Last year’s hottest social media platform was TikTok, and the video-sharing app shows no signs of slowing down. Estimates suggest there are 80 million monthly active users on TikTok in the United States alone.
Trucking companies looking for an edge in recruiting younger drivers should consider investing a little time and effort in using TikTok. Eighty percent of users are between the ages 16-34. And they spend quite a bit of time with their favorite app, an average of 52 minutes per day. Given that TikTok videos are 15 or 60 seconds long, that’s a lot of bite-sized content being consumed. Maybe some of it could be yours?
Reach Users Through TikTok Advertising
TikTok has also been developing an advertising component where companies can reach TikTokkers through a number of different ad types such as:
- Pre-roll ads: Videos that start when users open the app
- In-feed ads: Videos that appear while users scroll
- Promoted hashtag challenges: Videos soliciting user submissions using a custom hashtag
Although relatively new, ads on TikTok had at first been mostly used by bigger brands, but it seems they’re becoming more accessible to smaller companies. The minimum campaign budget is $500 and the minimum daily spend has dropped from $50 per day to $20 per day, so the investment required is becoming more affordable.
Truckers are Making a Splash on TikTok
The best way for you to get started is to download the app and check out some of the content already being created by trucking “influencers.” Yes, you read that right. There are already truckers on TikTok rocking it by creating short hits of content that are racking up tons of views, likes and followers.
Here are just a few examples of truckers who are enjoying popularity on TikTok.
With more than 313,000 Followers and 3.5 million Likes, @truckerwazeer shares tips on trucking. A relatively new driver, Wazeer answers many questions about trucking and trucking life.
Then there’s @trucker__tim (101K Followers, 1.1M Likes) who shares his perspective of what trucking life is like in Britain. There are many more differences to trucking over there than simply driving on the left side of the road, as viewers discover from watching his videos.
Tierra Allen known as @sasssy.trucker (56.9K Followers, 164K Likes) shows what the trucking industry is like from the point of view of a female truck driver. Her videos offer tips and encouragement for other women to join the industry where they earn a decent living, assert their independence, and go against industry stereotypes.
And it’s not only individual truckers getting in on the fun with TikTok. Companies like DVL Express @dvlexpress_inc (7191 Followers, 98.2K Likes) are there, too. They used a recruiting scenario, a driver’s first day on the job, to create a series of humorous TikToks poking fun at the different kinds of truck drivers.
What Does it Take to Make it on TikTok?
You don’t have to be a professional videographer to create engaging TikTok videos — you just need a smartphone. The app has its own editing tools to allow you to add a variety of effects, transitions, sounds and music. And if your videos look a little raw, that’s ok. On Tiktok, it’s better to aim for being authentic instead of perfect.
The main thing is to create content that focuses on storytelling, which is a perfect way of selling your trucking company as a place with a culture where drivers can feel welcome, valued and appreciated.
Not sure what you would create? Try some of these suggestions as starting points towards developing your own TikTok content:
- FAQs for new drivers
- driver tips
- company culture (you know, the FUN stuff that happens at work!)
- life on the road
- scenes from the road
- driver food and nutrition tips
- driver fitness tips
- day in the life of a trucker
Remember, the key here is to create entertaining content that’s fun and engaging. You can also ask your drivers to like and comment on your posts or create their own content that you can curate.
Use TikTok to Share Content and Reach More Drivers
TikTok also has built-in sharing features allowing you to share to your other social media accounts such as Facebook, Instagram, Snapchat, WhatsApp, Twitter, and more. This definitely helps you when it comes to filling your other feeds with content to help market your trucking company to other truck drivers.
Maybe you won’t become a viral internet phenomenon, but trying out TikTok certainly couldn’t hurt your chances of reaching more potential drivers. So why not give it a shot?