TikTok Town Square Playbook

Field Notes

TikTok says 200 million Europeans are now monthly active, a 15% lift year-on-year. Their Oxford Economics study claims SMEs injected €4.8 billion of revenue into five major EU economies through TikTok-led activity. That’s not hype; that’s GDP. Yet most founders still repurpose LinkedIn clips and wonder why nobody cares. The town square doesn’t want another keynote. It wants rhythm, texture and receipts.

Signals to ride

• Food, fashion and education dominate hashtag share, but TikTok’s report also highlights B2B services gaining traction when they show real work instead of slides.
• The platform’s “inclusive creativity” metrics show disabled creators and multilingual founders outperforming algorithm averages when they subtitle properly.
• Search behavior on TikTok keeps spiking. Gen Z looks up “how to invoice abroad” before they touch Google. Your clips must answer actual tactical questions.

Marketing Pulse

Treat every TikTok week like a set list: opener (editorial story), middle (process demo), closer (invitation to go deeper). Film in vertical, but record separate audio stems so you can remix into Dawn Patrol podcasts. Tag each upload in the Personal Business Trainer with three scores: energy, CTA, and conversion. After ten posts you’ll know which vibe sells and which just feeds ego. Finally, duet with your own clients—co-create narratives that show how AI trainers plus human craft changed their day. That’s social proof the algorithm understands.

Operations Flow

TikTok is a time sink if you improvise daily. Build a video OS: template for scripts, shot lists, lighting presets, caption bank in English + local language, and an approval workflow. Host it inside the trainer so teammates can grab assets without DM chaos. Measure production time versus output; automate the boring parts (caption formatting, B-roll cataloging) so live creative energy stays high.

Innovation Muscle

Use TikTok as an R&D lab. Post “unfinished” features or raw prototype walkthroughs and watch comments for pattern shifts. When the community begs for a template or training, funnel that into your backlog and assign a sprint inside the trainer. Each clip becomes user research plus marketing collateral. That’s how you keep offers fresh without guessing.

Experiments for this week

1. Shoot a “money behind the reel” episode: break down the cash, tooling and people required for one viral clip. Pin it so the audience understands your craft.
2. Launch a 72-hour duet challenge with clients—ask them to show the before/after of using the Personal Business Trainer. Reward the sharpest take with a private office hour.
3. Schedule a live audit of your TikTok analytics inside the trainer. Label every video with its core intent (discover, nurture, convert) and balance next week’s slate accordingly.