How To Convert TikTok Engagement Into Brand Loyalty

In 2024, entertainment is still the main reason people log into TikTok. There are more than 500 billion hashtags associated with this category. The next most searched-for categories are DIY, fitness, and pranks. Dance videos also make this list.

So, if your brand falls outside these categories, does it have no place on TikTok? Does it mean you will not get the engagement other videos do?

Fortunately, it does not. Aside from the various ‘sub-categories’ on the platform, several other categories perform incredibly well. These include skincare, pet care, fashion, and much more.

If you are an influencer or brand ambassador, you can use your existing TikTok engagement to build brand loyalty around just about any category, product, or service. The key to doing this is creating visuals that stick with your viewers and are always authentic.

The following steps will guide you in attracting followers and engagement and building a loyal audience for your brand.

Create Content That Speaks to Your Followers

TikTok users know what they want to see from content creators and what they do not want to see. This means you have to create content that speaks to your audience while keeping the integrity and creativity of your content creation process intact.

For instance, you can use trends to elevate your TikTok videos. Trend videos typically get high engagement on the platform. However, copying trends or doing exactly what another brand does in its videos is not a good idea.

You want to put a unique spin on each trend you use. If other brands are making videos of employees line dancing in the office based on a trend, you can make videos of yourself line dancing on the beach. This is an overall example, but since the locations are different, you can use different props and even rope other beachgoers into joining your dance.

Educate, Do Not Alienate

The last thing you want to do with your TikTok videos is create long, boring sales pitches about why your brand or product is so great. TikTok users want magic, inspiration, and innovation. Even if you sell something, they want you to entertain them with your TikToks.

Therefore, all your videos must educate while entertaining. Or, your videos must evoke emotion while still bringing entertainment. For example, if you promote a travel company, you could focus on holiday destinations with which certain age groups are familiar. Adding images of these places to your videos will spark nostalgia in your viewers. You will not have to convince anyone to book a vacation when you add the tour package prices at the end.

You are building an association between happy memories and your brand. The more people watch your videos, the more they want to see. At this point, engagement turns into brand loyalty – as soon as your viewers become customers.

Make Your Audience Part of Your Content Creation Process

Furthermore, there should not be a divide between the brand you are promoting and your TikTok followers. If there is a barrier due to a lack of interaction or trust, transforming engagement into brand loyalty will be very challenging.

Allowing your audience to participate in your content creation process is important. You can do this by creating user-generated content (UGC) challenges. For example, set up hashtag challenges that motivate viewers to showcase your product or service.

If you are in the beauty industry, you can create a challenge by encouraging TikTok users to post videos of their makeup looks using your brand’s products. They would use a branded hashtag when posting the video and vie for a spot on your website’s feature page.

Doing things like this makes TikTok viewers feel like they are a part of your process and brand, fostering better brand loyalty.

Building Professional Relationships on TikTok

Two-way conversation is one of the most important components of transforming engagement into brand loyalty. It is the best and, most of the time, the only way to build a strong relationship with your audience.

This means answering all questions and responding to all comments. It also means always paying attention to complaints or concerns. You must create a personal connection with your audience if you want them to trust you and your brand.

Furthermore, you should plan regular live streams where you can answer questions in person. You can also show your audience what goes on behind the scenes or simply have a good chat with your followers.

When you speak to TikTok followers, allow your personality and brand to shine through. People must be able to relate to you if you want them to keep watching your content.

In 2024, people no longer want to interact with ‘big brand’ businesses that have no time for their followers and customers. Gen Z, in particular, wants to support brands that try to connect with them.

Telling Stories Goes a Long Way on TikTok

Another effective way to convert engagement into brand loyalty on TikTok is to tell relevant brand stories. For instance, you could share snippets about how your brand came to be or how you started promoting a specific brand as an influencer.

You can share customer testimonials in which real-life customers explain how your brand or product impacted their lives. You can even build a narrative for each product and service. There should be incredible visuals, emotion, and even humor to draw in your target audience.

Brand Loyalty Should Be Your Ultimate TikTok Goal

Brand loyalty equals ongoing success for your business or the brand you promote. You can continuously turn engagement into loyalty by posting quality content and using TikTok’s analytics tools to see whether your content strategy is yielding results.

Moreover, you can cross-promote your TikTok content on other social media platforms to improve your engagement rate even more. Doing this also builds a more recognizable brand.

Ultimately, you can start building engagement when you offer your audience engaging, high-quality, and educational content. From there, you can begin working on establishing a loyal following. This means encouraging your followers to engage with your content and become brand advocates.

This will spread the word about your brand, and you will experience a positive cycle of engagement and loyalty that will build your business.