TikTok has rapidly transformed into a vital marketing tool for businesses, boasting over a billion active users globally. This platform allows brands to engage creatively with diverse audiences through short, captivating videos. By leveraging TikTok’s unique features, such as trending challenges and influencer collaborations, businesses can increase brand awareness and drive sales. This article will explore effective strategies for harnessing TikTok’s potential, from setting up a business account to creating engaging content that resonates with users and fosters community interaction.
Tiktok’s popularity
TikTok has emerged as one of the most popular social media platforms globally, boasting over 1.5 billion monthly active users as of 2023. This represents a significant increase, with a 16% growth from the previous year. The platform is particularly popular among younger demographics, especially Gen Z, who are increasingly using TikTok for entertainment and even as a search engine alternative to Google. The user base of TikTok is impressive, with over 1.7 billion users worldwide. The United States stands out as the largest market, accounting for approximately 148 million users. Predictions suggest that the platform could reach 2.2 billion users by 2027. Engagement levels are also noteworthy, with users spending an average of 23.3 hours per month on the app. Collectively, TikTok users watch an astounding 4.43 billion minutes of content daily, highlighting the platform’s addictive nature and its appeal among younger audiences.
Content on TikTok spans various categories, with entertainment, dance, and DIY projects being particularly popular. The entertainment hashtags alone have received over 535 billion views, showcasing the platform’s vast reach. TikTok has also become a significant player in social commerce, with 30% of daily users engaging with TikTok Shop, indicating a growing trend where social media and shopping intersect. Since its launch, TikTok has consistently ranked among the most downloaded apps, achieving over 4 billion downloads in total. In the first quarter of 2023 alone, the app recorded 770 million downloads. This rapid growth can be attributed to its unique short-form video format, which gained immense popularity during the COVID-19 pandemic as users sought new forms of entertainment while at home.
How to set up TikTok for Business
To set up TikTok for Business, follow these steps;
Step 1: Create a TikTok Business account
- Download the TikTok App: Install the app from the Google Play Store or Apple App Store
- Register an account: You can sign up using your email, phone number, or social media accounts (like Facebook or Twitter)
- Switch to a Business account:
- Go to your profile and tap the three horizontal lines in the top right corner
- Select Settings and Privacy
- Tap Manage Account and then Switch to Business Account
- Choose a category that best describes your business
Step 2: Optimize your profile
- Profile picture: Use a high-quality logo or an image that represents your brand
- Business name and username: Make sure they reflect your brand identity
- Bio: Write a concise and engaging bio (limited to 80 characters) that clearly describes your business. Consider including a call-to-action (CTA) and relevant keywords
- Links: Add your website URL and links to other social media accounts to drive traffic
Step 3: Develop a content strategy
- Identify your audience: Understand who your target audience is on TikTok and tailor your content accordingly
- Set goals: Define what you want to achieve on the platform, such as increasing brand awareness, driving sales, or engaging with customers
- Create a content calendar: Plan your content in advance to ensure consistency and relevance. This can include trends, challenges, and promotional posts
- Engage with trends: Utilize trending sounds, challenges, and hashtags to increase visibility and engagement
Step 4: Utilize TikTok’s marketing tools
- Analytics: Use TikTok’s analytics to track performance and audience engagement
- Advertising: Explore TikTok’s advertising options to reach a broader audience. You can create ads directly through the TikTok Ads Manager
- Collaborate with Influencers: Partnering with TikTok influencers can help expand your reach and credibility within your target market
By following these steps, you can effectively set up and leverage TikTok for Business to enhance your marketing efforts and engage with a vast audience.
[adrotate banner=”3″]
That said, here are ways you can use TikTok to drive interest for your business;
1. Entertain before you try to sell
It’s crucial to create authentic content that aims to entertain first and sell second on TikTok. Users are on the platform primarily for entertainment, so your content needs to capture their attention and engage them emotionally before you try to promote your products or services. Focus on creating fun, relatable, and shareable content that showcases your brand’s personality and values. By building a strong connection with your audience through entertaining content, you’ll be better positioned to drive interest and sales when you do introduce your offerings.
2. Leverage influencers and branded hashtag challenges
Partnering with relevant influencers and creating branded hashtag challenges can be an effective way to engage your target audience in a contextually relevant manner on TikTok. Influencers have already built trust and credibility with their followers, so when they authentically promote your brand, it can lead to increased interest and conversions. Branded hashtag challenges encourage users to create content related to your brand, which helps to spread awareness and drive engagement. When choosing influencers and designing challenges, make sure they align with your brand values and resonate with your target audience.
