Leveraging TikTok for Business Growth

[Trevor]

TikTok has rapidly emerged as a leading force in the social media landscape, rivaling platforms like Instagram, Facebook and Youtube. Since its inception by ByteDance in Beijing in 2016, TikTok has captivated a global audience, boasting 100 million users and a billion video views daily within just a year. Recognizing the vast potential, its creators launched it internationally in September 2017, which since skyrocketed to over 1 billion active monthly users. 

Understanding TikTok: What’s All the Hype?

TikTok is a mobile app that allows users to create, edit, and share videos up to 60 seconds long. Unlike YouTube's long-form videos, TikTok’s short clips can be enhanced with music, filters, speed adjustments, and original sounds, making it an engaging platform that quickly turns average users into stars.

Why Should Businesses Care?

With over a billion monthly active users, TikTok presents a significant market opportunity. Here are a few reasons why your business could benefit from this platform:

• Broad User Base: While 60% of the platform's users are aged between 16 and 24, the fast-growing numbers of other age groups indicate a widening appeal.
• High Engagement: Users spend an average of 52 minutes per day on the app, higher than many other social platforms.
• Content Visibility: Unlike Facebook or Instagram, where content visibility can decrease as follower bases grow, TikTok's algorithm often allows even small businesses to gain wide exposure quickly.

Harnessing Hashtags and Trending Content

Like Instagram, TikTok utilizes hashtags to sort and showcase videos, making them a pivotal tool in gaining visibility. However, the strategic use of hashtags on TikTok goes beyond mere tagging; it involves understanding current trends and cultural moments and tying these into your content creatively.

Strategies for Using Hashtags Effectively:

1. Research Trends: Regularly check TikTok’s Discover page to identify trends that align with your brand. Use tools like TikToks Analytics to gather insights on trending hashtags related to your industry.
2. Campaign-specific Hashtags: Create unique hashtags for marketing campaigns. Encourage user-generated content by asking followers to use your hashtags, which can increase engagement and reach organically.
3. Mix Popular and Niche Hashtags: While popular hashtags increase your chances of visibility, niche hashtags can attract a more targeted audience. A balanced approach can broaden your reach while maintaining relevance.

Success Example: A fashion retailer could launch a #WinterWearChallenge during colder months, encouraging users to show off their winter outfits using specific products from their line. This not only promotes engagement but also showcases the products in a practical context.

Navigating the ‘For You’ Page

The 'For You' page (FYP) is TikToks’s gateway to user engagement, offering a stream of videos curated by the algorithm based on user interaction, video information, and device settings. Dominating this space can dramatically enhance your visibility and follower count.

Tips for Landing on the FYP:

1. Engage Early: Encourage viewers to interact with your videos in the first few hours after posting—the engagement metrics can boost your chances of appearing on the FYP.
2. Optimize Video Content: High-quality videos with clear visuals and audio, engaging hooks at the beginning, and clear calls to action at the end tend to perform well.
3. Leverage User Data: Analyze what content brings you the most engagement and adapt your strategy to produce more of what your audience enjoys.

Marketing Your Brand on TikTok

Despite its explosive growth, only a small fraction of U.S. brands have tapped into TikTok as a marketing tool, representing a significant opportunity for those willing to dive in early. TikTok's unique culture and format require a distinct approach to content creation and advertising.

Effective TikTok Marketing Strategies:

1. Content Authenticity: TikTok values authenticity highly; hence, content that appears too polished or ad-like may not resonate well. Aim for a casual, spontaneous vibe that aligns with most user-generated content on the platform.
2. Interactive Ads: Create interactive ad formats like polls or challenges that invite user participation. Engagement with these elements can lead to higher completion rates and better conversion.
3. Influencer Collaborations: Partner with TikTok influencers who embody your brand values and have a solid grasp of what engages their audience. This can extend your reach and lend credibility to your brand.

Looking for more? Well then come back next week where we'll dive into how you can increase your reach and engagement with TikTok Sounds!