If the boss doesn’t use TikTok, the company will be finished!

In the era of digital marketing, Douyin has become an important platform for business promotion and sales. However, many small and medium-sized enterprises have encountered challenges when trying to expand their business through Douyin. This article explores in depth why business owners should personally participate in Douyin operations instead of relying solely on their staff team.

Many bosses of small and medium-sized enterprises want to do Douyin, so they set up a new media or short video department in their company.

Then they hired editors, copywriters, photographers, and operators, and most importantly, they spent a lot of money to recruit a good-looking anchor.

But after a year, the entire department has invested 500,000 or 600,000 yuan, and the account has also changed its style, but the number of fans has remained around the thousand mark.

Many bosses have never figured out why others can make a lot of money through Douyin, while they have invested hundreds of thousands of dollars but don’t even have 10,000 fans.

There are certainly many reasons for this, but for the vast majority of small and medium-sized enterprises, an important reason for failure is that employees should not be allowed to do Douyin, especially not in an employee-based manner.

01 The employee system is not suitable for Douyin

Many companies rely on their employees to make videos. Regardless of how well the employees perform, they are paid a basic salary and occasionally given a sales commission.

1. With this approach, there is no change in employees' income regardless of how well they perform, so it is difficult to motivate employees to be motivated and creative.
2. It is easiest to establish a personal image by doing real-life appearances on Douyin. The audience and fans will be attracted to the anchor. Once the anchor leaves, the company will definitely suffer losses.

If you want your employees to work on Douyin and do it well, you must have a partnership system. Even at worst, there should be a large proportion of reward system.

Only when employees feel that shooting Douyin videos is working for themselves, starting their own business, and creating their own value, will they have enough motivation.

Otherwise, the employees will not reflect on whether the filming is good or not, because they cannot get more money if they do a good job.

02 Most employees are unattractive

If your company creates TikTok just to let employees introduce product features, then you can just find someone who can appear on camera and read from a script.

However, most ordinary employees are unable to gain greater exposure, increase fans, and bring in more customers, channels, and sales.

Because ordinary employees have no appeal, do you think a customer would like to meet the boss or the employees?

In the past, you had to talk to your boss when looking for a job, but now when making TikTok, you should ask your boss to do it.

Whether ordinary people or people with some resources, they all like to deal with people who are better than themselves and like to pay attention to people who are better than themselves.

So if you let an employee work on Douyin, the motivation for users to pay attention to it will be very weak.

Just imagine, sharing an ordinary employee's day at work and sharing a boss's day, generally speaking, the latter is definitely more attractive.

03 Employees’ cognitive abilities are not as good as their bosses’

From a purely sales perspective, most employees have sales capabilities far beyond their bosses.

Many bosses can only wait and see about the professional knowledge to be memorized, the dialogue skills, and the ability to control the situation.

However, from various perspectives such as social experience, project experience, interpersonal relationships, product development, and team management, the boss's cognitive ability far exceeds that of most team members.

So from the perspective of shooting video materials, there is a lot of content that can be explored and shared.

At the same time, because of the boss’s label, it is easier to attract traffic.

04 The execution ability of employees is definitely not as good as that of the boss

Employees can be lazy and slack off to a certain extent. The worst that can happen is they will be scolded and have some salary deducted.

But the boss can’t do that. The company belongs to the boss. If the boss doesn’t make progress, he’s making a fool of his own financial future.

For many employees, it is difficult to schedule videos, do live broadcasts, or update daily.

When it’s time to get off work or on the weekend, employees definitely won’t care whether the company is doing well or not.

But the boss has to think about the fans, data, and sales all the time.

The boss must not only have strong execution ability, but also have a sense of responsibility.

Only if the boss himself creates Tik Tok will he always think about shooting short videos and doing live broadcasts.

You see many bosses are shooting footage whether they are on their way to work, out on business or at home on vacation.

Even if the boss feels annoyed and unhappy, he has to do it. After all, the company is his and the loss is also his.

05 The company went bankrupt but the boss is still there

If an enterprise's IP and its employees are bound together, the Dong Yuhui incident will occur.

However, the so-called de-Dongization and de-Luoization is not something a small business can afford.

Even some teams with dozens or hundreds of people will immediately be left without food because of the departure of an IP employee.

For example, Li Ziqi and Weinian, Langweixian and Tianquan Jixing, all had conflicts of interest because they treated IPs as employees.

Eventually the employees left to start their own businesses and the company went bankrupt.

But if we look at the majority of the top KOLs, they are their own bosses, whether they are in the entertainment, car, food or factory fields.

Because you can be sure that even if things don’t go well and the business goes bankrupt, the boss will still be there.

The fans are still on the boss’ account, and the boss can still rely on some fans and traffic to do some more things.

06 Bosses and employees should do Douyin at the same time

So what is the best way to do Tik Tok?

My suggestion is that both bosses and employees should use Douyin at the same time and encourage employees to use Douyin.

The more Douyin fans an employee has, the company will give him cash rewards.

If employees bring performance growth to the company through Douyin, the company will give them greater rewards.

For example, if the original sales commission is 10%, then employees who work on the Douyin channel will be given a commission of 20% or even 30%.

The boss not only needs to learn from his employees, but also needs to compete with them to see who performs better and who sells more by the end of the year.

If employees want to do Douyin themselves, the company does not need to set targets, it only needs to set dividends and rewards.

All the resources of the company are given to employees to use. If the employees do a good job, the company will also prosper.

Sometimes, this is even better.

It is more effective than the boss setting KPIs for employees every day.

Only when the boss has used Douyin himself will he know how to do it, whether he is suitable for it, how the company should make adjustments, and how to motivate employees.

Bosses, from now on, work hard with your employees to create Douyin, Kuaishou, and Video Account!