How to use TikTok for business

Use TikTok to create engaging content, target your audience to achieve your marketing goals, enhance your marketing strategy and turn posts into profit.

2020 was the year for TikTok, and the app has only grown in the years since.

A source of light relief, the powerful editing platform saw nurses and doctors dancing on hospital wards, and home renovations kept us entertained and connected through the tight lockdown restrictions at the start of the pandemic. Fast forward and users are still loving the trends generated from this social media app.

While viral posts from other social media platforms tend to gain popularity if they originate from accounts with a significant follower base, TikTok’s algorithm works a little differently. It takes into account user preferences and interactions, meaning that even if you don’t have a high follower count, your content (and brand) still has the potential to go viral.

This, coupled with a huge follower base, gives your business the opportunity to reach a variety of customers you might not have had the chance to connect with before.
Now a serious social media contender, TikTok will be integral to any social media strategy.

How to use TikTok for business

There’s the traditional advertising route you can take with TikTok, but before investing marketing spend, try dipping your toe in the water as a regular user. This will help you get a sense of what works well and what other brands are doing on the platform.
Here are some tips to help you plan your TikTok strategy and content:

Be more human and less business

Spend time on the platform. Absorb TikTok’s raw video content and experiment with ways to replicate this in an authentic way. TikTok users don’t want to see a corporate message or even a slick, polished advert. The key thing to remember when starting out on your TikTok journey is to show your brand in a casual and fun way that enables you to be seen as approachable, which in turn creates authentic connections with your customers.

Take advantage of trends

TikTok’s viral challenges are a great way to get involved in the community. From lip-syncing to #ThePushupChallenge, make sure you jump on any trends that are relevant to your brand and get stuck in and show the fun side of your business.

Get hot with hashtags

Make sure you keep an eye on the popular hashtags and take advantage of them to reach a larger audience. And don’t forget to use the hashtag when uploading your own content so people can find you!

Remember to invest your time

These short videos can take a surprising amount of time to craft, not forgetting that the app can be incredibly addictive. Influencers spend hours creating pieces of content that look like they took seconds to make. Take some time to get used to the platform and make it a serious part of your digital marketing strategy in order to reap the rewards.

Ready to get started? Some tips on creating the perfect profile.

After you’ve signed up to TikTok and created your user profile, you’re ready to start sharing content. You can either select a pre-recorded video to upload (remember to keep it vertical!) or record your content directly through the TikTok app.

Here is a step-by-step guide to help you publish your first video:

1. Open the application and go to the tab with a plus (‘+’) sign found in the middle of the navigation menu at the bottom of the screen.

2. Next, either choose the video you want to upload and edit, or select your length – ‘15s’ or ‘60s’ – which will allow you to record footage directly in the app.

3. Before you record, spend some time exploring various icons – choose your music and your video speed.

4. After completing these steps, you’re ready to start recording by pressing the red button. Either a single take or sequence (this allows you to pause a recording and change the scene/set up and then continue recording with the music seamlessly carrying on from the same point).

5. You can then add filters, text, music, stickers, effects, transitions or voice.

6. Finally, set your privacy parameters, type a description, add hashtags and links and @ any relevant accounts before you hit publish.