Why you should use TikTok for business

Since its launch in 2016, TikTok has quickly become one of the world's most popular social media platforms and has over 1 billion users.  … but is it worth using for your business? 56% of users feel closer to brands they see on TikTok, while 61% of users like brands more when they engage in the latest trends. So, by posting regular content, you'll build trust and recognition for your brand and remain one step ahead of the competition. Other benefits of TikTok Marketing include; targeting a large audience, excellent user engagement, advantages of localisation, local creatives, use as a distribution channel for your products, and TikTok ads!

Forming a TikTok marketing strategy

To start your TikTok marketing strategy, it's important to understand some principles. We can break it down into three essential steps: First, you must determine your goals. It's good to have a rough idea of what you want to achieve for your business on TikTok; this goal may change over time, which is perfectly normal. Here are some ideas for 'goals' that will help lay the foundation:

• Grow Brand Awareness
• Educate Target Audience
• Target Future Employees
• Target Future Clients or Customers
• Increase Sales
• Stay On-Brand
• Increase Clicks to the Website
• Increase Your Audience Reach

Secondly, share valuable information. Once you have identified your goals, creating valuable content that serves their purpose is essential. When creating content, consider your audience… provide what you know they are looking for through your videos. Content with little to no value is not rewarded and should be avoided at all costs.  Lastly, be consistent. Keep posting that content as regularly as possible, though, to begin with; you may feel that it isn't receiving attention. However discouraging as it may seem, we highly recommend you stick with it (whilst paying attention to your content that performs better and evolving your TikTok marketing strategy accordingly). It can be a lot of trial and error, but you will be rewarded with consistent effort and commitment!

Optimising your profile to represent your brand

To ensure people recognise your brand and associate your content with your products and services, you must make the most of your TikTok profile. You can optimise your profile by:

• Choosing a memorable display name - Your name shows up wherever you post, and it's also a keyword that makes sure you appear in pertinent searches. We advise you stick with your brand name.
• Add a profile photo - A relevant image will personalise your account and make you more approachable. This is where you can add your logo. 
• Spend time on your bio - This is where you communicate your brand, so make sure it's to the point and punchy. 
• Add a URL - You only have space to include one link in your bio, so decide where you want users to land on their first visit to your site. You may link to an about page, home page, or storefront. (You can link to your other socials separately at the bottom of the "edit profile" page)

Creating your TikTok content

Creating TikTok content can be quick and easy, but that doesn't mean you don't need to put thought, planning, and resources into it. To make the most of the platform's marketing potential with content that captures and engages your audience, you need to follow these top tips:

• Make sure your video look and sound good - You don't need fancy equipment or professional skills to make compelling TikTok videos. All you have to do is ensure adequate lighting and the audio is clear and clean (or you can replace it with a track offered in-app).
• Choose the correct video format - Ensure that you are filming your content in 9:16; fill the screen! You also need to decide what type of videos your audience prefers to watch - are they demos? Tutorials? Meme content? This may take a bit of trial and error, but you will get those answers!
• Stay on top of trends - TikTok is all about fast, reactive content. It's no secret that trends drive views and responses, so be agile enough to adopt them as they happen - the quicker you respond, the better. Watch out for trends in content, then find a relatable angle you can use and adapt it to your brand.
• Engage with followers - Use the same strategies with other social platforms to start conversations with your audience. Respond to comments, answer questions, interact with other TikTok accounts (and brand accounts), like videos and so on - keep up with the daily community management of your TikTok account. 

Leveraging user-generated content

One of the top benefits of user-generated content (UGC) is that it serves as excellent social proof. Seeing content from real customers increases your credibility and brings your brands/ business promises into perspective.  So what is UGC? Essentially, it is any content created for free by contributors or users of a platform like TikTok. It encourages users to create and participate in the cause, even unknowingly.  User-generated content is all about encouraging users to be the ambassador of a brand for free. These highly engaged users do it on their own accord because they want to share their experience, connect with like-minded people, or even have a chance of winning a specific prize. 

Working with TikTok influencers

Partnering with an influencer effectively expands your reach and gets your brand in front of new and eager users. They have a lot of leverage on TikTok, with large followings and highly engaged audiences. Look out for influencers with followers in your target market, influencers who are active in your industry, and influencers with consistently high engagement rates.  Where to search for TikTok influencers:

• Search the TikTok app itself. Look at brands within your niche and the influencers they work with. Keep monitoring relevant hashtags to see if any profiles surface.
• Google search. You'll find the ideal TikTok influencer with some valuable keywords for you, from micro to macro influencers.
• TikTok Creative Centre. Here you can find current trending influencers by location, engagement, and followers. A great place to explore when looking for influencers.

(Top Tip: Identifying your target audience and researching competitors and influencers is key to developing a helpful marketing strategy).

Investing in Tik Tok Ads

TikTok ads have taken the marketing world by storm. TikTok is still growing as an advertising partner, and this is an exciting time for advertisers to get involved with the platform. With the proper targeting and engaging creative assets, you can drive exceptional results from TikTok advertising and reach a brand-new audience. So is advertising on TikTok for you? We suggest you ask yourself these three questions:

1. Is your audience there?
2. Do you have the resources to create creative content frequently? (Creative can start to decay in just seven days, so being able to create videos often is a must!)
3. Does TikTok align with your business goals? 

If you answered yes to all of these, then TikTok advertising is definitely for you. 

Explore TikTok for business and grow your audience

The time is now for small businesses and global brands to get the most out of TikTok; get in early and start bringing your marketing strategy into the future. You might be able to reach many people at a low cost. This recommendation could give you an edge over your competitors.