TikTok, Facebook Stories &
Instagram Stories for your
business
Jonny Ross @jonnyross
Captivate new & existing audiences, and stay on-trend with
your online marketing strategy

Jonny Ross
- Digital Marketing Strategist of an award-winning digital
agency Fleek Marketing
- Named in Business Insider’s ‘42 under 42’

TikTok

What is TikTok?
• Social media platform where users watch
& share 15 or 60 second videos, with the
ability to add different filters/sounds/visual
effects
• User-generated content (UGC) is often
based on current video trends on the app
• Pictured (right): app interface
• More fun than Insta – people don’t expect
TV productions!

TikTok Stats
• 7th most-used social media platform in October 2021

TikTok Ad Reach
• 10 percent of the world’s
total population,
regardless of age or
location
• 15 percent of everybody
aged 18 and above,
regardless of location
• 24 percent of everybody
aged 18 and above outside
of China and India

TikTok Age Stats

TikTok Ad Reach

TikTok Stats
• Over 13 million active users in the UK alone (Oct 2021)
• Average daily time spent on the app: 52 minutes
• Engagement rate is a lot higher than other social media
platforms
• Depending how you define engagement, ~10% engagement for
TikTok seems average/conservative
• Facebook and Instagram is ~3% (engagement divided by
fans/followers)
• This means that you can reach significantly more people on TikTok
than on other platforms organically

Best Practices for Brands on TikTok
Demographics?
Trends &
Challenges
Authentic
Funny
Simple
Content Collaborate

Video Trends & Hashtag Challenges
• Launch a video trend or challenge in order to increase
press/brand awareness in your niche
• Use a hashtag unique to your brand and challenge
• Incentivise users to take part:
• Competitions
• Giveaways
• Discounts for participants

Example Campaign: Fortnite
• A free multiplayer shooter-survival game, where players compete
to be the last one standing
• 63% of Fortnite players are aged between 18-24, so TikTok’s
younger demographic is perfect for engaging their target audience
• In January 2020, they launched the ‘#EmoteRoyaleContest
campaign’, inviting TikTok users to create dances. The winner
would have their original dance featured in the game, as well as
winning merchandise and in-game credits

Example Campaign: Fortnite
Fortnite publicised the competition:
• Using simple adverts on TikTok
• Using in-game announcements to reach current players
• Using two well-known Fortnite influencers (individuals w/ large
followings of fellow players) to market the game

Fortnite: Using Simple, Fun Adverts

Fortnite: Marketing using Influencers

Fortnite – Campaign Results
• The campaign ran for a week, with a massive reach – over 550
million views of the #EmoteRoyaleContest hashtag!
• The competition came a few weeks before an expansive update
to the game, helping fortnite reach non-players & re-engage
former players of the game

Fortnite Campaign
Example Submissions

Collaborate with users/businesses
whose audience is your niche
• Some brands pay influencers to market their products,
shout-out their accounts or participate in their challenge
• Rather than paying influencers, some smaller users with
sizeable followings may review or promote your products
for a freebie, e.g:
• Book reviewers (if you were releasing a book)
• Food accounts (for food retailers)
• Region-specific lifestyle accounts, such as Leeds bloggers (for businesses
with a target audience in a defined region).

Engage Users to Grow Organically
• For organic reach, post content that users are more likely
to engage with
• The more people who engage with your content, the more
likely that TikTok’s algorithms will promote it to similar
users
• Videos that work best: simple, funny, creative,
entertaining - not sales-driven

Example Campaign: NBA
• The NBA’s (National Basketball Association) TikTok account is a
good example of a brand appealing to their audience by
keeping their content simple and engaging
• They post frequently, but each post isn’t time-consuming and
carefully crafted or expensive
• Many of their posts include game highlights & funny moments
during games or at half-time (funny facial
expressions/celebrations, players or managers dancing, team
mascots’ antics)

NBA
Example
Posts

Example Campaign: NBA
• Through posting a handful of
simple, funny videos a day, the
NBA have 14.2M followers,
202M likes, and their videos get
organic views from millions of
people each week

Should B2B Businesses Market on Tiktok?
• TikTok’s audience of 800 million active users is predicted to keep
growing significantly, and the average age of its users is slowly
increasing
• Content which performs best is what users perceive as creative,
authentic & fun - the opposite of overtly sales-driven B2B
marketing - so you must be willing to engage with users on a
personal level for TikTok to fit into your social media strategy

