Since its launch in 2016, TikTok has grown to become one of the most popular social media platforms globally. Younger generations in particular love the app, but it’s slowly growing among all audiences. In time, it may be as big (or bigger) than giants like Facebook and YouTube.
Businesses are noticing, but many haven’t jumped on board – yet. Some may not know if it’s relevant to their business or audience, and others aren’t sure how to use it for marketing efforts.
The first businesses on the platform are seeing success, however. If you have an opportunity to be one of the first on the platform, you have a significant advantage over your competitors. In addition, as TikTok grows, you don’t want to be left behind.
Discover all the ins and outs of the hottest social platform with this roadmap to fuel your business growth with these simple TikTok marketing techniques.
Is TikTok Marketing for My Business?
With its young user base and bite-sized content, a lot of businesses don’t think TikTok is a viable platform for marketing, or they’re just not sure how to use it.
If you have a younger audience for your business, however, it pays to get on TikTok – literally. The social app features short-form content with an authentic vibe that resonates with Gen Z and millennials – two generations immune to the effects of traditional advertising methods.
These generations don’t want brands selling to them directly and tend to block ads, so they need to be reached in more organic ways. Marketing to these generations is about approaching them where they are spending their time (TikTok) and adopting a raw, honest approach.
Users may spend 52 minutes or more on TikTok each day, so that’s an incredible opportunity to reach new audiences for your brand. Influencers are also popular on TikTok and have a lot of sway with their audiences.
TikTok Basics
TikTok is similar to other social media platforms, but it’s important to understand its native content. Short-form videos are the main driver of the app, and this trend has actually reached other social media platforms and revolutionized video marketing.
The platform allows videos to be posted up to one-minute long, but most videos are around 15 seconds long. You can create short, snappy videos that communicate your message and capture the user’s attention, which is the heart of the app’s appeal.
Keep in mind that it’s not as simple as taking a snippet from an existing video and using it on TikTok. You need to tailor your content to the app and align it with the other types of content you’ll find there. It should appear native to the platform.
TikTok makes creating content easy – all you have to do is record your video in the app or on your device and upload it, giving you the option to edit and add enhancements like filters and sound effects.
Users engage with the content using reactions, comments, and shares. You can monitor your content views to see how much attention it’s getting.
Try These TikTok Marketing Techniques
Get Familiar With the Platform
TikTok is unique, so take some time to learn your way around before you jump into making content. Follow some brands and see what they’re posting, learn about trends, and pay attention to how content is used. You’ll quickly get a feel for how content on the app is consumed.
In addition, the more you watch and interact with content, the more the algorithm will learn about your interests. Over time, your For You Feed will feature curated content based on your viewing behavior, providing a better in-app experience.
Use Hashtags Strategically
Hashtags are the main way of cataloging videos and allowing users to search for them on TikTok, much like other platforms. Make sure you include hashtags to make your content discoverable to users. They typically find content by using the “Discover” search bar on the screen, which filters content by hashtags.
Using the appropriate hashtags can ensure users can find your content and interact with it. You can also use hashtags to find similar brands and competitors. Keep your hashtags specific enough to help users find you, but not so specific that you won’t have anyone searching. Shoot for the popular and high-value hashtags.
Encourage Interaction
TikTok is excellent for user engagement, and that’s exactly what your brand needs for success on the platform. Comments can be used to interact with your audience and boost your content, and TikTok ranks comments by the likes they receive, so keep it meaningful.
You can use this to your advantage on your own videos as well. Encourage engagement by asking for feedback or positing a question to your users. You could also conduct a poll and ask users to comment, then respond to them. Be sure to keep the conversation two-way.
Keep Content Consistent
It’s important to post frequently to gain attention on TikTok. Set a schedule for however much content you think you can manage each week, then stick to it. You may benefit from having a content calendar to keep you on track.
Though it’s vital to have consistent content, don’t just post something for the sake of posting it. Your content should always be relevant, valuable, and high quality. If you can only manage one post a week, it’s better to focus on polishing that than posting poor-quality content four or five times a week.
Keep Up With Trends
Trends are important on TikTok, and they’re usually accompanied by hashtags. That’s how trends are identified on the platform, so if you want your content to trend, you need to understand how hashtags are used.
Remember that trends are fleeting on TikTok, and you need to keep up with them. A trend could shift in an instant, and you’ll need to adapt your content to address it. But don’t just copy a trend exactly – give it your own touch.
Leverage TikTok’s Features
TikTok has more than just videos. All content can be enhanced by features like text overlay, music, and effects, which are tailored to categories and industries like Beauty, Animal, and World. You can also use the green-screen effect to put a unique image in your video background and make your video more aesthetically pleasing.
Get creative! These features are designed to help with self-expression, so use them to your advantage. If something doesn’t work, just learn from it and make different decisions for your future content.
Keep Up With Competitors
Your competition may not be on TikTok yet, but if they are, you could benefit from following them. Follow competitors in your industry and see how they’re using the platform and the results they’re getting – you may get inspiration for how you can do it for your own brand.
Refine Goals
TikTok may be a fast-and-loose style of social media, but you still need goals to guide your marketing efforts. You should have predetermined goals to determine what you’re hoping to achieve on the platform, such as building a community or boosting brand awareness.
Keep goals SMART, which is specific, measurable, achievable, relevant, and time-bound. These goals are designed to be tracked and refined, so you can learn what’s working and what you need to improve for the future. You can leverage TikTok’s analytics tools in your Creator Tools to get specific metrics.
Use Influencer Marketing
Influencer marketing is powerful for businesses. Like the celebrity endorsements of the past, influencer marketing lends credibility to your brand and sways people to make a purchase. TikTok has a lot of successful influencers with a considerable audience of loyal followers, giving you plenty of options for how to reach your next brand advocate.
It’s important to partner with the right influencer, however. You should try to find influencers in your niche that have a dedicated audience. Bigger isn’t always better, so focus more on finding an influencer who aligns with your brand than an influencer with millions of followers.
When you find the right influencer, reach out to discuss partnering for content creation. Remember that influencers build their own personal brand and generally know what works on the platform, so give them some freedom with ideas and content. Just outline your expectations in advance to make sure your brand is represented the way you wish.
Leverage the Power of TikTok Marketing
TikTok may be the new kid on the block, but it’s gaining ground as one of the most popular social media apps of all time. A lot of businesses aren’t sure whether they belong on TikTok, but getting in early ensures you have the platform mastered as it scales and brings more opportunity.
Author Bio: Leo Waldenback is the co-founder of Zutobi, a gamified e-learning platform focused on online drivers education to help teens get their license. Leo founded Zutobi to make world-class driver’s education fun, affordable, and easily accessible for all.
