Margie Barkley: How agencies can manage the TikTok account of their clients

The winning format of TikTok, a short video with a high production value, has attracted clients who dismissed it in the past as “something only for teenagers.” However does TikTok work well within the model of an outsourced marketing agency? Multiple TikTok account management presents some unique challenges.

TikTok has become my best friend in the social media world. I love the format and tools.

TikTok is a great tool for both brands and individuals.

Get creative and target a younger audience. Switch their attention away from outdated platforms.

Contentworks, a marketing firm for the financial sector, has been managing Facebook, Instagram and Twitter accounts of clients remotely for many years. What about TikTok, though? Can a marketing company manage multiple TikTok clients for their clients?

Related Read: TikTok marketing: How to make it more effective this year

Marketing agencies face three major challenges when managing TikTok.

TikTok Marketing Agencies Challenge 1

What TikTok services are available?

Let’s begin by stating that it is obvious: TikTok, as a video platform requires someone to create videos.

Video creation is a core part of the services offered by large marketing agencies. Are polished videos made from stock footage or animated clips going to be enough for TikTok’s audience?

As a marketing agency, you have the following options:

Offer strategy and consultation as an alternative to TikTok. You could define a target market, strategize on creative ideas and direction, perform a competitor analysis, and set social media KPIs. Provide scripts and creative directions for your client to produce videos in-house. Upload, style, and manage videos that your client created themselves. You will be responsible for the addition of effects, captions and music. Upload them and manage them for the client. They won’t feature your client unless they send you video clips that they have taken themselves.Strategize, script, and record the TikToks at your client’s premises or in a green screen studio. Upload and manage the content and ads.

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Take into consideration your budget, location, clientele, and price-sensitivity. Will your typical client be willing pay thousands of dollars per video?

If you are serious about TikTok, you need to know how to work with TikTok creators, TikTok Influencers, Recording Studios and other marketing agencies.

Start by showcasing your TikTok content. Pulse’s TikTok Case Studies showcases their work beautifully.

TikTok Marketing Agencies Challenge 2: Budget

TikTok: The true cost for agencies

Cost is a major challenge for TikTok. It’s absolutely free to make organic videos. The video will definitely be a hit. The top TikToks in 2023 were largely organic, featuring funny pranks and cute cats and dogs.

As a director of a marketing agency, I know that my clients are watching brands such as Disney and Nike who have deep pockets for advertising. You need them to become a hero in this platform.

TikTok’s total revenue will be more than $11 Billion by 2024, and it is expected to account for 3.5% of all digital advertising spending. At the moment, big players are largely dominating this market.

Consider your clientele. Are they willing to pay for these costs?

TikTok ads start at $10 per CPM (cost per 1000 views). You must also spend at least $500 per campaign. Brand Takeovers are a combination of TopView, Branded Hashtags, In-Feed and Branded Hashtags, but the cost is not cheap. Starting at around $50,000 USD a day, a Brand takeover costs $50,000. Yes, per day. This does not include the costs of your agency creating and uploading the videos and managing comments. The cost of a sponsored hashtag challenge is approximately $150,000 over six days. You can create organic hashtag challenges but these are unlikely to reach the same audience. The marketing agencies are asked to create unrealistic influencer pairs. The TikTok below is based off a real story. Rihanna was requested by clients on a low budget to sing and dance about their brand. @contentworks

You want to make a Superbowl commercial? Rihanna is there? Right…. #superbowl #Rihanna #advertising #clients #marketing #marketingagency

Original sound – Contentworks

In order to put this into perspective, celebrities and influencers who earn the highest amounts on TikTok can earn up to $500,000 per post. The average is $100,000 – $250,000. This does not include agency fees or costs associated with making the video.

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It is best to be up front about the costs of TikTok and any additional costs incurred by agencies for creating and managing videos, and engaging in video content. It’s not worth pursuing big plans if your budget isn’t large enough to support them. It’s not a problem if the budget isn’t there.

Related Read: How To Make An Affordable But Engaging TikTok

Use our best marketing techniques to create excellent TikTok video content.

Included are:

Learning to use TikTok tools Having a TikTok post schedule Working with micro-influencers (TikTok Creators with less than 15,000 followers have higher engagement rates!)

Tip for agencies: Even if your clients aren’t able to spend big on TikToks, you can still get excited by brands who do. It’s great to see what is possible by watching TikToks of big brands.

The mini-epic adventure set to 24 hours from Tulsa, a vintage hit from the 1960s is simply stunning. Was it expensive? Absolutely. It’s appropriate for their budget, brand and audience. I’m all for it.

@gucci

#GucciGift #AlessandroMichele #Gucci #JordanHemingway #ChristopherSimmonds

Original sound – Gucci

TikTok Marketing Agencies Challenge 3: Logistics

TikTok: The pain points

Logistics is another challenge that agencies who manage TikTok accounts from a distance face.

Here are some pain points that you may be experiencing:

Transferring video files. Transferring video files. This can be a time-consuming and challenging task. Trends change fast, but clients don’t always. Yes, I did say it. Multiple TikTok Accounts. It can be time-consuming to manage multiple TikTok accounts, especially if you have to log into and out of several client accounts in order to upload videos or manage comments. And if you want to share the TikTok to other channels and manage the comments there, it can be time consuming.Maintaining consistency. You need to maintain consistency with your social media posts as a marketing agency. TikTok follows the same rules. You may publish three TikToks a week, or just one. Many clients don’t realize the importance of consistency, and delays in communication or in approvals can cause gaps in your schedule. Handling comments. The social media journey does not end with posting your TikTok. Another area is reading and responding to comments. Answering questions and directing your fans are also important. The comments from hundreds of videos can overwhelm agencies managing multiple TikTok account. hbspt.forms.create({ region: “na1”, portalId: “8477337”, formId: “0d60bd84-a53e-4373-b69e-49181f6c3ef6″>

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Agorapulse is the answer to all of the logistical problems we discussed above. All of these features are housed on one orange dashboard.

Here’s how Agorapulse can help agencies manage TikToks for clients:

Agorapulse comes with a built-in video and image library. Your clients or your team can upload videos to store for each client. The folders can be named just as you would on a web server. You can then drag and drop the folders into your TikTok video when you create it.

TikTok management for agencies

Reporting on TikToks is easy! This is a big win for us, as clients are increasingly interested in seeing social media ROI even when our efforts are organic. You can now access the analytics of your client’s TikTok without having to log in. You can create killer reports within minutes.

social media roi reports for tiktok

Agorapulse allows you to schedule and share TikTok videos. Agorapulse’s content calendar is already a winner. Did you know TikTok has been added to the calendar? You can schedule TikToks the same way you would other channels. You can also share them on other social media channels. It keeps your schedule on track. Manage all your TikTok Comments in one place. With Agorapulse, you won’t miss any video comments because they are all delivered to your inbox. It’s easier to manage multiple TikTok account when you can reply to comments from your dashboard. You can also drop in previously saved answers to save time. It’s a wonderful feeling to see this notification when you have answered all of them!

social media inbox for tiktok

Assign content to be approved. This feature is great for our agency, as we work with finance brands that are heavily regulated. You can approve content via email or directly within the Agorapulse Platform. Upload your video and write your caption, then assign it instead of posting. The assign feature can be used by large agencies to get management approval prior to posting.

tiktok for agencies image