TikTok has quickly become one of the most popular social media platforms out there. The social media app has been downloaded over 1.5 billion times and has over 800 million monthly active users. TikTok is known to be more popular among Gen Z, but has quickly gained popularity among older generations. Businesses hoping to use this social media platform as a way to gain brand awareness have often struggled with knowing how to do so. We’ll go over everything you need to know here so that you can know how to use TikTok for business and incorporate it into your social media marketing strategy.
What is a TikTok Video?
TikTok videos vary in the way they are presented.
TikTok videos can be anything from talking, to lip-synching, dancing, or really almost anything else you can think of.
There are new trends emerging all the time, allowing the platform to maintain its fresh feel. Videos vary in length, generally being 15 – 60 seconds long.
Recently TikTok has expanded the video length to allow for 3 minute videos to be posted.
What about TikTok for Businesses?
TikTok has a division on the platform called TikTok for Business that allows businesses to promote themselves to users.
TikTok business includes various tools your business can use to increase engagement on your TikTok posts such as hashtag challenges, or polls. It also allows businesses to advertise within the app.
How can Businesses use TikTok?
Businesses have options when it comes to their content on TikTok.
They can use the platform to create ads which will appear between videos, often looking just like any other TikTok creation.
They can also create content that will attract users attention so they can attract attention to their business organically.
Many businesses use a combination of these methods. Of course, when it comes to using TikTok for business, the most important thing is your content. It should be short, unique, and eye-catching.
Types of Content
If you want to create content that will automatically speak to the users within the app, here are some ways to do that:
Participate in a Hashtag Challenge
There are always new hashtag challenges to try on TikTok.
This means that users are challenged to post a very specific type of content. These can be dance challenges, lip-synch challenges, fashion challenges, and creative challenges.
However, make sure if you are going to participate in these, that you are doing so in a timely manner. Things change quickly and the app isn’t very supportive to those that are late to the game.
Using tutorial or how-to videos in your post are great ways to showcase your brand. Hair tutorials and recipes are extremely popular on the app. The viral feta pasta recipe comes to mind as I write this.
Musical elements are wildly popular on TikTok. You can create videos using these for entertainment, or you can consider altering the song to fit your brand. With a little creativity, the options are nearly endless.
Meet the Team
Several businesses have gained popularity by showcasing their employees. Getting an insight into the day-to-day operations with people they relate to is a fun way for users to get to know a business. Something that is increasingly important in today’s marketplace.
Showing users how your product works is another great way to create content.
There have been many “TikTok made me buy it” posts from users who have seen a product featured on the app, which prompted them to make a purchase. “Grandpa’s weeder” was sold out in stores for quite some time after being featured on several TikTok videos.
If you run a service-based business, you can showcase the results of your service performed for various clients.
Before And After
Everyone loves a glow-up. You can use these types of videos to show the effect your product has. This works especially well for home improvement, design, fitness, and beauty based businesses.
Showing behind the scenes of your business is another great way for people using TikTok to connect with a business, as we have touched on when talking about showcasing your employees. For these videos, you’d show the process of your product or service. How is it made?
Not every TikTok video needs to be full of energy or humor.
Users love satisfying videos of things like mixing paint, icing cakes, etc. One poster gained popularity with his videos of drywall mud and paint scraping.
Everyone loves a good story. TikTok users are especially interested in hearing the back stories of others in the app.
You can keep it simple by just showing off the office cat or dog, (be prepared though, they will want more videos of your cubical cutie) or you can go further in depth by talking about the origin of your business, or if your business has a particular mission such as partnering with a charity, talk about that and WHY that particular cause is so important to you.
Advertising on TikTok
If you don’t want to create new content on a regular basis, you can also use the platform to advertise. Here is how:
Hashtag Challenge Ads
Just as we’ve mentioned above, you can participate in a hashtag challenge. Then you will pay to have your content featured on TikTok so more users will see it.
These TikTok ads look just like a normal TikTok video and appear between videos that the user is watching.
Brand Takeover Ad
If you are looking to direct even more attention to a campaign, you can use these ads. These TikTok ads appear right when the user opens their app. It play for a few seconds then will have an option for the user to skip the ad, or use the call-to-action button.
These ads are similar to Brand Takeover ads in that they play just like a normal video, but are longer in length. Usually 60 seconds.
Branded Effect Ads
TikToks includes features such as stickers, lenses, and filters that advertisers can take advantage of. You can have your own sticker with a logo of your brand for users to incorporate into their content, thus increasing brand awareness.
Influencers on TikTok
Influencer marketing on TikTok is a smart move for businesses in a wide variety of industries. This will make the content around your brand organic.
You can either work with influencers that are strictly paid, or some smaller influencers will post in exchange for product.
An important thing to remember about influencer marketing on TikTok is that the influencers are popular because of their understanding of the app.
While you may have experience working with influencers on other social media platforms such as Instagram, where you are getting aesthetically pleasing photos and captions with brief descriptions of your brand, TikTok is a completely different ballgame.
Influencers on TikTok know that users are looking for more than just aesthetic appeal.
TikTok content creators and influencers will spend hours on their content, shooting videos sometimes over and over, working on transitions, the right effects, music, etc all to create content that their followers and others using TikTok will love.
So if you are looking to work with someone on TikTok, approach the influencers who are relevant to your target audience. You can discuss ideas, or what you’d like to see, but ultimately, the content they create is up to them.
What to know about TikTok users
The majority of regular TikTok users are younger. You’ll want to make sure you have a firm understanding of their language, references, and level of respect that is expected.
Remember that while TikTok is entertaining, it’s social media. This isn’t a place to create a commercial. Without being aware of this, you will not be successful in your marketing on this platform.
How to use TikTok
TikTok can be used to reach audiences using short videos, ads, and influencers. Businesses exploring this platform are frequently finding new ways to reach their target audience.
Because this platform is not saturated with other businesses marketing, you have good chances of finding success on this platform if you play your cards right.
Remember that authentic content and interaction is essential when using this platform. Utilize this platform correctly to create content that is entertaining, inspiring, or userful.
The ultimate goal is to create content that goes viral.
While you can’t always control this, there have been numerous instances where accounts with small followings gain attention by creating videos that are genuinely interesting.
What this means for you is that even if you are just starting out, if you follow the correct formula and stay on top of things, your business can gain a lot of notoriety on the app.