Social media platforms rise and fall quickly—so how do you know which ones to invest in? TikTok, an app that allows users to film, edit, upload, and share short videos, is the latest social media platform to amass hundreds of millions of followers. With the amount of viral content emerging from the platform, it’s safe to say TikTok isn’t going anywhere anytime soon. Should you jump on the bandwagon and incorporate TikTok into your marketing strategy? Yes and no.
Because of TikTok’s in-house editing system, there’s a lot of fun to be had in creating and posting content. And, because of TikTok’s algorithm, any user, no matter their follower count, can go viral. However, should your business choose to join the app for organic marketing purposes, virality should not be your goal. If you have the time, creativity, and skill to spare, there is still plenty of growth potential for your brand.
Reach New Audiences
As one of the most downloaded apps in the world at the moment, TikTok features a variety of users across consumer demographics. While the app gained traction among Generation Z, more generations have joined the platform and diversified the content as a result. Introducing your brand on the app could be a strategic way to connect with new consumers and expand your visibility with wider audiences.
Consumers are increasingly seeking out small businesses to support, which has helped many burgeoning brands carve out their own niche on TikTok. Highlighting key aspects of your business, such as the process behind your products, funny or impactful stories, and what makes your business unique, are all great ways to shine as a small business and effectively drive shoppers to your website.
Start With Trends
There’s never a lack of inspiration on TikTok. Mimicking the latest trends, participating in challenges, tagging with viral hashtags, and using popular soundbites and music are not only good starting points, but also will help you find new consumers. Originality is good, but it isn’t the only option when it comes to marketing on TikTok. Keep in mind that users are more than okay with watching the same style of video over and over again.
TikTok is very much like a snowball rolling down a hill; there is always something new cropping up that people immediately flock to. This past week, sea shanties snowballed—could you sing a sea shanty about winemaking? It might sound incongruous with your brand, but it may work for your TikTok audience.
Small businesses have also found success with behind-the-scenes videos. Would you be willing to show consumers how you blend beans or distill whiskey? People are curious, and satisfying or aesthetically-pleasing videos are always trending.
Make Exciting Videos
While other platforms like Instagram demand a certain level of production value, TikTok users look for authenticity. This means your videos don’t necessarily need to be sleek and shiny. Your videos should always be exciting, engaging, and tug on some sort of emotion.
However, videos do take time, creativity, and skill that your team may or may not have. If you’re up for the challenge, TikTok could be a rewarding tool to add to your marketing strategy.
All in all, be sure to set goals that make sense for your brand. Don’t be afraid to try different tactics, trends, challenges, hashtags, and audio. Just like any other social media platform, you may not receive a consistent response to each of your TikTok videos. But, if your goal is to connect with consumers, then success may find you.