There is no doubt that TikTok is dominating popular culture, becoming a desirable and lucrative platform for digital marketers to connect with their target audiences. If you’re a small business that hasn’t tapped into the potential of TikTok yet, you could be missing out.
But where do you start? Our social media managers have put together the following guide to get you going: breaking down how TikTok is being utilised for business in 2023, what type of content you should be creating, and the pitfalls to watch out for.
TikTok for Business in 2023
TikTok is a video-sharing social network that allows users to create and share video content ranging between 15 seconds and 3 minutes. With 1.1 billion active monthly users, it has become the 7th most-used social network site ahead of popular platforms like Twitter, Snapchat and LinkedIn.
It’s most popular among Gen-Z, but there is also a strong presence of millennials and a growing number of people aged over 40.
Brands have recognised the significance of TikTok as a way to engage with younger audiences by encouraging user-generated content connecting with popular creators. These influencers tend to see a higher engagement rate in comparison to other platforms such as Instagram and YouTube, making it a desirable space for digital marketers.
But, is TikTok right for your brand?
The first thing you will need to discover is if your target audience is using the platform. Sign up for a personal account and research whether or not the people you want to appeal to are active, and what content they are engaging with. Are your competitors using the social network already? If so, does there appear to be a huge demand for the content they are offering? Can you see where they are missing out?
Can you provide value to your audience with the content you create? Is your business the type of brand that can offer potential customers something they need in a way that is not overtly sales-forward? If yes, consider if this can be achieved on the existing channels that you have. Or will TikTok’s powerful algorithm allow you to maximise your reach better?
TikTok tends to favour short-form content, so long-form video content may be better on a platform like YouTube. Alternatively, Instagram Reels offers a similar concept to TikTok, so it might be worth testing the content there first if you already have an Instagram page.
Finally, you should consider whether the time and resource investment involved with TikTok is worth it. Depending on how willing you are to get it to work, it could take up a lot of your time that may be better used for something else within the business.
Brainstorming, filming and editing the content will be a job in itself, so make sure you are prepared to work hard to achieve fantastic results.
What type of content should you be creating?
If you’ve answered the questions above and determined that TikTok is right for your business, you will now need to decide what type of content you want to create. The content should not be sales-forward as this will not perform well. Take a look at the most successful brands using the platform, such as RyanAir and DuoLingo, who have focused on creating valuable content.
Comedy
To entertain your audience with comedic videos is one of the hardest things to achieve, but if you pull it off, you will gain a loyal audience that wants to engage.
@duolingo Stay toxic my bilingual besties #duolingo
Educational
If you don’t think comedy is the right tone for your business, then it’s likely educational content will be more appropriate. But you’ll need to find an entertaining way to educate your audience with strong visuals in the video to engage people. This could be sharing “behind-the-scenes” of your work day, letting people in on the ‘secrets’ of your job and work life.
A fantastic example of this would be a local dessert shop in Barnsley, Dolly Desserts, that has amassed 1.5 million followers by creating videos of them making the range of tasty-looking desserts that they offer.
@dollysdesserts Replying to @makayla778 Replying to @makayla778 Banana Nutella crepes are elite #dollysdesserts #crepe #banana #nutella
Trending sounds
The power of using trending sounds cannot be understated, as they allow your videos to be boosted and your content to tap into the trending moments in popular culture. The trending sounds aren’t just the biggest songs from the moment, they can also be hilarious lip-syncing audios and sounds associated with a video trend.
By engaging with the trending sound, the TikTok algorithm is more likely to boost your videos to more people as they know that style of content is currently in demand.
Have fun with trends
If you’re forcing it and not enjoying the content you’re making, your audience will know. So, have fun with the trends and apply the most relevant ones to your business and team.
@ryanair Ok Timmy but just this once 🥵😫 #airline
Keep to your niche
While it may be tempting to try to cover as many trends and trending sounds as you possibly can, you should stay true to your business niche and only apply the trends and sounds that are relevant, or that can be utilised in a way that remains authentic.
Social media marketing agency topclick has the necessary expertise to help you grow steadily across a wide range of social media platforms, utilising the enormous reach available to target the customers you want to engage. Get in touch with us today for more information.