If you are a small business marketer that hasn’t taken a second look at TikTok, maybe it’s time to do so. While TikTok originally started out with lip-syncing clips and other humorous videos, it’s quickly expanded into something quite substantial and a platform you should consider putting a few marketing dollars towards. Keep reading to learn more about TikTok and why it might just be the next tactic in your marketing arsenal.

What is TikTok?

what is tiktokTikTok is the leading destination for short-form mobile video. It hosts a variety of short-form user videos, from genres like pranks, stunts, tricks, jokes, dance, and entertainment, with durations from 15 seconds to ten minutes. However, businesses are starting to hop on board too. It is liked and used by several celebrities. The app has paid partnerships with several celebrities who promote the app to local audiences. Founded in 2016, TikTok has gained immense popularity over the last few years, providing a wealth of content, entertainment, and information for over eight hundred million monthly users in over 150 global markets.

How can TikTok be used for marketing?

HubSpot boils the possibilities down to how TikTok can be used. Marketers can leverage TikTok in three main areas:

Influencer Marketing – engaging with the influencer community. Because influencers have a solid understanding of the platform, they can transform stiff brand messages into fun and creative videos. This type of marketing is particularly effective at opening your content to a new audience and boosting brand awareness.

Original Content – while Tik Tok fans love originality, you don’t need to spend hours producing the next viral content piece. The best performing TikToks are ones that replicate a current trend.

Paid Ads – ads are a more recent addition to the platform. Powered by their own advertising platform, TikTok For Business, brands can run in-feed ads or create branded hashtags and video effects.

While the first brands to join TikTok were well-known companies, small businesses should look at why brands of all sizes are joining the platform and how they can take advantage as well.

How hard is it to get started on TikTok?

tiktokIf your small business is already creating videos, then you’re more than prepared to join the world of TikTok! Again, videos on TikTok are short, 15 to 30 seconds in length, so it’s a fairly inexpensive endeavor to get started. Business Account users have access to real-time metrics, audience insights, call-to-action buttons, and more. It’s free of charge, and you can switch to a Business Account with just a few taps. the app provides easy, step-by-step instructions on how to set up a business account. Once you’ve activated your Business Account, the new Business Creative Hub can be found under the ‘Business suite’ section of the ‘Settings and privacy’ menu on the TikTok app. It has two resources: the Business Content Guide and the continually updated Video Showcase. Be sure to check those out, as they provide great ideas on how to get started with your first content piece! The Business Content Guide is especially useful; use it as a cheat sheet to get inspired!

Deciding if the platform is right for you

By incorporating TikTok into your small business’s marketing strategy, you can solidify brand recognition and messaging, highlight product and service offerings, and connect with a growing and influential audience that has the potential to become loyal and lifelong customers. The platform provides marketers with a direct way to reach target audiences and engage in real-time conversations that shape interests as a community. Utilizing TikTok can expand your small business’s reach, attract more potential customers and generate sales. Here’s one important concept to keep in mind: TikTok is all about fun and entertainment. So, you do not have to shy away from letting your brand personality shine through in your videos.

getting started on tiktokThe decision to be on TikTok can be intimidating for small business owners who may not be comfortable with this more casual (but extremely effective!) way of marketing. The best way to incorporate TikTok into your marketing efforts if you’re unsure is to work with a small business marketing professional who understands how to position small businesses on the platform. Whether you’re interested in just placing ads or are ready to pursue influencer marketing, an experienced marketing company can help you succeed.

Patty Hughes
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