Since its launch in 2017, TikTok has grown to be a social media juggernaut. The short, looping video format struck a chord with users and now has grown to more than a billion daily users!
TikTok is the place to reach Millennials and Gen Z audiences, with 60% of TikTok’s audience being users aged 16-25. But don’t let that mislead you. Virtually every generation is present and active on TikTok. Users average 850 minutes a month in the app. TikTok also has the highest engagement rate of any social media platform, with up to four times the engagement rates of other social media giants.
If you’ve not yet spent any time on the app, it might seem like nothing more than a confusing viral app for kids. But social media savvy companies are already tapping into its vast potential to grow their brand awareness and reach new profits.
Sure, there are some security concerns with the service. But if you’re a small or local company wanting to reach audiences on social media today, you cannot afford to skip having a presence on TikTok.
So, if you’re a small or local business looking to get started using TikTok as part of your overall digital marketing strategy, you’ve come to the right place. Here are a few tips to help you get started using TikTok to grow your business:
Research The Platform
Before launching yourself on TikTok, take some time to really study the platform. It’s a unique service with different quirks than the other social media giants. Start by getting a feel for the app in general and what everyone sees at the highest level. Then niche down into your industry and try to spot any differences. Do the top performers in your industry do anything special? Any trends you can spot within your niche? Anything they’re NOT doing or saying that you could be? Look for gaps in content and opportunities to present things in a new way. Suppose everyone in your industry is doing how-to videos. In that case, you might see a gap in answering questions or something else that can help you stand out from the rest.
This tip is consistent across all social media channels. You must post regularly and stay present and active to gain a following. Customers who don’t see you will forget about you. So, set a schedule and follow it closely while also monitoring your results. You will want to amend the time of day you post if you notice customers seem to respond better to your posts in the morning, for example. Start small, posting at a rate you can keep up. You can always add more posts as your followers grow and crave more content.
Create Engaging Content With a Hook
On TikTok, attention spans are short. You only have 3-5 seconds to hook users and convince them to follow you. You don’t want to mindlessly pump out stale or generic content. Use quality voice-overs or captions to help your followers understand what you’re showing them. Don’t think of this as a platform where you can blast ads at your audience. While you are sharing video content, it is still a social media platform. Audience engagement is what you’re after.
TikTok is full of all the latest viral trends. It could be a popular song people are using in the background, the newest challenge of the week, or a popular hashtag. Knowing how to spot trends before others is half the battle. Follow relevant hashtags and influencers within your industry to spot patterns before the competition. Be sure to pay attention to the details and use trends sparingly. You don’t want to appear desperate or too hungry for attention. You also certainly don’t want to use trends that go against your company values or beliefs. But use trends sparingly to show that your company knows what’s going on and isn’t afraid to have a little fun from time to time.
Make Your Own Trends
While following trends can be a great way to grow your presence and follower count, it can be limiting to always follow the pack. If you want to reach the next level and be respected within your industry, you need to start your own trends and start your own trends. TikTok challenges originate somewhere, right? Why not with you? Not every hashtag or challenge you try to create will take off, but it’s worth trying something new now and again because the results are worth it when it does take off.
Don't Worry About Perfection
This isn’t Instagram. You’re not always trying to post the perfect photo with every detail polished to perfection. TikTok is the platform to let your personality shine. Users love seeing “messy” or off-the-cuff content that feels authentic. Most are posting from their phones, so there’s no expectation of professional calibre videos with Hollywood lighting. Users are hoping to be entertained, and a great way to do that is to be true to yourself while keeping things lighthearted and fun.
Interact With Influencers
For better or worse, influencers are a significant part of any social media marketing campaign. You might not think your niche industry has influencers, but that woudln’t be correct. There are influencers on just about anything you can imagine. Working with the right influencer can propel your account through the pack. Many assume that you have to pay to play with influencers. While many operate this way, you don’t always have to pay an influencer to get some traction with them. When you engage with their posts and are active in your industry’s community, you’ll naturally get on their radar and become part of the conversation. That can often pay off enough in terms of increasing your exposure. Then, it’s up to you how much further you want to take the partnership.
Remember to Have Fun!
Social media marketing is serious business and can be the difference between your company’s digital marketing strategy thriving or failing. But at its core, social media is about authentic engagement with your customers. It’s a free chance to talk to them and have them give you direct feedback.
Social media allows you to show an authentic side of yourself and your business.
Is there something silly everyone does during break time? This is your chance to show it to the world. Everything doesn’t have to be super polished and researched. You can be yourself (within reason) and have some fun with your followers.
If you worry about getting started or don’t feel like you have the time needed to stay consistent, reach out to us for some help. We’re here to help companies reach their SEO goals.
Contact us today if you have any questions or would like to explore some digital marketing strategies.