Why TikTok is your best ally as a small business
As a small business, you will need to make sure that you are establishing yourself and establishing your brand. Your resources are likely to be limited so you benefit from easier, cheaper ways of promoting yourself, which means that even more than it would be crucial for bigger businesses, you will need to find avenues that will allow you to put yourself out there in an accessible and budget-friendly way.
Considering this, one of the best investments for a smaller business is social media. You are probably already aware of how important it is to have an Instagram page- in fact, 53% of small businesses in the UK see the app as a growing opportunity– however, many are still neglecting TikTok. Chances are that you are one of them, but did you know that this would be could be a serious mistake?
We were recently sold on TikTok by our amazing kickstarters, who convinced us to get the brand out there and they were right on the money about its usefulness! Boasting over 2 billion downloads worldwide– TikTok is the most relevant app in the cultural zeitgeist and it’s sure to give your small business the boost it needs. Wondering how? Well, wonder no more! We have assorted a list of benefits that explain how the ‘clock’ app is set up to benefit small businesses and include some tips that are sure to get you ahead. By the end of this article, we hope to have made the case for joining the 2 billion who already downloaded it.
We have alluded to the massive reach that creating a TikTok account can give your business- but we’ve yet to discuss the full extent. Not only are you possibly reaching a wide net of people, but are you are reaching a wide net of active people. TikTok gets around 732 million active users monthly! This is an important fact because it doesn’t only measure how many people downloaded the app, but how many people are using the app actively every month. You are thus more likely to be reaching users that engage with your content and that will more likely lead directly to more sales and increased awareness of your brand.
The average TikTok user spends about 52 minutes on the app a day, which means that they are spending enough time scrolling, that your chances of popping up on their page are also largely increased, and with this, so is your reach through potential customers; generating potential revenue. In this way, TikTok proves itself truly valuable as a tool for any small business to increase its recognition and expand.
More accurate targeting
There’s also the algorithm. Forbes describes it as “the easiest platform algorithm for users to train to feed them content they love”, and “highly accurate at targeting and connecting micro-cultures which content users crave”. TikTok’s algorithm is unique in the form it operates. The FYP, or For You Page, works as a feed would in most social media networks and it provides users with content that is catered to their interests, which would naturally allow the content that they get to see, to be more targeted to their specific preferences, leading directly to increased chances of you showing up in the pages of those who might be interested in your product and or service.
It also can create micro-communities, which are also known as sections and are often described as ‘x TikTok’. Some examples are ‘Alt-TikTok’ or ‘Trading TikTok’. This essentially makes targeted content easier to spread and be found, by building communities of like-minded people with the same interest. This structure helps you by ensuring that you can push your specific product to the various communities that are likely to be interested and maximise the efficiency of your targeted content creation campaign.
Equally, this helps you acquire more guidance and direction in your content creation and strategy, as it provides you with an effective way of pushing out the content to those that are already or could be interested, and allows you to look at the content that does well amongst them, giving you a chance to adapt it and start collecting the benefits.
There are indications that one of the main reasons businesses were reluctant to join TikTok was the age of the audience. The platform is incredibly popular with the 16-24 age range, which was thought of as too young to genuinely engage with businesses, however, don’t dismiss this audience just yet! A study conducted by The Influencer Marketing Factory concluded that 40% of Gen Z and Millennials are purchasing products from social media. A further survey found that 46% of the same demographic admitted to purchasing off of social media, at least once a month.
Gen Z, the more predominant generation on TikTok, has increased social awareness levels and is more likely to be conscious about helping the community. Combining this with the pandemic and consequent year of lockdown, there is an eagerness to support smaller and local businesses since these tend to be more ethical, and have fewer resources to bounce back after a slow year. This means that your chances of being noticed by the audience that is predominant on the social media app would increase.
Adding to the many benefits, targeting a younger audience might help you build loyalty from early on. If your customer base is satisfied with and attached to your brand, you could be on your way to creating a plan towards long-lasting brand loyalty and customer retention.
How to do TikTok right?
Now, that you are equipped with the full scope of TikTok’s advantages to your business, you might be wondering how you can use its features to maximise your potential. Here is a list we compiled of 3 tips that you may want to use to do just that:
This one might not sound too unfamiliar, after all, social media networks use hashtags to connect people to their interests, but on TikTok, considering the previously mentioned algorithm that connects you to micro-communities, content can be a little more targeted. With a whopping total of 27.1B views on the hashtag, your reach will be maximised. Due to the algorithm, when someone expresses interest in a particular service or product, they will be shown videos that are related to that service/product. What this could potentially mean for your business, is that because of how active the #smallbusinesstiktok is, people who have expressed interest in your product will have you on their For You Page, and you will be able to maximise how targeted your content is.
Participate in challenges/use popular sounds
This one is very unique to TikTok but learning how to participate and use these two features, can propel your business to the next level. The app has been known to generate several challenges that become viral and spread all across the internet. Many of them provide a light-hearted way for businesses to acquire new audiences and spread the word about their product and service. A good example is the “Don’t Rush Challenge”, in which you could instead of showing a beauty transformation, show your business transformation or the personal development of the owner; or the “Why Don’t You Introduce Yourself” sound, which has a similar premise; your reach would instantly increase, and so would your brand recognition
Keep it short and sweet
On TikTok what counts is how long people watch your content, not how long your video is. A good way of ensuring that not only is your content reaching more people, but also that it is getting more engagement, is by keeping it below the 1-minute mark. People are more likely to watch 30 secs of a video than they are to watch the full minute, and this means that the algorithm is more likely to push your content out.
You can even section the videos into several parts, adding a call to action such as: “like or follow for part 2”. By doing this, you take advantage of the algorithm above mentioned, and you also get more people engaging with your content, and waiting for more to be pushed out, which increases not only the reach but also the engagement with your brand. This, in turn, guarantees that the algorithm pushes you even further, given that your content is not only short but also seems to be getting a lot of attention. The results? More viewers and followers and more engagement with your content.
“TikTok on the clock” – Time to get downloading!
We hope to have sold you on the many benefits of TikTok for small business and to have equipped you to start your page. Please follow the tips provided and keep in mind, that, even though it can be hard work to follow and create a marketing strategy for this social media platform, the benefits alone justify doing it!
If you still feel overwhelmed and are not sure about where to start, we are here to help! Simply go to https://www.womenlikeme.co.uk/social-media-solutions/ where we can help you craft a social media strategy that is sure to get you growing today!