Is TikTok right for your marketing strategy?

TikTok had a considerable influence in helping the world through life during COVID-19.

Here are some examples:

• creators record themselves eating their lunches to support those eating alone during quarantine

• simple ‘things to do at home’ were also popular, like whipped coffee

• personal trainers pivoted their businesses and shared workout routines

Today, TikTok’s unique algorithm helps creators reach their target audiences with a ‘For You’ page that’s personalised to each user. The algorithm is the main factor that sets them apart from other social media platforms!

4 billion people are estimated to use social media worldwide. 1 billion are on TikTok alone! The UK’s user base is expected to reach nearly 17 million by 2024!

TikTok’s unique algorithm

An article from the New York Times gives a brilliant explanation of TikTok’s algorithm. It considers users’ likes, comments, and video information such as captions, sounds and hashtags. It also monitors the amount of time you spend watching every video.

This closely monitored system creates a multitude of benefits for your business, with TikTok automatically targeting customers with your content for you. While other platforms have similar methods, TikTok’s constant monitoring captures potential new customers.

TikTok top tips

• Be active, give users a reason to follow you

• Create content that fits your brand and contributes to your business goals. Don’t create content to 'fit in' as it may not be right to target your customers!

• Use a more relaxed approach. Unlike Instagram, the need for perfectionism isn’t needed. Of course, you can still reflect on whether it fits with your brand, however, TikTok has a reputation for more casual content

• Participate in TikTok challenges: this will not only increase your visibility but also be relatable to users. At the same time don’t take part in trends that don’t feel authentic to your brand, remember to let the algorithm do its thing!

• Post about your location. This will push your brand awareness, helping users find your business. It also creates content that is unique to your local area, being more relatable to users nearby

• More recently, the platform expanded its Marketing Partners programme, allowing users to schedule their posts, making planning and posting much easier!

• Live subscriptions – another new feature! This allows followers who subscribe to gain additional benefits and perks that enable content creators to charge people for viewing their work

• Use hashtags! #Smallbusiness has 67 billion views & #supportsmallbusinesses has 5 billion views!

Benefits TikTok can bring to your business

First off, TikTok has an amazing audience reach, with 1 billion active monthly users in 141 countries.

It’s become an attractive marketing platform for businesses, especially those targeting a large audience with FMCG products under £50.

Additionally, customer engagement is exceptional, with the average user reporting they spend an average of 858 minutes per month on the app!

Finally, with the creative opportunities it provides for your business, your brand is able to thrive, creating content that’s FUN.

It’s certainly a platform that welcomes a different perspective to social media marketing.

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