TikTok has rapidly become a marketing platform, offering small businesses a unique way to engage audiences and grow their brand. From TikTok Shop to video ads Here’s a detailed guide to help small businesses navigate TikTok marketing effectively.
Do’s
Be Authentic and Relatable:
TikTok is all about genuine content. Avoid overly polished videos that feel more suited to traditional platforms. Share behind-the-scenes footage, employee stories, or user-generated content. These tips helps to build stronger connections with your audience.
Use Trending Sounds and Effects:
Taking advantage of trending audio, hashtags and effects boosts the chance of your content appearing in more users’ feeds. Keep an eye on the “For You” page to identify emerging trends and integrate them into your content in a way that fits your brand’s tone. You can also view trending audio in the TikTok library, which is quick and easy.
How to – To do this, click the upload button in the top right-hand corner (Desktop) and select ‘Unlimited sounds’.
On mobile, you can access this by pressing the ‘+’ button at the bottom of your screen and then clicking the music symbol at the top of the screen.
Engage Actively with Your Audience:
Building a loyal community is about interaction. Reply to comments on your posts, engage with user-generated content, and participate in challenges relevant to your business. This interaction creates a sense of community and encourages user engagement.
Use TikTok Shop for products:
To succeed with TikTok Shop, showcase your products through engaging, creative videos that highlight their features and benefits, link these within your video. Utilise TikTok’s ad features to reach a wider audience and drive traffic to your shop. Engage with user-generated content by encouraging customers to share videos of their purchases, which boosts trust and community engagement. Ensure your product listings are optimised with high-quality images and compelling descriptions for better user experience and increased sales.
How to – TikTok shop is only accessible on mobile and tablet. You can get to the shop by clicking the basket Icon on the bottom of the screen. Once you are in the shop you can press the ‘start selling’ button!
Keep Content Short and Captivating:
First impressions matter. Hook viewers within the first few seconds and keep videos concise. While TikTok allows longer videos, shorter clips that are fun and easy to watch are more shareable and retain user attention better.
Utilise Hashtags Effectively:
Hashtags help your content get discovered. Use a mix of trending, brand-specific, and relevant hashtags. Include popular hashtags like #SmallBusiness or #TikTokMadeMeBuyIt, but also incorporate industry-specific ones to reach targeted audiences.
You can search relevant hashtags, and it will show you how many videos are associated with each one, indicating how popular that hashtag is!
How to – Simply upload the video of your choice and include relevant, popular hashtags of your choice within the caption.
Maintain Consistency:
Consistency is key to staying visible. Create a content schedule to ensure regular posting, whether it’s daily, a few times a week, or whatever frequency works best for your team. A consistent presence helps build momentum and increases audience retention. You can also save videos within your drafts and can post these whenever you would like.
How to – You can create a written or digital schedule to plan your posts, stay organised, and maintain consistency. Tools like Hootsuite can be used to schedule your posts in advance.
Don’ts
Avoid Overly Sales-Focused Content:
TikTok users love entertainment and storytelling. While promoting your products is important, balance sales content with educational, humorous, or engaging posts that provide value to your audience. For example, post a “how-to” video featuring your product rather than a direct sales pitch.
Don’t Ignore Your Analytics:
TikTok’s analytics tools provide valuable insights into how your content is performing. Track metrics like view duration, engagement rate, and follower activity to understand what content resonates most with your audience and tailor your strategy accordingly.
How to – You can access your analytics tool by clicking on one of your videos and then selecting ‘View Analytics’.
Don’t Stick to One Content Type:
Experimenting is part of growing on TikTok. Try various formats such as tutorials, challenges, Q&A sessions, customer testimonials, and behind-the-scenes videos. This diversity will help you identify what works best for your brand and keep your audience engaged.
Neglecting TikTok’s Unique Features:
TikTok offers tools like Duet, Stitch, and interactive filters that can greatly enhance your content’s reach. Use the Duet function to engage with popular content or collaborate with other creators. The Stitch feature is perfect for adding your opinion or response to viral clips.
How to – To duet a video, press the share icon on the video of your choice and select ‘Duet.’ If you are looking for filters, first press the ‘+’ icon, then tap the left-hand corner where you will find multiple options for trending, fun and interactive filters.
Failing to Stay Updated with Trends:
TikTok trends evolve rapidly, so staying informed is key. Spend time exploring the platform daily to spot new trends, viral challenges, and popular soundtracks. Engaging with trends in a timely manner can significantly boost your content’s reach and visibility.
Post Without Considering Timing:
Timing can impact your video’s performance. Analyse your follower insights to identify when your audience is most active and try to post during these peak times to maximise engagement and reach.
How to – You can do this by going into the creator tools and View analytics!
Being Too Scripted:
TikTok thrives on spontaneity and creativity. While planning content is essential, avoid looking too rehearsed. Allow space for flexibility and spontaneity in your videos, which often makes content feel more relatable and authentic.
Ignoring Community Guidelines:
It’s crucial to adhere to TikTok’s community guidelines to avoid having your content removed or your account penalised. Ensure your content is appropriate, inclusive, and free from potentially misleading information. If in doubt, review TikTok’s rules to stay compliant.
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