TikTok is in the news a lot these days, and not just because it’s the hot platform for dance challenges and funny videos. Also not just because the federal government is contemplating forcing a sale or banning it.
No, in addition to those things, TikTok is in the news because it has rapidly become the go-to social media app for small businesses looking to expand their reach and engage with audiences (and not just young audiences — 40% of TikTok users are 40 or older). With its addictive content format and powerful algorithms, TikTok has proven itself to be the place where small businesses can grow rapidly.
Example: I have a pal who wanted to start a coaching business. Within six months, she organically amassed a following in the hundreds of thousands by posting daily lessons on TikTok. Today, a year later, she has a million-dollar coaching business (and a flush bank account to boot).
Her only marketing is posting on TikTok every day.
So, how can the rest of us entrepreneurs take advantage of this phenomenon? Let’s find out.
Have a plan
Most entrepreneurs begin on TikTok with a vague notion of a plan. That is fine, but you will need a legit game plan to really get rolling. What sort of brand and presence do you want to portray there? Keep that in mind as you begin to learn the app and make videos.
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For example, my pal loves Law of Attraction stuff. So she started posting related videos where she taught it every day. She soon built up her TikTok followers and her brand exploded.
Before diving into content creation, it is vital that you know your intended audience. Yes, TikTok has a predominantly younger user base, but it has older users too.
So, when posting on the app, the key is to use TikTok’s analytics tools to track engagement and understand what types of content is resonating and with what viewers. Which of your videos get the most likes, comments, and shares? These insights should guide your content strategy and help you tailor your messaging effectively.
Create engaging content
Content is king on TikTok, and the most successful businesses focus on authenticity and entertainment. Informal is what works on the platform; highly staged videos do not seem to do as well. Here are some ideas to help you spark your creativity:
- Behind-the-scenes videos: Share a glimpse into your daily operations, product creation, or team activities. Be goofy and informal. This transparency is what works on the app, as it fosters a personal connection with your audience.
- Tutorials and how-tos: Demonstrating how to use your products can be quite effective. Giving a quick lesson works, too. Either way, create short, engaging videos that provide value to your viewers and showcase your offerings.
Use TikTok trends and analytics
Staying updated with TikTok trends is essential for maximizing your reach, and the app’s analytics make learning about what is working and trending pretty easy. Discover trending sounds and hashtags and use those to increase your visibility. And remember to put your unique spin on these trends to stand out from the crowd.
Collaborate with influencers
Needless to say, social media generally, and TikTok in particular, is all about influencers. By partnering with them, you can significantly amplify your brand’s reach.
Identify influencers within your niche who align with your values and who have an engaged following. Look to team up with them. Collaborations can range from product reviews to joint challenges, and ideally, these will lead to increased credibility and reach.
Leverage TikTok ads
If you are looking for faster results, consider investing in TikTok’s advertising options. What is great about TikTok ads is how seamlessly they slide into the feed. From in-feed ads to branded hashtags, there are many options to choose from.
As always with advertising, target specific demographics to ensure your ads reach your right, desired customers. (Those who are most likely to be interested in you, your products, or your services.)
Track performance
As with any marketing strategy, measuring your success is essential. On TikTok, that means monitoring engagement metrics such as views, likes, shares, and comments. These are the metrics that matter (much more than the number of followers you get). Use these insights to refine your strategy and continue producing content that clicks.
Grow
The more you post, the better you will get at it, and the easier it will be. Before long, your videos will start reaching a wider audience as the algorithm picks up on you and your consistent output. Then, one day, you might just explode on the app, and when that happens, watch out! You could even become the next TikTok millionaire.
