Lucy Henning

Since its introduction in 2016, TikTok has exploded in popularity and the platform has realised that audience needs have evolved.  

To help businesses fill the engagement gap, TikTok encourages fun and creative approaches to advertising. By using content diversity, you can capitalise on real, genuine connections with your target audience and grow your business through creative commerce.

Our amazing team of social media specialists have recently completed training to become TikTok certified! But gatekeeping is so last year, so we’ve decided to share some of the things they learnt on the course. Read on to discover tips that can help your business flourish on TikTok!

#1 – Discover your own best practice

When considering launching TikTok activity for the first time, it’s important to establish your objectives before you start planning and to review them throughout the campaign to see how the audience is reacting to your posts.

To set an objective, consider these questions to help you stay aligned with your KPIs:

  • What do you want to gain from TikTok?
  • What’s your goal for each video you post?
  • How could your objectives change over time?

#2 – Audience planning

TikTok is an entirely unique audience. Instead of thinking about the standard demographics we are so used to, think more about community and passions. When you’re planning your audiences, think about:

  • Who you want to reach?
  • Who you want to build a relationship with?
  • New segments to tap into based on their interests

#3 – Storytelling

TikTok is all about the story – decide on the core brand values you want your content to capture, and then think about how you can communicate those through engaging posts. Consider:

  • Your approach to storytelling
  • What your will audience expect from you?
  • How you want to be seen on the platform; an entertainer, an educator or an inspiration?

#4 – Content strategy

On TikTok, the creative possibilities are endless! Your video could be animation, focused on people, or even using effects and filters. TikTok recommends the more you diversify your content mix, the more opportunity there will be to reach new audiences.

TikTok trends are constantly moving, and businesses should jump in and take advantage when they see an opportunity to use a trending sound or content theme.

#5 – Engage like a user

We recommend that you just dive into the app – play around with the tools and features and experiment with all the opportunities TikTok creates for brands. You could watch tutorials on how other creators put together engaging content for inspiration!

TikTok users frequently engage through commenting, liking, sharing and reposting – they often refer to other trends in the comments, so be sure to listen to your community so you don’t miss any engagement opportunities.

#6 – Go down the rabbit hole

Anyone who has used the platform knows what it’s like to spend hours endlessly scrolling on TikTok, the reason why it captivates people is because the content is so diverse and engaging that you don’t know what you will see from one video to the next.

There are so many different communities and subcultures, so get to know as many as you can and you will soon be able to see where your brand could join in and start a conversation with your potential customers.

In terms of what TikTok is capable of, we’re just scratching the surface! The possibilities are endless, so get in touch with our social media marketing specialists to unleash the full potential of TikTok.

More on this subject