Chapter 4: TikTok Strategies

Creating a Tiktok Account focused on Aesthetic Brands

Before diving into TikTok strategies, the first step is setting up your TikTok account properly to represent your dermatology practice. Here’s a step-by-step guide to creating a professional TikTok account:

1. Download the TikTok App

• Step 1: Go to the App Store (for iOS) or Google Play Store (for Android) and download the TikTok app.
• Step 2: Once the app is installed, open it.

2. Sign Up for TikTok

• Step 1: Click the "Sign Up" button on the home screen.
• Step 2: You can choose to sign up using your email, phone number, or an existing social media account like Facebook or Google. Using your business email is recommended for easy account management.
• Step 3: Create a strong password and follow the prompts to complete the signup process.

3. Set Up Your Profile

Once your account is created, you’ll need to optimize your profile to reflect your dermatology practice.

• Username: Choose a username that aligns with your brand, such as your practice’s name or something dermatology-related like @GlowDermClinic. Make it easy to remember and professional.
• Profile Picture: Upload a high-quality image. This could be your practice’s logo or a professional headshot, depending on how you want to represent your brand.
• Bio: Write a concise and compelling bio. Use keywords related to your services (e.g., “Expert skincare tips & aesthetic procedures” or “Specializing in acne treatment, Botox, & chemical peels”). Include a call to action, like “Follow for expert skincare advice.”
• Link to Website: TikTok allows users to add a website link. Be sure to include your practice’s website, online booking page, or a link to your other social media profiles for cross-promotion.

4. Switch to a Business Account

To access advanced features like analytics and the ability to add a clickable link to your bio, switch to a business account.

• Step 1: Go to your profile and click on the three dots (or hamburger menu) in the upper right corner.
• Step 2: Tap on Manage Account.
• Step 3: Select Switch to Business Account and choose a category that best describes your practice (e.g., Health & Wellness or Beauty & Personal Care).

5. Explore TikTok’s Features

Familiarize yourself with TikTok’s interface and key features:

• Home Feed: The “For You” feed will display popular and trending videos. Use this to get inspiration and stay updated on the latest trends.
• Discover: Explore trending hashtags, sounds, and challenges here to help guide your content creation.
• Create a Video: Hit the + button at the bottom of the screen to start creating your first video. Experiment with filters, effects, and music to make your content visually appealing.

Understanding TikTok's Algorithm for Maximum Reach

TikTok's algorithm is designed to surface content that resonates with users, making it possible for even new accounts to go viral quickly. Understanding how this algorithm works is key to maximizing your reach.

1. For You Page (FYP) Visibility: The FYP is where most users spend their time. TikTok's algorithm curates videos based on user interactions, including likes, comments, shares, and watch time. To increase your chances of landing on the FYP:
   • Post Consistently: Regular uploads increase the likelihood of your content being picked up by the algorithm.
   • Engage Quickly: Responding to comments and engaging with your audience within the first hour of posting can boost your video’s visibility.
   • Use Relevant Hashtags: Hashtags help categorize your content. Use a mix of trending and niche-specific hashtags like #skincare, #aestheticdermatology, or #beautytips to reach your target audience.
   • Create High-Quality Content: Ensure your videos are visually appealing and offer value, whether it's educational, entertaining, or both.
2. Sound and Music: TikTok’s algorithm also favors videos that use trending sounds or music. Incorporating popular audio clips can enhance your content’s discoverability. Additionally, using sounds relevant to your niche (like calming spa music for skincare routines) can help align your content with audience expectations.
3. Video Length and Structure: While TikTok allows videos up to 10 minutes, the most successful videos are often short and to the point. Aim to capture attention within the first few seconds and keep your content concise. A common structure includes a quick hook, the main content, and a call to action (CTA) encouraging users to follow, like, or share.

Trending Challenges and How to Participate

TikTok challenges are an integral part of the platform's culture and can significantly boost your account's visibility. Participating in trending skincare and beauty challenges allows your content to tap into broader conversations while showcasing your expertise.

1. Identify Relevant Challenges: Stay updated on trending challenges by regularly browsing the Discover page or following popular beauty creators. Challenges like #GlowUp, #SkincareRoutine, and #BeautyHacks are often relevant to dermatology practices.
2. Put a Unique Spin on Challenges: When participating in a challenge, tailor it to your practice. For instance, if the challenge involves showing a transformation, you could showcase a patient’s journey with before-and-after images (with their consent) of a skin treatment you performed. This not only aligns with the trend but also highlights your services.
3. Create Your Own Challenge: If you have a creative idea, consider launching your own challenge. This could be something like the #SkinCareMythBuster challenge, where users share common skincare myths, and you provide expert advice. Encourage participation by engaging with other creators who join the challenge.

Creating Educational and Entertaining Content on Popular Aesthetic Procedures

1. Break Down Procedures into Bite-Sized Content: TikTok users prefer short, digestible content. Break down complex procedures like chemical peels, microneedling, or laser treatments into a series of quick, informative videos. For example, create a series explaining the procedure, benefits, aftercare tips, and patient testimonials.
2. Utilize Storytelling: Storytelling is a powerful way to connect with your audience. Share patient success stories (with permission), showcasing their journey before, during, and after treatments. This humanizes your content and builds trust with potential clients.
3. Leverage Trends in Aesthetics: Stay ahead of aesthetic trends by creating content around new treatments, popular products, or skincare routines endorsed by celebrities or influencers. Provide professional insights on these trends to position your practice as an authority in the field.
4. Incorporate Humor and Relatability: Not all content needs to be serious. Use humor or relatable situations to make your videos more engaging. For instance, create skits about common skincare mistakes or the struggles of maintaining a skincare routine.

Collaborating with Other Beauty Creators

Collaborations are a strategic way to expand your reach on TikTok. Partnering with other beauty creators can introduce your practice to their followers and vice versa, creating a mutually beneficial relationship.

1. Identify Potential Collaborators: Look for beauty creators who share a similar audience but are not direct competitors. This could include skincare influencers, makeup artists, or wellness coaches. Ensure their content aligns with your brand values and that they have a genuine interest in dermatology or skincare.
2. Types of Collaborations:
   • Duets and Stitches: Use TikTok’s duet or stitch feature to create content with other creators. For example, you could stitch a reaction video to a skincare hack, providing your expert opinion on its effectiveness.
   • Guest Appearances: Invite a beauty influencer to visit your practice and document their experience with a treatment. This provides social proof and creates buzz around your services.
   • Joint Challenges or Giveaways: Partner with a creator to host a challenge or giveaway. This can generate excitement and engagement, drawing new followers to both accounts.
3. Cross-Promotion: Promote the collaboration across both accounts to maximize visibility. This could include tagging each other in posts, sharing behind-the-scenes content, and encouraging followers to engage with the collaboration.