Back in 2021, TikTok released its annual report to highlight key themes that experienced significant growth in interest on the platform throughout 2020. Can you guess what theme earned the top spot on the list? Home renovation.
Yes, you read that right. The home renovation/DIY category witnessed a 156-percent spike in November 2020—and it’s only kept growing. With more homeowners adjusting to long-term remote work, home is the place where we spend most of our day. So, it only makes sense that more TikTok creators are inviting others to join them on their home improvement journey.
What does that mean for your home remodeling company? Well, if you’re not on TikTok yet, it’s time to dive in. And if you’ve already created a TikTok account, you’ll need to boost your online presence with attention-grabbing content to gain an edge over the competition. Here’s how to build brand awareness and drive more leads with an effective home renovation TikTok strategy.
We know what you’re thinking: How can you know if TikTok is the right platform to promote your home improvement company?
First, you’ll need to consider your target audience. With over 1.5 billion active monthly users heading into the third quarter of 2022, it’s easy to see why TikTok has become a goldmine for businesses across every industry. Even if you feel like TikTok is reserved for Gen Z, let’s face it—the oldest members of Gen Z are graduating from college, buying their own homes, and becoming your target market.
Need more proof? Home renovation and DIY videos have earned their spot among the top-ranked content categories on the platform with over 39 billion views. Your ideal customers are already scrolling through TikTok for home improvement inspiration. Now, it’s your job to spark their interest and show them why you’re the best contractor for their next project.
Of course, the benefits of TikTok don’t end there. Even if you’ve already established a presence on Facebook, Instagram, and Twitter, TikTok is the tool you need to become an influencer in your niche.
If you feel comfortable making videos and sharing your contractor expertise with other people, you’ll fit right in. With the right video marketing strategy, TikTok can be a powerful platform to humanize your brand, highlight your personality, and demonstrate the work that goes into your projects. At the end of the day, your goal is to build a relatable brand so your audience can connect with you on a deeper level.
We hate to break it to you, but you’re not the only home improvement company on TikTok. Your competition is fighting for the attention of local homeowners, and you need to swoop in with an amazing TikTok strategy so you can be there when they need you. Here’s how to set yourself apart with strategic TikTok marketing.
With tons of content categories out there, TikTok users have distinct tastes and preferences. They’re more likely to follow accounts that focus on specific subjects—whether that’s home remodeling, landscaping, or something else. To get your home renovation brand in front of the right people, you’ll need to choose a relevant niche topic.
It might seem pointless, but take a step back and think about it. You’re trying to stand out in a saturated marketplace. Even if you’re creating scroll-stopping home improvement videos and paying for ads, you might only get your videos in front of high school students because you haven’t specified the niche topic.
After all, it doesn’t matter how many people are viewing your videos if they’re not potential marketing opportunities. To turn your TikTok posts into lead magnets, you’ll need to select a niche topic that focuses on the home services you provide. Your niche topic doesn’t just put you in front of the right audience; it also gives you a sneak peek into your niche so you can identify content gaps for your business.
When you share attention-grabbing home renovation clips, you’ll captivate local homeowners who are interested in remodeling. And the excitement doesn’t end there: The next time they’re planning a home renovation project, you’ll be the first one they think of.
What’s the best way to differentiate yourself from all the other home remodeling companies on TikTok? It’s simple: You need to create authentic content. Your TikTok videos should showcase your brand’s personality, highlight your contractor expertise, and resonate with your ideal customers.
When your customers are scrolling TikTok, they don’t want to feel like they’re being sold to. Instead, you need to show them why you’re the perfect fit for their next home improvement project. To do that, you’ll need to highlight the value of your work by giving prospects an inside glimpse into your process.
For example, you might film a before-and-after video of your latest kitchen renovation using your smartphone or camera. You should also feature behind-the-scenes clips and “a day in the life of a contractor”-type video content on your account. Most homeowners aren’t aware of the actual work that goes into home remodeling projects, but you can help them feel confident and prepared for their next project by showing them exactly what to expect.
Any seasoned marketer knows that social media requires planning. Why? If you don’t post consistent content, you’ll have a hard time growing your business with TikTok followers.
When you create a TikTok content calendar, you can jot down content ideas and plan the content creation process for the next month. You don’t have to post a brand new video on TikTok every single day, but you’ll need to find a posting cadence that’s manageable over the long term. This way, you won’t have to scramble to produce videos last minute.
Even if your competitors are doing it, don’t pressure yourself to post every day—especially if you have other responsibilities to focus on. Like every other social media platform, TikTok is all about consistency and quality. So, starting with 1–2 posts a week is fine.
If you’re struggling to fill your content calendar with fresh ideas, check out the competition or scroll through the #homeimprovement hashtag to identify new trends in your niche. If you have a Pro Account, you can also tap into your TikTok analytics to track your progress and see what types of videos drive the most engagement for your home remodeling business.
TikTok is famous for everything from viral dances to comedy sketches. To grow your TikTok presence, you’ll need to keep your content light and fun—and that means developing creative approaches to create a buzz about your business.
Before you start filming videos for your home remodeling company, take a deep dive into your target audience with the help of user-generated content. Our clients tell us that user-generated content (UGC) helps them leverage their existing followers to drive brand awareness and expand their reach. What do you have to lose?
If you’re not sure where to start, Nike has a great example. Just like magic, the company drove massive exposure and attracted 317 million viewers with the hashtag #MagicBoots. Nike Football launched its “Future Lab” pack with a multichannel campaign, which came to life as a branded hashtag challenge on TikTok where fans showcased football tricks while wearing their Nike boots.
Sure, Nike might be an established company, but that doesn’t rule out the potential of UGC for smaller businesses. When you create a hashtag that engages your target audience, you’ll see amazing returns. For example, if you’re looking to sell more home office upgrades, try creating a hashtag like #mydreamoffice and sharing stunning office designs. This way, you’ll captivate users interested in your niche while encouraging them to share their dream office design.
Once you’re feeling comfortable with TikTok, it’s time to kickstart your advertising strategy. Like other social media platforms, TikTok offers monetized ad services so you can get your brand in front of potential leads. If you’ve set up ad campaigns on Facebook and Instagram, you’ll find that TikTok advertising isn’t much different.
With TikTok Ads Manager, you can target prospects by gender, geographic location, age, and other factors. And if you want to take your ads to the next level, you can tap into personalized targeting with Custom Audiences and Lookalike Audiences to reach potential leads similar to your existing customers.
Of course, you’ll need the right strategy to target your ideal customers—and that’s where TikTok advertising tools can be your MVP. TikTok offers advanced targeting options, creative formats, and a comprehensive dashboard so you can take full control of your ad campaign. So, what are you waiting for?
As the sixth most popular social media platform in the world, there’s no denying that TikTok has become a mainstream marketing channel for countless contractors. If you want to dominate the competition, you need to build a strong social media foundation—and that starts with a powerful TikTok strategy.
The clock is ticking, and you need to jump on the TikTok trend before it’s too late. And if you’ve never filmed a video for your company before, we’ve got you covered. Give us a call today to start brainstorming your home remodeling TikTok strategy.
