Does Your Building Materials Brand Have a Place on TikTok?

TikTok started in 2016 and, since then, has expanded into one of the most widely used social media platforms, with 1.1 billion active users across 160 countries. It has even beat out Google and YouTube in terms of time spent on the platform, thanks to its engaging video content. There’s no doubt that TikTok has an incredibly high level of engagement, and brands are leveraging it to raise awareness and connect with their audience. So, how do building materials brands like yours get onto this platform to generate more interest? Should you jump on the TikTok bandwagon? Are there audiences there who may want to see what you offer?

The short answer is yes – audiences like architects, designers, builders and more are using TikTok. Though the largest TikTok age demographic is 18-24, there are a significant number of users in the 25-34 and 35-44 age groups. What’s more, 5.8% of users are in the 55+ age group, meaning that anyone at any age can embrace this social platform.

What makes TikTok different from other social media platforms?

TikTok is a video-only platform and its algorithm decides which videos to display depending on a user’s interactions – if they like, share, comment on or favourite a video, similar content will then be presented to them. The For You page is even more personalized, giving every user a page of curated content that’s specifically tailored to them and only them.

So, are users looking for building materials information? Well, they’re looking for things that interest them. So, if you can be a brand that’s interesting, creative and inspiring – then it’s very possible to make an impact with these audiences on this channel. There are building materials brands out there doing it every day.

Is TikTok right for my building materials brand?

Here are some questions to ask yourself to see if TikTok is right for your brand:

Are you comfortable being an early adopter?
Do you like to think creatively?
Do you want to try video as a new type of content?
Do you have the resources to create video content?
Do you want to make content that’s entertaining and interesting?
Can you tell a good story with your building materials products?
Do your building materials products or solutions have visual appeal?

Remember, you don’t need to have professional video production or sophisticated products. TikTok video content is best received as genuine, organic content that’s recorded on a phone.

How to get noticed on TikTok.

If you’re interested in exploring TikTok, here are some tips that can help get you get noticed.

> Do your research.

Check out the TikTok platform yourself and get familiar with the language, audio clips and popular trends that are happening. Search industry keywords like “building materials,” “building best practices” or “architectural design” and see what comes up. Even though you might be an early adopter, you’re not the first building materials brand to get out there. From faucets and granite to insulation and roofing, there is a wide variety of content already available for you to view and see how these brands are using this tool.

> Focus on defining your presence.

Think about the unique value you bring to this audience. What content do you want people to see? What is that unique perspective you bring, and what education or entertainment do you want to provide your audience and potential customers? Your unique presence and offering is an important element to carve out before jumping too quickly into this platform.

> Take time to plan.

Now that you’ve familiarized yourself with the platform and determined your niche offering, it’s time to plan the content that makes sense for you. Think about the logistics. Where and when can you bring a phone or video equipment to capture this content? Do you have a product launch coming up? Do you have a new build project that’s starting soon? What behind-the-scenes footage could you capture that your audience would love? Along with having this plan, it's important to leave a little bit of play space and flexibility. The nature of TikTok is very on the go and trend focused, where brands can experiment, test and be a bit more playful without a lot of risk. Finding opportunities for brands to take part in trends (when it makes sense) is a great way to get noticed by a broader audience.

> Try different types of video content.

Before-and-after videos, time lapses, tips and tricks, tutorials and other educational videos are all great content types for building materials brands to experiment with. Make sure your video is as compelling as possible, using audio clips, effects and a detailed caption. TikTok allows you to add a caption of up to 2,200 characters, which gives you lots of room to write something that’s engaging and adds context.

> Progress over perfection.

TikTok videos aren’t heavily produced; they aren’t commercials or advertisements. They are real, in-the-moment footage that’s raw and authentic. It’s not about having perfect cuts or angles. It’s about just capturing a moment – whether you’re sharing a point of view or a product feature.

> Pay attention and adjust.

Once you’ve made your video content, watch how it’s performing. Look at your platform analytics, and take note of what your audience is liking, commenting on and sharing. All of these metrics are there to help inform you of what audiences are connecting with and what content is really standing out. By taking note of what is and isn’t working, you can adjust your plan and make the most of your TikTok presence.

Not ready to dive into TikTok yet?

Whether you’ve experimented a bit on TikTok or you’re thinking about getting onto the platform – but you’re feeling a bit apprehensive – that’s okay. It’s not for every building materials brand out there. But one other way you still can still utilize it is as a valuable research tool. TikTok is a great social platform for helping brands gain insights about their audience and their industry. From what people are engaging with to the types of content and trends that are happening in the moment, it’s a great tool to listen and learn from.

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