Using TikTok as a Marketing Tool

Get Your Business Trending with Today’s Fastest-Growing Social Media Platform

“Hey yo! Have you seen this TikTok?” has become an increasingly common question these days. Many know TikTok as a new social media platform on which all the young’uns post videos of themselves dancing, but there is more than meets the eye. What if we told you this “dancing clock app” could help you grow your business?

This past week, our summer intern Jester Hutchison made an educational presentation about the marketing potential of what is currently the hottest social media app. Sitting pretty on over 300k followers themself, Hutchison gave us insight into how the app works and how to best use it for marketing a business. Now, we’ll share what we’ve learned with you.

So, What is TikTok?

TikTok is a video sharing app on which creators can easily create fun, eye-catching videos with popular music or amusing sounds. During the last couple of years–and especially during the pandemic–TikTok has become one of the most popular social media platforms in world. Its primary purpose lies in entertainment and creativity, but the ever-growing user base and unique sharing software make it a rising star on the marketing stage. 

Why TikTok is Great for Marketing

What do you expect to see when you log onto a social media app such as Facebook or Instagram? Posts by people you follow, correct? For a person to gain an audience on most social media platforms, they must build up a following of friends, family, and fans. 

This is not the case with TikTok.

TikTok’s main feed is called the For You Page (FYP), and it is similar to the Explore Page on either Instagram or Facebook. The FYP uses an advanced algorithm to provide viewers with content that is assumed to be within the viewer’s interest. More often than not, a viewer is shown videos of people they don’t follow on the FYP.

Why is this great for marketing?

A business does not need a huge following to get in front of the audience!

All they need is a good idea, an entertaining video, and a little help from the FYP.

Tips For Getting on the FYP:

  • Making videos brief and to-the-point
  • Use popular music or audios
  • Keep up-to-date with what’s trending and use it for your content
  • Put on a performance that’ll keep people watching
  • Use trending hashtags or hashtags that pertain to your ideal audience

How Your Business Can Leverage TikTok

With a monthly audience of 689 million users internationally and 100 million in the U.S. alone, TikTok is an untapped well of clientele. Any business looking to promote their services can hop on and start their own TikTok account for free! Once they start pushing out content and finding their audience, they can watch their customer base grow from behind the camera.

For a more direct approach, a business can also get a TikTok for Business account. This paid membership gives businesses special tools that allow them to collaborate with popular creators, start trends, and even put advertisements directly onto the FYP. 

No matter which type of TikTok account you start for your business, one of the best ways to promote your brand is by collaborating with TikTok creators. Vessi Shoes, a waterproof shoe brand, worked with @kallmekris to incorporate their shoes into her content. With 31.6 million followers and plenty of videos already on the FYP, Kris’ videos expanded Vessi Shoes’ audience and increased their exposure.

You could also use TikTok for Business to collaborate with creators on a larger scale. PaintYourLife, a family-based portrait company, used the Creator Search tool to find creators with families or family-related content. These creators were asked to make videos with a portrait done by PaintYourLife, and several of these videos went viral. These collaborations totaled 770k Views, 120k Likes, and a 13% Average Engagement Rate.

With so many different ways to engage with your audience, TikTok can be your new secret weapon in promoting your business.

Ready to Get Started?

Here’s 3 easy steps to begin your TikTok journey!

  1. Download TikTok to your device
  2. Create an account for you or your business
  3. Create videos and share them with the world!