TikTok Part Two, and a Chat with Richard Haubrich
According to a recent study by Cisco, 82% of all online content will be video content by 2022. Videos are already dominating the social media landscape, so it makes sense that TikTok has become THE new platform for marketers of all types – especially property marketers.
Although one of social media’s newest kids on the block, the app has had an astronomical rise to the top. Reports in October 2019 indicated that TikTok has so far 450M monthly active users, making it one of the most popular platforms in the world.
Last month we spoke about Richard Haubrich and his astronomical success selling One Thibault premium micro-apartments on TikTok. In between filming new TikToks for his channel, now with over 50 000 followers, Richard took some time out to chat to us about TikTok and the One Thibault campaign.
What made you decide to try TikTok marketing for the Thibault development?
I’ve been dabbling in TikTok since 2019. Due to the pandemic I gave real estate a try for a few months and I thought I’d make a quick video for this project. I did not expect it to go viral.
How do you measure the success of your TikTok campaigns?
By the comments and shares
And Richard has been extremely successful by that measure, with over 1 million cumulative likes on all of his TikTok videos, and anywhere between 12 000 and 50 000 views per video.
How many sales did you get from TikTok for the Thibault development?
I made my first sale within 24 hours of the video going live and hundreds of people contacted me about it.
Do you find TikTok to be an effective form of marketing for a property?
TikTok is just a platform, it’s the creative that will make it effective or not. But the short answer is yes.
Do you have any suggestions for other property marketers who are interested in getting started with Tiktok?
Just start creating, even if it sucks. The platform is free!
And Richard isn’t the only property marketer having success on TikTok in South Africa. Wallett & Finch Properties, who started posting near the end of October of 2021, already has nearly 5000 followers, and over 100 000 views on one of their videos.
Is Your Audience on TikTok?
One of the main push backs we hear from clients regarding TikTok is that the platform is only for teenagers. And before the COVID-19 lockdowns, that might have been the truth.
Nearly 40% of TikTok’s 1 billion monthly users is above the age of 30, with another 29.5% being between the ages of 20 and 29. This means that the TikTok user base is aging up.
And as pointed out by Wallaroo Media, the engagement rate on TikTok far outstrips anything achievable on other platforms. Jennifer Lopez, for example, recently shared the same video on Twitter and TikTok. She has 45 million Twitter followers and 5 million TikTok followers. The video has received over 2 million views on Twitter (off 45 million followers). The TikTok video had 71 million views (off 5 million followers).