Example Campaign: VaynerMedia
• Digital marketing agency VaynerMedia
isn’t on TikTok, but the brand’s CEO
Gary Vaynerchuk is
• Vaynerchuk has amassed a large
following on the app by marketing
himself rather than his brand - 12.7
million followers

VaynerMedia Strategy
• Showcasing a more personal, rather than cold and corporate, side to his
business has allowed the entrepreneur to grow significantly on the app
• Vaynerchuk provides useful content for his desired audience: life advice,
motivational advice, social media, entrepreneurial & money-making tips
• He also includes a lot of funny and personal content, a strategy which allows
users to see a more human side to him and his business

Gary
VaynerChuk
Example
Videos:

Gary Vaynerchuk on TikTok Marketing
Vaynerchuk is a big advocate for TikTok marketing for businesses:
“For me, there is no better place to go to sell to Gen Z than TikTok, right this second,
because the scale of attention at that age level is remarkable…. I'm fascinated how
people can miss hundreds of millions of people who are using something - how we, as
an industry, can dismiss that.”

TikTok for Business (Paid Advertising)
• A TikTok platform designed to help
brands advertise on TikTok
• Its slogan (pictured right) drives home the
key message for marketing on TikTok -
advertising works when your brand is
authentic, when you have fun & make
users want to engage.

TikTok for Business (Paid Advertising)
TikTok’s Marketing Tips:
• Make use of hashtag
challenges and interactive
polls
• Be relevant
• Be on-trend

TikTok for Business (Paid Advertising)
• Paid advertising on TikTok is still rare, so it’s more costly than other
platforms - many SMEs successfully market their brand through
building it organically on the app
• However, as advertising is rare, TikTok isn’t as saturated with ads as
other platforms, so ads deliver more ‘bang for your buck’
• When setting a daily budget for your campaign, there is a minimum
daily spend of £50 - when choosing a lifetime budget, there is a
minimum daily spend of ~£20
• Campaign objectives: traffic, conversions, app installs, reach or video
views

TikTok for Business (Paid Advertising)
Demographics to choose from:
• Gender - no limit, male/female
• Age - no limit, 13-17, 18-24, 25-35, 45-54, 55+
• Location: In the UK, you can choose some cities and counties.
• Interests: a large variety of interests (e.g. accessories, apps,
education, beauty, tech & electronics), but more limited than
Facebook
• Retargeting those interested in your website or TikTok profile using
the TikTok pixel

Practical Tips & Tricks
• If you’re new to the app, don’t just start posting - watch what
other people are doing, what works for them
• If your niche audience has a presence on TikTok, engage with
TikTok users related to that niche who are already established
on the app
• TikTok’s ‘For You’ page shows users posts by accounts they don’t
follow, based on hashtags or other accounts that the user is
interested in. It is good for discoverability – post engaging
content and you’ll be recommended to users in your niche
organically

Practical Tips & Tricks
• TikTok is growing, fast, and its audience is getting older - while those
25 and below still make up the majority of the app’s demographic,
the average age of TikTok users has been gradually increasing
• TikTok challenges are a great way to increase your reach without
much input from your brand, using user-generated content
• Simple, fun, authentic, funny or useful content does best on TikTok - a
direct sales-driven approach is less suited to the app
• TikTok can work well for brands, so long as you’re willing to let loose,
be personable, and maybe even a bit weird or silly, to see results!

8 Top Tips to Grow your
business

Tip 1
Clearly define
your target
audience
TikTok knows its users
The better the content
matches the better
engagement the more
video completions

Tip 2
Use
Use your
bio to define
who you are & what
you do
Use
Use 3 separate lines
& include a call to
action
Link
Link to all your
other social media
platforms

Tip 3
Quantify your expertise
Create a content strategy – think 4-5 broad categories
Break down each into 5-10 sub topics to create 60 second videos.
Tell a story, start with problem, show journey and give solution!
Test, try, double down

Tip 4
•Add Value, people want to be
•Inspired
•Entertained, or
•Informed

Tip 5
Use viral sounds You can even turn the volume
down!

