Getting your head around TikTok for business
How brands can get started on the world’s fastest growing social media platform
Short form video sharing app TikTok has taken the world by storm. It topped the charts in 2021 as the most downloaded app, gaining over 1 billion users to date (Social Media Today, 2022) with no signs of its popularity waning.
Not only is it an extremely entertaining platform, but it’s influential too.
74% of TikTok users say that the app has inspired them to find out more about a product or brand online, and 67% agree that the platform inspired them to shop even when they weren’t looking to do so (TikTok).
It’s not just for Gen-Z either. Despite being popular with younger audiences, 21.7% of its users are aged 30-39, 20.3% 40-49, and 11% surprisingly, are 50+! (Social Shepherd, 2022).
So, if you’re thinking that TikTok isn’t the right platform for your business, you may want to reconsider. It’s an opportunity not to be missed, which is why we’ve put together a quick guide on using TikTok for business.
Getting started
Get to know the platform. Spend some time scrolling through the ‘For You’ page, learning the current trends and testing out the editing features available.
In order to create inspiring content, it’s important to understand what resonates with consumers and which elements of successful videos could influence your own content. Notice the style of content that entertains you on the platform, and think about how you could emulate it for your brand, product or service
Introduce yourself
Next, it’s time to optimise your TikTok profile.
Think about your page as a shopfront that introduces your brand to anyone viewing it, therefore it’s crucial to get the basics right to make a good first impression.
Here are the key elements to include:
- Profile photo – Pick an image that fits your brand such as a logo, product image or headshot. If your business is already on other platforms, then it’s good practise to use the same profile picture across accounts to create a consistent and recognisable brand image.
- Username – Create a username that’s easy to remember and avoids using numbers or special characters. Again, it’s always good to keep this consistent where possible.
- Describe your business – You only get 80 characters so keep it punchy. Consider how best to reflect your brand personality, explain what you do and include a call to action that’s aligned with your TikTok goals. Remember, some of the best descriptions weave in wit and keep it simple.
- Link in bio – Once your business account hits over 1k followers you’ll be given the option to add a link in your bio. This feature is important for driving traffic to your website.
After you’ve nailed these elements, you can start creating inspiring content for your feed.
Creating content
The first step in content creation is planning.
It’s extremely difficult to create high quality, consistent content for any social media platform spontaneously, let alone when the fundamental element of it is video.
It can be helpful to work with defined content pillars to flesh out ideas around. Then to bring each content idea to life, try to storyboard your ideas, which is the process of mapping out the clips needed to tell a story, with details on the audio and transitions that will bring a piece of content together. Following this you can shoot and edit the content.
Some features to add into your videos that make it more accessible and shareable include:
- Voice overs
- Trending sounds
- Text
- Transitions
- TikTok Shop Links
- Trending Filters
Don’t overload your content with flashy additions, but make sure to think about how these tools can be used to make your content more engaging and accessible for everyone.
Be reactive
While planning out your core content is wise and will help your account pick up natural momentum, reacting to current trends is a must to gain visibility on this platform. But how do you pick the trends that are right for your brand?
This is where the human element comes in. Don’t be afraid to give your social team a little freedom when it comes to pitching and creating content around current trends. Nine times out of ten, they’ll be your target audience. Find out what they are seeing on their FYP’s and think creatively about emulating it in an authentic, engaging, and entertaining way.
Remember – trends on TikTok move fast, and within a week or two, that sound, filter, or effect you liked might well be starting to lose traction. It is important to jump on trends as soon as possible, where they are relevant to your brand and target audience.
Publishing content
So you’ve planned out your core content, shot it, edited it using TikTok’s fantastic array of fun and accessible features, and now it’s time to put it in front of your audience.
When it comes to publishing content, carefully consider your description and hashtags.
TikTok’s algorithm recommends content to users based on their interests, interactions, engagement, what they search for and what’s currently popular, therefore it’s helpful to signpost your video with keywords through hashtags.
Unsure where to start? It might be wise to spend some time curating hashtag research for your content niche. Look at competitors, trending creators and hashtags relevant to your business, brand or product to see which would resonate best with your potential audience.
We recommend using a mix of medium level hashtags, alongside one or two big hitters to maximize that chance of your content being seen organically, outside of your dedicated following.
Once you’ve crafted your caption and curated your hashtags – it’s time to triple check for typos and put it live! Let TikTok take care of the rest.
Analytics
Now that you’ve posted your video, it’s time to see how it performs.
The most scientific way of doing this is by digging into the analytics and looking at metrics such as engagement, reach and follower demographic.
By delving into the numbers, you’ll begin to gain an understanding of what type of content performs well and whether you’re targeting the correct audience. This information can go onto inform your future content creation, as you’ll be able to replicate successful elements in other posts and drop the tactics that aren’t hitting as well.
Be reflective. Which videos are generating the most engagement? Who is watching your videos? Which videos are getting the most completed views? Then ask why.
Remember, the best results often come from having fun and experimenting. If you’d like any help creating a TikTok content strategy, then get in touch: [email protected]
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