TikTok is the latest entry of social media networks that’s popular globally. But it already has 500 million monthly users. There’s a high chance that you have heard about TikTok if you have a teenager around you or are active on other social media platforms like Instagram and Twitter. This is because they commonly repost videos from TikTok to these apps.
TikTok is known for funny short clips, dancing, and entertainment generally. However, there’s more to this platform, especially for marketers. An app that started as a lip-syncing app has grown in its few years of existence. Although TikTok started targeting teens, there is now an influx of adults on this platform. This has contributed to the rapid growth of this platform and is why the 500 million monthly users on TikTok as of 2018.
As this platform has emerged as a significant social media platform, the brands that adopt this platform early enough will benefit more from it. Many business owners think that TikTok is not an ideal platform for promoting and expanding the business. However, this is very far from the truth.
Even for a social media platform that’s known for short videos and laughs, there are many ways to grow a brand, said John O. from Mimy.
Reasons to expand your business with TikTok
If your business has a target audience of young people and you don’t already reach out to them through TikTok, you’re missing out.
- It has plenty of users
As we mentioned earlier, TikTok has more than 500 million users. That’s an insane number of people for any business, not even to consider reaching out. The audience on TikTok is mostly between 18 and 34 years old. Like most other social networks, the younger generation of people was the first to adopt this platform from its early days.
Although the platform is still saturated with plenty of young people, there is an increasing number of adults on the platform. Today, there are over 1.5 billion users on this platform, including teachers, cops, parents, dentists, etc.
With more people adopting this platform, you can easily reach out to your target audience from here. If your target audience is youths, then this is an ideal platform for you.
To determine whether your target audience is on TikTok, check who is commenting on your video by clicking on the ‘message’ icon. Then check through their profiles to find out who they are, and the kind of content that interests them or they interact with.
- TikTok users are active
TikTok gives its users an immersive experience that keeps them active. The content that captures people’s attention the most is video content. This is what makes TikTok immersive. Users have to pay full attention to the screen with their volumes up, too, as it plays a crucial role in the content. So, once a user opens the app, all of their attention goes into what they are watching.
You have to know is that TikTok users didn’t come to the platform to find you, you’re there to find them. So, you have to create content that catches their attention. You need to offer them value in some ways. These guys come to this platform to get entertained, don’t come here to lecture them.
If you make educational posts, you might get away with some of it, but even at that, you still have to be a little bit entertaining and engaging in your approach. Once again, remember that they aren’t there for you, it’s the other way round, and it only takes a little scroll to pass over and forget you.
- It’s easy to capture user attention
The presentation of content on TikTok is one of its most valuable features. They show TikTok content on the phone’s full screen. This means that the users have nothing else distracting them, and there are also no other impressions on them at the moment. With just one video content, you will capture the attention of the users 100%. This is not the same with other platforms that only count impressions when showing only a small part of the post.
TikTok offers you the full attention of the person viewing your post at the time. So, it’s left for you to keep that attention. This is quite easy, though. All you need is good content. You also have a lot of users viewing your content and enough time to win them over. A study shows that users spend an average of 52 minutes on TikTok every day. So, if the videos are 1 minute long, the users watch at least 52 of it every day on TikTok.
What you do with the attention of the audience that TikTok gives you is left to you, and this will determine your ‘growth’ on this platform. The users are also used to the content is fast and changing constantly, so you have to be able to adapt to this.
- Other brands are already doing it
There are plenty of brands that are already adapting TikTok as a part of their social media marketing strategy. This is even more common among brands that target younger people for their product or service. As brands start to benefit from the audience which this platform offers, you do not want to be left behind. The number of brands on TikTok is on a rampant rise. From the NBA to Family Feud, Walmart, tons of zoos, HP, Sephora, etc.
The opportunity for you is that there are thousands of brands out there on the other social media platforms like Facebook and Instagram and very few on TikTok. According to Sprout Social Index, 2019, about 89% of marketers add Facebook as part of their social media marketing plans. In stark contrast, only 4% of marketers add TikTok to their list. This is a stuttering gap! But you can bet it’s not going to be like this forever. That means that you can start now and benefit as an early bird before others come in. Can you imagine that there are 1.5 billion people targeted by just 4% of marketers?
Like every other social media platform, your brand can get started by posting organically or by a paid campaign. Organic postings are just those random videos you make with your phone and post on the platform. But TikTok also allows people or brands to post ads such as in-feed ads, promoted hashtags, branded effects, or brand takeovers.
- It’s fun!
The truth is, no social media platform is for everybody! It goes for TikTok just as it is for twitter. However, there is always something that a brand can add to a social media platform. User-generated content is the least of it.
The truth is, customers are always looking for a way to bond with brands. Many marketers already argue that the best way for a brand to connect with its consumers is through relevancy and authenticity. Well, TikTok is the best place to show authenticity and relevancy to your audience.
TikTok takes the users away from their comfort zone. This way, they can show their creativity and talent while entertaining themselves and their followers. For marketers, TikTok provides an opportunity to reach out to people in a place where they enjoy and understand.
Creating a TikTok account for the first time
If you are creating a TikTok account for the first time, build it to a ‘sound.’ This sound will ensure that you have somewhere to start your video. There are also people that you can copy. Finding sounds on TikTok is also quite easy. There are a several ways to do this. The first thing is to do is click on ‘sound’ towards the top corner of the video capture screen. You will find sounds this way, but you wouldn’t have any videos to serve as your inspiration.
An even easier method to find sounds is to watch plenty of videos. Doing this will expose you to different ideas and videos from which you can find one that you can get inspired from or make videos to.
After finding that sound, you can use it by tapping on the icon for ‘record.’ This will show you a screen where there is a red button with the “use this sound” description.
Growing your business with TikTok
Now that you know why you should use TikTok to grow your business, you need to get it started. First, you need to understand how the app works. Afterward, you start to develop content that you can upload and share. The thing with TikTok is that creating a video does not have to be as hard or as much of a big deal as other platforms like YouTube, Facebook, or Instagram. You don’t have to polish your content so much. As a matter of fact, you’re more likely to put off TikTok users with highly polished video content. What they need is for you to be yourself, get creative and experimental.
Here are a few ways that you can use TikTok for your business.
- Make fun content:
As a brand, TikTok is a platform for you to ‘loosen your guard.’ Make your content more fun and on a lighter note while keeping your professional brand image on other platforms. So, you can be more of yourself. Common ways to do this are showing behind the scenes content, introducing a pet as your business ‘mascot,’ and following a trend.
- Work with influencers
Influencer marketing works on almost all social media platforms, and TikTok is not an exception. Find an influencer with plenty of followers in your industry, then work with them to create content and share audiences. This allows you to get more audience organically.
- Create a hashtag challenge
With hashtag challenges, users can create videos related to a particular theme and include a hashtag that’s your brand. Creating a hashtag gives you more exposure to the platform. You can also offer a prize to incentivize people to join. If there is an idea for them to replicate, it even makes it more fun.
- TikTok paid advert
Paid advertising is a new feature on TikTok for marketers. This is a good thing for brands as they can reach more people on TikTok. There are different ways to do this. These include in-feed native content, brand takeovers, hashtag challenges, and branded lenses.
You might not be using TikTok for your marketing at the moment. But it would be a mistake for you as a marketer if you don’t already have it in your plans. Your social media marketing campaign is incomplete if you don’t include TikTok. There’s a lot of opportunities on this platform, and you should start to harness it.