You might think that the social media platform TikTok is full of daft content like youngsters lip syncing to their favourite music, but actually it could be one of the most cost effective ways to win new business.

One company that has embraced the platform is Hays Travel, which has been using TikTok to both attract new employees and new customers.

Social Media Community Manager Natalie Heatlie admitted she was sceptical when a team member first suggested Hays started creating TikTok content, but since they posted their first video they’ve amassed more than 1.9 million views.

Best of all, Hays hasn’t spent a single penny in advertising on the site.

“We are on an exciting journey with TikTok. We know it is the place to be seen,” she said.

What type of content works on TikTok?

TikTok has a mainly young audience of 18-24 year olds, so the content needs to be fresh and fun. Hays creates a mixture of short destination videos, inspirational content, promotional material and funny, behind-the-scenes videos that show what it’s like to work for the company.

“We want to be seen as the sort of company people want to join,” said Natalie.

Natalie says don’t be afraid to use TikTok to show your company’s personality and sharing information about your staff so you’re not just another faceless business. You should tell a story and share key moments from the lives of employees, including charity efforts or any volunteering work in the local community.

Here are some of Hays’ most popular videos:

Jump on trends

Using content that’s already trending on TikTok and making it your own is a great way to get your content seen by more people. “We look at what’s working and try to do it better,” said Natalie. It’s not all about attracting sales, but instead you should think of TikTok as a way to promote your brand to a wider audience.

TikTok is a great way to socialise and interact with clients online, and while the typical audience is very young, these could be your customers of the future, added Natalie.

Find your voice

Natalie says the key things to remember are to define your style, find your voice, work out the best format for you and before you start creating content, work out what will make users stop on your post and, crucially, why will it make them want to book a holiday.

Another tip is to make sure each piece of content has the same look and feel, so you need to decide how you want to be seen in the eyes of your future customers. The same goes for your replies to any messages received, you need to be consistent, right down to the use of emojis.

“It’s important to have fun and enjoy it too, this will come across in your messages.”