TikTok for service providers; The What, why, and how
Have you been thinking about joining TikTok to market your service-based business?
Maybe you see the potential but are wondering how you're going to manage another social media platform.
Perhaps you've already set up an account but haven't gotten much further than that.
This post covers the ins and outs of TikTok for service-based businesses; the what, why, and how to get started.
The stats don’t lie:
TikTok was the most downloaded app in 2021 and in Q1 of 2022 and it now has over 1 billion monthly active users;
Users spend an average of 1.5 hours per day on the platform. That's a whole lotta scrolling! And;
Contrary to what you may have heard, TikTok is no longer a dance-focussed app for teens. While 60% of the app’s users are Gen-Z, that still leaves another 40% of users who are 30 years or older (40% of 1 billion = a lot of potential customers or clients!).
It's easy to see why savvy service providers are capitalising on this opportunity to increase brand awareness, connect with new clients (and future clients), and to make sales.
In fact, TikTok is now the number-one app driving consumer spending.
TikTok vs Instagram Reels - What’s the difference?
While both TikTok and Instagram offer short form, vertical video formats, there are key differences between how the platforms, and algorithms, operate.
On Instagram content is currently prioritised by relationships between users so you are more likely to see content from accounts you follow or whose content you have engaged with.
TikTok algorithms on the other hand, prioritse content based on interest. The For You Page (the default feed) is largely comprised of content from users you don’t follow. For that reason, TikTok provides an incredible opportunity to be discovered by a new audience.
TikTok’s interest-based algorithm, search functionality, and ongoing push towards longer-form content (users can now post up to 10-minute videos), means that TikTok is more like YouTube than Instagram Reels - as evidenced by the fact that 40% of Gen Zers now use TikTok as a search engine So, if you want your business to be discovered via search by a younger demographic, you need a presence on these platforms.
Is TikTok Right for Your Business?
TikTok offers a unique opportunity for small businesses to connect and engage with a new audience. If you’re wondering whether or not to take the plunge, consider the following.
TikTok is right for your business if:
You want to increase brand awareness - TikTok's super-targeted algorithms will help you be discovered by a whole new audience
You want to connect and engage a younger audience - Currently Gen Z dominates the platform so this is your chance to engage future customers + clients
You want to tap into an audience outside of Australia - TikTok has approx. 80 million monthly active users in the United States
You want to connect with your existing audience in a new way (don’t just assume they aren’t on there, ask them!)
You want to to safeguard your socials - You realise it's unwise to put all of your virtual eggs in one social media basket in case your account gets hacked or disabled (like the time Instagram disabled my account on day 1 of my course launch)
You are willing to show yourself on camera and experiment with different content styles - talking-head videos allow you to create a personal connection and build trust
You’re already creating Instagram Reels - So it makes sense to re-purpose them!
What type of content works well on TikTok?
Ok, you’re convinced, but how to you get started? There are many styles of content that perform well on TikTok. When starting out, experiment with different content styles, topics and formats and use your analytics to determine what’s working and replicate that.
TikTok content ideas for business:
Authentic and relatable content that isn’t overly polished or produced
Content that shows people - users want to connect with the person(s) behind the brand so show yourself and your team
Storytelling and Vlog style content that shares your everyday life and takes users on a journey
Fun and light-hearted content that connects on a personal level
Conversation-sparking content or controversial opinions
Educational and informative content that delivers value or a quick win
Series-based content that users can “binge” on
The key to success is to be known for a certain topic or style and create that content consistently so your audience (and the algorithms) understand what your account is about and who your content is for.
Evergreen is Queen
For time-poor small businesses, I recommend creating high-value, evergreen, content that is not time sensitive. This style of content can perform well now, in a week, month or year’s time and can be reused and repurposed to save time.
Evergreen content is great because it continues to deliver value long after you post. One of the interesting features of the TikTok algorithm is its tendency to continue to push out your older content to new followers.
New followers get a highlights package of your best-performing content when they first start following you so that older content keeps delivering.
This video from 2020 continues to get views years after posting as TikTok delivers “best of” content to new users.
Are you ready to try TikTok?
Best practice tips for businesses:
1. Create your profile including relevant keywords. You can add a website link once you reach 1K followers. Account analytics are available on both Creator and Business accounts.
2. Watch and learn what others are doing, note down what others are doing in your industry or niche and any gaps you can fill with your content.
3. Pick a content niche and stick to it. Those sharing unique content in their niche are doing better than those who came late to the party and are trying to copy the dances, voiceovers etc. This also helps the algorithms understand what your account is about in order to serve your content to the right audience.
4. Be consistent. When starting out, post at least 1x per day to build momentum (you can post more often if you really want to supercharge your following) and get to 1K followers.
5. Be patient. The shelf-life for TikToks is much longer than posts on other platforms so it can take a few days for your post to be picked up. For this reason you should not delete TikToks just because they aren’t performing as expected.
6. When creating videos, start strong with a hook (visual, audio, or text) and get to the point quickly otherwise you’ll lose attention.
7. Add text/closed captions to your videos and create written captions to improve accessibility, engagement and SEO.
8. Add value, rather than more noise. Don’t rely on trends, instead share your thought leadership to grow an engaged following of potential customers and clients.
Above all, have fun. Show your personality and don’t take it too seriously!
Are we TikTok Besties yet?
Connect with me @shallwesocial and let me know what you thought of this blog post.
