Many companies maintain a presence on various social media platforms. And while the typical choices include Facebook and Instagram, there is no denying that TikTok has grown in popularity. But, is TikTok for business really worth it?
Why Should You Use TikTok for Business?
In the Internet age, social media is an unstoppable juggernaut. Out of the 5.03 billion users on the Internet, 4.7 billion use social media in some form or another. With a dense market ripe for tapping, it seems almost foolish for companies not to take advantage of it. But, with a presence on platforms such as Facebook, Instagram, and Twitter, is TikTok for businesses even necessary?
The answer is pretty clear when you look at the data. TikTok boasts more than 1 billion active users, with 92% of global users taking action after watching a TikTok video. Many trends also start on TikTok, and jumping in on a trend can give your company more visibility. Beyond that, if your brand is looking to target a new generation, TikTok is the place to be since the audience here tends to skew young.
How to Use TikTok for Business
If your business has yet to penetrate the TikTok market, now is the time to start. Here are the steps you can take to take advantage of TikTok marketing.
1. Set Up a Business Account
The first thing you need to do is create a business account. You can create an account using the TikTok app or on their website. Follow the instructions and complete all of the fields. If you are using a personal account, you can simply switch to a Business or Creator account by going to Manage Accounts. Once you have made an account, you are ready for the next step.
2. Optimize Your Profile
Your profile should tell viewers everything they need to know about your business. Make sure to choose a clear profile photo that best represents your brand. It’s best to use the same photo you use on other social media platforms to make your business easily identifiable.
For your bio, write one that encapsulates your brand. Include a call to action, too. You can only use up to 80 characters, so make sure that it communicates well. You can also only use one URL, so decide where it should lead. If you are looking to convert, then perhaps a link to your e-commerce site is best.
3. Understand How TikTok Works
As with any other social media platform, TikTok has its own algorithm. And you need to know how their algorithm works so that you can take full advantage of it. User interactions are particularly important and can land your videos on the right “For You” pages. Since the algorithm changes regularly, make sure to keep yourself updated.
4. Check Out Competitors
It is a good idea to check out your competitors on the app as well. Go to the profiles of companies that offer the same services or products as you do. Then, watch some of their videos. This is a great way to know what kind of content clicks with your shared audience.
5. Create Appealing Content
Great content is the backbone of any good TikTok strategy. If you don’t create engaging or entertaining content, chances are you won’t connect with your target audience. Here are a few pointers on how to create quality content:
- Make sure your video looks professional and boasts good audio and video quality.
- Use good lighting.
- Take advantage of the Duets feature.
- Use hashtags. Hashtags let the app know what your content is about and will make it easily searchable. (The best TikTok hashtags for small business include #smallbusiness #businessowner #shoplocal #entrepreneur #supportsmallbusiness #smallbusinesscheck)
6. Engage and Grow Your Follower Base
Growing your follower base can be tough. But, with good content and engagement, it is absolutely possible. Other tactics to use include using interactive live streams, replying to comments, using polls and questions, and supporting other TikTok accounts. Never buy followers, though, as that will only backfire.
7. Go Through Analytics
Finally, remember to check your progress and performance using analytics. Analytics will tell you which strategies are working and which ones aren’t. From there, you can adjust your tactic for higher gains.
TikTok Advertising vs TikTok Influencer Marketing
While creating content and engaging with your audience is a good starting strategy, you eventually have to spend money to earn money. There are two ways you can do this: using TikTok ads or partnering with influencers. Both of these methods cost money, but they can give your business a good ROI in the end.
TikTok Ads
TikTok ads allow you to give your company a boost in visibility and can even improve conversions. When it comes to ads, there are two main kinds: In-Feed Ads and TopView Ads.
In-Feed Ads are ads that users see on their “For You” page, while TopView Ads are ads that appear first on a user’s “For You” page. In-Feed Ads are great because they are integrated into the entire feed, making it seem like they are native content. On the other hand, TopView Ads are great because they are the first thing a user sees when they open the app.
There are other ways to advertise on TikTok, such as using Branded Hashtags and Branded Effects. With Branded Hashtags, you can launch a multi-day campaign that encourages users to use your hashtag. This is a great way to get user-generated content. Branded Effects are effects, filters, or stickers that businesses design themselves.
TikTok Influencer Marketing
Influencer marketing lets you partner with popular creators in an effort to increase brand awareness, engagement, and conversion. When using this form of marketing on TikTok, it is important to choose the right influencer. Generally speaking, you should go with an influencer that matches your brand and shares a target audience with your business.
If you find it challenging to look for the right influencer, there are agencies that make the work much easier. You can define your target audience and goals, and the agency will partner your business with an influencer that matches your needs.
Of course, with influencer marketing, it is best not to come across as too pushy. Gen Z users, in particular, dislike it when brands hard sell their products and services to them.
A Helping Hand
Clearly, using TikTok for business has its merits. But, as with any social media platform, you need to come up with a good strategy. If you have a small business or simply don’t want to do the work, hiring a digital marketing company is the way to go.
Tanner Grey provides expert web design and digital marketing solutions. Call us today at 844.500.1339 or contact us online to learn more about what we do!
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