STEP

MARKETING YOUR BUSINESS ON TIKTOK

What is TikTok?

TikTok is an app that is used for sharing and creating short videos. The app has grown exponentially in popularity since its launch in 2017 and has now been downloaded over three billion times. The app also saw a significant increase in users during 2020 going from 381 million users to 700 million. Now in 2021, it is the sixth largest social media network.

Some may think that the app is more suited for younger users, however, the app is an enjoyable platform which is growing among all demographics. In a survey conducted by Wyzowl in 2020, it showed that 86% of people would like to see more video from brands. The survey also found that 92% of marketers who use video say that it’s an important part of their marketing strategy.

And as far as engagement figures go, it seems to be one of the highest performers. According to Influencer Marketing Hub, TikTok has considerably more engagement than Instagram and YouTube. TikTok also ranks as the second-biggest app in consumer spend (Hootsuite Digital 2021 report).

Now that we can see the value of using TikTok for your business, here are some tips on how to get started on the app.

Let people know your business is on TikTok

Once you have created your account it is important to share your TikTok profile on your other social media accounts and set up a link to your TikTok on your website. This will allow other users to find your profile and begin connecting with your business in a new way.

Get to know the app

Get to know your way around TikTok and see what’s trending in your type of business. You can also see what hashtags and sounds are trending to keep in the loop with what videos are getting attention. It is also good to follow pages for inspiration and other businesses you may already know that are on TikTok. Did you know that the app will learn what kind of content you enjoy based on what you interact with? The platform will then begin to show you more of the content you enjoy on your FYP (For You Page).

Make your first TikTok

This may take a bit of practise and trial and error! There are lots of tutorials online on how to make a TikTok video if needed. The most important thing is to make content that reflects your business the way you want it to. This may be through humour, ‘how to’ videos, or doing the latest TikTok dance! It can also be an opportunity to show a more personal side to yourself and/or your business and to share some of your story.

TikTok content ideas for businesses

Day in the life: These types of TikTok videos are very popular, especially in the business world. A lot of users create these type of videos to show a day in the life of their job. This can be really insightful and interesting to people looking to work in a similar industry. Creating a day in the life of a business owner TikTok video allows potential customers to get to know the person behind the business and can inspire others who would like to start their own business.

Meet the team: This is a great chance to show a more personal side to your business and to put faces to names. You can have fun with these types of videos and share a bit about who your team are and what their roles are in the business. You can also involve your team by discussing their ideas for content.

Office/business tour: Creating a TikTok video showing your business allows potential visitors to learn where your business is located and see what your working space looks like. It’s also an opportunity to show off some of your workspace interiors, furniture and gadgets.

Product creation: If your business is a product-based business this is an effective way of showing potential consumers more about the work it takes to create your product. A lot of business owners have shared step by steps on how they create their products and/or pack an order before it is sent to the customer. When doing this you can add captions to explain what you are doing or provide your own narration along with a trending TikTok sound.

Share your experiences: Storytimes are very popular on TikTok. A lot of users share stories of what has happened to them day-to-day and offer advice they think others would benefit from hearing. Is there something meaningful you could share that would help other business owners? TikTok is a great place to share stories and you can learn a lot from listening to other people’s stories!

Behind the scenes of your business: You might have a launch or event coming up where you could show a bit about what goes on behind the scenes. This sort of content is great for generating interest and gives people insight into you and your business/job.

Share your tips and tricks: Why not make a quick video of something you have learned that would be helpful for other people to know about. This could be something DIY related, tech or any tips you have learned as a business owner/through your job.

Follow hashtag challenges: What is great about TikTok is there is always a new trend or challenge to participate in. By looking at your FYP (For you page) you can see what is trending at the moment and what is gaining the most engagement. This is an opportunity to be creative and show your business/brand’s personality.

TikTok Ads

Another marketing avenue available on the platform is TikTok ads. One of the benefits of TikTok ads is you don’t have to spend a great deal of time building an audience. By using ads you will be able to reach your target audience and expand your reach. Users can launch an ad on TikTok by selecting their chosen advertising objective, setting a budget, targeting and bidding method then uploading their video.

Things to remember

Don’t focus on follower count

TikTok is a social media platform where follower numbers aren’t looked at as much as they may be on other platforms. Regardless of how many followers an account has, any TikTok has the potential of reaching a big audience if the content is interesting and engaging. If you are creating content that has value to an audience, your account will gain followers over time.

Post frequently

TikTok is a social platform that rewards frequent posting, the more you post the more discoverable your account will be for users. The more discoverable your account is, the more likely you are to gain followers which means more people will be consistently seeing your content.

Interact with your audience

Answering comments in video format is a fantastic way to create lots of content once you’ve gained some followers. You can use the duetting feature to react/speak to people who may be having a problem that you have the solution for.

Whether you have recently launched your business or would like to expand your reach, TikTok provides great marketing opportunities for businesses. The app also provides a platform where you can reach an ever-growing number of users you might not be reaching on other platforms.

TikTok is growing more and more in popularity and doesn’t show any sign of slowing down in 2022. Why not implement the use of TikTok into your marketing strategy for the upcoming year and see where it can take your business!

If you would like more information or tips you can get in touch with us at marketing@stepscotland.co.uk.

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