It’s no surprise that social media is becoming a powerful marketing tool for small businesses. After all, more than 4.5 billion people are active on social media platforms. From keeping in touch with friends and family to strengthening professional relationships and even buying and selling, social media is an effective way to reach a highly specific target audience with custom information that is sure to resonate. That’s why today’s small businesses should be using TikTok to generate leads and drive revenue.
One of the newer methods of social media, TikTok has 1 billion monthly active users worldwide. With relatively little competition in the social media marketplace, TikTok can be a premium channel for your brand. Not only can you reach a large number of people at a fairly low cost, but many businesses also haven’t figured out how to capitalize on the platform as a marketing tool. They think the platform only has a young user base, thus limiting their marketing opportunities.
The truth is, TikTok is now attracting a wide range of people. More than 52% of TikTok’s American users are over the age of 30. TikTok has a ton of potential to set you apart from the competition, increase brand awareness, and drive more traffic to your website for increased conversions and sales. This post will tell you all you need to know about this social platform and why it should be part of your marketing strategy.
What Exactly Is TikTok?
TikTok is a highly popular social media app used for short-form video sharing and streaming. It enables people to create, view, and share video content, which can be customized with filters, stickers, and background music. Users can even collaborate with others to post a split-screen video that defies the limits of geographical boundaries.
Viewers can leave reactions to the videos they watch, so user engagement is high. Content is also extremely shareable, helping to boost visibility and build a larger audience. Above all, the app is super addictive because once a viewer watches a video, other content is suggested based on interests and behavior, so people are constantly being shown content they’re likely to enjoy.
When it first came out, most people used TikTok to create silly and entertaining videos, ranging from lip-syncing performances to choreographed dances. But over time, brands have begun to realize they can capitalize on the app’s popularity and incorporate it into their marketing strategies.
Who Should Use TikTok?
TikTok appeals to a range of ages and demographics, so it’s a possible marketing tool for virtually any industry. However, it’s not ideal for every company. TikTok is a lighthearted, fun platform and a great marketing tool for any business that is:
- looking to expand their reach
- wanting to increase brand awareness
- able to easily showcase their products in a video
- open to new ideas
- comfortable taking a carefree approach to content
- willing to learn from trial and error
From contests to hashtag challenges, businesses are using TikTok to generate leads and increase revenue for continued growth and success. It can be a successful element of your marketing strategy if your brand meets the above criteria.
How Does TikTok’s Algorithm Work?
One of the aspects that makes TikTok so addictive and effective is its For You feature, where it recommends video clips it thinks users would enjoy. TikTok uses an algorithm to decide which videos to suggest to users, making the For You page extremely personalized for the best possible user experience. Not only does the algorithm focus on niche interests, but it also uses behavior to make the best suggestions in the moment.
TikTok uses several factors to perfect its algorithm, including:
- User interactions: The app recognizes how people use the platform, from the videos you watch and like to the content you create and avoid. It also notes which videos you watch from beginning to end and those you engage with versus those you skip past.
- Video information: Details like the subject matter, keywords in captions, hashtags, and audio all help the algorithm understand what appeals to its users.
- Settings: The type of device used to watch content, geographic settings, and language preferences all impact the kind of videos TikTok will recommend to its users.
Conversely, TikTok will also use its algorithm to prevent showing certain videos to its users. These could be videos you’ve already watched, content you’ve alerted the app you’re not interested in watching, or duplicate content. All of this ensures they’re providing people with the best user experience, helping to build trust, loyalty, and increased popularity.
5 Ways for Businesses to Leverage TikTok’s Algorithm
TikTok’s algorithm also makes a business a successful venture. Brands can capitalize on the algorithm to ensure their videos are reaching the right target audience. Here are five ways businesses can leverage TikTok’s algorithm for the best results.
1. Choose a Niche
TikTok’s algorithm prioritizes subject matter, so you need to develop content that caters to a specific niche. The more original content you have in that niche, the more likely you are to appear as a recommendation for the right people. Choose a niche and find out what kind of content interests that audience. Create custom videos that will appeal to them and increase your visibility for lead generation.
2. Keep It Short
TikTok users aren’t typically investing a lot of time in a single video. Within 15 or 20 seconds, they’re typically ready to move on to the next video. As you create your content, keep the message engaging and get to the point in the first 20 seconds. Even if your video runs longer than that, if you can hold your audience’s interest, they’re more likely to stick with your video for the long haul. This not only helps deliver your message but also signals the algorithm that engagement for your video is high.
