Can TikTok help a store – local or national – evolve? Should this platform be considered an ally in the brand awareness process? And furthermore, if used correctly, will it boost our sales?

"Many associate TikTok only with dance videos, but that's not the case. This is a false perception, a reductive view of a social platform that, if used correctly, can also be a business vehicle for home and design stores."

Lucia Guerra, a digital marketing strategist, answered these questions and went straight to the heart of what is, in effect, a 'false' problem that generates misunderstandings among a wide audience.

Sounds, music, and a vast library of audio have characterized the platform since its launch in China in 2016, but over time, the social network has grown and evolved, opening up to forms of communication that put creativity at the service of stores and companies.

Guerra opened the day promoted at Milano Home and dedicated to the "Journey into the world of digital marketing," a packed schedule of meetings moderated by lawyer Antonino Polimeni, an expert in Internet Law, Privacy, and AI. The theme explored by the digital marketing expert was "Design in motion, TikTok as a digital showcase for the home sector."

The social network is a trend amplifier that also shines a light on the Home sector

"TikTok is entertainment, but not only. Today it is a useful tool for branding companies that want to communicate with the outside world, introduce their products to communities, intercept new market segments, and meet their expectations. In other words, it is revenue."

A trend amplifier that also shines a light on the home sector, provided you "have patience and develop an effective strategy. By balancing these two factors well, the platform will unfold its effects and prove to be a valuable ally in building a network of contacts with the public, capturing their attention, and turning followers into loyal customers."

"Today, in terms of communication, TikTok is worth a lot," said Guerra, who provided attendees with a decalogue, ten points that represent the core of a correct approach to planning an effective customer loyalty plan.

Starting from this assumption, here are the guidelines suggested by Guerra for defining a proper marketing plan.

From target to visual identity, to the use of strategic hashtags. Here are the rules to follow to create an impactful marketing plan:

1.     Define a strategy/analysis. "It is the cornerstone of the project that allows us to carry out our marketing planning. The painful note is that today no one does it. Observing how those already present on the platform move – what they do, what they propose, how many followers they have, how many views, how many and what content they publish – allows us to define a program that can support our brand through targeted communication."

2.     Identify your target (young designers, home decor enthusiasts, for example). "It's not just Gen Z; all generations are present on TikTok, just like on other social networks. Segmenting customers and observing specific needs allows us to define the most appropriate language for each user segment. Putting the customer at the center is not just a slogan. Especially the new consumer today is not just looking for a product but a memorable experience, wanting to be involved in a story that excites and inspires them."

3.     Create a strong visual identity (define a mood) consistent with the brand.

4.     Create a business profile.

5.     Tell authentic stories. Creating communities and interactive chats helps us establish a better relationship with the customer.

6.     Research industry trends.

7.     Use strategic hashtags.

8.     Collaborate with creators.

9.     Set goals and prepare an editorial plan.

10.   Measure all actions taken. "It is appropriate to monitor the results to understand if the path taken leads us in the direction we have established."