Think Before You TikTok, Part 2: Steps to Build a Strategy That Works 

In Part 1, we explored the pros and cons of using TikTok to grow your farm by discussing public outreach, showing authenticity, time, local fit, sales expectations, and even asking those hard-hitting questions to truly ask ourselves, “Is TikTok right for me and my farm?” Well, since you’re here, your answer must be Yes! In this article, we are going to explore the next steps for using the platform with intention and strategy. Without a plan, it is easy to burn out or simply not know what to post. 

 Here’s how to set yourself up for success! 

Step 1: Define your goal 

Knowing your overall goal can make learning what to post and who you are posting for easier, helping you tailor your content to your market audience. Whether that be simply attracting visitors, building awareness for your farm, strengthening your customer relationships, or even all three, your goal shapes what content you create and how you post. 

Step 2: Know your Audience 

To know your audience, you will have to do some research of your own. Explore farm accounts and see what resonates. It’s completely normal to check out the kind of content farms similar to yours post to get inspiration if needed. Do you think your audience will enjoy educational tips, humor, or even authenticity? It’s important to note that you know your customers better than anyone else, so if you know most of your customers are curious as to how you do what you do, go the educational route. If your customers resonate with your farm because of your values, show bits and pieces of your life and how you weave your values into your product through your content. You can also find ways to invite your customers to co-create, like reposting their TikTok videos of them at your farm or commenting on posts that mention your farm. Don’t be afraid to ask questions and even give them a spotlight in a sense. The more they feel appreciated, the more involved they will be. With this kind of exposure, you can tailor your content accordingly. 

 Step 3: Build a Content Framework/Calendar 

From what you learn about your goals and your audience, be creative. Choose 2–3 repeatable themes that you want to incorporate into a posting schedule. Any other ideas can be additional content posts that week. 

For Example: 

• How-to/process videos 

• Day-in-the-life videos 

• Quick farm tips 

• Event promos 

• Q&A videos that you invite your customers to participate in 

• Customer Spotlights one day out of each week 

Step 4: Know How to Grab Attention 

Because 71% of TikTok users decide whether or not to keep watching within the first three seconds, you need to grab their attention quickly before they scroll. Whether that’s a call to action, a question, or even a surprising shot, strong hooks from the get-go can boost watch time and improve how TikTok promotes your video.