of its e-commerce offering for brands. TikTok also launched the TikTok Creator Marketplace: an “official collaboration platform between brands and creators”.

Influencer marketing on TikTok may not be as proven as it is on other platforms like Instagram, but with almost unparalleled reach, and constantly evolving data and conversion tools, it is certainly an opportunity to watch.

Create your own TikTok’s

This option gives you the most freedom. Open a business TikTok account for your brand and start creating your own organic content.

You can broadcast interactive posts such as product and service introductions, videos of your daily vibe, and even market analysis.

Advertise

One way to advertise is the brand takeover which is an ad format that appears in full screen for 5 to 60 seconds when users open the TikTok application. This format is particularly effective for boosting your brand awareness, promoting a product or service, or announcing an exceptional offer.

However, this format is ephemeral, you can only use it for 24 hours. After that, your advertisement will be transformed into a standard in-feed video.

Best practices

The 8-second rule

If TikTok can teach us one golden rule of content marketing, it’s speed. With a never-ending stream of consumable content at our fingertips, there’s no denying that audiences have an extremely fine filter for retaining only what interests them – and quickly.

If long, tedious white papers and guides contain valuable information for your target customer segment, try evolving the format in which you present that information.

Infographics, short, punchy videos, and a web page that announces key benefits will be the surest way to gain a competitive edge and an impressive conversion rate.

 

Instagram

Okay, now we have some actionable takeaways for building a community on TikTok, let’s move on to the other behemoth of fast content, I’m talking Instagram.

Instagram, over the last quarter of 2021, was the most downloaded app in the world just ahead of TikTok and had over two billion monthly users. That’s just incredible, let’s see together how to leverage that for a crypto community

A community is built over the long term

First, know that building a strong, engaged community takes time. Your Instagram community building strategy should be measured in years, not months, let alone weeks. It’s important to realize that the first few community members are the longest in coming.

But they are also the most important: thanks to word of mouth, they will encourage other members, in their network of friends and family (but also, if they are influencers, in their own community) to follow you and take an interest in your values.

If it is not the fastest way to gain subscribers, word-of-mouth is the most effective method to build a solid and committed community from the beginning.

The role of the community manager

The community does not build itself: the community manager plays a crucial role in helping the community grow and strengthen it. Developing a community in a sustainable way requires a significant investment in terms of time and effort, which is why the community manager will dedicate himself or herself entirely to this community development role.

The proximity between the community manager and the community is essential: the community appreciates knowing that behind a company account is a person who shares their values and vision.

Conclusion

You now know how to manage these two social networks that are Tiktok and Instagram. It is a more difficult task than on Youtube, undoubtedly and especially in our industry, because here you have to offer the same value, teaser, and hook in a very short time.

You have to show enough, in a short time and without overdoing it, good luck!

 

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