TikTok is a short-form video-sharing social media platform that’s gone off like a rocket since launching in 2016. Its relatable and creative content appeals to users of all ages, thanks to videos – aka TikToks – that don’t have to be polished and ultra-slick to get traction. Humour and more of a thrown-together realness are favoured, even for businesses. Unlike other social media platforms where established brands dominate, your small business could flourish on TikTok.
Small businesses on TikTok
TikTok has become the go-to platform for small and medium-sized businesses to market themselves.
A 2024 Capterra survey of 164 restaurant and retail businesses says that 78% of the small businesses on TikTok have seen a positive return on investment, while 49% of TikTok users say it influenced their purchasing decisions.
TikTok stage fright is natural
Feeling apprehensive and hesitant about learning the ropes of a new social media platform is only natural. Still, once you get into your stride, the benefits to small businesses can make it all worthwhile.
Why? Because its algorithm is designed for overnight success. Literally.
How many followers you have doesn’t affect the algorithm catapulting your business into the viral hemisphere. Capterra’s data says that about 10 per cent of small businesses can potentially go viral.
TikTok’s algorithm suggests similar videos based on what people on the app like and who they follow, curating them on a ‘For You’ page.
Millennials on TikTok
Millennials are the fastest-growing age group on the app, making up 31% of TikTok users. According to a TikTok study, 37% of TikTok users instantly try to buy a product when they discover it. Brands that create interesting and engaging content only further pique their interest.
Tell the story of your small business
For your small business to be a TikTok winner, you might want to think about telling the story of your brand creatively.
People love to watch this, so you’ll engage with TikTokers best this way, and they tend to be invested in this app. On average, TikTok users spend between 52 and 95 minutes on the app daily, depending on which research you subscribe to, but you get the general idea.
Tips for making great TikToks
Instantly attract and engage your customer’s attention by creatively showcasing your products and services. Concise and creative videos about your product or service tend to do well. Music and sounds likewise help popularise your TikToks.
You can increase conversion by 152% by adding Calls to Action (CTAs) in your videos, says a TikTok study.
BusinessWire reports that 67% of consumers enjoy personalised brand experiences. Posting a mix of content demonstrates to potential customers that your brand uses TikTok outside of running ads.
Whether it’s a popular trending ad, a song, or a meme, piggybacking on that trend, and including hashtag challenges inspired by the current trend is a terrific way to engage with a wider audience.
Funny and entertaining TikToks go far, as well as ones that get to the point. This app is not waffle-friendly. Inspire and educate by giving your customers something that they can take away and hopefully share.
Influencer Marketing
Influencer marketing on TikTok is another potent strategy for small businesses. TikTok influencers, those with large and loyal followers, can help broadcast your brand’s message.
Collaborating with influencers can introduce your business to new audiences and lend clout and credibility through trusted recommendations. You can Google the best ways to research the best influencers for you and how to best approach them.
TikTok shop
TikTok Shop integrates e-commerce directly into the platform, allowing users to purchase products without leaving the app – its own wee microclimate of social commerce. A TikTok study found that 37% of TikTok users instantly seek to buy a product upon discovering it.
It also supports various promotional tools, such as product links in videos and live streams, which can drive traffic and sales.
TikTok says that 79% of its users prefer brands that understand how to create content for the platform and gain more views.
Before you sell your products and services on TikTok (or any other platform for that matter) and start engaging with the audience, it is important to understand your target audience and their requirements on the platform.
User-generated content
TikTok offers a unique opportunity for businesses to connect with potential customers through user-generated content (UGC) – content created by your customers.
According to a BusinessWire survey, user-generated content highly impacted 79% of users’ purchasing decisions.
UGC involves curating and sharing content created by TikTok users rather than creating your content from scratch, so it’s far more cost-effective as well as helping you tap into your customer’s psyches.
TikTok Live
TikTok Live is when you can go live on the app, similar to Facebook Live, allowing you to connect with customers in real-time.
It’s your direct line to customer engagement.
TikTok Live is great for product launches, behind-the-scenes looks, Q&A sessions, and live tutorials. Its immediacy gives a sense of pace, urgency and exclusivity, encouraging viewers to engage with the content as it happens.
So, now all you need to do is go create your First TikTok, now that it’s evolved to become far more than a teenager’s app and is being explored by small businesses as a great route to market.
The platform’s algorithm is designed to promote content organically, giving small businesses a chance to reach a large audience without the need for big beefy advertising budgets.
Sources:
Socialpilot.co.uk
Capterra.com