3. Incorporate Popular Hashtags
Take advantage of hashtags that are already getting lots of attention and engagement. Search under the Discover tab for popular hashtags that might work for your business. Watch for trending hashtag challenges that you could incorporate into your content strategy. All of this can give you ideas for new content while also increasing the likelihood of people finding and watching your videos.
4. Utilize Trending Audio
In addition to popular hashtags, TikTok users can search for videos that are using trending songs. Not only does this make your videos more visible to users, but it also helps viewers remember your brand. Want to take this element a step further? Create your own unique sound that others can use when they create their content. If you can get that audio to trend, you’ll be expanding your visibility exponentially.
5. Use Engaging Captions
A TikTok video can have a caption that consists of up to 300 characters. Brands can use this opportunity to write engaging video descriptions. Use relevant keywords, add humor, pose a question, or include a call to action. Use this feature to generate interest among your audience and entice them to watch your video.
3 Reasons to Use TikTok for Business
If you’re a small business looking for new digital marketing strategies to drive sales and revenue, here are three reasons you should consider using TikTok to generate leads.
1. People Are on It
While it’s understandable to be wary of new social media platforms (there are a lot of them out there!), TikTok seems to be a winner. Not only is it the fastest-growing social media channel in America, but also of the nearly 4.5 billion social media users, 22.32% use TikTok regularly. Most of its user-generated content is created by a GenZ audience, but the app appeals to people of all ages. Additionally, men and women seem to enjoy it fairly equally, with 56.2% of TikTok global users being female and 43.8% being male.
The point is, people are on this platform, and it’s a huge pool of prospective customers. TikTok is an effective way to reach a targeted market and spread the word about your business.
2. You Can Become an Influencer
A huge benefit of TikTok is that it’s driven by authenticity. While some popular platforms focus on individuals showing off their best selves, TikTok is a place for people to show who they really are. No filters, no fronts, just real people posting videos of their real life. They can showcase their talents, share their stories, and give others a sneak peek into their everyday routines. You can potentially go viral just by being yourself.
Embracing TikTok’s authenticity will help propel your brand to new heights. You can increase brand awareness by introducing your offerings to people who aren’t familiar with your company and reach a crazy level of engagement with the right message.
3. Harness the Most Effective Video Marketing
At this point, you might be thinking, can’t I just do video marketing on Facebook or Instagram? Technically, yes, you can. But because TikTok relies heavily on video, marketers can connect with users on a more emotional level. You also have the added benefit of connecting through sound.
Other social media platforms like Instagram and Facebook limit advertisers to brief video clips or still images. That means the typical user isn’t as likely to turn on their speakers when viewing an ad on these platforms. Take advantage of audio capabilities and use popular songs trending on TikTok, so the ad feels native to the viewer.
4 Types of TikTok Content for Businesses
Now that you understand the reasons your business should be using TikTok to generate leads, you need to understand what types of content you can create for TikTok marketing purposes. Here are four types of TikTok content you can use for your business.
1. Videos You Produce
The main type of content your company should be creating is original video content that you and your team develop. Videos that are shareable and likable usually consist of:
- Authenticity: Videos don’t have to be professionally made. Your phone and natural lighting are all the equipment you need.
- People: Your audience wants to see your face. Show them your company is made of actual people and connect on a more personal level.
- Crowd-pleasers: Everyone seems to like videos that feature food, children, animals, and tips.
- Humor: People view TikTok as an escape from reality, so post light-hearted content that brings a smile to someone’s face.
- Challenges: They’re fun to watch and enticing to join.
Creating videos with these elements in mind helps you develop content that increases engagement and resonates with your audience.
2. User-Generated Content
One of your marketing goals with social media is to get others to talk about your business. As your video content gains traction and attracts more followers, engagement will rise. People may use your products in their videos, re-create your videos, or record responses to your content. All of this user-generated content is great publicity and an effective way to encourage audience engagement and grow content.
It’s also likely that people have been talking about your brand, products, or videos without you realizing it. Search for hashtags that include your company name, products, or industry. These hashtags will reveal user-generated content that you can respond to, share, and capitalize on.
3. Ads
When TikTok For Business launched, an advertising platform for business accounts, brands had a new way to leverage this social media platform. Businesses can create a variety of video ads on TikTok, including:
- TopView: These are the first ads people see when they launch the app.
