Leveraging TikTok for Small Business Marketing: Top 3 Strategies and Best Practices 

TikTok, originally known as Musical.ly before its acquisition by Chinese company Bytedance, has transformed from a platform for sharing short, amusing videos into the world's fastest-growing social media giant. With a staggering 2.6 billion downloads and 1.1 billion monthly active users, TikTok witnessed exponential growth, particularly during the peak of the 2020 pandemic.

TikTok's videos, reminiscent of the now-defunct Vine, are brief, clocking in at just 15 seconds, but can be combined to create up to 60 seconds of engaging content. Users can enhance their videos with background music and special effects.

Can TikTok Be Profitable for Your Business?

TikTok offers several avenues for brands to generate revenue through marketing. You can bolster your presence on TikTok with trending content, collaborate with influencers to introduce your products to new audiences, and utilize advertising opportunities on the platform.

Many businesses underestimate TikTok marketing due to its reputation and predominantly youthful user base. However, history shows that numerous major social media platforms started as perceived "fads" among younger users. TikTok, with its unparalleled user engagement, demands attention. Users typically spend around 45 minutes daily on the app and open it eight times a day.

Currently, there are relatively few businesses on TikTok, creating an opportunity for you to establish your brand without facing intense competition.

TikTok Marketing Strategy #1: Authentic Branding for a New Generation

If you're a small business looking to enhance your TikTok presence, the key lies in crafting engaging marketing content that resonates with TikTok's youthful audience. Understanding the platform's user base and the content that appeals to them is crucial.

Explore Trending Content

When seeking content inspiration, start by exploring TikTok itself. Utilize the Discovery page to spot trends and popular hashtags. If you type a keyword in the search bar, TikTok will suggest related hashtags, making it easier for your content to be discovered.

For instance, imagine you're a fashion brand. Check out what's trending in the fashion world on TikTok and create content related to those trends. You can also ask your audience directly about their fashion preferences.

Embrace Authenticity: Engage in TikTok Challenges

Authenticity is key to connecting with TikTok's predominantly Gen Z audience. Consider participating in TikTok hashtag challenges that align with your brand's personality. For example, if you run a cooking business, you can join cooking challenges where TikTokers share their unique recipes. Authenticity here means showcasing your love for cooking, even if you're not a professional chef.

Effective Use of Hashtags

To boost your content's visibility, make good use of hashtags. While TikTok allows multiple hashtags, be mindful that your video caption is limited to 100 characters. It's best to use two to three relevant hashtags while providing a concise video description. Imagine you have a fitness brand. If you create a workout video, use hashtags like #FitnessGoals, #HealthyLiving, and #WorkoutMotivation to reach your target audience.

Leverage User-Generated Content

TikTok marketing can be enjoyable yet challenging. Crafting content that resonates with users demands creativity. User-generated content can be a valuable resource. Let's say you're a tech company; you can encourage users to share videos about their favorite tech gadgets using a branded hashtag. Share the best user-generated content regularly to show appreciation.

TikTok Marketing Strategy #2: Collaboration is Key

Another effective approach in TikTok marketing is collaborating with influencers to create branded content. Influencer marketing is widespread on TikTok, offering immense potential for brand awareness and sales.

Explore the Creator Marketplace

TikTok has its own influencer marketing platform, the Creator Marketplace. This platform enables brands to initiate marketing campaigns, access influencer metrics, and connect with TikTok's prominent influencers.

Engage with Micro-Influencers

You don't always need the most famous influencers. Micro- and nano-influencers can be valuable partners who may generate more brand engagement than larger counterparts. For instance, if you're a gaming brand, collaborate with gaming enthusiasts who have a smaller but highly engaged audience.

Collaborate Creatively

Consider reaching out to influencers who genuinely align with your brand's values. If you're a sustainable fashion brand, partner with eco-conscious influencers to create content around sustainable fashion choices.

TikTok Marketing Strategy #3: Advertising

Advertising on TikTok offers a potent marketing tool for businesses. It allows you to reach your target audience swiftly without the need to build an audience from scratch.

Utilize In-Feed Video Ads

In-feed video ads, for example, can be used by a pet supply store to showcase their latest products through short, engaging videos that appear in users' feeds. In-feed video ads are typically the most effective for small businesses, as other ad formats are better suited for companies with more substantial advertising budgets.

 Experiment with Branded Hashtags

A restaurant can create a branded hashtag challenge where TikTokers share their unique dining experiences, helping to promote the restaurant.

Try TopView Ads

A travel agency can utilize TopView ads to display breathtaking travel destinations and inspire users to plan their next adventure.

Implement Branded Effects

A makeup brand can create custom filters and lenses that users can add to their videos, enhancing the brand's presence.

Consider Brand Takeover

A streaming service can use brand takeover ads to promote new shows or movies as soon as users open the app.

To begin advertising on TikTok, consider upgrading to a TikTok For Business account and explore TikTok advertising guides.

TikTok marketing should not be underestimated, regardless of whether your business caters to younger audiences. By creating authentic content, participating in challenges, leveraging influencer marketing, and exploring TikTok advertising, you can bolster your brand's visibility, drive sales, and enhance brand awareness.

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