Since its boom in popularity during the height of the pandemic, hundreds of businesses have flocked to TikTok to promote themselves using their TikTok marketing strategies. As of January 2021, there are more than 689 million active users worldwide, and at this time of the year, users start to use the app more daily.
What TikTok is and How it Works
TikTok is a social media app with the sole purpose of creating and sharing videos that can be as short as 15 seconds or as long as 3 minutes. Users can record or upload a pre-recorded video and have the ability to edit or customize it within the app. When posting the video, users can add a caption and some hashtags. Unlike other social media, TikTok’s algorithm works in a way that allows a user with as low as zero followers to get thousands of views on a video they posted. Thus, it eliminates many trying to build up a following before many people can see your business.
The Audience on TikTok
Opposed to popular belief that only teenagers use the app, roughly 68% of its users are ages 20 and older. So if your usual target audience is older, marketing your business on TikTok won’t be a complete miss, and the same applies even if your target audience is younger. Once you find your target audience on TikTok, make sure to do a little research to see what kinds of video content they interact with the most. Keep it in mind when you start to make videos.
TikTok Business Account
What you want to do before you start TikTok marketing is to get a business account. A business account allows you to add more information to your profile, audience insights, real-time analytics on your video and profile, and access to the Business Hub. The Business Hub allows you to view what is currently trending and engaging in business-related videos, easing up the work for you.
How to Create a TikTok Business Account
The first thing you want to do is create a regular account using your email, Facebook, Twitter, or phone number. Once you set up your account, you want to click on the person icon on the bottom right corner labeled “Me.” This takes you to your profile. Once there, click on the three dots in the upper right corner to take you to Settings and privacy. Next, click on “Manage my account,” and at the bottom, click on “Switch to Pro Account. “
From there, choose a business account and select a category that best suits the type of business you are. It will take you back to your profile once it’s done and prompt you to edit it. With the business account, you can now add a contact email and a website to direct your audience to. Be sure to add a bio and any Instagram or YouTube account you use for your business.
You are now also able to access the Business Suite in Settings and privacy. In the Business Suite, you can view your account’s analytics, manage your message settings, and get to the Business Hub. There is also the option to promote the videos you make, for a price, of course.
TikTok Marketing Strategies
The first thing you need to know when you start developing a TikTok marketing strategy is how the TikTok algorithm works. What TikTok does is when a user posts a new video, they show the video to a small number of users. Typically, the video gets shown to people who like similar content to what you’re posting about, and adding hashtags to your video aids in getting it to the right audience. Should the video do well, TikTok will show it to a more significant number of people, and so on. This brings us to what TikTok uses when weighing whether or not a video does well:
- Video Completion Rate
- User Interaction
Video completion rate is a percentage of how long the average watch time is versus how long the video is. The higher the video completion rate is, the more TikTok will push your video to more users. Meanwhile, user interaction is when users either like, comment, or share the video with other platforms. TikTok then looks at the ratio of how many views versus how much interaction your video has gotten. If nearly every user who sees your video decides to interact with it in one of the three ways, TikTok will also push that video to more users.
You can find both in the analytics of any video you post. To access it, open your video and click on “More Data,” located in the bottom right corner.
Engaging Your Audience
To keep your video completion rate high, you want to engage the users right from the start and avoid lengthy and unnecessary introductions. If a user isn’t engaged within the first few seconds, they will scroll past it, which could heavily affect your video completion rate. An excellent way to keep this from happening is to create a hook within the first two to three seconds.
Just because you nailed your hook down at the beginning doesn’t mean you can stop there. The main goal is to keep viewers watching to the very end, if possible, so make sure to keep it engaging throughout. Shorter videos, such as ones as long as 15 seconds, do better with this.
Not only do you have to keep users watching your video, but you have to get them to interact with it. To solve this, ask a question during the video or in the video’s caption. You can encourage them to share the video with someone they’d think would like the video or anything to motivate the user to comment and share.
Sticking with the Trends
An essential aspect of getting your video around to more users is to keep up with the current trends on the app. This can include hashtags, challenges, and songs. You can easily find these trends in the Business Hub, but it doesn’t hurt to scroll through the For You page for a while to get a rough idea of some other examples as well.
Keep a Goal in Mind
When planning a video or making a TikTok marketing strategy, the final thing to do is to make sure to keep a goal in mind. For example, are you trying to spread brand awareness, show off your products, or offer samples of your services? Then, after making a few videos, you can use your analytics to make sure your videos reach the right audience and receive the proper attention and adjust your goals based on it.