#PoolLife — in an era where consumers are flooded
with advertising and customer
testimonials, and where stories
have become a cornerstone of brand
authenticity and customer engagement,
TikTok, with its vast and diverse audience,
has emerged as a powerful platform for
sharing real-life experiences and growing
your business’s reach.
Through the lens of genuine customer
narratives, local pool and spa retailers
can not only humanize their brand
but provide potential customers with
evidence of its value.
COMMON PUSH BACK
This is what most business owners who
are not already in the video content
making world tend to worry about when
it comes to TikTok: How do I post? When
should I post? What is this stuff about
trending sounds? How do I get followers?
Do I have to dance? What about China?
If this sounds like you, hold tight
and hear us out.
The reason short-form video is so
powerful is because it’s meant to be fun
and authentic. If you get nothing else out
of this article, the most important lesson
is to just start. Because even if you do
nothing else, you’ll learn as you go. So
start asking, start recording, and start
posting! All the “other stuff” can wait
because the reality is it doesn’t initially
matter. Here’s why:
WHY TIKTOK?
With over one billion active users
worldwide, TikTok has the ability to reach
a ridiculous number of your potential
customers. The platform’s emphasis on
creativity and authenticity has made it
a prime avenue for businesses to reach
and engage with their target audience
in a whole new way. With features
like TikTok For Business, companies
can even create paid advertisements,
collaborate with influencers, and track
their performance through analytics.
But it’s the organic algorithm behind
TikTok that’s one of its most compelling
features for local retailers. Leveraging
artificial intelligence, this algorithm
analyzes user interactions, viewing
patterns, and content preferences to
tailor what someone sees when using
the app to their individual tastes. TikTok
calls this the ‘For You’ page, and it offers
a stream of videos that users are likely
to engage with, making the platform’s
content discoverability unparalleled.
For local pool and spa retailers,
testimonials and stories are more likely
to reach an engaged audience actively
seeking similar content.
“In a weird way, it’s almost magical.
TikTok takes the guesswork out of
identifying the right audience, which
means creators and businesses can
focus exclusively on the quality of their
content, and TikTok’s algorithm handles
the rest,” says Paul McIntosh, Grit
Game Marketing COO.
This targeted approach to content
distribution is so efficient that it
surpasses other social media platforms
in its ability to connect the right stories
to the right viewers, thereby maximizing
the impact of each post.
After all, would you rather have
2,000 random views on your video, or
200 quality views from members of
your target audience? TikTok can do
that. But you’ll want to know a couple
tips for increasing your reach. We’ll
get there, but let’s start with the actual
content you’ll be making.
CUSTOMER TESTIMONIALS
ON TIKTOK
The power of customer testimonials lies
in the fact that they are real stories from
real people. Gone are the days where
viewers want to see super tailored
videos that look like a professional
advertisement. Testimonials need to be
short, engaging videos that capture the
customer’s genuine experience with a
product or service. This is what builds
trust for your brand.
Trust is essential in consumer
decision-making, especially for big-ticket
items like pools and spas. With the
increasing prevalence of online shopping,
building trust with potential customers
has become more challenging for local
retailers. This is where customer stories
on TikTok can make a significant impact,
as they do more than showcase user
satisfaction — they significantly influence
purchasing decisions.
Types of testimonials you can use are:
- Customer Interviews
- Product Demonstration
- Customer Storytelling for Unique
Experiences - Before and After Transformations
- Expert Endorsements from
Industry Experts, Influencers, or
Local Celebrities - Success Stories & How the
Customer Will Use the Space - Comparative Reviews
- Emotional Reactions (great for new
pool builds!)
Prospective buyers viewing these
testimonials often seek verification
and social proof before making their
own investment. Through compelling
narratives and shared experiences,
testimonials create an emotional
appeal that resonates with viewers,
compelling them to imagine the
benefits they, too, could enjoy. This
experience is powerful in tilting the
scale from consideration to action.
CRAFTING ENGAGING
TESTIMONIAL VIDEOS
Identify Your Storytellers: The most
compelling testimonials come from
genuine customers who have had a
positive experience with your brand.
Reach out to satisfied customers and
ask if they would be willing to share
their stories. Offer guidance, but allow them to express themselves in their
own words to maintain authenticity.
Focus on the Emotion: The best
testimonial videos evoke emotion and
connect with viewers on a personal
level. Encourage customers to share the
benefits of the product or service and
how it made them feel. Authenticity is
key — unscripted, genuine reactions
are far more impactful than polished,
rehearsed statements or someone
trying to read from a script. The viewers
will notice, and you’ll have the opposite
effect that you want.
Keep It Short and Sweet: TikTok
videos are typically short, so conveying
your message quickly and efficiently is
essential. Aim for a balance between
being informative and maintaining
the viewer’s attention. Videos that are
too long may lose engagement, so
focus on the most impactful parts of
the customer’s story or take one long
testimonial and create several short
videos from it.
Leverage Creative Visuals: TikTok
thrives on creativity and visual appeal.
You can use creative visuals, effects,
and music to make your testimonial
videos stand out. However, ensure
these elements complement the
story rather than distract from it. For
example, lower the volume of the music
you select so you can still hear your
customer easily.
HOW TO GET TESTIMONIALS
Most retailers struggle with getting
testimonials the most when they first
start out. But in reality, there are several
ways you can get testimonials from
your customers. You can start with
one but eventually lean into all of the
following for maximum reach.
Film on the Jobsite. This is the
easiest way to guarantee your reviews
and testimonials get posted. When
you’re wrapping up a job with a
customer that is obviously happy with
your work, ask them if they’d be willing
to do a quick video testimonial. Yes?
