Social media has helped many small businesses compete in a world dominated by large corporations with loud voices. Unsurprisingly, small businesses gravitate towards popular and recognizable sites likes Facebook, Twitter, Instagram, Youtube and LinkedIn. However, when deciding what social media sites are right for your business, you might want to consider the new kid on the block: Tik Tok.
The Rise Of Tik Tok
Tik Tok was born in 2018, after the merge of Musical.ly and Douyin. The app originally allowed users to upload short 15 to 60 second videos, which could include original sound or app-provided sound. Videos can now be as long as 3 minutes and are often accompanied by captions and hashtags. Users can make a profile, follower other users, and interact with content by liking, commenting or sharing videos.
By the end of the 2018, Tik Tok was the second most downloaded app in the United States and third world wide. Today, Tik Tok is available in 154 markets and has been installed on more than 800 million devices. Trending content has grown to include a variety of niches, sounds, and hashtags.
How Tik Tok Is Affecting Small Business Growth
So how can a trendy, young video app help your small business grow? Here are some encouraging facts:
- Tik Tok now attracts a variety of demographics
- Tik Tok partners with Shopify, which makes it easier to promote and sell products
- Consumers prefer video marketing over static marketing tactics
- Tik Tok allows businesses to be more personal and authentic
- Trending hashtags and sounds are easily searchable
- Niche communities are everywhere
- Consumers love behind the scene videos
- #smallbusiness, #entreprenuer, #smallbusinesscheck and #smallbiz all have billion of views within the app
Bottom line: Tik Tok offers an incredible opportunity to be discovered by the 75% of U.S. consumers who want to support more small businesses.
It’s time to create an account on Tik Tok and start promoting your small business via video content! To promote your small business, you’ll probably want to create a pro business account or a pro creator account, which will grant you access to metrics and other advanced features. You can learn more about different accounts by reading this article.
Creating Content For Your Small Business Account
Now that you’ve created a Tik Tok account, it’s time to start making content. Great news: you don’t have to be a video expert to make engaging content or gather a following. Take a look at these examples:
Each of these examples follow three small business content themes commonly found on Tik Tok:
- Business Tips & Tricks
- Behind the Scenes
- Customer/Influencer Interactions
Business Tips & Tricks
Tik Tok is all about being authentic, which means you don’t necessarily have to be a business expert to give business advice. You can simply be talking your business journey, your business mistakes, or sharing the advice you would have like to have known before starting your business. Once you’ve established creditability and gathered a more sizable audience, then you can start thinking about giving bigger and better business advice.
Behind The Scenes
If you scroll through the comment sections of some “behind the scenes” videos, you’ll quickly discover that customers love these types of videos. Behind the scenes videos range from product creation to product bloopers to product packaging- customers want to see it all!
Surprisingly, the majority of trending customer interaction videos seem to be about negative interactions. As more small businesses call out “Karens” and scammers, customers are flocking to support them financially. However, remember: Tik Tok is about authenticity. So, don’t make up stories just for the sake of content creation. Positive interactions are always a great way to elicit emotions and show customers why your small business is worthy of their support.
When it comes to content creation, there’s no shortage of Tik Tok idea. If you’re not sure how to get started, simply searching the word “small business” on the app will provide you with thousands of examples to choose from.
Tik Tok Dos & Don’ts
As you get ready to launch your new social media strategy, I’ll leave you with these final Tik Tok marketing tips:
- Use trending hashtags, music, and challenges whenever it’s relevant to your business
- Don’t turn off comments, duets or stitching
- Respond to comments and occasionally go live
- Tag fellow content creators and Tik Tok followers
- When possible, host giveaways
- Post consistently
- Be creative and show why you’re unique
However, before creating any content, remember the most important steps in social media marketing:
- Determine your social media (Tik Tok) goals
- Decide on the brand message & tone you want to convey
- Be consistent & authentic
Want more social media marketing tips? Subscribe to The Social Observer and follow us on social media!
Category: Social Media Marketing 101