Small-Business TikTok Marketing: Top Three Strategies and Best Practices

Your brand should become one of the earliest adopters of TikTok marketing, regardless of whether or not you cater to Generation Z (Gen Z) consumers.

TikTok began as a platform to exhibit goofy short films and has now become the fastest-growing social media network in the world.

TikTok, formerly known as Musical.ly before it was acquired by the Chinese business Bytedance, has been downloaded 2.6 billion times. It has 1,100,000,000 monthly active users and has had tremendous expansion during the peak of the epidemic in 2020.

Similar to the now-defunct social platform Vine, TikTok videos are 15 seconds long but may be concatenated to last up to 60 seconds. Users can add background music and unique effects to their videos.

Continue reading to see how TikTok marketing might benefit your company, including:

  • How to get income on TikTok
  • The top three TikTok advertising techniques
  • Marketing best practices for TikTok

Can Money Be Made on TikTok?

By increasing their TikTok presence with trending content, collaborating with influencers to promote their products to new audiences, and advertising on the site, brands may generate revenue through TikTok marketing.

Due to TikTok’s reputation and largely young user base, many firms underestimate its marketing potential. According to social media marketing professionals, this is imprudent, as many of the most popular social media networks began as “fads” with a younger user base.

The social platform with the highest engagement is TikTok. TikTok users spend approximately 45 minutes per day and eight times per day scrolling through the application.

There are currently only a handful of companies on the marketplace, so you may create your brand without facing intense competition.

TikTok Marketing Strategy No. 1: Expand Your Brand’s Presence on TikTok

The key to expanding your brand’s exposure on TikTok as a small business is to develop engaging TikTok marketing content. Understanding the platform’s user base and the type of material that resonates with its younger audience is essential.

Explore Popular Content

If you don’t know where to find content ideas, the simplest place to look is within the TikTok app. Utilize the Discovery page to find popular content and hashtags.

When you begin typing a keyword into the search window, TikTok suggests hashtags depending on what you’ve written. TikTok’s algorithm increases the likelihood that users will discover your content if you create a video with a trending hashtag.

You may also utilize the same strategies to generate blog post ideas, such as considering the problems or themes that your target audience is interested in and conducting keyword research. On TikTok, though, it is always preferable to ask the audience what they want to see.

If everything else fails, include pets and children, two of the most popular TikTok features.

Participate in or create a TikTok Challenge

Display your brand’s genuine nature. In general, TikTok’s largely Gen Z audience prefers companies that are bold and genuine. Participating in a TikTok hashtag challenge is one method to display your brand’s authenticity and sense of humor.

Because the hashtags linked with a challenge are discoverable by audiences, challenges are a wonderful way for marketers to reach millions of consumers.

On TikTok, creating sponsored content differs from other social platforms. TikTok users (also known as TikTokers) typically do not worry about an account’s popularity; as long as an account generates material that viewers enjoy, it has a decent chance of going viral.

Successful use of the site does not require flawless dance movements or well-produced videos.

Consider the TikTok account of the Washington Post, for instance. Its material includes employees mixing famous TikTok memes to make bite-sized news, which you might not anticipate to be appealing to the younger demographic. The account has amassed more than 30 million likes and is approaching one million followers.

A TikTok account with viral content also allows you to cross-promote challenges on other social media channels. Additionally, you can ask your followers to join your TikTok community.

Use Appropriate Hashtags

For your content to get discovered, you must consider TikTok search engine optimization (SEO). Adding hashtags is the simplest way to achieve this.

If you don’t know what hashtags to use, enter a relevant keyword in the search bar, and TikTok will offer a variety of hashtags that are connected.

There is no restriction to the number of hashtags that can be used, however, the caption length for a video is limited to 100 characters. Two to three hashtags are preferable, allowing you to incorporate a video description.

Content Generated by Users

While entertaining, TikTok marketing may be laborious. Creating content that resonates with users requires extensive thought and originality.

