TikTok has been the fasted growing social media platform and their growth doesn’t seem to be slowing. They are well known for their algorithm, which can send users viral overnight. But is TikTok marketing a viable strategy for businesses, or is it best left for hours of late-night scrolling?
Today we’ll delve into whether it is worth investing time into TikTok marketing and if so, what content your business should be posting.
Is TikTok Good For Businesses?
Many businesses have found fame through TikTok, helping to increase their overall online presence, and creating a surge in sales. But is this replicatable for businesses in all industries and is this sort of hype sustainable?
TikTok is a great social media platform to increase your businesses brand awareness and add personality to your name. Through short video clips, your audience can get to know the people behind your business, your culture and have access to engaging behind the scenes information.
Depending on your businesses industry and target audience, TikTok marketing can also be used as a sales tool. However, TikTok predominantly has a very young user base. 73.5% of users are between the ages of 10 and 24, which massively limits its capability to target many businesses audience.
If you are lucky enough to have an audience on TikTok, it may be worth creating a TikTok marketing strategy to showcase your products/ services.
What Content Should I Post on TikTok?
Now we have decided whether TikTok is appropriate for your business, let’s take a look at what content you should be posting.
With any social media, keeping content varied ensures your audience doesn’t get bored and un-engage with your account. We recommend a mixture of informational, engaging, incentivised and product related posts.
Informing users about your business, who you are, your values and how you can help fulfil their needs. Engaging your audience with call to actions, fun and relatable content, trending sounds and hashtags.
It is also important to include an incentive that will encourage people to choose you over others in the industry. For example, an exclusive discount codes and competitions.
Finally, you need to shout about your product/ service! Why should people purchase them? What are their unique features? How do they make life easier?
Having a range of these post examples will not only help sell your product/ service but also sell you as a business.
Should My Business Use TikTok Influencers?
TikTok influencer campaigns are becoming more and more popular within businesses marketing strategies, due to their increasing success. They can often be a time efficient and affordable way to reach a larger audience, who trust the respective influencer’s opinion.
There are multiple categories of influencers:
– Nano Influencers – 3000 – 10,000 followers
– Micro Influencers – 10,000 – 100,000 followers
– Macro Influencers – 100,000 – 1,000,000 followers
– Mega Influencers – 1,000,000 followers +
The number of followers an influencer has, effects the cost per TikTok video.
Some important things to consider when choosing an influencer for a brand campaign are:
– Their audience analytics and if they match yours.
– Their requirements for posting (payment or free products).
– How engaged their audience is with their previous posts.
– How you will measure the success of the campaign (discount code).
There are TikTok influencers who specialise in a variety of industries from fashion and beauty to craft beers. We would recommend trialling an influencer campaign with a nano influencer and measuring the success before progressing to larger and more expensive campaigns.
We hope this has helped you to understand more about the world of TikTok marketing and decide whether it is a suitable addition to your marketing strategy. For more video ideas, why not check out the Wildfire TikTok page.