Since the beginning of the pandemic, TikTok has seen an impressive growth in terms of new users and currently has 1 billion monthly active users in the world. The app makes it easy to create and edit short videos (15-60 secs) using filters and music, a winning recipe in pandemic times. Millions of users who were stuck at home had fun playing as directors/actors causing the platform to blow up.
TikTok, being the new favorite social media platform, quickly made it possible to monetize the visibility it offers. So it's no surprise that many companies and self-employed people are now using TikTok to build brand awareness and attract new customers. Should you do the same? Could TikTok be of benefit to your business?
Are your clients on TikTok?
How does it work?
First, you need to know that there are two types of content on TikTok: free content and paid advertising. The TikTok news feed, called the "For You Page," is modelled quite similarly to your Facebook news feed, which adapts the content shown to the algorithm of its user interests and behaviours. So you can start by creating content for free, and when you know what works best for your business, create an advertisement.
The TikTok users
The TikTok app became popular among Millennials and Gen X in 2020, but the most common users of the platform are Gen Z (ages 9–24), representing 60% of the app's users. Also, 60% of users on the application are female, while 40% are male1. If your target customers don't fit into this demographic, then the app might not be the best choice for you, but since content creation doesn’t cost anything, it may be worth a try.
The average engagement rate on TikTok is 9 %2 for active companies, which is very high when compared to other social networks like Facebook (0.96%) or Instagram (1.1%)3. It’s a very powerful platform in terms of promoting your business and attracting new customers.
How do I draw attention?
With a little creativity, it’s surprising to see that the videos created can be viewed by hundreds of users. Moreover, the beauty, fitness, and health industries are very present on the app; there are beauticians, hairdressers, makeup artists, yoga teachers, trainers, dermatologists, nutritionists, chiropractors, occupational therapists, psychologists, etc.
Their content style includes:
- A client receiving a service
- Techniques that can be used at home
- Training clips or stretching videos
- Showing their daily work
- Tips and tricks
- Products to use or to avoid
To be all the rage: Follow the trends
TikTok's trends are often unpredictable; they start with a video that goes viral, and then users will use its sound or reproduce its content. The best-known example is TikTok dances, a dance invented by a user to a famous song that will then be recreated by many and go viral.
One of the best ways to market your business on the app is to use trends. By using sounds, and songs, or creating your own version of a popular video challenge, you will be more likely to be noticed by the algorithm and have more reach. For example, the skincare company CeraVe uses these strategies, and it has become a bestseller; its products are now often sold out in stores4.
Remember that TikTok likes authenticity; users will often upload videos that are slightly edited or not at all, filmed quickly without artifice. Humour and creativity are also popular themes. You can even create your challenge if you wish!
Popular themes often revolve around these subjects:
- Learning videos
Are you eager to try it?
Download the application on your cell phone or tablet, and then create yourself a business account, or if you are self-employed, a personal account. Then all you have to do is have fun! Play around with the app to familiarize yourself with it and learn more about the challenges, trends, and ideas for content you could create.
Everything changes pretty quickly on TikTok, so if you want to produce popular content, you shouldn't wait too long. You only have 15 to 60 seconds to get your point across, so be direct! Remember to use hashtags to promote your video and connect with your audience by replying to comments. You can also use video replies. Happy creation!
Resources to help you:
TikTok business website : https://www.tiktok.com/business/en
TikTok guide for businesses: https://later.com/blog/tiktok-for-business/