How to Use TikTok to Market Your Business

How to Use TikTok to Market Your Business by Sarah Clarke, Media Strategist

What is TikTok?

TikTok is a video based social media platform formerly known as Musical.ly.  The company was purchased in 2018 by a Chinese company ByteDance and all of the users were moved to TikTok.  TikTok allows users to create short videos on any topic with many built in special effects and filters.

In 2020 & 2021 TikTok experienced exponential growth, growing to an outstanding 1 billion active users by the end of 2021.

In 2021 the platform in North America also experienced growth to new demographics as an older population started joining the app, and more brands and businesses jumped on board too.  This platform has become very relevant to smaller businesses and should be considered for any digital marketing strategy.

Incredible TikTok Statistics

• Over 1 billion monthly active users
• Over 2.6 billion downloads of the App
• 130 million active users in the USA
• A user opens the TikTok app 8 times per day
• TikTok influencers charge anywhere from $25 per post to $2500 or more per post depending on their following & engagement rate

How to Use TikTok for Your Business

TikTok offers your business a fun and unique opportunity to connect with your audience in a way that you have not been able to before.  It is a chance for you to showcase your human side through short videos.  You can be creative and have fun, and experience true engagement with your community.

Make sure that you go to account settings and switch to a business account to open up the features for Businesses such as advertising, interactive polls and hashtag challenges.  This allows you to add your website link, email link, etc to your bio!

Types of Content to Share

Here are some ideas on types of content / videos you might like to create and share for your business on TikTok:

• Business tips & advice
• Behind the scenes video
• Pack an order with me
• Staff feature
• New product launches
• Tour your store / office
• Find a trend and create a video following the trend

Tips on Growing your Engagement & Followers on TikTok

This is similar to other platforms.  As your business TikTok account follow others that are relevant to your business either via industry or geographically.  Search for your ideal client / target audience and follow and interact with those accounts.  TikTok is such an engagement based platform, you cannot just push out content and leave it at that.  You must also respond to all comments, engage with others and be active & present on the platform.

What if I Don't Want to Be On Video?

If you are not 100% comfortable with being in front of a camera, which is an objection I hear often from some business owners, then there are other ways you can market your business on TikTok.  When creating video snippets just take videos that do not include your face talking.  The beautiful thing about TikTok is you can create videos and add voice to text over anything.  Could be a tour of your office or store, neighbourhood, or products.

You can also use stock video or content created in Canva.  I don't mind this sometimes, but from experience I can tell you that the more authentic you can make your content the more successful it will be.  Even if you use photos in some instances instead of video, this will have a greater impact than stock.  This is because humans naturally connect on a deeper level with other humans, and why TikTok works so well to market your business.  Instead of the traditional "advertising" format of years past, you are posting the REAL you as a business owner, and this will build the "know, like, trust" factor with potential customers faster.

If you are looking to outsource your TikTok content creation or management contact the awesome team over at Dufferin Media

If you are looking for advise on creating a TikTok strategy please don't hesitate to CONTACT ME for a free 1/2 hour consultation.