So far, we have given an overview of what TikTok is and some reasons why this platform has been growing a lot in recent years. But how effective can it be to generate results in digital marketing?
As with everything in marketing in general, it is important to consider the particularities of your business and understand social media strategies, whether for TikTok, Instagram, Twitter, Pinterest, etc.
We are always stressing that the internet is a vast and diverse environment. This means that when it comes to digital marketing, there are many ways for your brand to grow there. Social networks are a way, and it is a fact that many companies, from micro to large, are present there.
Does yours need to be too? This is the first point that needs to be analyzed. After all, there is a false consensus that to be successful, you have to be on all networks and platforms. But not quite.
You can also directly evaluate the social network to see if it matches your brand proposition. When it comes to TikTok, you can use the keyword research tool, located in the upper right corner of the main screen, to search for terms related to your business.
Analyze the results and explore the content people are already making about these terms. Assessing if your main competitors are there, and observing engagement and number of followers, can also be good indications that there is a match between your business and TikTok.
Generally speaking, TikTok is ideal for B2C businesses such as:
The presence on TikTok of any company that has an influential person or spokesperson who is resourceful and able to present the brand in a fun and informative way is also possible.
8 Tips for Creating Content on TikTok
If you've decided to get on TikTok and start creating content there, it's time for us to share some useful tips to help you get started on the social network.
1. Make a corporate account
When you open the TikTok app, after a few initial screens, you will arrive at creating your account. This step is very similar to other similar apps, so just fill in the information as usual.
After creating your account, you prefer to change it to “corporate account ”, through the “ manage account ” button. This is important, as this type of account favors some things like having access to data and music copyrights.
2. Get to know TikTok
Once you have access to TikTok, take the opportunity to start exploring it to the fullest. Even if you are already familiar with other similar social networks, it is still important that you spend time understanding how this app works.
At first, a shower of different videos will appear for you. And, well, lots of dances. But the magic of the TikTok algorithm happens from the moment you start using it, interacting with the videos you like the most and following specific accounts.
Thus, the algorithm will get to know you and your tastes, making it easier to find your business niche there.
3. Create a strategy
As you become more familiar with TikTok, content ideas may start to emerge. And that's great! But let's face it, the creating part is the easiest in this app.
So, from the moment you decide that TikTok makes sense for your company's marketing, seek to define a content strategy that is specific to that platform, including specific goals and objectives.
Also, try to work out a publication calendar. As with other channels where you apply content marketing, planning content in advance helps you keep pace in the creation and frequency of posts.
4. Make the most of your profile
Just like in the Instagram bio, TikTok also has a very similar space where you will put the essentials of what your brand is about.
So, put a profile photo that best represents your brand, such as the logo or some other element that maintains your visual identity.
Your bio is also limited to a total of 80 characters. So it's important to use creativity to say a lot in a little. And, if possible, use an attractive CTA (call to action) and emojis, if they make sense for your brand communication.
You can also include a link, so it's important to consider which landing page you want to direct your audience to. If you have more than one link you want to place, using a link aggregator like Linktree can be an alternative.
5. Explore ideas
When we are talking about creating content, it may seem redundant to talk about “exploring ideas”, after all, working on creativity is the essence of the content.
But to come up with these ideas and spark your creativity, it can be very helpful to look at the work of other people and companies on TikTok. So, not only check out the videos of your main competitors and other similar companies but evaluate how people are using the platform.
One of the highlights of TikTok is the possibility of going viral much faster than other social networks. So keeping an eye on what's happening on the platform can help you achieve the same with some of your content.
6. Make partnerships
Look for brands that have products or services that are complementary to yours to partner and create content that reaches the audiences of both.
In times of social media, it is impossible not to talk about influencer marketing. With apps like TikTok, there are more and more people becoming influencers from small to huge fan groups.
7. Track the data
Tracking data is increasingly necessary for any company. After all, this information is essential to improve strategies, optimize potential campaigns and discover new business opportunities.
With your corporate TikTok account, you'll have access to various metrics that can help you understand exactly what types of results you're getting, and from there, define improvement and optimization actions.
8. Consider TikTok Ads
Overall, TikTok has been great for organic growth. The platform concept and content format ended up favoring their delivery to many people without boosting them via paid media.
Still, the recent TikTok Ads emerges as an option for brands that want to further expand their chances of growth there, through an ad and advertising campaigns.
