You’ve probably heard of TikTok, the social media application with over 1 billion active users and counting. Although it is true that some of TikTok’s content includes silly dances, comedy and challenges, there’s potential for TikTok to become a vital part of your marketing strategy.  

If your target audience is the younger generation, you’re in luck. Around 43% of TikTok’s global audience is aged between 18 and 24, so it is an important tool for targeting those age groups. The other 32% are users aged between 25 and 34, and that is not including the TikTok’s that are reposted on other platforms such as Facebook and Instagram, where the audience differs. This video creation tool therefore ought to be part of your marketing strategy, even if it is not a large part.

Why use TikTok to market your business?

• It is likely important for your business to have a ‘face’, for audiences to be aware of your brand. TikTok offers the opportunity to expand your audience, reaching many kinds of people, making them aware and informed. You can run ads, join in trends, work with influential figures, and use stickers and hashtags to ensure you are seen.
• TikTok has this canny ability to suggest that something is not actually being marketed: it is just content to be enjoyed. This mechanism means you can promote your products or people in a way that doesn’t appear forced or demanding, generating trust and authenticity.
• It suggests your business is active and may even generate a community of people interested in your content, possibly even generating another source of income (if you build up a large enough following, for example, TikTok has a creator fund).

How to use TikTok for your business:

Like any marketing strategy, the methodology behind using a platform must be formed before throwing yourself into it. So how can you use TikTok for your business?

1. Create intentional and relevant content. This means focusing your efforts on catering to your target audience, whilst maintaining brand authenticity.
2. Make use of effects, music, and hashtags. Use of sound on TikTok has seen songs rise in the UK charts when people rally around to use and spread the same clip of a song again and again. Making note of popular sounds on TikTok will ensure your content ends in the right places.
3. Try your hand at editing videos in the TikTok app. There are so many tools available on the app if you don’t want to or can’t create the video on a different program. Some include the timer, flash, templates, text, effects, and video length. Setting aside some time to learn how to use the app will help.
4. Keep it simple. The videos that perform well are generally timely (15-30 seconds) and don’t necessarily have a professional set up, of course, setting can be important, but you don’t have to go over the top to do well.
5. Create a ‘human’ feel. Featuring employees, the office dog, your work setting, witty comments about being tired at your desk. This sort of content is human and relatable.
6. As in other areas of your marketing strategy, knowledge of the best times to post will enhance your chances of engagement. Make use of TikTok’s analytics (which you can do on a business account for free) and spot what content is performing well.

TikTok is undeniably a fast-growing technology, only predicted to further expand. Getting your brand established on TikTok will ensure you are aware of latest trends and topics of interest, ultimately increasing brand awareness and possibly even creating a viral moment.

This article is also in our Business Magazine which you can view here.

By Rozz Cottrell