HubSpot recently released a private beta for a new TikTok social integration. This will allow you to schedule and draft TikTok posts without leaving HubSpot. You will also be able to monitor how these posts perform and view analytics.
This is exciting and another step toward consolidating more tools within HubSpot. Here’s what the update includes and what I’ll be looking for once I get access to the beta.
HubSpot users who request access to the new private beta can now connect their TikTok accounts directly to the Social tool in HubSpot. Once connected, teams can:
Draft and schedule TikTok videos
Publish directly to TikTok
Monitor and reply to comments
Track mentions of their account
Analyze organic TikTok performance
This has the potential to save teams time by centralizing social management within HubSpot. But does it offer enough to be worth your time?
Here’s a breakdown of the current functionality:
Start a new TikTok social post in HubSpot
Select a video from your HubSpot video library or upload a new video
Draft your post
Schedule it or publish it to TikTok
After your post is published, you’re able to monitor and reply to comments right within HubSpot. This is already possible with other social platforms in HubSpot and TikTok is now included in that.
You’ll be able to see:
Comments made on your TikTok posts
@mentions of your TikTok account by other users
These interactions will appear in HubSpot’s social reply inbox, and you can respond without leaving the platform.
HubSpot will now allow you to track how these TikTok posts perform alongside your other social channels.
Within HubSpot’s social reporting, you’ll be able to:
Review performance metrics for your TikTok account
Analyze engagement and performance for individual posts
Compare TikTok results against other connected social platforms
This could make it easier to evaluate which channels drive the most engagement without having to jump between multiple analytics tools, which is a plus.
After getting access to the beta and taking time to test it, the integration works just about how you’d expect if you’ve used HubSpot social publishing tools in the past. It works pretty much the same as the other tools, is simple and easy to use, but lacks the depth that comes with posting directly on the platform.
The biggest limitation is the inability to choose trending audio in HubSpot. Trending sounds are a major driver of discovery and engagement on TikTok, so this is a significant missing feature.
Despite the limitations, if your TikTok strategy relies on original audio and pre-edited videos, this would probably work well enough for you. You’ll miss out on some of the depth from posting directly on TikTok, but you won’t have to leave the platform to publish posts.