Why has TikTok become a marketer’s dream platform in 2024?

As we step into 2024, TikTok is not just a social media platform — it’s a cultural movement. With over 1.5 billion monthly users worldwide, TikTok has become a hub of creativity, entertainment, and, increasingly, a powerful business tool.

This year, the TikTok community is embracing a transformative mindset called “Creative Bravery.” This concept is about more than just pushing boundaries; it’s about brands taking strategic risks, showcasing their quirks, and building deeper connections with their audience through a blend of curiosity, imagination, vulnerability, and courage.

For brands, this is a golden opportunity. Demonstrating Creative Bravery on TikTok can set you apart from the competition, allowing you to resonate more profoundly with the community and establish a loyal following. This guide will explore how you can harness this new wave of Creative Bravery to elevate your brand, navigate TikTok’s evolving monetization structures, and tap into the platform’s vast potential.

Understanding TikTok’s New Monetization Structure and Metrics TikTok’s meteoric rise has prompted the platform to continuously evolve its monetization structures to better align with the needs of creators and brands. In 2024, TikTok introduced a groundbreaking metric: search value. This metric determines how well a creator’s content aligns with what users are actively searching for on TikTok. The introduction of this metric signifies a shift towards more intentional content creation, where understanding and catering to user interests can significantly impact a brand’s success on the platform.

Furthermore, TikTok’s Creator Program has been rebranded as Creator Rewards. This program incentivizes creators to produce high-quality, engaging content that resonates with the TikTok community. For brands, this means partnering with creators who excel in producing content that meets the search value criteria can be a game-changing strategy.

Embracing Creative Bravery: The Ultimate Brand Strategy Creative Bravery on TikTok is about stepping out of your comfort zone and embracing vulnerability. It’s about taking calculated risks and leaning into the micro-insights that can make your brand stand out. For example, showcasing the unique quirks of your brand or highlighting the behind-the-scenes aspects of your operations can humanize your brand, making it more relatable and engaging for your audience.

Think about your target customers — their needs, wants, and interests. Channel this understanding into your TikTok strategy. For instance, if your brand caters to a younger demographic, you might consider creating content that taps into the latest trends or uses popular TikTok sounds. Upload clips, use hashtags, and engage in trends that align with your brand’s identity. Once you’ve crafted your content, let TikTok’s algorithm do the rest, and don’t forget to stay vigilant for trend changes.

Getting Started on TikTok: A Roadmap for Small Businesses Starting on a platform as dynamic as TikTok can feel overwhelming, especially for small businesses. However, with the right strategy, you can harness TikTok’s potential to grow your brand exponentially. TikTok offers an immense opportunity to reach a global audience, with around 16 million users in the UK alone. The key to success lies in understanding the platform’s nuances and creating content that resonates with your target audience.

Whether you’re looking to jump on a new trend or build your brand profile from scratch, TikTok provides fertile ground for small businesses. Here are some of our favorite small business ideas for TikTok that can help you get to grips with the platform:

Exploring TikTok Trends: A Gateway to Viral Success TikTok is synonymous with trends. From dance crazes to food, fashion, and travel inspiration, the app is the go-to platform for anyone trying to go viral. Trends on TikTok can emerge and dissipate quickly, but staying on top of them is crucial for small businesses. By embracing relevant trends as they pop up, you can propel your brand to new heights.

Some of the biggest viral TikTok trends began as spontaneous short videos inspired by current events or pop culture. Here are a few examples of trends that you might find and how your small business can capitalize on them:

TikTok Challenges

Challenges are one of TikTok’s most significant trends, where users take on a particular task, use hashtags, and create buzz that others can’t resist participating in. An example is the watermelon and mustard challenge, where users combined these unlikely ingredients and recorded their reactions. This trend, started by TikTok user ‘yayayayummy,’ garnered over 1.4 million views and 123,000 likes, significantly boosting mustard brands like France’s Yellow Mustard.

Your brand could recreate this success by starting or hopping on a challenge related to your products or services. For instance, if you run a fitness brand, you could initiate a fitness challenge that encourages users to incorporate your products into their routines.

Get Ready With Me (GRWM) The “Get Ready With Me” trend involves users posting videos showcasing how they prepare for their day or a specific event. This trend offers small businesses an excellent opportunity to engage with their audience in a personal and relatable way.

You could document your own GRWM to build your brand’s profile and show the person behind the business. Alternatively, you could engage in influencer marketing by collaborating with micro-influencers who might consider promoting your products or services in their GRWM videos.

A Day in the Life “A Day in the Life” videos are another popular trend where creators showcase their daily routines. Although it might seem mundane at first, these videos can attract millions of views, especially when celebrities or social media influencers are involved.

