Why You Should Be Marketing On TikTok?

If you’ve been struggling with the decision to put your business on TikTok, then go ahead and jump on this opportunity. TikTok has had over 2 billion global downloads on both Apple and Android devices. From the increased screen-time use due to many of us being glued to our phones due to being quarantined or having to stay at home because of COVID-19, now is the perfect time to start producing content on the app.

Unless you don’t know about this extremely viral app, TikTok is a free social media platform that allows you to consume short-form video content to up to 60 seconds long. The app initially only had a young audience but has expanded the overall user age base. As a marketer, the possibility for organic growth is extremely high with TikTok (more on this below).

If you’re worried about making room for your business on this app and your target audience is anywhere from 18-40, give it a shot. TikTok gives your videos a fighting chance to be seen by others through their unique algorithm. TikTok seems to reward their users for consistent postings, correct use of hashtags, and trending sounds.

Increase brand awareness by creating content focused around your brand and industry.

The best thing about TikTok is that you don’t need to purchase ads to gain easy exposure. Ad buying on TikTok can be expensive and for smaller businesses, organic content marketing strategies can be more useful. Being able to create engaging content through being entertaining, informative, or satisfying (more on this in a minute) on TikTok is a major key to growing your following on the platform. As cliche as it is, creating content in your specific niche, is super helpful to growing your presence on any social media platform. If you need help to create your content, there are so many resources online to help give you ideas on how to use the platform.

Let’s say you run a pressure washer business and need help to grow your following on social media in order to have other successful streams of income other than just providing your services to locals in your area. Pressure washing TikToks are often satisfying and engaging mostly due to before and after transformations. Some of these “satisfying” businesses, like pressure washing or car detailing, can have successful YouTube channels or blogs where they can make extra income just by driving leads to their website. Having a bigger following on social media can perceive to most consumers that you are a credible and trustworthy business.

Or let’s say you have a small clothing business and need to gain leads to your e-commerce site. TikTok allows you to add links in your bio, your Instagram link, and YouTube channel link. If you can create engaging content based around your brand, you could drive those leads organically.

Influencer marketing can help to reach your target demographic.

Experimenting with influencer marketing on TikTok can help to place your brand in front of the right audience. Before contacting influencers, know why your brand can appeal to their audience. Maybe you’re a sour candy brand that thrives on e-commerce sales. Or a loungewear company. Just find out how your brand could provide value to others and align with influencers that will help promote your brand in a unique and genuine way. Check out this article on more about influencer marketing on TikTok.

Types of paid media ads on TikTok:

Advertising on TikTok can be expensive but have a high return on investment. However, if you’re a small business, I would highly recommend just posting content and following the best practices for organic optimization. Here are some of the types of paid media you can buy with TikTok:

1. In-feed Native Ads

Native ads with TikTok operate similarly to native ads on Instagram or Facebook as they appear to just be regular posts within a user’s timeline. Native ads on TikTok appear on the “For You” page where they can either be engaged with or be easily skipped through depending on the content of the ad itself.

2. Brand Takeovers

Can target users upon opening the app and interested users can click on the ad and be redirected to your site. The ROI can be great here but make sure your call-to-action is worthy enough to keep the targeted users engaged or entertained.

3. Hashtag Challenges

Official hashtag challenges have been proven to have significant benefits in increasing user-generated content focused around your brand and increasing overall brand awareness. Hashtag challenges are extremely popular for TikTok content creators as it can help reach a wider audience. However, for small businesses, this isn’t a viable option for your marketing strategy.

TikTok can still help your business through either paid or organic content.

If you have room in your marketing budget to run TikTok campaigns and your target audience is mostly Gen Z or young Millennials, then it would absolutely be an amazing option to have in your overall marketing strategy.

If you have a small business and just want to promote your brand, don’t be afraid. At the end of the day, you’re creating content for your business to drive awareness and hopefully lead people to convert on your website. Have fun with it and use TikTok to promote your business in a unique way.