Written by Jenna Farquhar, with TikTok Specialist Kennedy Easter
In the fast-paced world of social media, TikTok has emerged as a powerhouse for business marketing. Despite its beginning as a primarily fun and social channel, TikTok has grown to provide the perfect platform for brand building, and now even offers product sales.
Here’s more motivation for using the platform if you’re looking to build your brand with Gen Z on TikTok:
- 74% of Gen Z TikTok users report having used the platform as a search engine, and
- More than half of them (51%) prefer TikTok search over Google because of the short-form video content it delivers.
Here’s why you need TikTok for business marketing, and how you can get started.
Five benefits of using TikTok for business promotion
TikTok stands out as a platform that captures the attention of a diverse audience and offers unique opportunities for businesses to thrive. Boasting a user base spanning across ages and demographics, TikTok allows businesses to connect with potential customers in ways that transcend traditional marketing strategies. You can expect many benefits with a social media marketing strategy for your TikTok business account. Here are the five most common benefits we see.
Benefit 1: Audience diversity
TikTok boasts a diverse user base, including individuals of all ages and demographics. This diversity allows businesses to reach an extensive audience and connect with potential customers. By tapping into TikTok’s expansive user base, your business can diversify and expand its customer reach.
Benefit 2: Authenticity and creativity
TikTok’s emphasis on authenticity and creativity aligns well with modern consumer preferences. You can use TikTok to showcase your business’s personality, share behind-the-scenes moments, and highlight products or services in a fun and relatable way. This authenticity builds a more personal connection with the audience, fostering trust and brand loyalty.
Benefit 3: Direct engagement
The interactive features of TikTok, including comments, duets, and challenges, enable businesses to engage with their audience directly. This real-time interaction fosters community building and strengthens the relationship between your brand and customers.
Benefit 4: Advertising opportunities
TikTok provides various advertising options, such as in-feed ads and branded hashtags. These tools empower businesses to reach a broader audience and increase visibility through targeted campaigns. The advertising opportunities on TikTok allow you to innovatively craft compelling messages and showcase your business’s products or services to make a lasting impact on viewers.
Benefit 5: E-commerce Integration
TikTok’s integration with e-commerce is a game-changer for businesses. Features like “Shop Now” buttons and partnerships with e-commerce platforms drive sales directly from the platform. TikTok becomes not just a promotional tool but a direct avenue for converting interested viewers into customers.
By harnessing the power of TikTok, you can diversify your business’s customer reach and establish a dynamic and responsive brand-consumer relationship that transcends conventional marketing boundaries.
How to use TikTok for business marketing
Social media is more than creating ads for your business. It’s about telling the story behind your business, its values, and its people. TikTok is an effective tool where you can showcase your business and engage with your audience in a way that’s unique from other digital platforms. Here are some strategies to help you authentically engage with your audience and humanize your brand to create relationships that result in long-term customer loyalty.
Showcase company culture
One of the most impactful ways to connect with your audience on TikTok is by showcasing your company culture. Providing a behind-the-scenes look at your workplace, team activities, and events humanizes your brand, making it more relatable. Through short, vibrant videos, your business can build a personal connection with your audience, fostering trust and loyalty.
Highlight product demonstrations
TikTok’s visually engaging format is ideal for showcasing product features and benefits. Creating entertaining product demonstrations can capture the attention of potential customers, giving them a clear understanding of what your offerings bring to the table. This approach educates and entertains, making your brand memorable to viewers.
Get an inside look at how TikTok influencers are partnering with brands to build product visibility in this growing marketplace. You might want to see if you can do the same, leveraging influencers’ massive follower audience to quickly reach your future customer base.
Here are a few influencers our Marketing Coordinator, Kennedy, loves to follow for ideas:
Contrary to the perception that TikTok is solely an entertainment platform, it actually serves as an excellent medium for educational content. You can create short, informative videos to educate your audience about industry trends, best practices, or how to make the most of your business’s products/services. This positions your brand as an authority, adding value to the audience and establishing credibility.
Adding a personal touch to your TikTok strategy involves letting employees take over the company’s account for a day. Showing the human side of a business provides a genuine glimpse into the people behind the brand, showcasing the human side of your business. Employee takeovers build authenticity and help forge a deeper connection between the audience and your brand.
Participate in challenges
Engaging with trending challenges on TikTok is a fun and effective way to connect with the platform’s user base. Creating your own branded challenges boosts interaction and encourages user-generated content. This user involvement can enhance brand visibility by creating a sense of community around your products or services.
TikTok influencers wield significant influence over their dedicated follower base. Collaborating with influencers relevant to your industry can amplify your brand’s reach. Influencers can create content featuring your products or services, providing authentic recommendations and establishing trust with their audience.
Teasers for events and launches
Building anticipation is crucial for successful events, product launches, or important announcements. TikTok provides an ideal platform for posting teasers that captivate your audience and leave them eager for more. A well-executed teaser can create buzz and excitement, ensuring a higher level of engagement when the event or launch occurs.
TikTok’s advertising platform offers a powerful tool for executing marketing campaigns. Utilizing in-feed ads and other advertising options can significantly increase your brand’s visibility, reaching a larger and more diverse audience. TikTok ads are especially effective for businesses aiming to impact and enhance their online presence.
Cross-promote on other platforms
You can maximize your business’s visibility by cross-promoting TikTok content on other social media platforms. Sharing engaging TikTok videos on platforms like Instagram or Facebook, and even YouTube shorts broadens your visibility.
First thing’s first: you need a business account to experience the full benefits, NOT just a user account.
How to set up a TikTok business account
Setting up a TikTok account specifically for your business is the first step.
Why not just use a personal creator account? Here’s why: a business account unlocks additional features – including analytics and ad capabilities – that are essential to measuring the effectiveness of your TikTok strategy. You know how we love metrics and proving ROI, so we’re big advocates of ensuring accounts are set up for success out of the gate.
By incorporating these strategies and understanding the unique benefits TikTok offers your business, you can capture the attention of a diverse and dynamic audience. Get ready to unleash the power of TikTok and watch your business soar to new heights.
Check out these businesses that have unlocked TikTok marketing success:
Want to be like them? Schedule your consultation today: https://cowtowncreative.com/consultation/