For small businesses, filming a “Day in the Life” video can boost engagement by providing a glimpse into the life of a business owner. You could show the balance of administrative tasks, client meetings, and fun events, or take viewers behind the scenes at your office or studio.

Lip-Syncing Sound Bites Lip-syncing to trending audio clips is a favorite pastime on TikTok. From song lyrics to monologues and TV show dialogues, users are constantly engaging with a range of sound bites.

A great example is the “It’s a chicken salad” sound, where a customer raved about a salad from her local deli. This 15-second clip went viral, with the deli’s TikTok account and the customer’s account amassing millions of views. The clip inspired over 131,000 TikToks from other users, including celebrities, all lip-syncing to the sound.

As a small business, you can leverage trending TikTok sounds to overlay your videos, increasing the likelihood of your content appearing on users’ For You Page (FYP). Try adding a catchy song that’s starting to go viral or create a meme by lip-syncing to a popular TV show quote.

Come With Me to […] “Come With Me” videos depict users visiting new places and participating in various experiences, from trying out new restaurants to traveling to different cities. Viewers engage with this trend to get a unique mix of first and second-hand experiences.

Small businesses can use this trend to showcase their services. For example, if you’re an eyelash tech, you could get one of your clients to film their experience and upload it to TikTok. Alternatively, you could create a “Come to Work With Me” video, taking your audience behind the scenes of your daily routine.

Crafting a TikTok Strategy for Small Businesses To make the most of TikTok as a small business, it’s essential to have a well-thought-out strategy. While speed is crucial when it comes to jumping on trends, a solid social media marketing plan can help you maximize your success on the platform. Here are some top tips for getting started on TikTok:

Analyze Your Competitors Start by analyzing what other businesses in your sector are doing on TikTok. This can give you valuable insights into what works and what doesn’t. However, avoid copying other brands outright — instead, put your unique spin on current trends.

Don’t Be Afraid to Fail Remember that practice makes perfect. While some brands go viral with their first few videos, this isn’t always the case. It may take time to gain attention on TikTok, but persistence pays off. Stay consistent with your content, and the right audience will find you.

Identify Your Target Market Identifying your target audience on TikTok is no different from discovering them in real life. Think about their needs, wants, and interests, and channel this understanding into your TikTok strategy. Use relevant hashtags, jump on trends, and upload content that you know will engage your audience.

Keep an Eye on Trend Changes

TikTok trends can change as quickly as they emerge, so it’s essential to stay updated on the latest happenings, particularly those related to your business. Investing time and budget in a trend that’s already dying down can be a waste of resources. Make sure you’re focusing on the most current and relevant trends.

Post at the Right Time Timing is crucial on TikTok. Uploading a video at the right time can make a significant difference in its performance. Consider your audience’s daily routine when planning your posts. For example, if your audience typically works from 9 am to 5 pm, posting in the evening might be more effective.

Five Small Business Ideas for TikTok Success Following TikTok trends as a small business is an excellent way to connect with your audience and show that you’re in tune with them. Hopping on relevant trends can help you stay up-to-date with your market and present new opportunities to generate sales and attract new customers. Here are some TikTok ideas for small businesses:

1. Pack an Order With Me If you run a small business that sells and ships products, invite your audience into your world by letting them watch you pack an order. This trend is popular on TikTok and allows you to showcase the care and attention to detail you put into each order. You could also highlight the unique touches you add, such as handwritten notes or special packaging.

2. Teach a Skill One of the best ways to engage your audience on TikTok is by sharing your knowledge. If you have a specific skill related to your business, create tutorials or how-to videos. For example, if you’re a florist, you could teach your audience how to arrange flowers. This not only positions you as an expert in your field but also provides value to your audience, increasing the likelihood of them returning to your page.

3. Showcase a Product Highlighting your products on TikTok can be a powerful way to drive sales. Create short, engaging videos that showcase your products in use. You can also leverage user-generated content by encouraging your customers to share videos of them using your products. This social proof can be incredibly persuasive in influencing potential customers.

4. Participate in Challenges As mentioned earlier, TikTok challenges are a great way to engage with the community. Find challenges that align with your brand and put your unique spin on them. Not only can this increase your visibility, but it also shows that your brand is fun and relatable.

5. Share Your Story People love a good story, and TikTok is the perfect platform to share yours. Whether it’s the story of how you started your business, the challenges you’ve overcome, or the milestones you’ve achieved, sharing your journey can help you connect with your audience on a deeper level.

By embracing Creative Bravery and following these strategies, your brand can thrive on TikTok in 2024. Remember, the key to success on TikTok is to be authentic, stay relevant, and continuously experiment with new ideas. With the right approach, TikTok can be a powerful tool in your brand’s marketing arsenal.