Mortgage advice on TikTok and comms careers
Helen Reynolds
Unboring comms training that taps into your creativity, grows your confidence and helps you make a powerful impact
We've got through 2022. Phew!
2023 is not going to be better.
YOU are going to be better.
You're going to tackle any challenges with more grace and strength than you had before.??
You'll find moments of delight and fun where you can.
You'll keep learning, and trying, and caring
And we'll be here at Comms Creatives, cheering you on.
I don't say this often enough: thanks for?reading this newsletter; for booking on our courses;?and for inspiring me every flipping week with your comments, chats and amazing work.
Before I begin..
I was going to do a year in review - looking back at all the Content Of The Week winners from 2022, and all the interesting stuff in the world of comms.
But in mid December I slipped on ice and fell on my arse?- I hurt my tailbone and it put me in bed and out of action over Christmas.
So, I'm moving it off my to-do list!
But if you get a few minutes on your coffee break, you can read 'back issues' (pun intended) for inspo for the New Year,?and see if you missed any golden nuggets.
Comms Creatives Content Of The Week
I came across COTW?this week?thanks to the magnificent comms legend Matt Batten, and it's?this eye-opening video?from Mortgage Advice Centre Northern Ireland.
In this, the lovely Whitney explains how their TikTok presence has got them lots of new business.
I love it because it explains so much about social media strategy, effective outcomes from comms; and it makes me think of a big old truth bomb that just needs to be said.
It's more proof of the power of TikTok as a comms and marketing powerhouse.
Yes, a sizeable?part of the of views and?engagement are from people who aren't their target audience*.
But the audience for and comments on their content is so large, that the portion of people who ARE their target audience is HUGE.
People keep dismissing TikTok as a channel because they don't believe their brand's audience is there.
But - and here's that?truth bomb I was on about...
Some?people making this argument know their audience IS on Facebook, and Twitter and Linkedin - but the people they're trying to reach don't ever engage with their content there!
These brands think TikTok is useless, but they?carry on?posting the same old stuff that doesn't work - anywhere, on any platform.?
It's time to think more strategically.
I don't care about specific platforms really, my aim is to help comms pros to be clever and creative about how they represent the brand with content and conversation that provokes a positive reaction.?
Content that gets real results, not just a huge?bunch of likes (though that's a useful thing to pick up along the way).
And, what TikTok is offering comms and marketing professionals is inspiration and tools for a new, creative, authentic way to communicate - that is 100x more engaging, endearing, and trust-building than?the corporate video content we've been putting out for years.
This video is a great?example of a more natural chat - it's not scripted, it's?not stilted.
Interesting, likeable people, with actual personalities, doing their jobs well.?
It's substance over style.
The people who run this account are knowledgable and passionate about their work.
That's?what engages people.
Not fancy graphics, clever straplines, epic drone-filmed perfectly-lit scenes.
From a brand perspective, genuine, nice people?do?more for trust and loyalty toward the brand than other traditional corporate comms methods can manage.?
*Oh yes, and that love and positive interaction with people outside their target market? How do?you think that reflects on the brand? I'd argue?that it helps potential customers feel confident that the brand is loved and?great to work with, helps colleagues understand the power and value of the wonderful?staff members who run the account, and gives Whitney?and gang a lovely morale boost. It's not nothing.??
领英推荐
Book now! TikTok Crash Course
SKILLS DOWNLOAD: It's online, it's live AND you get the recording
Get TikTok confident at our online workshop.
TikTok is the fastest growing news source for UK adults. It matters.
And it's not that intimidating once you have some simple tactics and ideas.
This course will:
??Teach you what you need to know to make it on TikTok for your brand – whether you’re a small public sector organisation, a charity, B2B, or a global entertainment or retail brand.
??Help you work out exactly what kind of content to produce to meet your goals and attract an audience.
??Show you the coolest strategies, with?guidance and inspiration from your tutors,?Hel Reynolds?(me), plus the legendary?Zander Mills.?and recent young communicator of the year winner,?Jack Grasby.
Comms Cartoons
I've heard lots from?comms?professionals about what is important, stressful and enjoyable about their jobs.
I sketched out my idea of what the basics are from the bottom, going up to dream job wonderfulness at the top.
Did I miss anything? What do you think about the order?
Comms courses galore
The programme of training we have for 2023 is designed to make you FLY.
Just a few of them here, the full programme in all its glory will be with you next week???
Social Media Expert: next course starts Feb 1st!
Cool comms and social media jobs
Each week, Comms Creatives Copy Queen, Caroline, and I scout about for great jobs and share a selection of them on Linkedin.?
Except for over the festive break - when we have a few weeks off.?However, from our last post in 2022,?four of the jobs are still open for applications,?so worth a look if you're jobhunting.
Back next week with fresh ones!
Have a lovely weekend, creative comms pro, see you next week,
Hel