3. Drive emotion and connection with the viewer
Authentic influencer content can become explosive on TikTok when it succeeds in driving emotion and creating a strong connection with the viewer. Users on TikTok are looking for content that makes them feel something, whether it’s laughter, inspiration, or a sense of belonging. By partnering with influencers who can create content that resonates emotionally with your target audience, you’ll be more likely to drive interest and engagement for your brand. Focus on creating content that tells a story, showcases relatable experiences, or taps into universal human emotions.
4. Share practical advice that helps another person
Sharing practical advice that helps another person level up personally, professionally, or emotionally can be a powerful way to drive interest for your brand on TikTok. Users are often looking for content that provides value and helps them improve their lives in some way. By creating educational or informative content that offers actionable tips or insights, you’ll be able to position your brand as a trusted resource and authority in your industry. This can lead to increased engagement, brand loyalty, and ultimately, sales.
5. Follow the trends and create content that is native in format
It’s important to follow the trends on TikTok and create content that is native in format to get into a conversation with users. TikTok’s algorithm favors content that aligns with current trends and uses the platform’s unique features, such as duets, stitches, and trending sounds. By creating content that follows the latest trends and uses the platform’s tools effectively, you’ll be more likely to get your content in front of a wider audience and drive interest for your brand. Keep an eye on what’s popular on the platform and adapt your content strategy accordingly.
6. Be timely and relevant
Being timely and relevant is key to driving interest for your brand on TikTok. The platform moves quickly, with new trends emerging constantly. To stay relevant, create content that responds to current events, cultural moments, or popular conversations happening on the platform. This shows users that your brand is engaged with the TikTok community and understands what’s important to them. By being timely with your content, you’ll be more likely to get noticed and drive interest for your brand.
[adrotate banner=”3″]
7. Share your brand story to develop trust and a meaningful connection
Sharing your brand story is an effective way to develop trust and a meaningful connection with customers on TikTok. Users on the platform are looking for authentic, behind-the-scenes content that gives them a glimpse into the people and values behind a brand. By sharing your brand’s origin story, showcasing your team, or highlighting your brand’s mission and values, you’ll be able to create a stronger emotional connection with your audience. This can lead to increased loyalty, word-of-mouth promotion, and ultimately, sales.
8. Partner with relevant content creators
Partnering with relevant content creators can be an effective way to gain exposure to a new audience and drive interest for your brand on TikTok. Look for creators whose content and values align with your brand, and who have an engaged following within your target demographic. When choosing creators to partner with, consider factors such as their content quality, engagement rates, and brand fit. Collaborating with the right creators can help you reach a new audience, build credibility, and drive interest for your brand.
9. Use trending sounds and hashtags
Using trending sounds and hashtags is a great way to build brand awareness and reach a broad audience on TikTok. Trending sounds and hashtags are often used by users to discover new content, so by incorporating them into your videos, you’ll increase the chances of your content being seen by a wider audience. However, it’s important to use trending sounds and hashtags that are relevant to your brand and content. Avoid using popular sounds or hashtags just for the sake of it, as this can come across as inauthentic and may not lead to meaningful engagement.
10. Duet and stitch videos to engage with existing related content
Dueting and stitching videos is an effective way to engage with existing related content and incite conversation with your audience on TikTok. Dueting allows you to create a side-by-side video response to another user’s content, while stitching lets you create a video that continues from the end of another user’s video. By dueting or stitching relevant content, you can join in on existing conversations, showcase your brand’s personality, and encourage users to engage with your content. This can help to build relationships with other creators, increase visibility for your brand, and drive interest from new potential customers.
11. Spotlight your brand values
Spotlighting your brand values is important so customers choose brands that align with their own values. TikTok users, especially younger generations, are increasingly conscious of the values and social impact of the brands they support. By showcasing your brand’s values through your content, you can attract customers who share those values and build a stronger emotional connection with your audience. Highlight your brand’s commitment to sustainability, diversity, philanthropy, or other causes that resonate with your target audience.
12. Highlight your production process
Highlighting your production process is a great way to show the hard work and care that goes into your products. Behind-the-scenes content that showcases how your products are made can help to build trust and interest in your brand. Users on TikTok appreciate authenticity and transparency, so by giving them a glimpse into your production process, you’ll be able to create a stronger connection with your audience. This type of content can also help to differentiate your brand from competitors and showcase the unique qualities of your products.
13. Encourage further interaction with your brand
Encouraging viewers to further interact with your brand by subscribing to your newsletter or signing up to your emailing list is an effective way to drive long-term interest and engagement. By capturing email addresses or newsletter sign-ups, you’ll be able to stay in touch with your audience and continue to provide value and updates about your brand. This can lead to increased sales, loyalty, and advocacy for your brand over time. Make sure to offer something valuable in exchange for sign-ups, such as exclusive content, discounts, or early access to new products.