Tip 6 Do Video
Responses to
comments
It builds
rapport
It grows
original video
views!

Experimental Tip
•Close your app

Bonus Tip
Change
Display Name
Think Search
Engine
Think
Keywords!

Instagram Stories

Instagram Stories
Overview
• Instagram is a visual social media
platform which focuses on photo &
image sharing (pictured: interface)
• Instagram Stories are one of its
features: full-screen photos and videos
which vanish after 24 hours
(video: example of Instagram story, how
to access)
• There are a variety of built-in user-
friendly features to edit images/videos

Instagram Stories Overview
• Instagram has 1 billion monthly active users
• Over 28 million users in the UK alone
• 70% of Instagram users look up brands on Instagram, and 60%
discover new products through Instagram
• Instagram Stories are used by 500 million users every day
• 1/3 of the most viewed Instagram Stories are from businesses
• 1 in 4 surveyed Millennials & Gen Z-ers look for Stories of the
products & services they want to buy

Instagram UK Demographics (Age)
• 31% aged 25-34
• Good representation of
all age brackets
• Image: statistica.com

Facebook Stories

Facebook Stories Overview
• Facebook is the single
most-used social
platform in the world
• Facebook messenger,
Facebook’s chat system,
is the fifth most-used
platform
• Image: Hootsuite.com

Facebook Stories Overview
• 2.89 billion users use
Facebook daily
• The average daily time
spent on Facebook by
users is ~ 1 hour 15
minutes

Facebook Stories Overview
• Facebook Stories are very similar to
Instagram stories; they are full-screen
videos or images which disappear after 24
hours
• 300 million Facebook users use Facebook
Stories every day
• They are visible on the Facebook and
Facebook Messenger apps
Facebook App
Facebook
Messenger App

Best Practices:
Facebook &
Instagram Stories

Example Campaign: Minimalist Baker
• This business has amassed a sizeable following through
sharing free, simple recipes: 10 ingredients or less, 1 bowl, or
less than 30 minutes to prepare
• Minimalist Baker posts recipes to their Instagram Story daily
• Because the recipes are so simple, the brand’s Instagram
Stories focus on being short, easy-to-follow and eye-catching!

Best Practices: Instagram Highlights
• Instagram Stories only show up on followers’
homepages for 24 hours, but Instagram’s
Highlights feature allows users to save their
favourite stories to their profile permanently
• Highlights also allows users to categorise stories,
including a short title & Image
• This is a useful way to provide current/potential
customers or clients with useful information:
contact information, FAQs, COVID-19 Updates

Minimalist
Baker:
Example
Recipe

Example Campaign: Minimalist Baker
• Minimalist Baker makes great use of Instagram
Story Highlights
• Not only do their highlights include plenty of
helpful information & FAQs that their
customers might have…

Example Campaign: Minimalist Baker
• But Minimalist Baker have also saved many of
their most popular, most simple, and most useful
recipes as Highlights
• Not only is this useful for followers of Minimalist
Baker, it also reinforces their brand message of
simple, accessible recipes
• Minimalist Baker’s Instagram
strategy has allowed them to
amass 2M Instagram followers!

Best Practices:
Harnessing Interactive Features
• Instagram Stories come built-in with a ton of
interactive features for users:
Add a location tag or hashtag
to your story & it might be
shown to users who search
that location or hashtag
Using Polls, Questions or Quizzes lets
your customers interact with your
stories, making them more personable
rather than one-sided
Sliders allow your customers
or clients to contribute their
opinions

Facebook & Instagram Cross-Compatibility
• Facebook owns Instagram, which means that there are many
compatible features integrated into the platforms
• If your business pages on Facebook & Instagram are linked, you
can automatically post Instagram Stories as Facebook stories as
well
• This allows you to repurpose your Instagram stories to
Facebook without having to post them twice, or change their
format

Example Campaign: Buffer
• Buffer is an online social media management software which
allows users & businesses to schedule posts on various social
media platforms
• Their marketing is primarily B2B, to SMEs & digital marketers
• Every Thursday, Buffer uses Instagram Stories’ Polls feature to
quiz their followers

Example Campaign: Buffer
• Buffer’s Thursday quizzes are aimed at their target
customers: topics test users’ social media expertise
• Quiz winners get real prizes, prizes which people in
their target market will find useful
• This incentivises Buffer’s target audience to
participate, raising awareness of the brand &
reinforcing Buffer’s position as knowledgeable in the
industry

Best Practices: Direct Your Audience Elsewhere
• Verified accounts or accounts with over 10,000 followers can link to
their website from their Instagram/Facebook Story
• Retail businesses can add products to Facebook/Instagram’s ‘shop’
feature, and link to these products within Stories
• Accounts with less than 10,000 followers can still link stories to their
website through paid advertising
• Simply prompting your followers with a Call To Action such as ‘visit
my website’ or ‘click the link in my bio!’

