Jumping into the TikTok game: How we prepared the Alpenland Pflege- und Altenheim team for their new channel.
Many companies still see TikTok as a chaotic mix of trends, sounds and challenges aimed at young people, and scepticism is quick to arise in the care sector, too. However, working alongside the marketing team at Alpenland Pflege- und Altenheim Betriebsgesellschaft mbH, we have changed that perception.
At the invitation of the team, our colleagues Annette and Anna ran a social media workshop with one clear aim: to finally launch the TikTok channel. Marketing managers from eight organisations attended the session, as well as Julia Hoeter, Alpenland’s Head of Marketing & Communications. The focus was entirely on TikTok, covering everything from strategy to the finished video.
Allaying fears and sparking interest: TikTok in theory and practice
The interactive session began with an introduction to the platform, covering what sets TikTok apart from Instagram, the elements that make up a good video and the most important aspects of content creation and post-production. Using best-practice examples, we demonstrated effective implementation of employer branding on the platform, allaying concerns and dispelling initial reservations in the process.
What we covered:
- The differences between TikTok and Instagram, and what they mean for your content strategy
- The building blocks of a good TikTok video
- Best practices from the field
- Pre- and post-production tips for achieving a quick and authentic look
- Legally compliant use of music
Things got really exciting during the practical session. With our mobile phones at the ready, we jumped straight into producing our own content with the staff and residents, from brainstorming and writing the script to filming and editing. We were all delighted with the results – the videos from the workshop were so good that Alpenland could publish its first TikTok post straight away.
Ultimately, it was those who had been the most critical at the outset who enjoyed themselves the most – and who were now eager to begin.
For us, this was the best proof that the workshop had achieved its aim of turning uncertainty into excitement about the new channel.
