Introduction
TikTok is a social media app that allows users to be more creative and add videos with friends and connect with people around the world. The app got extremely popular during the Covid-19 pandemic. Now it`s being used for people’s own entertainment and as a way of marketing for businesses.
Clearly, it has been an excellent tool for tourism businesses for growing and challenging their creative marketing. The main target group is young people. It reaches more audiences based on recommendations that people get for their “for you” page. The individual “for you” page is filled with videos collected by TikTok`s algorithm. Recommendations come to “for you” page based on previous things watched on the app.
Read more: TikTok for tourism businessHow to start using it
With TikTok, you first have to install the app and create an account using an email or phone number. After that, the first thing which comes is “for you” page.
It is easy to search for inspiration and normally after you have watched a few videos TikToks algorithm recommends more similar. An algorithm is a recommendation system; for every TikTok user, it`s unique.
How to use it in a tourism business
For travel agencies and tourism marketing companies, young clients are a big target group since they are looking for inspiration for travel locations. The possibility to get more audience is big as well since the target market is already using the app. Businesses need to figure out how to reach them without copying too many others.
Also since the number of young clients is getting stronger so does the interest of other target groups after they have seen how popular the app is.
TikTok is relevant for the tourism industry since the apps main users are young people and tourism companies, who want to market to young people since these people are tomorrow`s travelers and so are their children in the future.
TikTok has an algorithm on “for you” page which determines the videos people see on their “for you” page. This is useful for tourism companies since if people watch a TikTok made by a tourism company they are most likely to see similar videos on their for you page.
In tourism marketing companies can use TikTok for bringing up their creativity for example upload content about their business and paying to advertise using TikTok marketing options.
As a content creator in a tourism business, the posting should be more active and not only with posting videos but active with customers. Videos show up better on “for you” pages based on sharing, liking, following accounts commenting on videos.
Ryanair as a relatable TikTok user
Ryanair has one of the most popular TikTok accounts and the content has reached over 1.4 million and 100.000 watchers for each video.
The way they have reached that huge popularity is that they used funny and relatable content with cultural references suitable for young people. In their content, they have references from difficult passengers to canceled flights.
References
Blair, S. 2022. 16 of the best TikTok travel accounts https://www.russh.com/best-tiktok-travel-accounts/ accessed on 30.3.2023
Hi,
It was knowledgeable to read your post , since I have never used TikTok before. I think this platform is very fast-growing one also some trends coming form there. No doubt, that a lot of enterprises trying to expand their content in TikTok, now it can be a gold-niche where you can attract new clients.
Hello!
Thank you for your comment. Yes, the time I have been using TikTok it has been fast-growing and also I have seen many businesses which have been bigger after becoming known in TikTok. The only thing is that TikTok can take a bit more time also for businesses to find their own way to use it.
Kind regards, Henna
Hello, Im not too familiar with tiktok as Im not an active user of the platform. So this was very insightful of how the platform works and how to use it
Hello!
Thank you for your reply. I think there are a bunch of both negative and positive effects of TikTok. It is an easy and free platform to use but also if you are using it for certain purposes others can use it too for example if someone invented something other businesses can use it for their own good.
Kind regards, Henna Orjala
Hi,
Interesting post to read. TikTok is a very unique and fun platform for businesses to tap into. It breaks them out of the same old advertisement form as on TikTok they need to be funnier and more relatable. Tiktok has shown me more destinations and attractions that I need to experience and at the same time given me so many good tricks to travel better. So I agree that Tik tok is relevant to tourism and could be very beneficial.
Hello!
Thank you for your reply. I think people can become more interested in businesses if they are using TikTok since the platform is so popular also during the Covid-19 pandemic when TikTok started to become more popular businesses have been able to notice what people like and post content based on that.
Therefore content tourism businesses can do it can be both beneficial for businesses and also fun and entertaining for people to watch.
Hello, thank you for the post! I have never used TikTok and it was very interesting to learn how it works. I just kept wondering if you start off by watching one type of content, you will never be proposed anything else? Or does the algorithm try to propose you new content from time to time?
Hello!
Basically with TikTok at least for me it recommends more similar videos to videos that I have watched. However, if I have not used the app for a while it recommends something completely different.
Kind regards: Henna Orjala