How to use TikTok for your business
Are you considering TikTok for your business's marketing needs? Great choice! Here is how you can utilise it effectively.
If you don’t understand the pleasure of scrolling through TikTok for hours, watching people clean pools or dance to music you’ve never heard of, then I feel sorry for you. I will also assume that you are unaware of the benefits of using the video platform for business.
Social media usage for business is more popular than ever, with more than 77% of small businesses utilising social media in one way or another. If you read my previous blog, ‘Why you should use TikTok to showcase your products (and generate sales)’, then you may have a clearer understanding of how it can potentially transform your business. So, for those of you who are interested or simply curious, here is a step-by-step guide on how to get started using TikTok for your business.
Firstly, when building your profile, remember to include a brand-consistent photo, a bio that sums up your business, and a link to your main website (or to a ‘link in bio’ tool like Koji or Linktree, which you can direct viewers to in your video captions).
Understanding the algorithm
TikTok is a fast-paced and content-driven site, with ideal upload frequencies falling between one to three videos per day. However, if this isn’t possible, try to prioritise consistency, aiming for the same number of uploads each week.
Hashtags are crucial when it comes to TikTok. The For You Page (TikTok’s main feed) has generated billions of views since the creation of the platform, so hashtags such as #foryou, #fyp and #foryoupage should be used on all your videos. As well as this, make sure you are using hashtags that are related to your offering, which will draw in those looking directly for your product(s).
Following TikTok trends is another surefire way to engage with potential followers. A TikTok trend refers to a joke or a sound that is attracting a lot of engagement – once users start to interact with your content, the more you will appear on their feed, so it’s crucial that you create content people want to engage with. If you make a TikTok business account, you can also access engagement analytics, allowing you to better understand what’s working and what isn’t.
Content tips and tricks
The most popular age bracket on the platform is 18-34, with Gen-Z making up an enormous 71% of all adult users, but the app is also popular with middle-aged audiences, too. So, unless you’re selling life insurance to the over-50s, it’s safe to assume at least part of your target audience – and a lot of potential new customers – are actively using the platform.
Stick to basic colour schemes when you are writing video text, such as black and white. Using your brand colours is perfectly fine too, so long as people can read it. Always turn on closed captions so that deaf people can access your content, make sure lighting is bright and plentiful, and use audio that is crystal clear. Alternatively, you can add music or voice-overs.
TikTok Shop
Businesses on TikTok are also able to utilise a virtual shop, enabling users to buy products directly through the app, so I would suggest looking into this if applicable.
TikTok Shop allows users to sell and buy products through the app, with many businesses choosing to offer substantial discounts to attract first-time buyers. It’s an extremely fast-growing channel, with in-app purchases registering a turnover of £828bn in 2022.
Lives
TikTok Lives is another useful feature that can really help expand your business and generate sales. To start, you must have at least 1,000 followers. Going live means you can physically showcase your products, offer viewers discounts on shipping and bundles, and interact with your followers in real-time.
Four out of five people are more likely to buy something on social media if they have seen a live stream or video of the product. Since the pandemic, live shopping on social media has increased by 76% and shows no signs of slowing, so it’s certainly something to consider.
Go forth and TikTok!
I understand that this is a lot to take in, but the truth is that once you are used to the site, it really isn’t as scary as it may initially seem. It’s best to start by having a look at what your competition is doing, before taking the time to plan out your strategy and practice using the platform's editing and filming software.
You can find some more useful tips on how to use the platform for marketing your business here. Go on, give it a go, and see how effectively the site can benefit your business.
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