“A game changer”, “TV on steroids”, “the future of content” and “ridiculously addictive”. That’s just a few ways to describe TikTok, according to my guest today, but, chances are, if you have teenagers in the house, you already knew that.

So what is so special about this app that has exploded in popularity over the last couple of years? Is TikTok really just a place for 12 year olds? And, very crucially, is it worth your time trying to market your race on the platform, and how do you go about it?

Well, we are going to be going through all that and much much more with my guest today, Oli Hills. As the CEO of a dedicated TikTok marketing agency, Nonsensical, Oli is here to tell you why short-form video is the future of content, and why TikTok is the place where it’s all going to be happening.
 
We’re going to be talking about how to produce content on TikTok, what kind of content works best, and how to scrap your preconceptions about TikTok demographics and video editing, and just take the plunge into a brave new world of marketing.

In this episode:

• TV on steroids: how TikTok changed the social media game
• TikTok's fastest growing demographics (hint: it's not teenagers!)
• Nailing your niche and training TikTok to recognize your target audience
• How to produce and publish videos using the TikTok app
• Grabbing your audience's attention with snappy video hooks
• Why short form video is the future (and why TikTok is the place to do it)
• Boosting your video reach with Spark Ads
• Cross-posting TikTok content to YouTube, Facebook, Instagram
• What types of content to post on TikTok
• Paid marketing on TikTok: creating ads, audience targeting, retargeting
• The importance of getting in on TikTok early

Many thanks to our podcast sponsors, RunSignup and Racecheck, for supporting our efforts to provide great, free content to the race director community:

RunSignup are the leading all-in-one technology solution for endurance and fundraising events. More than 26,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. Find out more at https://runsignup.com/.

Racecheck can help you collect and showcase your participant reviews on your race website, helping you more easily convert website visitors into paying participants, with the help of their Racecheck Review Box. Download yours for free today at https://organisers.racecheck.com/.

You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com.

You can also share your questions about race marketing or anything else in our Facebook group, Race Directors Hub.