Helping Small and Medium Businesses Achieve Their Full Marketing Potential | Digital Marketing Expert
How to Utilise TikTok for Business
Although known for its dance challenges, viral memes and cat videos, TikTok has become a game-changing platform for businesses hoping to engage with new audiences while showcasing unbeatable, creative marketing strategies.
With over a billion active users, it would be a shame for small or newly established businesses not to take advantage of TikTok’s endless opportunities.
In this article, we’ll break down how your business can utilise TikTok to reach new audiences, boost engagement and create authentic, creative content.
Why Should Businesses Use TikTok?
TikTok might seem like a playground for Gen Z, but the platform has a broad, diverse audience all watching, creating and engaging with content daily. With a highly reactive algorithm, TikTok personalises content to users based on their interests, allowing businesses to reach their target audience without needing a significant following.
Businesses can actively engage customers using targeted strategies that attract the right audience and spark interest, much like casting a hook with unique bait to catch specific fish.
With quick and punchy videos, brands, businesses, and independent sellers can utilise TikTok to showcase branding personality, launch new products, or connect with their audience meaningfully.
A standout feature of TikTok is its intuitive and user-friendly interface. Simply put, you don’t need a degree in video editing to create engaging content for your business.
Define Your Goals & Audience
So before you begin creating viral TikToks, you’ll most likely want to set achievable goals. Are you looking to expand your brand’s reach, drive footfall to your online store, promote your latest products or increase signups for your service?
Once you’ve outlined clear objectives, you’ll need to begin researching your target audience. Remember that most TikTok users are Gen Z, and depending on your business, this can be a significant benefit.
Getting an in-depth understanding of who you’re talking to will help with creating content that fits your target audience’s interests.
Take Advantage of Trends
Don’t fear following the crowd and jumping on trends. Riding the TikTok wave can give your business extra exposure and visibility.
Stay on top of trending songs, filters, hashtags, and video formats on TikTok’s “Discover” page. Remember not to copy other content creators directly; instead, find creative ways to align your unique brand identity with the current trends.
Refine Your Content
For businesses specialising in educational content, TikTok can be an effective platform for sharing valuable and insightful information. By creating informative videos that teach your audience something new, you can expertly position your business as an authority in your field.
In short, concise, engaging and creative content will catch viewers’ attention, so ensure your TikToks get to the point and have enough charisma to keep users from scrolling.
Create TikTok Ads
While organic reach is valuable, TikTok also offers businesses the option to use paid ads for an extra boost, helping to expand visibility and connect with a larger audience. Here are the different formats TikTok ads come in:
Branded Effects:
Businesses can create unique stickers and customised filters to include in their videos. Incorporating Branded Effects is a great way to encourage target audiences to engage with your brand and boost interaction.
TopView Ads:
Appearing at the top of TikTok’s feed, these ads immediately grab attention when users open the app. TopView ads are premium, eye-catching and can deliver a 60-second message promptly.
In-Feed Ads:
As users scroll through their feed, these ads appear like regular TikTok videos, blending in with organic content. In-feed ads are effective for driving footfall to your website or app, and users can like, comment, and share them just like regular TikTok videos.
Branded Hashtag Challenges:
If you’re looking to start your own trend, encourage users to create videos using your branded hashtag. This could be an effective way to foster engagement and connect with new customers.
TikTok Shop for eCommerce Brands
TikTok Shop is an exciting new platform for eCommerce brands to showcase their products directly through TikTok’s short-form videos, boosting brand awareness while concurrently driving sales.
Using TikTok Shop, eCommerce brands can reach their audiences with engaging video content, including creator partnerships and live streams. Users can buy products through the in-app purchasing options, meaning potential customers can conveniently shop without ever leaving the app.
TikTok’s Seller Center also allows businesses to manage orders, analyse KPIs and redefine campaign goals, offering a flexible way to oversee their sales performance in real-time.
Partner with Content Creators
By buddying up with a TikTok influencer whose core values align with your brand, you can extend your reach and connect with a large and possibly more engaged audience.
Content creators also have experience in knowing what works and what doesn’t on TikTok, so use their expertise wisely to ensure social media campaigns are successful. If you’re unsure of where to start, partner with a TikTok marketing agency that can help you navigate the platform.
Authenticity is Key
The platform thrives on real and relatable user-generated content (UGC), and the true beauty of TikTok lies in the fact that users have a preference for authenticity over ultra-polished.
Even the most corporate businesses can humanise themselves using TikTok by showing funny office moments, capturing real-life interactions between the team or posting meme-able outtakes.
Overly manufactured content tends to get less attention, mostly due to TikTok users appreciating spontaneity and rawness. Overly polished videos can feel out of place and often lack organic interaction, so ensure all content captures the raw, genuine side of your business.
Final Thoughts
Brands that utilise TikTok for business can engage with audiences in new, creative and—most importantly—authentic ways. TikTok isn’t solely a platform for viral dances; it’s a place that allows businesses to show their personality, connect with audiences, and nurture relationships with loyal followers.
At The Good Marketer, we have a talented team of in-house TikTok content creators. Whether you’re a small start-up or a well-established brand, partner with us today, and let’s create engaging content to connect your business with new customers.