Hop On That TikTok Trend: A Marketing Guide to TikTok

If you’ve been online in the last 10 years, you know that social media presence is a crucial component for businesses to succeed online. Oldie-but-goodie platforms like Facebook and YouTube have each become vehicles for businesses to effectively reach their targeted demographics since they both have a diverse range of users. But if you want to tailor your online marketing to those who are younger than 30, take a look at social media’s rising star: TikTok. 


Who Uses TikTok?

You’ve likely heard about TikTok—and it’s taking over the world. With already 383 million downloads in 2021 alone, TikTok has a wide reach across the globe. In the United States, a quarter of users are ages 10–19, while roughly 23% of users are ages 20–29.

The evidence is overwhelming: TikTok reaches the younger generations, making it a great way to interact with and market to millennials and Gen Z. 


How Does TikTok Work?

At its core, TikTok differs from other social media platforms. TikTok’s lifeblood is videos. Unlike the picture-sharing capacity of Instagram or the 280-character limit of Twitter, TikTok relies on visuals and sound to create its unique products. 

Most videos are 15 seconds long, but users can upload videos up to 3 minutes long. Although TikTok is notorious for its dancing videos, users’ content can cover a wide range of topics. 

TikTok has a little bit of something for everyone: from cooking tips to comedy routines to niche topics like rug making, so users are guaranteed to find something they like. This versatility of topics makes it the perfect marketing tool for a variety of business verticals. 


Is TikTok a Good Fit for Your Business?

According to Forbes, TikTok can be a good fit for businesses if they meet a few requirements. First, TikTok’s platform is highly visual, so it’s best if you can easily showcase your products or services in a video that is visually appealing. 

Beyond the constraints of video, TikTok is a good fit for your business if you are comfortable experimenting, trying new things, and creating content that doesn’t take itself too seriously. 

If that sounds right for you and your business, TikTok can be your next great marketing strategy. 


How Can Businesses Use TikTok?

There are four main ways to use TikTok for marketing, each with their own benefits and drawbacks.

1. Create Your Own Content

It’s pretty self-explanatory—market by creating your own original TikTok content. The ultimate goal of making a TikTok is to have it go viral, although that’s much easier said than done. 

Until your next great TikTok goes viral, flex your creative muscles and focus on creating authentic, comedic videos that showcase the best of your brand. TikTok, like other social media, offers a crucial opportunity to humanize your business, so focus on being relatable and real. 

Good ways to get started include relying on music, giving a how-to tutorial, starting your own hashtag challenge, making a skit, or showing your business’s process of creating a product. 

Remember: TikTok does best with things that are silly and fun, so don’t treat this as a traditional product demo. Get familiar with the platform and what works, then get brainstorming on what out-of-the-box ideas could fit best for you. 

2. Leverage User-Created Content

While the bulk of your efforts will likely be centered on creating your own content, user-created content can help spread the word about your business. TikTok’s interactive platform allows its users to recreate popular videos and respond to videos via “duets.” Users can piggyback off your content, which helps your brand gain exposure. 

Interact with user-generated content to help build your online presence and strengthen your business’s visibility on TikTok.

3. Market Via Influencers

Influencers have the power to help drive sales. With their often massive followings and penchant for heading up-and-coming trends, influencers can help get the word out about your business or product. 

However, since influencers can be a dime-a-dozen, it’s important that you work with an influencer who aligns with your product and goals. Look for an influencer with an engaged fanbase and who is relevant in your industry. With careful consideration, you can have a mutually beneficial relationship with an influencer.

4. Jump On TikTok’s Advertising

As a relatively new platform, TikTok is beginning to explore how advertising works on its site. Here’s the down-low: businesses can create an account called TikTok for Business, which allows you to choose from different types of ads. Each ad has a different price tier and visibility level, depending on your company’s needs.


Get Started Today

The creative and fast-paced environment of TikTok can be a terrific advertising tool for your business. With some creative juices and an eye for the aesthetic and silly, you can successfully promote your business to the younger generation, and you might even have fun doing it along the way.

For more help with social media tips and tricks, contact the Grow Team today.