Even though TikTok launched in 2016, the short-form video platform came to prominence in 2020.
As people had to stay home during the Coronavirus pandemic, use skyrocketed as people needed something to keep them entertained!
The app has one billion active users a month and has launched the careers of several celebrities.
Some people who have become famous on TikTok include Lil Nas X, Charli D’Amelio and Nathan Apodaca. If you don’t know who Nathan Apodaca is, he’s the man who skated downhill while drinking cranberry juice and lip-syncing to Fleetwood Mac!
However, don’t discount TikTok as just the remit of rappers, makeup artists and comedians. Businesses can do exceptionally well on TikTok too, whether they are B2B or B2C!
What is TikTok?
TikTok is a mobile app for both IOS and Android, known as Douyin in China. With it, users can upload short videos up to a minute long.
Users can add effects to their videos in-app, as well as add music. There are many other exciting features that users can make the most of, like the ‘duet’ option where other TikTok users can record their own video side-by-side with another person.
TikTok is used all over the world. In 2020 then-President Trump threatened to ban the app in America, but this decision was later overturned.
Now that you know a little bit more about TikTok and how it works, here are five great ways you can create content for your company.
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Get used to the platform first
The best way to learn about a platform is to use it. Download TikTok, create a profile and try making a few videos to see how it all works – a good TikTok editor might be useful for newcomers too.
See if your competitors are on TikTok and what type of videos they are putting out. Are they getting many likes and comments on their content? What do you like and dislike about their videos?
Take a look at relevant hashtags and see what content is being uploaded to them.
Most importantly, look at what your target audience like and dislike.
This research will not only help you understand TikTok better, but let you see what content resonates best with your prospective customers.
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Think outside the box
TikTok lends itself to fun and creative content. If you work in an industry that is not the most exciting, you can still record awesome video content; you just have to think imaginatively.
For example, take the ‘Will it Blend?’ series of videos on YouTube. These videos were shot to promote a range of blenders and show the blenders blending everything from iPads to golf balls!
UK-based clothing brand Gymshark has over 2.5 million followers on TikTok. Rather than just showing off their gym apparel, the brand posts workout videos, funny memes and lots of user-generated content.
Do some brainstorming and think of ideas that are a little unusual, but still showcase your product or service.
If you get stuck, why not take part in a hashtag challenge or look for trends in your specific niche? Just scroll through the discover page and see what is popular.
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Look at influencer marketing
As mentioned earlier, many people are building up a major following on TikTok. In fact, TikTok launched a $200m creator fund in the US last year to entice content creators to sign up to the platform.
Influencer marketing is when social media content creators promote your product or service to their followers. It can be a great way to promote your business to a brand new audience and boost brand awareness.
Over 88% of consumers trust user reviews and personal recommendations of a product. This makes influencer marketing a great way to advertise without it feeling like advertising!
The great thing is, you don’t need influencers with hundreds and thousands of followers. Anyone can be a social media influencer, as long as they have a loyal following and are well-trusted.
You can find influencers by doing some research. Look at popular TikTok accounts in your niche and how much engagement they receive. You’ll also want to think about what your budget is and how much promotion you will want from your influencers.
Once you have found your perfect influencer, drop them a message!
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Show your human side
People don’t want to see faceless, corporate content on TikTok (or any other social media platform for that matter). TikTok is a great way to kick back and show the human side of your business.
Introduce your customers to life behind the scenes – the people who work at your business and what they do.
If you have an office pet, why not introduce your customers to him? There are nearly 120 billion views of dog-related videos on TikTok at the moment!
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Don’t worry about perfection
Several years ago, the onus was on creating long, well-edited and highly polished videos. Now the reverse is true. People prefer short, authentic videos that they can watch on the go.
Don’t worry about creating perfect content. Take your phone, record your video and just go for it. If your video doesn’t do well, learn from it when you create your next one!
We hope that these tips have given you more insight into the world of TikTok and how you can use it to grow your business and promote your brand!
Does your business have a TikTok account? What are your top tips for growing your reach on the platform? We’d love to hear your thoughts.
