TikTok has emerged as a global phenomenon in the ever-evolving social media landscape, captivating millions with its short-form videos, dance challenges, and creative content. However, recent developments of a TikTok Ban has cast a shadow over the platform’s future. On March 13, 2024, the United States House of Representatives passed a bill that could alter the course of TikTok’s journey. The legislation garnered bipartisan support and aims to sever TikTok’s ties with its Chinese parent company, ByteDance. The bill would give TikTok approximately five months to part ways with ByteDance or face expulsion from U.S. app stores if enacted. But what does this mean for businesses eyeing TikTok as a marketing powerhouse?
In this turbulent landscape, businesses must weigh the risks and rewards. Is TikTok still a viable marketing channel? Can brands thrive despite the looming ban? Join us as we explore the intersection of creativity, commerce, and controversy in the TikTok era.
Why Businesses Are Using TikTok in 2024, (despite the TikTok Ban)
TikTok has exploded in popularity over the last few years, becoming one of the most influential social media platforms today. As of January 2024, TikTok has over 1 billion monthly active users worldwide, making it larger than Instagram. TikTok is so appealing because it allows anyone to create short-form videos that can go viral quickly.
TikTok presents a vast opportunity for businesses to reach new audiences and authentically promote their brand. But with so many brands and content creators flocking to TikTok now, it can be confusing to know where to start. In this comprehensive guide, we’ll explain why TikTok is an essential platform your business needs to be on in 2024 and break down actionable steps for getting set up on TikTok and starting to build your audience.
The Growing Importance of TikTok for Businesses
So why should your business have a presence on TikTok this year? Here are some of the critical reasons TikTok should be part of your 2024 marketing strategy:
1. Massive Audience Reach
As mentioned, TikTok now surpasses 1.2 billion monthly users, meaning your brand has an enormous audience to tap into. The TikTok audience also tends to be younger, with 43% being between 18-24 years old. Getting in front of this demographic early on can pay dividends.
2. Algorithms Favor New Content Creators
Unlike other established platforms like Instagram or Facebook, TikTok’s algorithms are intentionally designed to help new creators. If TikTok detects a new account, it will aggressively promote those first few posts to see how audiences respond. This gives small brands a rare opportunity to see their content widely from day one.
3. Vertical Video Format Drives Engagement
TikTok’s unique vertical video format leads to a much longer engagement duration. On average, TikTok users spend 95 minutes daily on the platform, as it’s straightforward to scroll and watch videos quickly. This level of daily engagement provides more opportunities to reach and convert audiences.
4. Viral Content Spreads Rapidly
If your TikTok content resonates, videos can gain unbelievable traction almost overnight. TikTok makes any video available to go viral, allowing local brands to achieve global reach. There are countless examples of brands exploding in popularity due to one viral TikTok. Getting in early will enable you to take advantage of this built-in virality.
5. Influencer Marketing Opportunities
Influencer marketing is highly effective on TikTok, even working with nano or micro-influencers with only a few thousand engaged followers. The relaxed, authentic vibe of TikTok makes branded collaborations feel organic. And with the platform rapidly expanding, there are now influencer options at every budget level to meet your needs.
6. E-commerce Built Directly Into Platform
Uniquely, TikTok now has e-commerce functionality baked directly into video posts. Viewers can instantly shop for product content without leaving the TikTok app. Considering how influential TikTok is becoming for discovery and shopping inspiration, seamlessly selling through the platform is a significant opportunity.
How to Get Started on TikTok For Your Business
Step 1 – Set Up a Business Profile
Getting set up on TikTok is simple and only takes a few minutes. We recommend switching your profile to a business profile, unlocking additional analytics critical for understanding performance.
To do this:
- Open your existing personal TikTok profile in the app.
- Tap the three-dot menu button in the upper right corner.
- Select “Switch to Business Account”
- Name your business, add brandings like a profile photo and bio, and select your business category.
Step 2 – Optimize Your TikTok Bio
With a business profile created, take some time to optimize your bio area further. This space is valuable for real estate to communicate what your brand does.
In your bio, include:
- A brief description of your business.
- Your brand handles other social platforms to increase cross-promotion.
- Strong call-to-actions, like “Shop Now” or “Learn More on Our Site” with links.
Step 3 – Leverage Hashtags For Discoverability
Now it’s time to start creating content! However, for TikTok, hashtags are vital for new audiences to discover.
Do some research to find popular hashtags that align with your brand and are related to your products/services, industry niche, location, etc. Think about misspellings or alternative hashtag options, too. Include these relevant tags on all your videos to appear across many topic feeds.
You can also participate in viral hashtag challenges that your brand can uniquely contribute to while enjoying the existing momentum.
Step 4 – Create Vertical Short-Form Videos
Regarding the video content itself, creative and authenticity rules supreme on TikTok.
Aim to produce fun, playful videos highlighting your products, services, employees, brand story, or behind-the-scenes footage. TikTok users have short attention spans, so every frame should convey something interesting.
And remember to stick to the vertical 9:16 video format that fills a mobile screen. Imagery with bright, contrasting colors also performs exceptionally well.
Step 5 – Engage With Your Audience
As you post more content, you’ll want to build deeper connections by directly interacting with your new TikTok followers.
Reply to comments, answer questions, repost user-generated content tagged with your brand handle, go live, or collaborate with TikTok creators aligned with your target market. Forming these relationships leads to conversions and loyalty over time.
Step 6 – Analyze Performance Data
Under the analytics tab in your TikTok business settings, you’ll gain access to crucial viewer metrics for each post, plus trends over time.
Look at analytics like plays, comments, shares, follows, traffic sources, and mentions to determine what types of content do best. This allows you to tailor your ongoing TikTok approach to what your unique audience responds to most.
Step 7 – Promote Your TikTok Across Other Marketing Channels
To maximize viewership growth, promote your TikTok profile and must-see videos everywhere you market online.
Share your TikTok URL prominently on your website, in email newsletters, other social media bios, YouTube videos, ads, and more. This amplifies the size of your potential audience.
Conclusion
As we await the legal outcome determining TikTok’s fate in the United States, businesses must remain agile and adaptable in their marketing strategies. While the proposed legislation poses challenges, it also presents an opportunity to capitalize on TikTok’s immense potential before any potential changes occur.
Whether through creative short-form videos, influencer collaborations, or leveraging TikTok’s robust advertising tools, establishing a solid foothold now can future-proof your marketing efforts. Even if TikTok’s landscape shifts, the lessons learned and connections forged will remain invaluable assets transferable to emerging platforms.
As social media’s evolution continues to reshape the digital landscape, businesses that embrace agility and innovation will thrive. By staying attuned to consumer behavior and capitalizing on TikTok’s potential, brands can position themselves at the forefront of this dynamic marketing frontier, fostering awareness, engagement, and growth in an ever-changing digital world. Wanting to know more on how to use TikTok in getting the word out about your product or service, give us a call.
