How to Use TikTok for Business (And Should You?)

By Ciara Powell, Digital Storyteller

Published: May 20, 2020

Have you watched any binge-worthy videos lately? I have and so have 800 million other people. But if you think I’m talking about Netflix shows, you’re wrong. (Well, maybe I have been watching Netflix a bit too much too!) 

I’m actually talking about the videos on the latest platform that’s taking over the world — TikTok. And whether you’re on the platform or not, it’s most likely come up in conversation. Or, you might have even seen a TikTok video or meme on another social platform like the one below:

Or this one:

But, what exactly is it? And how can you use TikTok for business? Well, let’s take a look!

What is TikTok? 

Formerly Musical.ly, TikTok is an online social media platform that allows users to create and share short, bite-sized videos. Like most platforms, users can like, comment or share videos, and search for content by using hashtags. The app also has many unique editing tools and other features to create fun videos including filters, lip-syncing capabilities, live streaming functionality, duet options and much more! (It sounded like so much fun, we just had to try it out.)

You don’t have to be a rockstar video expert either. People of all skill levels upload engaging content to the app every day. And even if you’re not interested in creating content, TikTok videos provide hours (and I mean, hours) of endless entertainment. 

Should I Be Using TikTok For Business? 

With over 2 billion app downloads and 800 million active users worldwide (plus a recent spike in numbers due to COVID-19), it’s hard not to wonder if you should be using TikTok for business. In fact, many brands have already taken the leap and are killing it like Chipotle and The Washington Post. But for your brand, is it worth it?

Understanding the ins and outs of TikTok is important to determine if it’s the right choice for your brand — especially when it comes to who’s on the platform. As of right now, over 66% of TikTok users are younger than 30 (41% are ages 16–24). If that sounds like your audience, take a closer look at how you can use TikTok for business: 

  • Create entertaining content. Just like other social media platforms, you can create your own content to share with your audience. The best way to gain a following and reach your audience is to be authentic and add your own spin on a trending topic!
  • Collaborate with influencers. TikTok is a great opportunity for your brand to dabble in influencer marketing. And I’m not talking about celebrities. Nowadays it’s all about micro-influencers — real people who would actually buy your product and create content about your brand. Unlike regular influencers, micro-influencers are passionate about the content they post and are more likely to build trust with an audience. It’s no secret: you’ll have to pay for influencers to talk about, post or link to your brand. But if you choose the right influencers, your ROI has the potential to be exponentially huge! 
  • Advertise, advertise, advertise! As users continue to increase, TikTok has been adding ways for businesses to advertise their products and services. From branded lenses to hashtag challenges, there are several different forms of TikTok advertisement.

As you can see, there are quite a few ways to get your content in front of an audience on TikTok. But, is your content going to reach your target audience? And is it going to resonate? 

Well, that’s where we come into play. We’ll sit down with you, pinpoint your goals and determine if you should be using TikTok for business.

Not sure if TikTok fits into your marketing strategy? Let’s chat! 

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