Best Practices: Direct Your Audience Elsewhere
• On Facebook, share a recent post to your Story –
if the post contains a link, users who view your
story can click it
• Facebook pages can also add various clickable
Call-To-Action buttons to their stories:
• Learn More will embed the URL to your business’
website in the post
• You can also use other Call-To-Action buttons based
on the information listed on your Facebook page

Example: The Guardian
• Newspapers, magazines & blogs are just a few
industries where directing users off Facebook
or Instagram can be very effective
• Pictured: The Guardian has simply posted an
eye-catching headline, and included a Call-To-
Action which tells users to ‘swipe up’
• Swiping up takes users to this article on The
Guardian website: a simple, effective strategy
to increase web traffic

Instagram & Facebook Stories:
Paid Advertising
• Paid advertising for both Facebook & Instagram can be set up
through Facebook’s ‘Business Manager’
• Since it’s done through Facebook’s Business Manager, you
don’t need an Instagram account to run adverts on Instagram
stories
• Since Stories take up a user’s entire phone screen, advertising
here is a great way to ensure you have their undivided
attention

Instagram & Facebook Stories:
Paid Advertising
• Visually appealing content is key, especially if your advert
will be shown to people who don’t follow you
• They might not know your business or have an interest in
it, so be sure to catch their attention and make a good
first impression
• Paid adverts can include a call-to-action no matter what
your following is, such as a link to a specific page on your
website, or a prompt to message your Facebook page

Instagram & Facebook Stories:
Paid Advertising
• Facebook has a much lower minimum budget for advertising
than TikTok: you can advertise for as little as £0.80 per day
• Facebook has a very wide range of demographics to choose
from. Categories include:
• Age, Gender, Location (more specific than TikTok – can be a single
town/city), Various interests, Education, Job Title, Behaviours (e.g.
devise usage, prior purchases), Connections (e.g. people who like your
Facebook page, friends of people who like your Facebook page)

Practical Tips & Tricks:
Marketing with Facebook & Instagram Stories
• Visual, even striking, content works best on Facebook &
Instagram stories
• Designing stories doesn’t need tonnes of time or talent – free
online software such as Canva can be used to easily create
beautiful designs. Canva’s features include:
• Thousands of free templates
• Drag-and-drop interface
• Instagram & Facebook Story templates already in the right size
• Optional animated functions & background music

Practical Tips & Tricks:
Marketing with Facebook & Instagram Stories
• Pictured: Some of Canva’s free Instagram & Facebook Story Templates

Practical Tips & Tricks:
Marketing with Facebook & Instagram Stories
• Pictured: Some of Canva’s free Instagram & Facebook Story Advert Templates

Practical Tips & Tricks:
Marketing with Facebook & Instagram Stories
• You can use stories to complement your posts – you can direct people to
your latest post, showcase a product from different angles, or talk about its
specifications
• You can use stories to showcase a more personal side to your business than
normal posts, helping your followers to build a connection with you
• You can benefit from user-generated content by encouraging them to share
pictures or reviews with a branded hashtag, and share those posts to your
story - this show others that your product has a good reputation

Practical Tips & Tricks:
Marketing with Facebook & Instagram Stories
• Things which work for some businesses might not work for yours!
• Keep track of how your stories are performing using Facebook &
Instagram’s ‘insights’, and don’t be afraid to change it up if something
isn’t working
• Pictured: below = Facebook Story insights, right = Instagram story insights

Check out my podcast
👇
Podcast.fleek.marketing/listen

Challenge me?
Does anyone want to challenge me, does anyone
think this is all a load of nonsense?
Let us know what you thought on our
Feedback Survey
Find me online
@jonnyross
LinkedIn/in/jonnyross