It’s clear as can be that TikTok is one of the greatest untapped social media resources for businesses. Statistics alone tell the story:
- Active TikTok Users: More than 1 billion
- Active Users in the U.S.: 80 million
- Average household income of average user: $100,000 annually
The number of TikTok users has long surpassed Instagram and is expected to surpass Facebook within the coming year. In 2021, users spent 3X as much time watching TikTok content as they did watching Netflix content.
So, with all this potential, how can you leverage it to benefit your business? Stream Companies keeps ahead of the trends in all arenas of traditional and digital marketing, and we’re here to offer our 5 core tenants for effectively using TikTok for business.
To learn more, watch our webinar!
Don’t create a brand on the fly. Keep it authentic
On TikTok, we want to focus on engaging our audiences through brand recognition. If you don’t currently have a strong brand that you can create a narrative around for TikTok, don’t make one up on the fly. Instead, do a little legwork to:
- Develop and refine your logo and tagline
- Define your tone/message
- Discover the USPs that set you apart
An experienced marketing and advertising agency like Stream Companies can help you build your brand, so you can start using it to engage TikTok users.
Your TikTok persona should be an extension of your business culture
Remember, any great brand is an extension of the business culture. Your TikTok persona should tie into your core values, brand message, and brand positioning. Most importantly, your brand’s TikTok personality should correlate with what consumers experience when they interact with your brand in real life. That’s authenticity defined.
An engaged fanbase is crucial
As we mentioned, today’s social media users have a keen eye for advertisements, and many may actively avoid them. So, it’s critical to build a community of followers and fans who go beyond just viewing content. Taking these steps can create an engaged viewer base that’s more likely to comment and share, too. An engaged fanbase provides authenticity and credibility while expanding the number of viewers of your content.
Identify your brand’s online personalities
We’ve found that brands that succeed on TikTok don’t take themselves too seriously and jump on those trends quickly. Be open to adopting a controlled silliness that allows for spur-of-the-moment creativity.
Start by building a dedicated TikTok creative team you trust to have complete control. They’ll need the flexibility to post quickly, increasing the odds of a video going viral. However, you don’t need to hire a specific TikTok coordinator. Instead, look for current employees with the right personality. The best people for this team are:
- Long-term employees who know your brand
- Employees with experience and a knack for social media
- Employees who are truly engaged with TikTok
- Employees who are entertaining and can think on their feet
To ensure your content is as genuine as possible, it’s especially important to choose team members who understand the culture of TikTok and have an interest in it.
Vary content types to engage more users
It’s also important to remember that engaging on TikTok isn’t always about being zany or “out there”. TikTok is a platform with more than one billion users, and each user engages with the app differently. For example, many people use it as a source for reviews.
In fact, 30% of Generation Z prefers to do their product research on TikTok. Even if you don’t have a big personality as the face of your business, you can take advantage of this market simply by being active and educational on the platform.
You can do your own A/B testing by comparing your posts that utilize more selling-based tactics with the ones that are more engaging to discover what works best for your business. TikTok isn’t a one size fits all platform. Sticking with one kind of video may alienate some users, while attracting others.
Broaden your definition of hashtags
There’s more to tagging a video on TikTok than just hashtags. For example, we’ve seen a client successfully reach more users by adding a song to a virtual tour of their dealership. Using a song or location creates a tag that allows your video to be seen alongside other videos from your area or ones that use the same song.
You can also utilize this tagging feature by duetting relevant and popular videos. This allows you to be seen by and capture that video’s audience as well.
Make TikTok part of your marketing strategy
TikTok offers many opportunities for brands that are quick to adopt this fast-paced platform. In addition to the free tools, there are also paid advertising features that can give your business even more of a boost. Contact the Stream team to discuss implementing TikTok as part of your marketing strategy today!