Take out your phone and go.
Your customer may be keen to share
an authentic story that highlights their
unique and memorable experience.
But if they need some help getting
started, treat it like an interview. Ask
them questions like, “How was your
experience with Smith Pools?” or “What
was the best part about working with
Smith Pools?” You can always tailor your questions to what is special about
your company, like delivery, customer
service, or design process. You can edit
your questions out of the final video
from within the TikTok app to just have
the customer’s testimonial.
Don’t be afraid to call up old
customers that really stood out and
start there. If you choose to film your
own testimonials, here are some quick
tips for standing out and staying sharp:
- LIGHTING: You’re in the pool
and spa industry. Use that to your
advantage and film your videos
outside in natural lighting. Dark
videos usually do not perform well
on TikTok. Be aware of how shadows
look on your customer’s faces and
make sure the sun isn’t in their eyes. - ANGLES: TikTok users have a
short attention span, but the most important thing the algorithm cares
about is how long someone watches
your video. So change up your angles
to keep things interesting. Zoom in
on your customer’s face every once
in a while or cut over to their pool
and back to them. You can do this
naturally while filming or use a free
video editing app. Additionally, you
can grab some behind-the-scenes
footage, or even some video featuring
your customers using the products or
your service guy cleaning the pool. - SOUND: Get a small bluetooth
mic that connects to your phone.
If you’re outside, you’ll probably be
dealing with some level of noise, be
it a neighbor’s dog or even just the
wind. Having a mic goes a long way
in making sure viewers can actually
hear what your happy customer is
saying. Plus the algorithm favors
good sound quality.
None of these are required. Again,
it’s more important that you just start
filming and posting. But keeping these
in mind as you start will help you reach
a wider audience sooner.
Encouraging Customers to
Share Experiences. Retailers can
also incentivize their customers to
create TikTok content on their own.
You can encourage customers in
general to share their stories using
a specific hashtag or challenge.
For example, #AquaMagReader or
#SmithPoolsCustomers. When users
share these testimonials without direct
affiliation to the brand, they carry more
weight, acting as unbiased endorsers.
You can make these interactive
campaigns, or to incentivize your
customers and get even more videos,
offer discounts or host a prize giveaway
for those who post high-quality,
engaging testimonials. Engaging
customers in this way turns them into
brand ambassadors whose authentic
voices enhance your brand reputation.
If you’re offering something in return
for a video testimonial, do yourself a
favor and provide some suggestions to
your customers about what a winning
video looks like, i.e. good lighting, sound,
and camera angle. No one wants to
watch a testimonial about your business
and get flashbacks to the Blair Witch
Project. Setting examples of a good vs
bad video ensures your company gets
more usable videos that will have a
better chance of getting seen by your
potential future customers.
The hardest thing about this kind
of content is getting people to do it.
So not only should you make it easy
on them by emailing instructions,
including what hashtag to use and an
example of good vs bad videos, you
also have to be talking about it and
asking your customers to participate
fairly often to get the ball rolling. But
once it becomes widely accepted, it’ll
feel like it’s on autopilot.
Additionally, retailers should engage
with these user-generated testimonials
by liking, commenting, and sharing
them across your networks. This shows
the customers that their input is valued
as well as broadens the content’s reach.
BEST PRACTICES FOR SHARING TESTIMONIALS ON TIKTOK
To maximize the impact of your
testimonial videos on TikTok, consider
the following best practices:
Consistency is Key: Regularly post
videos to engage your audience and
attract new followers. Consistency also
helps build a credible and trustworthy
brand image on the platform.
Engage With Your Audience: TikTok is not
just about posting content; it’s also about
engaging with your audience. Respond
to comments. Comments tell
the algorithm that
your content
is relevant.
So when
replying to
someone’s
comment,
ask them a
question to
encourage
them to leave
another comment which will further
boost your video.
Hashtags: Use relevant hashtags to
increase visibility and interact with
potential customers. If you’re a local
retailer or service provider, use the
name of your town and surrounding
area in your hashtags. You’ll get
more people who are actually close
enough to use your services using
#SanAntonioPools than a general
#SwimmingPools hashtag.
Monitor Performance: Use TikTok’s
analytics tools to monitor the
performance of your videos. Analyze
views, engagement rates, and follower
growth to understand what works and
what doesn’t. Use these insights to refine
your strategy and improve future videos.
Use TikTok Wisely as a Consumer:
If you’re going to be on TikTok, make
sure you’re using it to your advantage
as a consumer as well. Start following
accounts that provide tips on how to
create better content and reach your
target audience.
Be Patient: Growth on any social media
platform takes time. It’s unlikely you’ll
see overnight success, which is why it’s
important to not only start as soon as
possible, but to stay consistent as you
continue to build your brand’s presence.
The more you post, the better you will get.
TAKE ACTION AND WATCH
YOUR BUSINESS GROW
Word-of-mouth marketing can
significantly expand your brand’s reach
and credibility on a platform that has over
one billion users. Customer testimonials
are not just content but a strategic tool for
driving sales and fostering brand loyalty.
So start by encouraging your satisfied
customers to share their stories and
provide them with a platform on your
TikTok channel.
Remember,
the most
compelling
content
comes from
authentic
experiences,
and there’s
no better
time than now to capture
and share those moments. By
highlighting real customer stories,
you’re not just sharing content
— you’re weaving a narrative of
reliability and satisfaction. Your
journey to increased engagement
and business success starts with
their voices.
Laci Davis is co-founder of both
The Grit Game Marketing and
The Grit Game Rep Firm. Both
organizations aim to empower
potential within the pool and spa
and backyard leisure industries.
