What is the biggest challenge you face when it comes to using TikTok?

We feel a bit held back by the inability to use trending audio due to copyright

Adapting our fairly traditional brand voice to a more casual setting is a big challenge, plus our review/approval process is too cumbersome.

One-person social team! 

So many challenges, so little time! I am a one-person social team, and I oversee both organic and paid content. What’s more, I’m working at an international law firm. While I have quite a bit of autonomy, I admittedly am not convinced of how our firm’s voice would fit on the platform -- let alone how I would keep up with content creation.

All that said, it pains me to not be on TikTok, because it is an incredible platform that has so much to offer for both creators and consumers.

We’re struggling to agree on what type of content to post on TikTok. Company culture, recruitment, financial education, etc. We want to post content users want to see, without coming off ‘goofy’ or ‘silly’ - which could in turn lose trust among our customers being a ‘serious’ industry. 

TikTok is definitely a more time-consuming/intensive platform. So it requires a lot more prep and creation work than X/Twitter might

Being unsure of where to start, deciding on an approach or if this is a platform that makes sense for our organization.

Our social media team does not currently have the time required to create and publish video-heavy content. We also face scheduling software limitations. We find it effective, so far, to remain on Meta and publish occasional Reels for clients using trending audio. To keep on pace with TikTok, its strategies and post frequency, is also time-consuming. Not to mention, our paid team would need to devote additional time to master this platform.

Have you seen any successful brands create TikTok content without a person as the face of the org? Is it possible to be successful on the platform without specific people narrating or featured in your content?

Unfortunately, in my industry, early childhood care and education (ages 6wks to 12 years old), our customers will either be our biggest supporters or our biggest “haters.” Because we have many locations who offer different quality of care, it is hard to post content that can all our customers can relate to since the care we provide can vary so much from location to location. Overall, we try to keep the content as universal as possible, but acknowledge the one-off events that a specific will host just in case a perspective customer who wants to attend a particular center wants to see content about that center (so basically keeping the content varied).