TikTok brings back memories of the previous internet era, when things were different. As for YouTube, it is becoming more and more polished, with trending videos appearing to be filmed in professional studios by proper crews, often lasting for thirty minutes. Conversely, TikTok features primarily ordinary individuals capturing raw and unfiltered moments on their phones, giving it a gritty feel.
If you behave with genuine human qualities while using it, this specific quality, along with a massive potential audience, can make it an ideal platform for your business to connect with real people.
Why TikTok is so amazing for marketing your small business
There are individuals who lack a deep understanding of TikTok, so for those who fall into this category, let me attempt to clarify what it entails—and please, feel free to share your thoughts on this matter. TikTok essentially encourages collective participation through trends or hashtags, guiding users to create content by providing instructions. However, there is also recognition for those who inject slight variation into their creations.
On TikTok, being different and embracing creativity is encouraged, unlike Instagram where copying and tweaking is not rewarded but rather shamed.
When it comes to the TikTok algorithm, growing on TikTok is much easier compared to Instagram due to TikTok’s “For You” page. This page automatically presents content that it believes will appeal to you, so even as a small business, you can have your content seen by individuals without needing a large number of followers.
1. Create your account
Creating an account is the initial step in expanding your small business through TikTok.
2. Capture video content
Ensure that you possess video content at your disposal. In case you don’t, commence capturing footage of all your business activities. For instance, when packaging orders, make sure to record the process. Similarly, when running errands, document the entire experience, thus acquiring material for your upcoming TikToks.
People have an interest in observing the operations of businesses. You may be uncertain about the purpose of these videos initially, but their utility will become clear to you eventually.
3. Curate a small business for you page
To attract the desired audience, begin by engaging with TikTok content that interests you. The algorithm operates by analyzing your preferred content, so consider following small businesses to be featured on “small business TikTok.” By liking content and following relevant accounts, you will attract the audience aligned with your interests.
You can gain inspiration from various trends and discover audio for your own TikToks by adding small business content to your For You page.
4. Use trending songs & hashtags
Ensure that you utilize popular songs and hashtags from the discover page when you decide to create your initial TikTok. Incorporating a trending song will not only attract a larger audience but also help you in building a following. Therefore, it is advisable to browse the discover page regularly to identify and create content inspired by current trends.
In order to comprehend TikTok, it is necessary to carry out extensive research on TikTok.
Include your hashtags.
Ensure that when you are prepared to upload the TikTok video, you include a maximum of four to five hashtags. Using more than that would confuse the algorithm and make it difficult for your content to be properly categorized. Focusing on just four to six tags will increase your chances of appearing on the ‘For You’ pages. Remember that TikToks don’t always become viral right away.
Therefore, instead of deleting a TikTok, opt to make it private if you wish to temporarily hide it from public view. Subsequently, you can reenable it at a later point to ascertain if it gains more traction at a different time. Occasionally, your videos may achieve viral status rapidly, while in other instances, it may take weeks or even months. Thus, remain confident as your content will ultimately be seen by people.
6. Don’t be subtle
Making your points clear is crucial, but that doesn’t mean you should hide them and rely on people grasping them subconsciously. Rather, express your points explicitly while ensuring they align with the TikTok format.
Ferguson Computers, an IT company located in Shepherdsville, Kentucky, has a team of three individuals including Christine Ferguson. She emphasizes the significance of clear communication. According to her, it is crucial to capture viewers’ attention right from the start of a video by either making a powerful and concise statement or asking a direct question. Failing to do so may result in viewers swiftly losing interest and moving on to other content.
7. Be authentic and show what you do
It’s likely that most individuals struggle to visualize your daily activities, but it’s highly probable that they would discover it intriguing. Shannon Schutt, the owner of Clear Mind Jewellery in Peterborough, Ontario, shared that she utilizes TikTok as a means to offer people an insight into the behind-the-scenes aspect of her work.
“As we are in the jewelry industry, most people are unaware of the actual work that we do,” she said. “By being authentic and approachable in how we show behind-the-scenes work, we have been able to have some very successful TikToks that have moved followers onto other platforms or driven them to request quotes.”
8. Find quick facts
Jason McCarthy of DigiNo, an online education company, employed the notion that people enjoy acquiring knowledge as long as it is not time-consuming while creating his TikToks.
“These facts were designed to give viewers a subtle bit of brain satisfaction, but also leave them wanting more,” McCarthy told. “For a small online teacher recruitment business, the best way to advertise the job…is to show the job.”
It’s worth giving this approach a try if it could potentially be effective for your business.
9. Be technical or comedic—not both
Sydney Marino works as a PR representative for Handy Women, a Facebook community that she describes as “a community designed to encourage, assist, and honor women in their pursuit of DIY projects.”
One video from Sydney’s participation in a home improvement challenge on TikTok proved to be quite successful, as she effectively mentioned the group multiple times and managed to capture the attention of over a hundred thousand individuals. This astounding outcome led to the remarkable addition of 1,000 women joining the Facebook page. All in all, it was a remarkable achievement for Sydney.
What can we take away from this? According to Sydney, the key is to concentrate on just one aspect. “When using TikTok, all companies must understand that they must either be skilled in technology or be funny. There’s no middle ground if you want to gain attention.”
Sydney’s video remains strong by prioritizing humor and the fundamentals of home improvement, rather than getting overwhelmed by intricate details.
Get straight to the point
The founder of Bali Lash, Sayble Humphress, gained significant attention recently through a rapid product demonstration. Sayble emphasized the significance of promptly addressing the key aspect.
“You need to grab attention in the first two seconds,” she said. “Cut out the frills and make your videos straight to the point.”
10. Share your brand story
When creating content on TikTok as a small business or a creative, it’s important to remember that viewers are fond of behind-the-scenes, educational, conscious, feel-good, and inspirational content.
Make sure to share your mission and the essence of your small business or creative endeavor. That story is something people greatly enjoy hearing about.
Observing how your business operates and understanding its values are of great interest to them. However, it is crucial to be mindful of utilizing appropriate language on TikTok, as the platform strictly adheres to political correctness. It is essential to communicate in a manner that is free from any potential issues.
The TikTok community is incredibly affectionate. They display a higher level of interaction: if they admire something they come across, they will make the extra effort to express their appreciation. Moreover, they will not only financially support you but also show their support across all platforms and vocalize their love for your work.
