Brands, your guide to killing it on TikTok

Sahail Ashraf posted on 29 April 2022

If you’re just starting out on TikTok, you will need to read this guide. We’ve made it simple and practical. Follow these principles to see real growth on the platform.

TikTok is uniquely personal. While the media may have felt Facebook was personal a few years ago, that platform has grown into something a little more distant. Instagram seems as powerful as ever, but a little too strong on Influencers in exotic locations. No, TikTok almost seems like it is one of the few places where people can be ‘real’ these days.

TikTok is the leading platform for sharing video content, and its user base is growing. The growth of this service is largely due to its ability to build a sense of community among users. TikTok is a platform where users and creators share content in the form of news about their businesses, funny ‘bits’ and stories from their daily lives.

Why is it so successful? Well, where Instagram and Meta have faced numerous complaints that their platforms can potentially promote lifestyles and body images that are unreasonable and even damaging, TikTok seems to be all about the fun. For every person you find looking moody while lip-synching to a song, you’ll probably find two others who are simply trying to make you laugh.

Better than you first thought

TikTok has become well known among marketers for the algorithm it has working away 24 hours a day. 

It’s quite an incredible algorithm and a triumph of AI. Basically, the algorithm kind of fast-tracks content to users based on their interests. And while it isn’t the only platform that has an algorithm, this one works with an extremely high level of accuracy. 

Some marketers even go so far as to say it is more targeted than paid ads. And that’s saying something.

And the demographics?

This is where things become even more exciting for marketers. Ever since TikTok first burst into the lives of social media users, it has been seen as the domain of young people. However, things have changed a little and the audience is a little broader than it was once perceived to be.

More specifically, it was a long-held belief that the majority of TikTok users were in the under-18 bracket. That is not the case, with the bulk of users now resting in the 19-29 end of the range. This means that marketers have more scope in their campaigns. With a wider, more worldly audience, there is much more to play with.

Authenticity first

Before we get into some specifics, it’s important to remember that TikTok is built on authenticity. If brands are not ‘real’ and showing their human side, they will struggle to make a big impact on the platform. 

Basically, if brands are able to show behind-the-scenes content at their office, or share some fun stories from the workplace every now and then, they will find it easier to connect with their audience.

Some ideas:

• Create a fun theme song to introduce you and your team.
• Let your followers peek inside your office so they can get a glimpse of how it all works.
• You can share inspiring stories on TikTok. What are the steps you took to start your business? 
• Rather than telling your audience what a great product or service you have, consider asking their opinions.
• Is your company’s name unique? Create a video explaining why you chose that name and its meaning.
• Pets are common in small businesses. The TikTok community loves animal videos.
• What does your business do to give back to your community through time, money, or products? Why is it important to you?
• What do you make? Give users an overview of the process. Timing-lapse videos have become increasingly popular on TikTok.
• Would you like to be an inspiration to those who want to start their own business? Provide tutorials on how to go about it.

Use hashtags to dominate

You have to do some hashtag research to get your content discovered. What are trending hashtags, and what hashtags do your target audience click on? Using any hashtag just because it’s popular isn’t good enough – hashtags need to be relevant to your video. 

Unless you do that, people who click on it will be disappointed and won’t come back.

Add hashtags to your videos on TikTok that are relevant and popular. TikTok is mostly for fun, not to sell stuff. It’s for entertainment. Be strategic with your hashtags.

The Influencer effect

Currently, TikTok-specific influencers are rising in popularity, and you can work with them to broaden your reach. The millennial generation tends to dislike traditional advertising. You can therefore make a connection with this generation of users through TikTok influencers. 

In order for TikTok influencer marketing to be effective, make sure the influencer’s audience matches your desired audience. In order to look for the right influencer for your business, you should look for online tools that allow you to search TikTok bios, search for other brands mentioned by influencers, and even examine the most popular languages used by influential users in their postings. 

Above all, back to the real thing

We have given you a ton of ideas earlier in this piece about how you can make your TikTok work more authentic. If you use them, you are most of the way there when it comes to dominating TikTok. Remember that it is meant to be fun, and the people who use TikTok don’t like being sold to. 

If we were to offer one final piece of advice it would be this: study the platform. Spend some time on it before you start to use it, and you will feel more comfortable as a marketer when you take the plunge.

Are you marketing on TikTok? Great news. We have just added TikTok reporting to the Locowise suite. This means you get great data on your top content, video views, and everything else that you need to do well on TikTok. Get in touch now for a quick demo.