ROC Weekly Marketing Minute

Leveraging TikTok to Gain Rehab Clients

There is more to TikTok than dancing and lip-syncing. TikTok offers the opportunity to connect with potential clients, run ads, and connect your other online channels for more online engagement.

TikTok Ads

TikTok ads offer flexible cost-control, real-time monitoring, and smart audience targeting. The best performing ads are typically nine to fifteen seconds in length.

There are four different types of ads to choose from, including Hashtag Challenges, which give you the option to use a promoted hashtag for more engagement, and Branded Lenses, where business create their own lenses, which are similar to Snapchat filters.

There are two other ads types that are more suitable for rehab owners:

1. Infeed Native Content

• Similar to Instagram story ads

• Supports website links

• Ads appear in the “For you” feed

• Automatic sound on for viewers

• Impact is measured by clicks, impressions, CTR, video views, play duration, and video interactions (shares and comments)

2. Brand Takeovers

• Ads created with the use of images, GIFs, and videos with embedded links to landing pages

• Grabs user attention with a full-screen static or dynamic advertisement

• Displays when users open the app

Ad Targeting

There are two targeting options for TikTok ads:

• Interest targeting: Similar to Facebook ads, you select an interest that is relevant to your target audience.

• Behavioral targeting: You can target your audience based on their behaviour on the app in the last seven or 15 days.

Tips to Leverage TikTok for Your Rehab Center

• Use the right hashtags. You can search by typing a relevant, broad keyword in the search section on TikTok. Suggestions for a range of hashtags associated with what you typed will appear.

• Be engaging and creative. TikTok users like creativity rather than a talking head explaining why your business is the best. Create engaging stories about your facility and services and add in catchy music in the background.

• Explore the Discovery tab. To get a better sense of what others (including your competitors) are doing on the app, explore the Discovery tab and follow hashtags.

• Be consistent. Post consistently but don’t overwhelm yourself. Start slowly at a couple times a week and build from there.

• Observe the platform. Use the app as an observer for a week or two to help familiarize yourself with how people are using it and how it works before you start running ads.

• Select cover images. Select a cover image that represents one of the most visually striking moments in your video to help encourage views.

• Create a bio. Create a detailed bio for your profile to provide information on your rehab center. Go to “Account Preferences” and add your website to insert a clickable link right beneath your bio without sacrificing word count.

• Link to other profiles. Link to your other social media profiles to help encourage traffic and increase followers.

Content Ideas

If you are struggling to think of content ideas, consider the topics you would use for blog posts and base your video around that. Here are some other content ideas to help you get started on TikTok:

• Introduce yourself, your team, and your facility with a theme song in the background.

• Provide a facility tour so they get a better sense of your offering.

• Share inspirational stories of your business or your clients.

• Use client and staff testimonials.

• Create a video explaining the inspiration behind your business name.

• Animals get a lot of attention on TikTok, so if you have a cute pet or office animal, feature them in your videos.

• Showcase how you are a member of the larger community and demonstrate your involvement helping others.

• If you have common client activities, take a time lapse video to share a glimpse of a day-in-the-life.

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