New social networks come up all the time. An intelligent entrepreneur keeps an eye on these changing trends, but does not necessarily waste time and resources to create marketing strategies for them. And lately, all eyes are turned to TikTok.
This video sharing platform is still young. It hasn't been around for a long time and tends to attract the public in the first 30 years. However, between the attractive format and its sequence of controversies, TikTok became a familiar name.
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Its growing popularity makes it an increasingly attractive perspective for video marketing. Here's what you need to know if you're trying to decide how TikTok fits into your marketing strategy.
The challenge of a new network
One thing we love about small business owners is their tenacity. Here at Nationalvox,we are constantly surprised by the seemingly endless determination of many people to make their companies more successful.
On the other hand, we also have empathy with small business owners in their daily struggles. After all, it's one thing to want to take your business to a next level, it's another thing to know how to do that, especially in this complicated digital age.
Look at social networks, for example. Everyone uses it, so there's certainly plenty of potential to attract customers there. But the best way to make it happen is not always clear. This is especially true for new social channels like TikTok.
If you're reading this, you're obviously curious, but you hesitate to promote your small company at TikTok. We totally understand that and we're here to help!
I went to the bottom of the matter and found that TikTok for small businesses is not only worth it, but it is also an unprecedented opportunity to win customers in ways you never imagined!
What's TikTok?
It is a relatively new and emerging video platform that is gaining popularity every day. Social media allows people to share videos from 15 to 60 seconds of literally anything.
These videos appear in people's feeds, where they can view them or browse them to find the content they like.
But why is TikTok so popular?
People are liking TikTok because it's very convenient. You can consume information and so many different things in such a short time. Besides, your algorithm meets the user.
I'm not sure how they do it, but I see exactly the videos I want to see every time I get into the app. I rarely use it and I don't find anything that interests me. So TikTok is targeting people very well directly.
Who's using TikTok?
Obviously, the largest demographic group are the youngest users. But I would also say that they did an excellent job of reaching the older audience, especially during the pandemic, when everyone was home. They knew that younger people were already there, so they focused the strategy on other age groups.
You would be surprised at how many different types of people are using – my mother, my aunt – people I didn't expect. So, I'd say you could reach anyone there, just understand how old you want to focus your target audience on marketing.
What kind of TikTok videos attract the most mature audience?
The demographic group over 40 years is mainly attracted by videos of instructions and cooking videos. Of course, there are also many funny videos and pet videos that please this group.
That said, there really is no limit to topics that can attract older people to TikTok. As long as you have specific interests and spend more time on certain types of videos, the TikTok algorithm will consistently send similar content.
Let's say you have someone 60 and who works in finance. TikTok will discover this through their viewing habits. Then you will show that person, video content related to the finance area.
Is TikTok ideal for small businesses?
I'd say yes for two reasons. First, it takes little time to create videos for TikTok. As the videos can be at most one minute long, you don't need to waste much time filming them.
And since TikTok users value authenticity, you don't have to worry about editing too much. In addition, the application makes it very easy to add any special effects you want to include, such as text or music, before publishing.
The other reason is that it is very easy to present your video to the public immediately. It doesn't matter if you just did your account. Your videos will reach people immediately when you publish them. So it's worth creating a business account and seeing where it goes, because anyone can see what you put out there.
It is also possible to segment locally. I see a lot of videos about things that happen at the mall near me or other nearby companies. Therefore, the TikTok algorithm takes into account the location, which is great for companies.
TikTok also takes the pressure from shy little businessmen, because you don't need to be an influencer. You can overwrite text in your videos without having to talk or stand in front of the camera. Many people don't show their faces and I can understand what they're communicating.
How does TikTok compare to other social networks for companies?
There is something in TikTok that creates an unparalleled level of trust on other social networking sites. Personally, if I see a video of a product on TikTok, it's much more likely that you'll buy this product than if you saw it promoted on another network.
The problem with other social sites is that there is a level of disconnection. On Instagram, everyone's trying to embellish their profiles. But at TikTok, it looks much more raw and real. And you can tell if people aren't sincere in their videos.
Whereas your feed can be bombarded with celebrities and leading influencers on traditional channels such as Facebook or Instagram. You can still find real, genuine people on TikTok. You can still see your friends and local companies, even if you follow other popular accounts.
How to use TikTok to promote your business
There are many ways to display your small company at TikTok. If you are selling a product or service, you can make a fast video explaining how the product or service works. You can also create videos that:
- Show your product/ service in action
- Take a tour of the interior of your company
- Explore the backstage of how you do what you do
- Announce a special offer you are offering only by TikTok
- Offer quick tips or tricks related to your industry
I would recommend trying a video for each of them, if possible, because the more you post, the more TikTok will favor your videos. If you're publishing constantly, people will notice and get involved with it for sure.
If you are not sure what to post on TikTok, remember that network users love transparency. So you don't have to over-complicate your videos. Just post something honest that shows who you are as a company, and people will appreciate it.
Good practices for creating videos on TikTok
Always try to record videos in vertical format on your smartphone, because it is difficult to make a horizontal video and make it work in the desired format of TikTok. The best way to make sure you're recording in an ideal format is to record your videos directly in the app.
However, if you send videos made outside the application, make sure the duration is limited because it should be between 15-60 seconds.
It is also crucial to start your video with something that will get people's attention immediately. TikTok users have very little patience. So if you don't get their attention in the first few seconds, they'll pass you by to find another video.
Some ways to draw attention include starting the video with an intriguing question or a bold statement. It's never too loud, either. If you have a visually striking product, make sure to display it prominently immediately.
Adding a popular background sound is also a good idea. You can easily add background music to your video in the app. People can find videos listening to a sound in the app. So it's never too much to try to capitalize on the popularity of a hit song.
Finally, you want to make sure that your video includes a clear decoy phrase. If people watched the end of your video, they're clearly interested in your business. So tell them what you'd like them to do next, either visit your website or call you.
You can also see what similar companies are posting to inspire themselves. Take what they're doing and do even better!
What about the TikTok ads? Should small businesses use them?
The ads on this network are worth the cost and effort because of the large audience and engaged in the app. TikTok has over 600 billion active users, 90% of whom use the app daily!
And it's easy to talk directly to your target audience, with the precise targeting that TikTok provides. You can segment by location, age, sex, languages, interests and more. You can also choose up to 20 keywords to target, so that your ad is displayed to people interested in these topics.
How much is TikTok's publicity?
One disadvantage of TikTok ads is that they tend to be more expensive than ads from other social channels, such as Facebook or Instagram. The social network created a page in Portuguese to better explain how TikTok for business works. Click HERE to access.
Although it may seem a little expensive (value is charged in dollar) you also get what you pay for, as segmentation is much more accurate than other platforms. You can also enjoy a discount on your first ad.
Conclusion
If the cost to apply on TikTok Ads is still high, bet on the organic range of the net. Don't be afraid to post too much because as long as you're consistently adding good content, it's almost certain you'll start accumulating followers. So, get in there, because you never know what can happen!
There's no penalty for playing and trying different things either. They won't banish your account.
The energy is moving towards platforms like this. Then put your energy on the TikTok too!