- Feed ads: Feed videos that pop up among user content that helps to drive traffic to your website and increase clicks and downloads.
- Brand takeovers: To increase brand awareness, brands can create images and videos that promote hashtag challenges or link to websites, essentially taking over TikTok for the day.
- Hashtag challenges: Take these entertaining experiences a step further by creating a branded hashtag and promoting it for higher awareness and engagement.
- Branded special effects: Businesses can create lenses (branded with a logo or trending product) that appear in the foreground or background of their videos.
TikTok has several advertising opportunities to help businesses generate leads and drive business to their company.
4. Influencer Content
Influencers are celebrities or known people who have a large social media following. By partnering with such people to help promote your brand, you gain credibility among their trusted and loyal followers. After all, if their beloved celebrity uses your products, they should, too!
When selecting a beneficial influencer to partner with, consider the following:
- Audience engagement: Look for people who have a large following or whose audience is highly engaged.
- Previous experience: Influencers who have experience in your industry or with similar brands and products may already know what does and what doesn’t work for their audience.
- Success rates: Look at the brands they’ve partnered with before and see what kind of success they’ve experienced as a result of their influencer-generated content.
An influencer who supports your brand and promotes your products can be a powerful marketing tool.
3 Ways Businesses Are Using TikTok to Generate Leads
By now there’s no question that TikTok is an awesome marketing tool for businesses that want to grow. But how, exactly, does a company go about using TikTok to generate leads? Here are three things you can do to maximize this social media marketing strategy.
1. Make a Good First Impression
Your business profile is like your TikTok business card. That’s where people will learn about your business, your mission, and your brand identity. It’s often the first impression people will gain about your business, so it’s best to make it good.
Make sure your profile photo is a good representation of your brand. Use your company logo, corporate photo, or another relevant image that sets a level of expectation about whom people are engaging with. Your business bio grants you 80 characters to pitch your business to your audience. Use an appropriate tone of voice and language to connect with your particular market while keeping the information short and sweet. Include links to your website where you can teach people more about your brand and guide them through the sales funnel.
2. Use Calls to Action
Understanding your audience’s preferences and behaviors allows you to maximize calls to action on TikTok. With piqued interest, people will first visit your TikTok profile. That’s why a bio link is critical for generating leads and sending people to the next phase of their customer journey. This link can take them to a specific page of your site where you can elicit a certain conversion, or it can simply take them to your home page where they can navigate through your site in its entirety to learn more about your company.
Another idea is to include your bio link in your video content. This allows you to provide more background information and context before sending them to a landing page that’s been optimized for maximum results. Track metrics surrounding this method and alter your strategy as necessary.
3. Implement Targeted Hashtags
Hashtags are an effective way to help people find your content on TikTok. When your hashtags align with searches, you gain more visibility and connect with prospective customers. Consider buyer persona, the action you want people to take, and whether you want to reach a broad audience or a niche group. Once you have these answers, you can begin to create hashtags that:
- Are relevant and trending: Research what’s popular among your peers and what’s a current trend in your industry.
- Encourage engagement: Hashtag challenges are a fun way to get people involved with your brand.
- Are branded: A short, sweet, and memorable hashtag that’s specific to your business will help you stand out from the competition.
- Help TikTok know you: The more relevant hashtags you use, the more TikTok will begin to identify your brand and connect you with topics that allow you to deliver content to the right people.
Hashtags are an easy yet impactful way to connect with your audience for the best results.
Conclusion
TikTok is more than a popular video-sharing site. It’s a way for businesses to connect, engage, and forge deep relationships with prospective customers. As part of a digital marketing strategy, TikTok can help increase brand awareness, drive quality traffic to your website, and boost sales and revenue growth. To stand out from the competition and remain current among your audience base, consider incorporating TikTok into your marketing campaign.
Let’s Chat About TikTok
I hope this article has at least planted the seeds that TikTok is something you need to get started on ASAP. If you’re wondering how it will fit into your business, or if someone can grow it for you, join us for a free chat. No obligation, no pressure, just a chat where you’ll get loads of value (according to our clients). Seriously, this chat is complimentary and will be the boost you need for 2022. If TikTok isn’t a good fit, we’ll tell you with 100% transparency. We will also tell you the best content to use when marketing your particular product or service.
Visit our website and book a time on our calendar today. You’ll be glad you did.