You may know TikTok as a platform of funny dance trends for Gen Z’ers, but a closer look at the app shows its power reaches way beyond moonwalking teenagers. Big brands like ESPN, ELF Cosmetics, and Duolingo have moved onto the platform, marketing to the app’s growing millennial demographic in addition to the Gen Z base TikTok is known for.
No matter the size of your company, you can harness the power of short-form, educational, energetic, and trendy content on this popular platform to grow your reach using TikTok for Business!
The Comprehensive Guide You Need Get Started With TikTok For Your Business Today
Now that we’ve covered the specifics of TikTok for Business and what makes it different than a personal creator account, it’s time to get started setting up your account!
Getting Started With TikTok For Your Business
Setting up a new social media account can either be the best or worst part of the process, depending on how you look at it. On the one hand, there are a lot of little details to keep in mind for optimization, which can be overwhelming. On the other hand, it’s the start of a new and exciting journey, and it’s another cool way to tell your brand’s story!
#1 Setting Up Your Account
Every new social media account starts the same way: an email address and a password. But what do you do after you’ve taken the first step? TikTok’s account setup process will allow you to edit all the applicable fields: name, username, profile photo, etc.
You’ll also be able to edit your profile later, so even if you don’t get it all taken care of in this first step, make sure to go in and fill everything out fully. Your bio is a big part of SEO for your profile. Include relevant keywords, highlight your specific niche within the broader market, and tag your location by city and state. TikTok also allows you to link your Instagram and YouTube accounts, so if you have accounts on those platforms already, don’t be shy!
You’ll also likely need to identify your company’s category or interests. TikTok will use this to get your For You Page (“FYP”) going, but it will also help their algorithm match your videos with other users’ FYPs.
#2 Watch First
Speaking of the FYP, before you even try to make a video, take some time and scroll through TikTok. That’s right, if someone comes up to you at work and asks why you’re watching TikToks on the clock, you tell them the truth: it’s research!
You’ll want to get familiar with the kinds of content that are being produced, especially if you have never used the app. You’ll need to know the trends so you can apply them to your content.
Sounds, hashtags, filters, and even the idea behind a video can become trends. Many people remember the “Ice Bucket Challenge” for ALS that was so popular on Facebook a few years ago. That kind of virality is achieved every day on TikTok, and businesses can take advantage of those opportunities to not only be relatable but also drive views and engagement.
Once you’ve done the research, it’s time to start making your own videos! Keep in mind TikTok is a highly organic platform and a rich source of user-generated content. While you might be tempted to upload your highly curated content from Instagram or use professional footage from your last ad shoot, the platform will work better for you if you just use an iPhone and ring light.
Remember all that viewing you did? Use that as inspiration as you start creating. You may not understand why younger people find something funny, but the less time you spend trying to figure it out and the more time you spend utilizing it, the better for your business. You’ll have to be willing to take a step outside the box and make some jokes that might seem off-the-wall to you in order to grab your audience on TikTok.
Because the algorithm favors regular posters, you’ll also need to be ready to post a lot. To make this easier, many prolific users batch-create to reduce the amount of time spent in preparation per video. You may need to have some outfit changes handy, but creating a few videos at once and saving them in your drafts can help streamline your process.
TikTok Tips and Tricks
Your first few videos should answer some key questions about you and your brand.
You might want to start with an introduction or “about us” video, where you share a quick summary of your company. Hopping on a TikTok trend early in your account will demonstrate the kinds of fun content you will be generating going forward, and an educational video about a topic relevant to your industry provides value for viewers.
Most important to remember, however, is that on TikTok, “the algorithm” is king. Whatever you do, you’ll need to stay on top of changes to the algorithm to keep your business out in front of new customers. Below are some good starting places:
#1 Keep videos short
TikTok allows videos up to 3 minutes long, but most users prefer 15- and 30-second videos. Use 60-second videos sparingly.
#2 Write short, engaging captions
And add hashtags! Both caption content and hashtags are searchable in-app, so think of it as an area for SEO.
#3 Post at the right times
After you’ve made a few videos with a few likes and gained followers, use the built-in analytics to help you determine the best time to post. Posting when your audience isn’t on TikTok means your videos are less likely to make their FYP.
#4 Post regularly
Your videos will fall off the FYP if you’re not posting frequently. You’ll need to post about three times a day to stay noticed.
#5 Interact with your audience
Some of the best business accounts on TikTok connect intentionally with users. Sports teams comment on videos of cute kids with their jerseys on, and some companies will offer to send creators free products after they’ve posted about a bad experience with a competitor. These kinds of interactions don’t just earn brownie points, they also give your account a boost.
Ad Revenue and Influencers
Leveraging the effective use of advertising, in all its forms, will take your TikTok for Business account to the next level.
There are a few different ways TikTok handles ads.
- Top-view ads. These are ads that pop up when users open the app. They are not instantly skippable.
- In-feed ads. These are short ads that come up in between videos in the FYP. They are skippable.
- Branded challenges and hashtags. Companies can sponsor a challenge and hashtag that TikTok boosts for users. When a user taps on the hashtag, it brings them to a landing page that highlights the branded challenge.
- Promoted content. Business accounts have the ability to pay to promote their videos.
Brands can also develop relationships with creators for influencer marketing. There are several different ways companies can negotiate these kinds of contracts with influencers, but often, the influencer lends their support to a product, offering a discount code.
This drives traffic to your products and raises brand awareness. Finding influencers to work with is a process, but there are tools available to businesses to streamline the process, including online databases and social media agencies.
Frequently Asked Questions
How can I be sure the investment in TikTok is worth it?
As with any social media marketing investment, measuring ROI will depend on your goals. The app’s built-in analytics keep track of follows, likes, and views, and their ad manager can track key metrics like impressions and CTR. Tiktok has the cheapest CPC but it is important to know who your audience is and realize that TikTok ads aren’t for everyone.
I deal in a product or service targeted to older demographics. Is there a place on TikTok for my company?
There might be! As time goes on, TikTok is reaching more and more users in their 30s and 40s. Parenting, for example, is a significant niche on TikTok, and there are some popular accounts that highlight the adventures of caring for elderly relatives. While the app is still favored by the younger crowd, creative marketing could attract some good attention from more seasoned users!
Can I repurpose content from IG Reels and YouTube Shorts by posting them to TikTok, too, to keep things simpler?
TikTok’s algorithm favors original videos, so it’s not recommended. We get it, though — it can get to be a lot to keep track of. If you need help managing your socials, hiring a social media agency ex: SociallyIn can take some of that stress out of the process.
Driving Your Success on TikTok
Whether you decide to manage your new TikTok for Business account on your own or hire an expert, with a little creativity, you’ll find so many exciting new opportunities for your business on TikTok. Social media marketing has never been more fun!
Do you have more questions? Don't hesitate to drop them below!