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Let's Go to the TikTok Video

Online video makeup session

I’ve been waiting for this moment in media and technology for years.

The convergence of marketing, media, and technology today means we can all become producers of our own content. Social media platforms prefer the title “creators.”

Whatever title makes you feel exalted, the bottom line is that the power is now in anyone’s hands to entertain and educate to build an audience without a lot of middle managers or censors. The power to create digital marketing content still demands that creators abide by certain online rules, but we all know online content enforcement is a work-in-progress these days.

In creating social media marketing content to entertain or educate potential customers or followers, we now have the burden to self-regulate and also to develop an effective online content strategy. As the saying goes, “to whom much is given, much is expected.” But not to worry. That’s where media technology comes in. Here are five free resources to help you make responsible, engaging, and strategic social media content decisions:

1. Datareportal

All marketing should begin with research. Assuming you know who your customers are, is a social media monitoring tool that will help you see what platforms they’re using. You can find out what social media platforms are growing (like TikTok) and which ones are losing followers. Be prepared to dig deeper because top-line numbers for these trends are global.

2. Tubebuddy

Whether your target audience type (think B2C or B2B) can be found on TikTok or Facebook, video is the growing medium of choice across both platforms and generations. is a free video search tool to help you optimize search engines looking for educational information your video should be providing. TubeBuddy works with YouTube creators seamlessly.

3. Hootsuite

Hootsuite’s free offerings are limited to publishing on three social media platforms currently. But its resources section is filled with free tips and data to help give you insights into what is working on social media for other businesses. As a special bonus, Hootsuite’s resource library of blog posts guide you in applying the key features to incorporate into your social media marketing plan — from hashtag to tagging strategies.

4. SproutSocial

Trying to decide between creating an educational or comical video on either TikTok or YouTube? Check out what your competitors are achieving by reviewing industry social media benchmark data from Sprout Social. Similar to Hootsuite, Sprout Social is in the business of managing social media for individuals and companies in one place. But to attract more customers, the company creates a social media trends annual report to help prospective clients understand what’s working on social media and what’s not. It’s always important to have realistic goals when you develop any marketing strategy.

5. Typeform

Of all the marketing research tools I have used to profile my own and my client’s customers, the client survey tops the list. I use Typeform because it’s in the business of providing customizable online forms for marketing research. With this data, you can develop an accurate profile of your customers on a zero budget. If you need to survey over 10 customers per month at a time, you may have to pay for the starter level. But for small and start-up businesses, paying-nothing-as-you-go can work. While there are other free online survey options, I like the free resources — from case studies to walk-through video tutorials — that Typeform features on its website.

So, before you jump into the social media marketing pool with your competitors, know that it’s the right place to be. Just make sure you know the social media marketing "pool rules" and how to get the results you seek.

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