Put the Platform to Use
The numbers don ’ t lie . In only four years , TikTok has grown into a full-fledged business and is influencing billions of users . For spas and resource partners alike , the question isn ’ t whether your clients or potential clients are using Tik- Tok — it ’ s how can you best take advantage of their presence there ?
Here are a few ways spa leaders can highlight business and drive more traffic through doors : l
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Put someone in charge of making fun videos of facials being performed . Post before and after pictures of dramatic results of facials . Highlight special or seasonal treatments you are offering in the spa . Create a video highlighting some of your retail products . Or better yet , let each employee highlight their favorite product and explain what they love about it . Highlight team members and the spa ’ s atmosphere to show how fun and inviting your spa and your staff are .
Resource partners can also harness the power of the TikTok audience in a variety of ways : l The TikTok audience loves to see dramatic results .
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Whether it is weight loss , an acne treatment , or any other procedure showing dramatic visual results , TikTok goes wild for it ! Incorporate fun ways to use your products outside the normal protocols . For instance , Gua Sha massage is extremely popular right now , with one top video gaining more than over 792,000 views ! If possible , show a behind-the-scenes look at how your products are made .
Share the story behind your brand or company . Consumers are increasingly tuned in to the values and identities of their preferred brands , and TikTok is a great way to highlight what makes your company special .
Attracting new guests or customers isn ’ t the only value TikTok can provide . With staffing problems continuing to present challenges in our industry , TikTok offers a fresh avenue through which to recruit new hires . To take advantage : l Highlight the earning potential of massage therapists , estheticians or other team members to attract candidates to open positions . l Show off your business ’ s winning culture by celebrating achievements , capturing fun moments on team outings or detailing other benefits to joining your team . l Share the gorgeous environment in which new hires would get to work . l Detail the ways in which your business gives back to the community and share videos of any volunteer work your team members participate in . A key reason that stories , videos and brands explode on TikTok is because the consumer feels a personal connection to them . There is a problem , a solution and an emotion struck with this consumer , which drives them to like and share the video with their own followers .
Whenever I am on my social media soapbox , I always advise that you get yourself a “ Millennial Mentor ” ( though you don ’ t have to identify them that way ), someone who is likely already on TikTok , knows how to operate the platform and understands what the audience wants . Put them in charge of two to three videos per week to get started . Ideally , the videos should be less than a minute to get the best traction on the platform . Measure the growth of your audience on the platform and include a question about your TikTok account on a post-visit guest survey to determine the impact of your reach .
Even after learning about all that TikTok has to offer , you may still find yourself resisting , just as I did upon TikTok ’ s initial release . But the reality is that the platform ’ s incredible growth means our industry can ’ t hide from it any longer . TikTok is big and its audience is growing ever larger and stronger . Those who stay on the sidelines run the risk of missing out on a huge pool of potential guests . As they say , there ’ s no time like the present . So go on ; get in the game ! n
HANNAH DUNCAN is the owner of WELL CBD PRODUCTS and has been in the spa and wellness Industry for over 15 years . She hosts her own channel on TikTok (@ hannahmurrayduncan ) where she teaches entrepreneurs how to successfully launch a brand of their own .
42 PULSE n JANUARY 2022