Should I Promote My Business on TikTok?

I see you there. Looking at the newest kid on the social media block and wondering, is TikTok right for me? Can I use it for my business? Is it just for kids? And, gulp, do I have to dance?

Unless you’ve been hiding under a rock (quite possible in the current climate) you will likely have experienced TikTok’s fun viral content yourself and you may be a little curious as to whether or not this bandwagon is worth hopping onboard.

I’m here to set the record straight and give you the down low on this shiny new(ish) platform so you can decide if it’s right for you and your business.

What is TikTok and how does it work?

Here’s a quick snapshot of the platform:

TikTok is a video creation + sharing app. A bit like Instagram Stories
Users can share short videos up to 60 seconds long
There is an inbuilt video editor with a huge range of features including filters, stickers, text and editing tools that allow you to crop, add transitions, combine clips etc. Users can create and edit videos within the app without the need for 3rd party applications or software
TikTok is audio focused and music-based. People can re-use the audio from other account’s videos and/or add commercial tracks and trending songs created specifically for the platform

The TikTok Interface

There are two key areas: The For You Page (FYP) and the Following Page. The Following page, as you would expect, shows content from people you follow.

The For You Page is where the magic happens. Like Instagram’s ‘Explore’ tab, the FYP includes a variety of videos; Content that is going viral, brand new content (all videos appear on the FYP for a short period of time) plus content curated just for you based on what the algorithm thinks you’ll enjoy.

As with other social media platforms, you teach the TikTok algorithm what you like based on the content you watch and interact with, the hashtags you use and the types of accounts you follow. The more time you spend on TikTok, the more the algorithm learns about you and the more tailored your FYP becomes.

Why people love TikTok (and why it’s so addictive)

First of all, it is literally designed to be addictive. Like all social media platforms – the algorithm wants you to stay on the platform for as long as possible. TikTok does this particularly well by combining (1) Short, easy-to-consume “snackable” content with (2) A tailored FYP – showcasing the *exact* content you’re interested in – so it’s easy to keep watching and watching.

The other reason I think people are enjoying TikTok so much now is the novelty of seeing unpolished, real, raw content. There’s an element of fun and spontaneity that social media used to be about in the early days.

Should I market my brand or business on TikTok?

I’m not here to push you to market your business on another platform if you don’t have the time for it (unless you’ve been waiting for a sign – then this is it!).

As I always tell my clients, it is better to go ‘all in’ on one or two social media platforms then to spread yourself too thin.

However if you’re looking for inspiration, if you want to shake things up on your socials and stay relevant, there is plenty to be gained by simply observing the TikTok platform in action. You will get plenty of content ideas and you can apply lessons and ideas from TikTok to your other social networks, Instagram Stories in particular.

Is TikTok just for kids?

TikTok used to be dominated by Gen Z but it is quickly being picked up by older generations. In 2019 it was the most downloaded app and there are now nearly 1 billion monthly active users. So, chances are, your ideal customer or client is now on there too. Or will be soon.

In 2012 Instagram was dominated by teens so don’t discount TikTok just yet!

Brands are beginning to understand the power of the platform and coming onboard in droves - posting organic content and also advertising. Even Instagram is advertising on TikTok!

There literally is a niche audience on TikTok for everything so if you want to try it, go for it. Chances are your competitors aren’t on there yet so now is a great time to establish yourself.

How Can TikTok help my business?

TikTok can help you Reach a new audience

One of the key reasons many businesses are now embracing TikTok is discoverability. TikTok’s reach (the number of people your content is served to) is currently much higher than on other platforms, such as Instagram.

Unlike Instagram, where users spend the majority of their time viewing and engaging with content from people they follow, on TikTok users spend about 75% of their time on the For You Page – consuming content from those they don’t follow.

All content starts out on the FYP for a short while and then, if it’s successful, TikTok pushes it out to more users. This is why it’s so easy to “go viral” and why it’s such a powerful platform in terms of discoverability.

You can take advantage of this opportunity to reach new audiences by combining your activities on TikTok with your broader social media strategy - using TikTok to reach new users and then inviting them to engage with you on Instagram, for example, or to drive website traffic.

TikTok makes you a better creator

Trying out new styles of video and editing tricks such as filters, transitions, aligning music and audio is a great way to grow your video creation skills and talking to camera will help you become more confident at speaking and communicating your message succinctly.

There are so many incredible creators on the platforms. It’s an inspiration goldmine! I recommend that you follow a range of accounts, not just those in your niche, for ideas about how to present your topic differently and for video creation techniques.

Some of my favourite TikTok creators:

@promisetangeman – Designer + Biz Strategist – talks about websites, small business and making money online

@hollybrunnbauer (formerly @MotherhoodMelbourne on Instagram) – fun content and Mum life shenanigans!

@iamjonathanbelle – The CEO of sharing knowledge. This guy is incredible. He wears wacky costumes and shares “Creativity fuel” such as business tips, tools, useful websites. Really useful content if you’re a small business owner but delivered in a fun and unique way

@grandadfrankk – Currently approaching 1M followers! Frank is pure TikTok genius. He dances, he steals cookies when his wife isn’t looking, he participates in the trending challenges and nails them! Frank is proof that TikTok isn’t just for the kids

@thatdudecancook – If you know, you know. Sonny Hurrell is a YouTube chef who’s taken to TikTok and delivers the most mouth-watering recipes in seconds with loads of style

@starvinggradstudent – Dr Chris PhD. Sorcerer Supreme of Nutrition Magic. Chris shares nutrition and diet-based tips with a side of comic genius

@jeffcouret – An early adopter of the platform. He’s been studying the algorithm and shares his insights into what works and what to expect next

@princessaspien - An autistic girl teaching neuro-typical people how to talk about and engage with those who have ASD and dispelling myths about female autism

@arnoldschnitzel – The official account of Arnold Schwarzenegger. He has pet donkeys at his house and that’s really all you need to know.

Getting started on TikTok

If this blog has got you thinking “I need TikTok in my life” here are a few tips to get started:

Observe first

Entrepreneur and avid TikToker, Gary Vaynerchuck (@garyvee), suggests spending time, before posting, watching and taking note of the trends and patterns. This will help you to get the lay of the land and work out the best approach for your own content. Look at what other users in similar industries or niches are doing. What’s working well? What do you enjoy as a consumer?

When you’re ready to post:

1. Complete your profile. Link to your Instagram account and add a website link. Also switch to a pro account (it’s free) for account analytics

2. Pick a niche and stick to it. Those sharing unique content in their niche are doting better than those who came late to the party and are simply copying what others are doing

3. Be consistent. When starting out, post at least 1x per day to build momentum (up to 3x per day if you really want to supercharge your following).

4. Keep it short and snappy. Start strong and get to the point quickly otherwise you’ll lose attention

5. Add text/captions to your videos. This keeps people engaged for longer

6. Use trending music and experiment with the inbuilt editing features to create visual interest

7. If you want to try the trends, add your own spin. Don’t simply copy what someone else is doing

8. Have fun. Show your personality and don’t take yourself too seriously.

Want to learn more about TikTok?

I spoke with Suz Chadwick on episode 113 of the Brand Builder’s Lab Podcast about TikTok and how you can apply the lessons from this platform to your Instagram marketing strategy.

Will I see you on TikTok?

Will you give TikTok a try? I would love to hear your thoughts in the comments. You can find me on TikTok at @shallwesocial where I share Instagram tips with a side of goofy.