In content marketing, defining your message and sticking to it is usually the basis. Especially when it comes to publishing on social media. However, Tiktok influencer Geneuviève Thibault (@socialmimi), proposes another avenue, which, visibly, bears fruit.
The Quebec tiktok influencer contrasts by her age (48 years) that she wears proudly and her professional background (engineer). But above all, she stands out for the refreshing look she has on a medium that has redefined the rules of Internet “virality”. After 3 years of testing and experimentation that have earned her 165,000 subscribers, the Ville St. Laurent-based woman has published a white paper (11 tips to make your business shine on TikTok), and the first piece of advice intrigues:
Some experts say that to be successful on TikTok, you absolutely must specialize, that is, focus on one main theme and not deviate too much, she writes (…) I disagree. Do what you love and create content that feels like you and attract the best audience to you.”
It’s a call for spontaneity, of sorts.
That’s the mistake many people make when they get on TikTok,” she explains in an interview. They think it’s going to work by using the traditional way of marketing: they make polished, polished videos, they pick a topic and stick to it. It’s the perfect recipe for getting burned and not having any fun.”
Seeing TikTok only as a showcase to promote its products its services is a mistake, she insists. Users don’t go on this platform to be sold something: they want to be inspired, entertained or learn something, but they also want to know the person behind the content. TikTok has an authenticity filter that you can’t escape.
When users feel like they know the person, they are very likely to engage with them and learn more about their products or services,” she says.
@socialmimi À mon tour d’essayer la transition de @Zaki Robinson ✨ Qui aimerait un tuto? (p.s. je me suis rendue compte après avoir fini de filmer que mes chandails étaient tout croches… je n’avais pas remarqué et je ne recommence pas 😅) #babyonemoretimechallenge #transitionmultiple #transitionvêtements #transitioncool #boucleparfaite ♬ original sound – Zaki Robinson
Paying virality
The content creator behind Social Mimi believes in the potential of the Chinese platform to position a brand on the Web and acquire new customers. She also has a success story to share – that of k2move, a duo of Quebec entrepreneurs who called on her services to promote their coaching services for women who have problems associated with hormonal imbalances.
At first, they didn’t want to know anything about TikTok. They told me: we know we need to be on TikTok… but we don’t want to be and we don’t understand how it works. I’ve been with them for a month, and they’re now on an incredible roll, with several viral videos.”
The @k2move videos get to the heart of the problem the two ladies are trying to solve (hormonal dysfunction) and you can feel the mix of heartfelt cry and derision, wicking. Some publications reach the million views. And their business The game will have been worth the candle!
