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In the fast-paced world of digital marketing, staying ahead of the curve is crucial for businesses aiming to connect with their target audience effectively.
While platforms like Facebook, Instagram and X (formerly Twitter) have long been staples in marketing strategies, in recent years there has emerged a new player in town that's been making waves.
It's time to talk about TikTok and, more specifically, how to use TikTok for marketing.
In this blog, I wanted to delve into what TikTok is, why it's become a powerhouse in social media, and how businesses can leverage its unique features to enhance their marketing efforts.
What is TikTok?
For those of you unfamiliar with it, TikTok is a social media platform that allows users to create and share short-form videos, typically ranging from 15 to 60 seconds in length.
Launched in 2014 by Chinese friends Alex Zhu and Luyu Yang, TikTok was originally known as Musical.ly and it allowed users to upload and stream short videos that were no longer than 15 seconds in length.
Whilst Musical.ly caught on quickly and soon reached a user base of over 100 million people, it bought by Chinese company ByteDance in 2016. The app was soon repackaged and relaunched it into what we now know as TikTok.
What started as more of a rival to apps like Vine that specialised in short-form video, TikTok strategically focussed on trending audio.
It capitalised more on the video aspect of the app which similar platforms like Instagram and Twitter weren't using at the time.
It soon became the fastest growing social media platform of our lifetime, today it's only beaten by Facebook and Instagram in terms of user base.
There's no denying that TikTok has experienced explosive growth, particularly among younger, digitally native demographics, i.e. Gen Z.
The platform's popularity stems from its user-friendly interface, diverse content and algorithm-driven feed that caters to individual preferences.
It now has over 1 BILLION monthly active users around the world, with them averaging 55.8 minutes per day on the app. The app alone has been downloaded more than 4.1 billion times!
With figures like that, you can be assured there's a marketing potential on the platform for you.
The Appeal of TikTok as a Marketing Tool
TikTok's appeal as a marketing tool lies in its ability to combine viral trends, authentic storytelling and precise audience targeting, creating a platform where brands can connect with millions in a matter of seconds, and that can include you through;
1. Engaging Content
TikTok thrives on creativity and authenticity. Users (and brands) can easily create engaging videos using a variety of filters, effects and soundtracks, fostering a sense of connection and entertainment.
2. Viral Potential
Unlike many of its contemporaries, TikTok's algorithm is designed to promote content based on user interaction, rather than follower count.
This means that even accounts with a small following have the potential to go viral if their content resonates with the audience.
3. Youthful Audience
With a significant portion of its user base comprised of Gen Z and Millennials, TikTok offers businesses a direct line to younger consumers who are influential trendsetters and early adopters of new products and services.
How Businesses Can Use TikTok for Marketing
Whilst TikTok is often known for its informal and fun videos of dance routines and pets, there are lots of opportunities to use the platform to market your business, no matter what industry you operate in.
Let's take a look at some of them.
1. Create Compelling Content
The key to success on TikTok, as it is on any platform, lies in creating content that resonates with your target audience.
Whether it's showcasing behind-the-scenes glimpses of your business, sharing user-generated content, or jumping on trending challenges, authenticity is paramount.
You can also use content to promote your company's culture. This could be through:
A series of 'a day in the life' videos for each department,
Showcasing your team members and how they reflect your brand's mission,
A tour of your offices / behind-the-scenes of product launches or..
Show glimpses of the #unfiltered employee experiences within your company.
There are a myriad of other ways to reflect your best side on TikTok that helps create compelling content often only limited by your imagination.
2. Engage with Challenges and Trends
A lot of the content on TikTok is fuelled by viral challenges and trends that capture the attention of millions of users.
By participating in relevant challenges (where relevant or appropriate) or even creating your own branded challenges, businesses can increase their visibility and engagement within the TikTok community.
3. Collaborate with Influencers
Influencer marketing is a powerful tool on TikTok, with popular creators often wielding significant influence over their followers' purchasing decisions.
Partnering with relevant influencers can help businesses reach new audiences and lend credibility to their brand.
4. Utilise TikTok Ads
Like all other social media platforms, TikTok in the main is free to use but also offers a range of advertising options, including in-feed ads, branded hashtags and branded effects.
These advertising formats allow businesses to target specific demographics, increase brand awareness and drive traffic to their website or landing page.
5. Leverage User-Generated Content
Encouraging users to create and share content related to your brand can amplify your reach and strengthen brand loyalty.
User-generated content not only provides social proof, but also fosters a sense of community around your brand.
6. Provide Value and Entertainment
In a sea of content, businesses need to stand out by offering value and entertainment to their audience.
Whether it's sharing tips, tutorials, or entertaining anecdotes, the goal is to keep viewers engaged (as per the algorithm) and keep them coming back for more.
7. Monitor and Analyse Performance
Like any marketing strategy, it's essential to monitor the performance of your TikTok campaigns and adjust your approach accordingly, especially in the early days.
TikTok's built-in analytics tools are available to both Business and standard accounts, but the business side have more detailed insights.
You can view them in 7, 28 or 60-day periods but all provide valuable information into engagement metrics, audience demographics and content performance.
When it comes to your performance, keep an eye on:
Your follower growth rate (not just how many you have)
Views (both video and profile),
Likes, comments and shares.
Live video analytics (if you do live content),
Content performance.
Audience insights (i.e. their location or gender).
Website traffic generated from TikTok.
Leads and customers from TikTok.
Keep checking them regularly to see what works, what doesn't and how you can keep creating engaging content as trends evolve.
Conclusion
"Am I now trying to win the approval of human beings, or of God? Or am I trying to please people? If I were still trying to please people, I would not be a servant of Christ." - Galatians 1:10
In today's fast-moving, always-on digital landscape, TikTok represents a unique opportunity for businesses large and small to connect with their audience in a creative and authentic way.
By embracing the platform's features and leveraging engaging content, businesses can increase brand awareness, foster community engagement and drive meaningful results.
Whether you're a small startup or a global brand, TikTok offers endless possibilities for innovative marketing strategies that resonate with today's consumers. So why wait?
It's time to unleash the power of TikTok and take your business to new heights like we have! You can now follow us on there by clicking here.
I hope you've found this useful and I'd love to know if you use TikTok for your business and if so, how has it been. What content have you found works best? Do you have any tips that we've missed? Let us know in the comments below.
You can follow us across social media including BlueSky, Facebook, LinkedIn and Instagram. We can't wait to see your content.
If you've found value in this blog post and would like to show your 'app'reciation, please consider buying me a virtual coffee by clicking the button below. Time is TikToking.
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