While being stuck inside for most of 2020, people were searching for entertainment. This lead to many people becoming obsessed with one app – Tiktok. From cute animal videos to comedy, it seems like there’s something on Tiktok for everyone.
But did you know you can use Tiktok to effectively promote your small business?
Social media is a fantastic and effective way of self-promotion. Statistics show that almost 90 percent of marketers say their social media marketing efforts have increased exposure for their business, and 75 percent say they’ve increased traffic. Facebook and Instagram are the preferred platforms for businesses. They are particularly established as the top apps for marketing due to their reach.
As a newer social media platform, it can be easy to write Tiktok off as an app for teenagers. However, the audience Tiktok reaches is wide and the algorithm favours creators. It should definitely be held in consideration for any small or medium business owner!
A Brief Introduction to Tiktok
Tiktok is a video sharing app that gained popularity through its varied short form content. The minute long video format provides an accessible platform for all, and its diverse user base ensures engaging content for all interests. These users range in age, but 41% of them aged between 16 and 24 – aka, the hardest demographic to market to.
The app has grown in popularity over the last year. This is a result of the stay-at-home order – people were spending more time indoors, scrolling for distraction and entertainment. Due to this, Tiktok has nearly reached a billion users, putting it on par with Instagram for reach.
Why Should I Market on Tiktok?
There are many unique benefits to having a Tiktok for your small business. It boasts a large and diverse user base. As of 2021, TikTok has the highest follower engagement rates among the world’s most popular social media platforms. The easy-to-use interface is a draw for many, as the app is accessible for a range of different people.
The creative aspect of Tiktok is also a huge draw to the app. Studies show that visual content is more than 40 times more likely to get shared on social media than any other type. This increases the chance of your brand reaching a wider audience.
It also has the benefit of being able to demonstrate your products. Customers often turn to the internet and social media to find out about brands so this is a good way to increase this brand awareness and presence.
Tiktok is a very low-cost app to use. It is a great way for businesses to create connections and build customer relationships without paying an extortionate amount. The app itself is free to download and use, and there are free in-app tools at your disposal to create high quality content.
There are constant fluctuations in video traffic, even if you have a smaller base of followers. This means that regardless of the size of your following, the unique interest-based algorithm means there is always a chance you could go viral.
When you do pay for ads, they are more integrated. The look less like ads, and according to Tiktok themselves, are optimised for maximum engagement to create 100% sound on native-style ads. These are more personable than the usual interruptive corporate ads. They flow with the natural feel of the website and don’t break the immersion of the user experience.
Tiktok facilitates a personal connection between businesses and customers. It sets small businesses apart compared to platforms such as Instagram, where the products are the focus. The business and their ethos is the focus here.
Tiktok users seem to value genuine and honest creators. This allows a closer connection as businesses can show behind the scenes and the passion that goes into their products.
Some Ideas to Boost Small Business Engagement
Take advantage of your proximity to your customers. Show off elements of your business. People are interested in the ‘behind the scenes’ of small businesses and how they operate. For example, a popular trend is to film yourself packaging orders.
You pick an order and show yourself picking and packing the order with care – bonus points if you have personalised or thoughtful packaging! These videos become part of the customer experience. Showing the amount that you care for your customers and their experience is more likely to yield return business.
As an aside – audiences also tend to find these packing videos ‘satisfying’ as well as interesting. This boosts the chance of your video getting shared to different platforms or between users, increasing potential customers.
Show the journey. Show your product in production, or even your workspace. By sharing your journey with your customers, you share the passion you have for your products with them. This shows them the human element behind the business, allowing them to make a deeper connection with you.
Join the trends! Use relevant hashtags in order to best utilise the interest-based algorithm. Make sure you take advantage of the free ways that you can end up going viral or end up on the ‘For You Page’ of a potential customer. Just as someone cultivates their feed, make sure you are cultivating your approach to connecting with your audience!
After the year of online connection in 2020, shopping has moved to the digital space. Because of this, the social media market is subject to change. What is popular now may not be in the future. It is important for small businesses to follow the tide of customers and market to them where appropriate.
There is no express ‘right’ way to use Tiktok. There are things that work for some creators and not for others. It’s about experimenting and having fun with a new media in order to promote your business!
If you would like to learn how we can help with social media marketing, check out our services here at Floodmaker.
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- 4 Tips for Producing Video Content for Social Media
- Which Social Media Platform is Best for my Business?