Video marketing is skyrocketing in popularity, leaving many entrepreneurs wondering, “Is TikTok good for business?”
The trendy social media platform isn’t just for life hacks and funny animals—when used the right way, TikTok offers a world of possibility for small businesses.
But if you’re going to jump on this growing trend, there are a few things you need to know. Traditional marketing strategies have changed, and if you want to succeed with TikTok, you’ll have to adapt.
Read on to find out why TikTok is good for your business and how you can use it to your advantage!
What is TikTok?
While you’ve probably heard people talking about TikTok, if you’re new to social media marketing you wonder what exactly all the fuss is about!
TikTok is a short-form video app that lets users everywhere create quick videos on just about any topic they can imagine. Videos on the platform can range from 15 seconds to three minutes in length.
Unlike other video platforms (like YouTube), TikTok’s short video policy makes it easier and faster for content creators to use. TikTok is also more affordable and practical to use—YouTube marketing often requires a big budget and a hefty time investment.
TikTok users rely on hashtags and trends to get their content in front of viewers across the globe.
Why TikTok is Good for Business
Like other video-sharing platforms, TikTok is often used for fun and entertainment. But TikTok is also good for businesses.
TikTok has an addictive algorithm you can use to your advantage. Its short, easily consumable videos are targeted at individual users and their interests, making it easier than ever to get your content in front of your audience.
In 2020, over 700 million people used TikTok, with an average use of 55 minutes each day. That means plenty of possibility to get your business content in front of new potential customers!
TikTok is heavily popular with Gen Z and millennials, who collectively have a buying power of $350 billion in the United States. (In fact, these two generations make up 62% of the audience on TikTok!)
Those users aren’t just scrolling and watching content—they’re engaging with it and using it to make purchase decisions. 49% of TikTok users say they have made a purchase after seeing a brand on the platform.
Those statistics don’t lie—TikTok marketing is the wave of the future. If you want to be on top of the trend, it’s time to consider jumping on board!
But how do you capitalize on the TikTok trend and make sure that it’s good for your business? We’ve put together a list of tips!
Check Out Your Business Competition on TikTok
Before you start creating content, the first thing to do is some good old-fashioned competitor research.
All industries can use TikTok efficiently, but the type of content varies. Spend some time watching videos in your industry—both from small business competitors to larger companies with a TikTok presence.
Pay attention to the length and style of the videos you see. Are your competitors creating tutorials? Lifestyle videos? Are they using music? Do they go into detail or keep it short and sweet? Take notes on popular trends so you can reflect on what works.
Next, take note of the hashtags that are being used by your competitors. Record the popular ones and keep track of them. (This is how you’ll reach new users!)
Keep Your Content Personal
As you start to prepare your videos, think about the way TikTok is set up. The platform is made up of short videos, and it’s constantly being bombarded with more. The style is quick, fast-paced, and catchy.
TikTok is not the place to go into super sales mode. A three-minute commercial that only focuses on the features of your products is unlikely to resonate with an audience looking for short, addicting content.
Think about how you can use TikTok to show the personal side of your business. Instead of detailed product descriptions, consider adding behind-the-scenes looks at you and your brand story.
Don’t be afraid to show some humor or add personal details. Are you a dog lover? Feature yourself at home with your pup “helping” you with your business. Do you have an interesting work routine? Show it!
The goal is to pique interest and build relationships with your customers, not to make a sale.
Be sure to reciprocate the relationship as well. Commenting on your followers’ posts encourages engagement and builds trust and loyalty.
Use Hashtags and Trends Strategically
You can create the best TikTok videos in the world, but if nobody sees them, they aren’t good for your business. That’s where hashtags come in.
Like Instagram and Twitter, TikTok uses hashtags to sort content. Users can follow hashtags they’re interested in and contribute content to individual hashtags.
Spend some time researching popular hashtags in your industry. In addition to watching competitors and discovering what they use, you can use hashtag tools to search popularity and find potential tags.
Remember that the most popular hashtags can get crowded, so make sure to include specific hashtags for your niche. For example, you’re more likely to be seen with the hashtag “#sensitiveskin” than “#skincare.”
You can also use trends to help expand your business reach. When something (a hashtag, a song, a dance move, or even a sound) goes viral on TikTok, the videos that follow the trend are grouped together.
If you create videos that incorporate the latest trends, you’re more likely to be discovered by new potential customers. TikTok trends even carry over into Instagram reels, making them even more valuable for your business. Make sure you stay up-to-date on the latest trends and use them in your videos.
If you’re already sinking marketing money into other avenues, see if you can repurpose your content instead of creating everything from scratch.
Look at your blog posts and current social media captions. What can you pull into short videos? One blog post could potentially lead to several TikTok videos for your business!
Likewise, you can take your TikTok videos and use them to create blog posts, newsletters, and more. Make sure you use your channels to promote each other so that people know where they can find you.
You can also use your TikTok videos as Instagram reels. Since Instagram promotes accounts that use reels, creating videos can help you expand your reach on both platforms.
Repurposing content can save you time and energy. It can also help you establish a unified brand image.
Create a Variety of TikTok Content for Your Business
TikTok users are looking for quick gratification. To keep their interest, you’ll have to create a variety of content.
Think of your content in terms of three categories—informational, personal, and promotional.
Your informational content can include quick tips and tricks, resources for your customers, and helpful advice relative to your industry. For example, if you run a food and beverage business, you can share health food tips or create videos on upcoming diet trends.
(Remember, this content doesn’t have to directly sell your products—you’re trying to position yourself as an expert in your industry and build trust with your customers!)
Personal content can include behind-the-scenes videos, overviews of your interests or hobbies, or jokes and silly moments. This content is designed to highlight your personality and establish brand awareness.
Finally, promotional content can include sales, quick product overviews, testimonials, and looks at your products in action. For example, if you sell beauty products, feature how customers are using your products with quick makeup before-and-afters.
Your content should feel varied, genuine, and fresh.
Stick with Short and Sweet
Ultimately, remember that TikTok is made for short and fast content. It should be catchy and unique.
Even though the maximum video is three minutes, that extra length is a new feature. Older TikTok videos were only a minute long.
Keep your videos as short as possible while still achieving your purpose (informing your audience, promoting your products/business, or sharing insight into you and your brand.)
Challenge yourself to tell short stories and keep content engaging and brief!
Stay Positive: TikTok Can Work for Your Business
Like any social media platform, TikTok can take some time to get used to, and your following won’t be created overnight.
Commit to putting out consistent content and making sure that everything you create is relevant to your audience. Over time, you will build a following and attract new customers!
Don’t be afraid to experiment and have fun. You never know what the next viral video will be! The creator of the famous Fleetwood Mac Ocean Spray TikTok didn’t set out to popularize the band or the drink—he was just having fun! But suddenly, the classic rock band was on everyone’s mind.
As long as you are creating engaging content, you can grow in popularity and bring in a loyal following of committed customers!
If you’re a new entrepreneur looking for more marketing tips, check out our post on building a strong social media presence!