Social media marketing is nothing new. Businesses have been using Facebook, Twitter, YouTube, and Instagram marketing for quite a while now. However, the interesting thing about social media is how quickly it changes and how important new platforms can become — especially with certain audiences.
TikTok is a perfect example of that. After its initial launch in 2016, the app became widely known as a social media preference of younger audiences. However, the COVID-19 pandemic changed that. With people spending more time at home, individuals from multiple age groups began downloading the app, posting videos, and following new content creators.
Now, there are over one billion active users on TikTok, including many major corporations and small businesses. The uniqueness of the platform makes it ideal for digital marketing, as long as you’re willing to get creative with your efforts.
When you’re running a small business, you’re often faced with things like a tight budget and minimal staff. However, TikTok has made social media marketing accessible for almost any business. When used correctly, you can utilize the platform to connect with others, grow your audience, and get your business noticed across the globe.
Getting Ahead With Your Marketing Strategy
The average small business owner doesn’t have an expansive marketing budget to work with. That’s why social media marketing is so important. It can build your brand by putting your message in front of the right people, and it doesn’t have to cost thousands of dollars.
TikTok, especially, offers a unique opportunity as it allows you to directly engage with your audience. 45% of TikTok users connect with brands that offer value on the platform. It’s not necessarily about promoting traditional advertisements or marketing your business, it’s about showing users who you are and what you have to offer.
If you truly want to get ahead with your TikTok marketing strategy, start with the basics:
- Understand demographics;
- Look at current trends;
- Follow your competitors;
- Use a laid-back approach.
Social media changes quickly, and that’s especially true on platforms like TikTok where everything from challenges to certain songs are popular for a while before coming nearly obsolete. It can be a lot of fun to “keep up,” but it also requires patience and dedication to stay ahead.
Who Should Use TikTok?
Again, TikTok’s demographic has changed drastically over the last few years. Generally, you should be able to find your target audience by posting the right kind of content, using hashtags, and becoming a familiar name with certain age groups. Almost any business can find success on TikTok, but you’ll really benefit if your business already relies on things like images and videos to get noticed.
For example, if you’re an Airbnb host or you have rental properties across the country that you’re trying to advertise, TikTok is a perfect platform. You can post videos of your properties and the communities where they’re located for activity ideas. You could even answer questions directly from the comment sections to get people interested in staying a night or two.
If you run a restaurant, you can use TikTok to promote your nightly dinner features. You could also have some fun with your staff doing “challenges” or showing how they prepare the food.
If you’re a nonprofit organization, home business, or small startup, you can announce upcoming fundraising events or connect with other businesses, organizations, and individuals who might be able to help.
When it comes to who should use TikTok, there’s no singular answer. As long as you’re willing to drop some of the formalities of traditional marketing and let the humanistic side of your business shine through, you’ll connect with the right audience.
Best Practices for TikTok Marketing
The most important thing to remember when you’re using TikTok is to have fun. Brands that thrive on the platform aren’t afraid to be whimsical and creative. Not only will it draw more attention to your business, but you’ll have a greater opportunity to connect and interact with users.
However, that doesn’t mean you need to completely abandon traditional advertising methods on the platform. If you have a new account and you’re trying to grow your following quickly, consider options like:
- TopView ads;
- In-feed ads;
- Branded effects;
- Branded hashtag challenges.
As you utilize paid advertisements to gain a bigger audience, make sure you’re also posting content that connects with people. The beauty of TikTok is that it gives you full control over your marketing and what you decide to share. Social posts that garner engagement inspire an emotional response, inform your audience, or share a piece of your company culture. This will draw more attention than simply talking about your products or services.
It’s also okay to experiment with the different types of content you post. Find what works for you and what gets the most engagement. It won’t take long for you to combine your creativity with connection, and you’ll end up on the “for you” pages of your target audience. TikTok marketing is effective, fun, innovative, and cost-effective. Whether you’re social media savvy or not, don’t be afraid to jump on board.
