Consumer PRglobal PRLifestyle PRSocial MediaTop Tips 27.07.2020

An introduction to TikTok for businesses

TikTok, a social video app, has been the breakout star of the Covid-19 pandemic. Whilst it is uncharted territory to most people aged over 25, as the fastest growing social media platform currently, it’s time to take notice! So, what is it all about? Essentially TikTok allows users to share short videos, with lots of available features such as stickers, filters and soundtracks for personalisation. Clips on the platform may only be 15 seconds long, but they are having a big impact: TikTok has more than 800 million users worldwide!

So, who uses TikTok?

  • Almost 50% of TikTok’s global audience is under the age of 34.
  • 26% of all TikTok users are aged between 18 and 24.
  • It is genuinely worldwide. Originating from China, 40% of the app’s users are now located outside the country, with India accounting for around 25% of the user base.
  • The average user spends around an hour per day on the TikTok app.
  • Of the 60 million monthly active users in the United States, 60% are female and 40% are male.

In fact, TikTok is generating so much attention that businesses are starting to take notice. TikTok itself has launched a number of new advertising opportunities based around pre-roll ads (like the ads you see before a YouTube video) which last for between 10-15 seconds. Just as with YouTube, viewers can skip after a few seconds and advertisers pay for the number of impressions they receive.

Read on for our top tips for getting to grips with TikTok!

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  1. Do your homework

First and foremost, study the platform and use it! When you start using it, you’ll quickly see what starts trending, and the topics and videos people engage with. This can give you ideas for how to relate your business content to the platform. TikTok is full of highly engaged, passionate users. Study what video content performs well and then decide how your business could fit in and entertain and inspire a global audience!

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  1. Unleash your creative side

TikTok is all about fun and creating visually appealing content. For businesses, the platform should be used to unleash your brand’s creative side! Creating your own content is one of the easiest and least expensive ways to promote your business on TikTok. Home-made content is much better received than slick, shiny promo videos on TikTok so this is a chance for you to really think outside the box! With such a rapidly growing number of users, there really is an audience for every voice. No matter how big or small your business, or what your products or services are, the potential for brand discovery is extremely high due to the platform’s high consumption rate and algorithm (more on this later). Tap into unique new sounds, ideas and graphics to authentically connect with audiences around the world!

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  1. Creating purposeful, authentic content

While it’s true that dance trends and lip-sync videos are phenomenally popular on TikTok, don’t try to re-create these if it’s not your business’ style or purpose. Keep it simple and genuine. A light-hearted video that shows off your products will come across more naturally than if your business tries creating a crazy stunt video which doesn’t suit your image. Harness your own creativity to produce an innovative and interesting video, which is aligned with your business and your audience.

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  1. Get involved!

Hashtags are hugely popular on TikTok, and a great way to interact with a trend. Hashtag challenges can be a fun way to promote your business, all the while making your account easily findable. TikTok challenges are when TikTok users encourage others to create or recreate content. If you happen to find a challenge which is relatable to your business, get recording! It is a highly interactive way to get featured on the For You page…

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  1. Drive exponential growth

TikTok’s algorithm allows users to discover fresh content through the For You page, it’s based on what they have interacted with before and their likes/dislikes. This helps brands achieve fast growth and maximum visibility even if they don’t have a big audience already and it means everyone can be in the spotlight! In addition, each For You page is completely unqiue, based on a user’s past behaviour, combining suggestions of creators and accounts who share similar interests. With this algorithm, an unknown user on TikTok can amass millions of views, providing people are liking what they see and engaging with the content. This offers a major advantage over the likes of Facebook and Instagram where in order to reach huge audiences you need to invest in advertising.

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We hope you find this introduction to TikTok for businesses useful. If you enjoyed this and would like to read something similar, you can check out our blog on The Latest Social Media Updates.