User-generated content comes into play here. If you search #nike on TikTok, for instance, you will see videos of people with their Nike sneakers, whether they are wearing them, displaying them, or even painting them. This is complimentary advertising for the brand.

Create a branded hashtag, encourage your fans to use it, and frequently repost the finest material using the hashtag. Your audience will enjoy it.

Strategy number two for marketing on TikTok is to collaborate with TikTok influencers.

Partnering with influencers to develop branded content is an additional option for small businesses TikTok marketing strategies.

86% of marketers have utilized influencer marketing to increase brand exposure or sales, and you can employ this strategy on TikTok as well.

Influencer marketing has become a significant element of the TikTok app’s ecosystem, with its best content creators earning millions of dollars through ad income and sponsorship deals.

Creator Marketplace is TikTok’s exclusive influencer marketing platform, where marketers can construct marketing campaigns, view influencer stats, and engage with TikTok’s top influencers.

The good news about marketing to influencers for small businesses?

You are not always required to hire the most influential individuals. There are micro- and even nano-influencers with whom you might collaborate to achieve success. These tiny entrepreneurs may potentially generate more engagement with your business than their larger rivals.

To work with influencers, browse for relevant material on TikTok and create a shortlist of TikTokers that you believe would be a good fit for your brand.

The following are examples of how TikTok influencers can increase brand awareness or sales:

  • Discussing your product in a video
  • Linking your goods or website in the description of their video.
  • Posting about your goods in the description of their video.

If you discover an influencer you believe would be a good fit, send them a note expressing your interest in collaborating.

TikTok Marketing Strategy #3: Advertise on TikTok

Advertising on TikTok is an excellent method for promoting your business.

With TikTok advertising, creating an audience does not require a significant amount of time. Upon establishing your advertising campaign, you may often reach your target demographic within 24 hours.

There are five distinct sorts of TikTok advertisements:

  • Short-form videos that display in a user’s feed or on the For You page.
  • Brands encourage TikTok users to videotape themselves doing something, such as a lip-sync video, a choreographed dance, or a challenge, and then share it with a particular hashtag. The advertisements appear at the top of the Discovery webpage. The hashtag leads users to a collection of videos from the challenge when clicked.
  • TopView ads are 60-second, full-screen advertisements with a delayed play, so they do not appear during app setup.
  • Similar to Snapchat’s branded filters or Instagram’s augmented reality filters, TikTok’s branded effects are bespoke stickers, filters, and lenses that users may apply to their videos. Ten days of branded effects are offered.
  • These are three- to five-second video advertisements that play as soon as the app is opened. These may also appear in the For You stream and may contain a hashtag or link.

The majority of small businesses find in-feed video advertisements to be the most effective, while the alternatives are better suited for corporations with larger advertising expenditures.

To get started with ads, you must upgrade to a TikTok For Business account and review advertising recommendations.

Best Marketing Practices for TikTok

Take note of the following TikTok marketing techniques if you’re interested in building a presence on the social media site.

Develop a TikTok Bio.

Create a descriptive bio when you begin using TikTok so that people may learn about you. Include connections to your website and social media profiles, as well as a call to action, in your bio.

Publish regularly

Similar to other social media sites, there are optimal times to publish on TikTok for optimal results. However, keep in mind that strategies that work for one company may not work for yours.

TikTok rewards perseverance. Start with posting three to five times each week at various times to determine the optimal schedule. Then, towards the end of the week, examine your engagement statistics and adjust accordingly. Consider creating a content calendar to assist with the content planning.

Examine Analytics

What is not measured cannot be managed, and TikTok is no exception.

A TikTok Pro account grants you access to analytics that reveal demographic information, the optimal posting times, and the type of material that resonates with your TikTok followers.

Whether or whether your firm caters to younger demographics, your brand plan will be incomplete without TikTok marketing.

Creating original content, participating in challenges, and utilizing influencer marketing and TikTok ads are a few methods to use the platform to generate sales and build brand recognition.

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