Using TikTok to Promote the Power of Coaching

Posted by Ezraya Drumgo (USA) | April 2, 2021 | Comments (0)

With two billion downloads globally, TikTok is currently the number one downloaded app across all compatible devices. With the dramatic increase in working from home these days, more people are spending time on this app looking for engaging content and ways to connect with others.

TikTok’s user–friendly accessibility; emphasis on short, candid videos; and large audience make it the perfect forum to share information about the ways coaches can help unlock their clients’ potential and help them achieve their dreams.

Here are a few tips to get you started on promoting the power of coaching using TikTok.

TikTok Basics

If you haven’t done so already, download the TikTok app on your smartphone and create your TikTok account.

Next, start exploring! Search the “Discover” page for hashtags such as #lifecoaching, #coach and #lifejourney to build an understanding of the content others are posting on these topics. This will give you a foundation for how TikTok users engage with each other, what’s most popular and how your personality and coaching business can add to the ongoing conversations. Follow other coaches and reach out to start building a community.

Remember, your interactions on TikTok will help inform what its algorithm recommends to you. If you want to reach an audience of people with an interest in exploring coaching, engage with this type of content. In turn, when you start posting videos yourself, TikTok will automatically share it with people who are searching for coaching content.

Creating Engaging Content

Though many compare TikTok to Instagram because of the visually driven approach of both platforms, TikTok’s features are very different and offer more options for your videos. For example, you can use a green screen to create cool backgrounds and adopt closed–captioned texts on your videos so viewers who may be hearing impaired or simply wish to view with the sound down can follow along.

When thinking about how to create engaging content, the easiest place to start is by looking at current trends for inspiration. For example, pay attention to which backgrounds and filters are most popular and what audio people are using in their videos. You also should consider how you can make these your own to participate in the trends.

Your audience will gravitate toward content that feels familiar and that they enjoyed on other videos. Using hashtags (such as the ones mentioned above) also is helpful in reaching a larger audience.

When using TikTok to build relationships with potential coaching clients, there are many ways you can offer your experience and perspective as a resource. For example, you could:

Create a video series explaining where and how to find a good coach (such as ICF’s Credentialed Coach Finder)
Share insights about what coaching is and how it can help a person enrich their life
Offer information on what you wish more people knew about coaching and its benefits

Or, get creative! For example, you could try creating prompts for your audience to engage with or put together a series where you can answer questions about the coaching process submitted by others. If you can, bring in a teammate or assistant to engage in the comments, share experiences or ask for follow-up questions.

Don’t forget to provide your audience with a way they can connect with you outside of the app. Link your website in your bio so you can reference it in your videos as a way for others to learn more about your services and offerings.

Connecting to Your Other Social Platforms

Cross-promoting to your social media platforms can be additionally helpful in building your TikTok community. This enables you to connect with friends and fans who already follow you on Instagram, Facebook or other networks.

And, since TikTok is video content only, there’s a lot of opportunity to draw inspiration from text-based content that’s done well for your platform elsewhere.

As a coach, you already understand the value of being accessible and open. Offering a way for people to connect with you through TikTok and other platforms can open the door to untapped potential.

Demonstrating the Value of Thought Leadership

There are roughly 80 million active users on TikTok in the U.S. alone, with 29.5% of users aged 20-29, and 37.4% of users between the ages 30 to 50. Additionally, TikTok is available in 141 countries with 698 million users worldwide. Many of these individuals may not have been exposed to coaching, or perhaps have heard of it but don’t understand what it could do for them. That’s where you add value.

As a professional coach, you have the ability to provide resources to a large audience of people and introduce them to the world of coaching.

TikTok Makes it Easy to Get Started

There is no one right way to start creating content on TikTok. The most important step is jump in and give it a try. TikTok’s community offers an inclusive spirit unlike many other social platforms. This makes it easy to experiment and start engaging.

TikTok provides a space for all types of creators and professionals to share their skills. You may be surprised how meaningful your wisdom is for others. So, get started creating your account and posting that first video. It will only get easier – and more fun – from there.

Ezraya Drumgo (USA)

Ezraya Drumgo is an account coordinator at Stanton Communications, ICF’s public relations agency of record. Her work focuses on media research and social media community development. Previously, she worked at the Democratic National Committee and New York State Senate for Sen. José M. Serrano. Ezraya graduated from the State University of New York at Albany. She is a native New Yorker and public advocacy enthusiast.

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