Should My Business Be On TikTok?

It's everywhere. It's setting trends and shifting culture – but is it right for your business?

If you haven’t heard of TikTok yet, consider yourself a rock dweller. Not only is it one of the most popular social media apps on the planet right now (with more than 1 billion users), but it’s also changing the way people search the internet. In fact, nearly 50% of Gen Z users regularly use it as a substitute for Google search queries. In advertising, we call that a significant change in consumer behavior.?

As a business, the key to harnessing a new superpower in the market of attention is to stay proactive and get involved as soon as possible. In this piece, we’ll explain how TikTok works, how you could use it for your business, and how to get started on 2022’s second most-downloaded app in the world.?

TikTok 101?

TikTok is a social media platform for users to create and share short-form videos about … well, everything. Originally known as "musical.ly," the app was primarily designed for its users to sing, dance, lip-sync, etc., but it has since grown to become a hub for all forms of content. So, whether you’re creating a how-to video, starting the next challenge trend, or just using its many filters to make memes for millions of users, TikTok is the place to be.?

How It Works (Feeds and Algorithms)?

All TikTok users have two versions of their feed to choose from when they open the app: the “For You” feed and the “Following” feed.??

• Your “Following” feed is a compilation of posts that are exclusively from the users you choose to follow on TikTok. The app uses this feed to inform you of other users you might be interested in, which ultimately affects the sorts of videos and users that appear on your “For You” feed.?

• Your “For You” page (FYP) is a unique, personalized feed based on your interests, which is determined by your user actions such as likes, comments, and shares (or lack thereof) on other videos that have appeared on your feed. The “For You” page is where TikTok’s algorithm does most of its work and is the one that’s primarily watched by it’s the platform’s more than 150 million active monthly users.

For more detailed analysis of its algorithm, you’ll want to review TikTok’s piece on how they recommend videos for users.?

Why Use TikTok for My Business

In the world of advertising, attention is the most valuable currency there is. And if there’s anything TikTok specializes in, it’s attention.??

Even better, the type of attention it garners is the kind most businesses are searching for – that of Gen Z and millennials, opening a clear opportunity for brands to capitalize on. Here are some reasons you may want to give it a go for your business:?

• Increase brand awareness/engagement: Any chance you have as a business to earn some brand recognition is an opportunity worth pouncing on. TikTok presents a unique opening for creators and companies (big or small) to win the attention of a massive audience – specifically one that wants to share their favorite videos with friends – all without spending a dime in ad dollars.?
• Establish (or amplify) your brand identity: Aside from being able to partner with creators, TikTok also allows you to present a more personable, lighthearted impression of your brand due to the app’s organic tone of user-generated content. Establishing a “non-markety" (yes, we made up a word) presence in your followers’ feeds is a great way to build a strong brand connection.?
• Leverage in-app features, like "Shop,” to boost ROI: TikTok has implemented a key feature surrounding e-commerce since its launch:? With the TikTok Shop feature, users can now discover and purchase directly from the app through a variety of content types. This includes content such as in-feed videos, ads, affiliate programs, and more, creating a big opportunity for authentic testimonials and experiences for retail brands to utilize and ultimately increase sales and awareness.?

How to Get Started on TikTok?

Now that you understand how TikTok can be an asset to your business’s marketing strategy, it’s time to make your mark. Once you’ve set up your account, you’re ready to get started:??

1. Watch and learn?

The best way to build your brand’s TikTok presence is to learn what makes the app and its users tick (pun absolutely intended). We recommend putting in at least 30 minutes a day of scrolling to learn what sorts of videos perform well and which ones don’t. Pay attention to the details of the video – things like the format, length, the use of TikTok’s tools and external ones – and follow the examples of successful content creators.?

2. Be an active user??

As part of your daily homework for learning about TikTok, it’s important to learn how users interact with videos. As a user yourself, you are likely accustomed to reacting to the videos you come across in whatever form feels natural to you (likes, comments, shares, saving the videos, etc.). Not only does commenting on others’ videos help drive traffic to your own page, but replying to comments on videos you create helps foster a relationship between your brand and the people watching your videos.?

3. Make content of your own?

When it comes time to start creating content of your own, ensure you’re prioritizing quality content that grabs the attention of your audience. This is your opportunity to tap into the creative side of your brain and figure out how to leverage your brand’s identity as something interesting for your potential audience.??

The content you make can be in the form of a sketch, a short how-to video, or a Q&A with questions pulled from the comment section of a previous video – it can even be done as a “Stitch,” one of the most popular forms of video on the app. You’ll also want to lean into trending sounds and niche hashtags for your brand when possible. Be experimental to see what works best and most importantly, make a lot of content. According to TikTok, posting one to four times a day is the best way to earn consistent traction on the “For You” feed.?

4. Optimize your content to be search friendly?

Similar to other social media brands like Instagram and Twitter, TikTok has recently deployed SEO into its search functionality. With this new adjustment, you should prioritize making videos and captions (such as on-video text) search friendly, being sure to include hashtags your audience would be searching for to find the results they want. You can find trending keywords and search terms by visiting TikTok’s Creative Center.?

You Won’t Know Til You Try?

While TikTok might not be a perfect fit for your business, the untapped potential is endless. From retirement communities to chiropractic practices to clothing brands, companies of all industries are finding success on the fastest-growing app in the world. Yours could be next – you won’t know until you start creating.?

_____________________________________________________________________

Not sure where to start with your TikTok strategy? You came to the right place. Drop us a line and tell us how we might be able to help you build a following on the #1 most-downloaded app in over 40 countries.?