Staying relevant in the world of social media marketing is a challenge. Brands are trying to engage their audience while competing against tons of other businesses in their niche.
So how do you take your social media marketing strategy to the next level? While platforms like Facebook, Instagram and Twitter have always been popular among B2C and B2B companies, TikTok has emerged as a game changer.
In this article, we will cover TikTok for business and discuss why it’s essential for brands to use this app in their social media strategy. Plus, we’ll cover how to navigate the organic side of the platform and the strategies that can help your brand thrive on this dynamic social media channel.
We can count on them to bring new ideas to the table consistently
TikTok Is Here to Stay
Launched in 2016 by the Chinese company ByteDance, the platform quickly gained global recognition, especially among younger demographics. In 2022, TikTok was downloaded 672 million times globally, which easily placed it as the biggest entertainment app that year. And the platform only continues to increase in popularity.
TikTok’s hallmark is its short-form video content, typically ranging from 15-60 seconds, and its algorithmic feed that keeps users engaged with a steady stream of entertaining and relatable content.
With its short-form videos, viral challenges and dynamic user base, TikTok offers a unique opportunity for brands to connect with a younger, more engaged audience. Since 55% of TikTok users purchased a product after seeing it on the app, it’s safe to say that all businesses should use this channel in their social media marketing strategy.
TikTok for business accounts has never been more important than it is now.
The Power of TikTok’s Algorithm
TikTok’s algorithm is the driving force behind its success and attractiveness for users. Unlike other platforms that prioritize content from users you already follow, TikTok’s “For You Page” (FYP) algorithm is designed to serve users content based on their interests and past interactions.
This is why 49% of users discover something new on TikTok monthly.
What does this mean for businesses? Even newcomers can go viral if their content resonates with their targeted TikTok community. Take a look at this model of the TikTok algorithm:
Why TikTok Matters for Brands
Why should brands consider TikTok a vital part of their marketing strategy? In a survey, 92% of respondents admitted to taking action, such as sharing the video, liking the content or following the brand, after watching a TikTok video.
But there are other reasons why TikTok is beneficial to businesses:
- Reach a Younger Audience: TikTok’s user base skews younger, making it an ideal platform for brands targeting Gen Z and Millennials. If your target demographic falls within these age groups, TikTok should be a top consideration.
- Global Reach: TikTok has a massive global user base. Brands can reach audiences worldwide, far beyond their local market. Because of this, TikTok is known for creating viral sensations overnight. With the right content and strategy, your brand can quickly gain widespread recognition.
- Authenticity and Creativity: One of the many reasons why TikTok stands out is it encourages authenticity. In a word, it’s less “froofy” than other platforms that emphasize highly produced content. In fact, 64% of users say they can be their true selves on TikTok. The same can go for businesses: Brands that can tap into this authenticity and create relatable content are more likely to connect with their audience on a personal level.
How can businesses be more authentic? Stick to your brand and don’t be afraid to get inventive. TikTok’s format encourages creativity. Brands can experiment with different content formats, from challenges to storytelling, and discover what resonates best with their audience.
You’ll especially want to participate in trends, as long as they relate to your business, and challenges that can help your brand stay relevant and align with what’s currently popular. For example, when the #InMyFeelings challenge (in which people danced to the Drake song “In My Feelings”) was popular, TikTok boasted 5 million videos for the dance, while Instagram only garnered around 1.7 million videos.
Finding Your Niche in TikTok’s Culture
TikTok has one of the most impressive organic reaches for brands compared to other social media channels: The average reach is 118%. Organic content on TikTok grows in popularity through user interactions and shares. But building an organic presence on TikTok requires a deep understanding the platform’s dynamics.
Before diving into TikTok, brands must understand the culture and trends that dominate the platform.
Spend time on TikTok as an observer to get a feel for content that resonates with users.
This will help you tailor your approach effectively. Part of doing well on TikTok involves developing a keen sense for the type of content that is a flash in the pan versus trends with staying power.
Over time, you should pick up on three major types of trends:
- Trend moments
- Trend signals
- Trend forces
Once you isolate these three categories, it will help guide you in your brand’s content calendar for TikTok as you develop quick-to-produce content that follows momentary trends, and more thought-out content that follows user behaviors and long-term trending topics.
With that, you’ll also want to identify a niche related to your brand or product and create content that caters to the interests of that niche. This can help you stand out and build a dedicated following.
Regularly post content to keep your audience engaged. The TikTok algorithm favors accounts that are active and consistently provide quality content.
How do you create consistent content? Businesses should get creative and get consumers involved when appropriate. For example, you can encourage user-generated content (UGC) related to your brand or products. UGC not only boosts engagement but also serves as authentic testimonials for your brand.
Crafting Your TikTok Strategy
Since TikTok has 1 billion global active users, this is a social media channel that all businesses should target. But all businesses will have a different TikTok strategy. Plus, this platform has its own unique characteristics that demand a tailored approach.
Here are a few tips to help you put together a TikTok strategy:
- Audience-centric content: Your content strategy should revolve around your target audience on TikTok. What do they enjoy? What challenges do they face? Craft content that addresses their interests and needs.
- Trend integration: TikTok is all about trends. Keeping an eye on trending sounds, challenges, and topics is essential. Participating in these trends can amplify your brand’s visibility.
- Storytelling: Share your brand’s story in a genuine and relatable manner. Avoid overly promotional content, as it may be off-putting to users seeking authenticity.
- Professional video style: TikTok’s short-form video format requires a unique approach to production and editing. Invest in creating visually appealing, concise, and engaging videos that capture users’ attention within the first few seconds. Educate your audience on different topics in your niche.
- Community building: Interact with your audience by responding to comments, running Q&A sessions, and hosting live streams. By building a sense of community, you can foster loyalty among your audience.
- Tracking metrics: TikTok provides analytics tools to track the performance of your content. Experiment with different content types, posting times, and hashtags to enhance your reach.
More U.S.-based users are on TikTok than any other country, but that’s not the only region that businesses should target it. TikTok is also popular in Indonesia, Brazil, Russia, and other countries.
Thus, it’s important for businesses to target numerous countries in their TikTok strategy. That said, it’s crucial to be aware of regional differences and cultural nuances when using TikTok for brand promotion.
TikTok trends and challenges can vary widely across regions, so a one-size-fits-all approach may not be effective. Instead, take a look at these points to create a regional-centric TikTok strategy:
- Localize your content: Tailor your content to the regional audience. For example, consider language, cultural references, and local trends.
- Compliance and legal matters: Different countries have different regulations. Plus, TikTok’s availability can be restricted in some regions. Make sure that all your TikTok activities comply with local laws and guidelines.
Take TikTok for Business to the Next Level
TikTok for business is one of the most popular social media platforms right now and it offers opportunities for brands. It’s a dynamic, creative community where brands can connect with their audience in exciting and unconventional ways. It holds enormous potential for those willing to embrace its unique culture and create engaging content.
By understanding TikTok’s algorithm and tailoring your content to your audience, your brand can tap into TikTok and drive engagement and growth.
If you’re ready to leverage the power of TikTok to boost your brand’s online presence, Single Grain’s TikTok experts can help!👇
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