Using TikTok for business is one of the best ways to generate attention for your company and expand market reach. While there are countless forms of digital marketing available for brands to explore today, few inspire as much engagement as the right social media campaign.
As TikTok becomes one of the fastest-growing social platforms of all time, now is the perfect moment to get involved. More than 800 million active viewers browse TikTok every day. Thanks to TikTok’s unique focus on trending content, it’s also possible for any business to go viral with the right video. TikTok influence can even be easier to achieve than a presence on Instagram or Facebook.
Today, we’re going to be looking at some of the best ways you can leverage TikTok for business to achieve sensational growth.
1. Create A TikTok Business Profile
The first thing you need to succeed at TikTok for business, is the right kind of profile. Just like most social media platforms, TikTok has a special kind of account for brands. The TikTok Business profile gives you more opportunities to grow your business, with insights into metrics on how your videos are performing, and which content gets the most engagement.
Business accounts also provide guidance to help you get ahead of the competition. For instance, you can see which videos are trending in an instant and access a complete range of content creation tips from the Creative hub. Plus, the commercial library full of royalty-free music to access, and the ability to create ads for your business, too.
To switch to a business account, log into TikTok and tap the “Me” section in the menu bar. Tap on the three dots at the top of the page and click on “Manage Account” then switch to the Business account type. You can also consider a “Creator” account, which is intended more for individual professionals and influencers than companies.
2. Set Goals and Performance Metrics
Goals improve your chances of achieving the right results with your TikTok campaigns. When you start a marketing strategy with a goal in mind, it’s easier to track whether you’re actually making progress. Before you start paying for ads or publishing content according to a specific schedule, ask yourself what you’re trying to do right now.
It’s also helpful to link your goals to specific metrics you can track in the “analytics” section of your TikTok business account. For instance:
- Goal: You want to create brand awareness: If you’re trying to pull attention to your company on TikTok, it pays to look at metrics like number of followers.
- Goal: Improved brand engagement: If engagement is your aim, pay attention to how many people share your videos, interact with your company, or visit your website from TikTok.
- Goal: Better conversions: If your aim is to generate more conversions, track how many people visit your website after seeing a video, or follow your CTA (call to action)
Remember, goals should be specific, measurable, attainable, relevant, and time-based. Rather than just saying you want to increase brand reach, decide you’re going to earn at least 100 new followers by the end of the month, and decide how you’re going to qualify those followers into leads.
3. Take Advantage of TikTok Analytics
Analytics are one of the most important parts of any branding or marketing strategy. If you want any hope of making the most of TikTok for business, you need to commit to constantly optimizing and improving your campaigns. TikTok Analytics helps you to do this.
Within your Business account on TikTok, go into the “Analytics” section. You can visit this tab on desktop or mobile. The analytics page will give you an overview of things like how many video views you have, how many followers you have, and your number of profile views. You can examine these overview insights according to a specific time frame.
Here’s what you can learn from each part of your analytics environment:
- Overview: The analytics overview page shows you your video views, followers, and profile views over a specific period – it’s great for seeing how much your company has grown.
- Follower: In the follower tab, you’ll learn about the kind of followers you’re attracting. You can check key demographic stats like gender, or age, as well as top territories (where followers are from), follower activity, sounds your followers listen to, and videos your followers watch. All of this info is great for creating content tailored to your target audience.
- Content: In the content tab, you’ll be able to measure the performance of your content. There’s an overview of your trending videos with the most views, and individual post stats when you click on each video. The individual stats look at total shares, likes, comments, and play time, as well as average watch time, and traffic source types.
Fully examining your TikTok analytics makes it easier to determine what kind of content you should be creating, and who you should be targeting with your campaigns.
4. Partner With TikTok Influencers
Influencers are a common and valuable tool on most social media platforms – but they have a particularly strong impact on TikTok. When you’re using TikTok for business marketing, you’re creating content for people who want to develop emotional connections with genuine people. Working with influencers makes your brand appear more human.
TikTok influencer marketing is also an excellent way to ensure your company gets the initial boost it needs when you’re first getting started. Plus, it’s a chance to get ahead of the trends with the unique insights Influencers can offer. For instance, Elf Cosmetics took advantage of the popularity of TikTok sounds in their influencer strategy, creating a custom song their influencers could use when posting videos to promote the brand. The song went viral on TikTok, YouTube, and Instagram.
When working with influencers, make sure you take the time to find the people most likely to improve your brand’s reputation. Relevant and engaging accounts are key. Don’t forget to learn everything you can from your influencer, too. These professionals know a lot about standing out.
5. Jump On Current Trends And Challenges
As mentioned above, trends are everything on TikTok. Any company or individual can go viral if they know how to put their own spin on a trending concept. Perhaps the most important trends on TikTok are the hashtag challenges. These are the fun and engaging challenges countless TikTok users get involved with on a daily basis.
Hashtag challenges have an average engagement level of 17.5% according to TikTok, making them one of the best ways to grab your customer’s attention. There are tons of ways to get involved with hashtag challenges. Search for the top trending hashtags on your Discover page to find out what’s trending, then try to bring your own unique personality into the mix.
For instance, for the “Unlock it (Lock it)” challenge, all you need to do is perform a few dance moves. You can do the dance anywhere – including in your company’s office.
Companies can also quickly go viral by creating their own hashtag challenges. If you have a challenge in mind your audience might enjoy doing, consider bringing it to life with the help of an influencer.
6. Be Personable And Authentic
Finally, succeeding with TikTok for business is all about understanding the kind of audience you’re trying to reach. TikTok appeals most to younger customers because it’s a place where they can share genuine, raw content with other like-minded people. As companies and influencers have appeared on the platform, they’ve gained attention by showing off their genuine selves.
As tempting as it might be to over-plan every part of your TikTok campaign, you’ll get a much better response if you simply take a personable, authentic, and genuine approach. Think about the kind of personality you want to show through your TikTok content and try to channel that in your choice of videos and sounds.
There are also endless opportunities to show your human side with the kind of content you produce. For instance, you could do duet videos with inspirational figures in your industry to demonstrate your value. You might also consider investing in a behind-the-scenes video where you show off what happens in your company on a day-to-day basis.
Another good option is to encourage some of your staff members to do TikTok takeovers from time to time, where they can demonstrate what it’s like to work with your brand.
Make The Most Of TikTok For Business
TikTok for business is an excellent tool when used correctly. More than just the fastest growing social media platform right now, TikTok is also one of the best places to be when you want to engage with your audience on an emotional level.
The faster you begin experimenting with TikTok for business, the easier it’ll be to start learning from your campaigns and optimizing your videos. Remember to use your analytics from each video you post to improve your chances of long-term success.