Should you use TikTok to Promote your Business?
Since its launch in 2016, TikTok has been one of the social media platforms that have grown significantly in terms of usage, mainly because it’s a favorite for the younger generation. This platform, which has been described as ‘The Instagram for the mobile age’, allows users to share short videos that showcase their talents.
With 41% of the users being aged between 16 and 24, it’s easy to understand why this platform has grown so fast. Currently, TikTok has more than 500 million active users, thanks to their strategy that targets the younger generation (an audience that comprises individuals who have enough time on their hands).
The usage statistics of TikTok attract a lot of attention from business owners who would like to make it part of their business’s social media strategy. However, to use TikTok that way, you would have to know more about how it works so that you can create the right kind of content. This article will provide all the information that you need, so keep reading.
How does TikTok work?
This platform aims to facilitate the creation and sharing of interesting 15-60 seconds long videos. To make it easier for the users to create their videos, the platform has an integrated editing toolkit, which the creators can use to fine-tune their content to produce the desired effect.
TikTok also has an extensive music library and they’ve also integrated Apple Music into their platform, which makes it easier for creators to get the music that they need for their videos. Just like other social media platforms, TikTok also allows for user engagement in the form of following, commenting, giving hearts, sharing other videos, and posting reactions.
If you want to use TikTok for business, you can read this guide to know more about everything from creating your own profile to establishing your presence. In addition to the guide, you can watch the following video for more information about the social media platform if you are not familiar with it.
Is TikTok ideal for your small business?
With TikTok growing in popularity day in day out, it’s not a wonder that large businesses have been experimenting with the platform to see whether it can boost sales for them. Some of the larger companies that have joined the platform to interact with the users and show their lighter side include Nike, Elf Cosmetics, HP, and Guess.
But does that mean that every business should add TikTok to their existing social media strategy? Well, maybe not. It’s worth getting a TikTok account specifically if:
- Gen Z is your target demographic
That’s in consideration that the main users of this platform are individuals who were born in 1995 and after.
- The platform meets your business’s KPIs
Unlike other social media platforms that focus on generating traffic or leads for businesses, TikTok for business focuses on enhancing your brand’s awareness. This platform is more about participating in different activities such as trending challenges. In that light, it may not be the best platform for promoting a given service or product.
- It fits your business
While some companies can showcase their fun side, there are those that have to focus on being professional at all times. If yours is a professional business, joining a fun video platform might not be a brilliant idea.
- Your business is visual
TikTok is simply a platform that is best suited for visual businesses. Take the example of an accountant and a bakery. The bakery can join TikTok and thrive with ease since they have lots of products that they can show and get creative with. An accountant, on the other side, may struggle to produce engaging content for their audience.
- You have enough time
Integrating a new social media channel into your existing marketing plan is not an easy thing. You ought to have sufficient time that you can invest in your new channel to make it grow. Think about factors such as how often you will be in a position to post, whether you will have time to engage with your followers, and the crew creating your content.
If you don’t have sufficient time to build and develop your new TikTok account, you’d be better off focusing on your current marketing plan and improving it to get better results.
Why should you use TikTok for your small business?
If it’s feasible to use TikTok for your small business, you should go ahead and integrate it into your social media marketing strategy for the following reasons:
- You won’t need specialist equipment to produce great videos
- You will have a lot of fun with your marketing campaigns
- Participating in challenges is quite simple, yet it increases brand awareness by a huge margin
- If you come up with a challenge that people love, the content will be created for you
- With TikTok, it is surprisingly easy to target an audience from a specific location
- TikTok is also international, which means that you can continue using it even as your business grows
Finally, creating a business account makes it easier to access useful analytics about your content and followers. That way, you can come up with an effective TikTok strategy for your business.
What are the challenges of using TikTok for business?
Just like any other marketing strategy, you will face a couple of challenges when using TikTok for business. The main challenges that you will have to cope with are:
- TikTok can be time-consuming
- You have to be creative enough when creating your content to be noticed
- There are lots of features to familiarize yourself with if you want to use TikTok effectively
- Even though you can add a link to your YouTube and Instagram channels, it’s not possible to add a link to your website
- TikTok limits your posts to 100 characters, which is lower than the maximum number of characters on the majority of social media platforms. This means that you have to be very creative with your copywriting to cover everything that you wanted to say.
How can your small business use TikTok?
If you have decided to use this social media platform, here are some of the most fruitful ways to use TikTok for your small business.
One of the most popular contents on TikTok is challenge videos. As long as you come up with a creative and interesting challenge, it will become popular very quickly. You can also decide to participate in a popular challenge that is appropriate to your business.
- React videos
React videos are a great tool for engaging with other users. Not only will react videos make your business more noticeable but they are also a great way to interact with your customers. Your customers can even include their reactions in your video, and share them on their profile. That would be a great way to increase the awareness of your business.
One of the most amazing benefits of TikTok for business is that you can use it to advertise your small business and possibly reach new audiences. It’s possible to create varying types of campaigns, use different keywords, and even determine where and when you want your advertisements to display.
- Influencer marketing
You can use someone with a large following to promote your products or services. Influencer marketing is an amazing way to improve brand awareness and attract new followers.
The Duet feature makes it possible for a user to create a video and play it next to another video in a split-screen format. Some users choose to duet with their favorite celebrities, but when using TikTok for a small business, you might want to collaborate with influencers, industry professionals, and the happy clients that you have worked with.
There is a lot to take into consideration as far as social media’s latest addition is concerned. In reality, videos require more effort and time to create, compared to photos accompanied with a block of text. Besides, TikTok seems to be more inclined towards the younger demographic, which means that the businesses that target a more general audience may not benefit much.
However, it could be a matter of time before this social media platform makes its mark on older users. Besides, worldwide video consumption is rising by approximately 100% every year, and online videos are expected to take up more than 82% of the total consumer internet traffic by 2022. This simply means that all businesses will eventually have to embrace video marketing, whether or not they like it.