Covid-19 was a boon for social media platforms like Tik Tok. The allure may have been a way to connect with the greater world when real-time connection was limited. The app has been installed over 800 million times since the novel coronavirus first appeared in 2020, and the videos hosted on its site have earned an average of 77 billion views per month.
Why should small business owners pay attention to these numbers? The short-form video sharing platform that Tik Tok is attracts the prime demographics of Gen Zers and Millenials – groups that most small businesses can’t afford to overlook.
If you are looking to expand your audience and drive traffic to your company’s website, read on. This social media platform is quickly becoming an essential component of marketing strategy.
Making Tik Tok Work for your Small Business
Utilize Paid Ad Placements. As proven true with paid ads on many social media platforms, ROI (return on investment) on Tik Tok yields strong returns. Start to leverage this option by signing up for a Tik Tok Advertising Account on their website. From here, you can create your paid advertising campaign, set objectives, select ad type, and identify your target demographic. With these variables defined, you’ll be able to set a budget and schedule to ensure your ad reaches the right audience at the right time.
Notice Trends. Recognize trends in your industry when you’re on Tik Tok. You can do this by entering hashtags popular to your niche, and making note of what your competitors are producing. Are there ways you can improve your message? Use this time to connect with prospective customers by leaving comments, engaging with the content, and hopping into conversations.
Create Original Content. If you’ve spent time on Tik Tok, it’s clear that the videos that stand out are funny, inspiring, and compelling. The content is also short – 60 seconds or less to get your message out in a captivating way. If you can get these fundamentals right, you’re well on your way to producing effective Tik Tok messaging.
- To maximize impact, land on one key message you want to convey.
- Avoid sales-y language. Your message is more convincing when it inspires, entertains, or offers genuine value.
- Set tone from the outset. Do you want your recording to induce fits of laughter? Be sarcastic and witty? Be hard-hitting and intense? This decision will give your video direction and make it more engaging.
- Partake in Tik Tok contests and challenges. Participate in ones in your niche or create one of your own and watch your follower base grow.
- Understand human nature. We connect with and digest stories better than other forms of messaging. Despite the limited 60-second nature of Tik Tok content, you can carve out a clear beginning, middle, and end. The result will be a video with serious small business marketing potential.
Dabble in User-Generated Content (UGC). Curate and share content of users in your industry. While this may seem counterintuitive – promoting potential competitors – you’ll connect with more prospects, increase engagement levels with your brand, and build trust with your audience. This is a fun and authentic way to showcase your services and increase revenue.
Get Influential. Teaming up with Tik Tok influencers in your niche enables you to promote your brand to users most likely to find it valuable. When determining influencers to align with, try this litmus test: If your content appeared on their feed, would it be a natural fit? If not, the influencer relationship will not be a fit either. Consider smaller influencers making waves in your industry and reach out to them.
With these tips as your starting primer, you’re on your way to tapping into the cost-effective and powerful role that Tik Tok can play in the marketing strategy of your small business.