TikTok for Business: What Marketers Need to Know

Introduction

In recent years, TikTok has evolved into a powerful platform for business marketing. Despite initial skepticism from many marketers, it has become a game-changer in the digital marketing landscape. Drawing from my experience of successfully scaling businesses using TikTok, I’m excited to share five keys to effectively utilize this platform for marketing.

Understanding TikTok’s Landscape

Before diving into strategies, it’s important to recognize that not all marketing advice is universal. As a marketer and author of “The End of Marketing,” I often reflect on the unpredictability of marketing outcomes. Metrics projection can be challenging; hence, it's essential to approach advice with discernment.

My Journey with TikTok

I have been a critic of TikTok, primarily because I didn’t understand its unique culture. As an older millennial, I initially perceived TikTok as a platform for teenagers and dance challenges. However, my perspective shifted dramatically in 2021 when I launched two TikTok accounts. My personal account gained more followers than my long-established Instagram, and my eCommerce business, Outlaw Masks, amassed over 200,000 followers and received an impressive 15 million views per month—all without ad spend.

The Five Keys to Marketing on TikTok

1. Content Is King
   To stand out on TikTok, your content must be attention-grabbing right from the first frame. Aim to create videos that evoke an emotional connection with viewers. Share personal stories or feel-good moments related to your brand. For example, on my personal TikTok, I share snippets about my family and life experiences, while for Outlaw Masks, we highlight the joy of giving masks to frontline workers, which resonates emotionally with our audience.

2. Music Matters
   The right background music can amplify emotions and keep viewers engaged. Select songs that complement your video narrative. Utilize trending songs as they often gain preferential treatment in TikTok’s algorithm, increasing your chances of visibility.

3. Leverage Trending Challenges
   Daily exploration of TikTok’s Discover section allows you to identify trending challenges. Participating in these challenges can create marketing moments that resonate with the TikTok audience.

4. Utilize Text Overlays
   Each video should tell a story, and the use of text overlays can enhance this narrative. Position the overlay text strategically in the center of the screen to capture attention quickly. This technique encourages viewers to replay the content, boosting engagement.

5. Go Live
   Once you reach a milestone of over 1,000 followers, utilize the live video option. Going live helps increase your profile visibility and keeps users on TikTok longer, positively affecting your algorithm ranking.

Bonus Tip: Encourage Re-watching

Craft videos in such a way that viewers feel compelled to watch again. Engaging content that captivates the eyes and evokes emotions will prompt viewers to linger on TikTok rather than switching to other platforms.

Conclusion

The journey to mastering TikTok for business requires creativity, understanding, and engagement. By focusing on content quality, strategic music choices, and leveraging trends, marketers can effectively tap into TikTok’s expansive audience.

Keywords

TikTok, marketing, content creation, emotional connection, trending challenges, music, business growth, audience engagement, text overlays, going live.

FAQ

Q: What type of content works best on TikTok for businesses?
A: Content that is attention-grabbing and emotional resonates best. Personal stories and feel-good moments can engage viewers effectively.

Q: How important is music in TikTok videos?
A: Music is crucial for evoking emotions and keeping viewers engaged. Using trending songs can increase visibility due to algorithm preferences.

Q: How can I find trending challenges on TikTok?
A: Regularly check the Discover section on TikTok to identify various trending hashtags and challenges.

Q: What benefits does going live on TikTok offer?
A: Going live increases profile visibility and keeps users engaged on the platform, positively impacting your reach and follower growth.

Q: How can I encourage viewers to re-watch my TikTok videos?
A: Create engaging, visually captivating content that keeps viewers interested and encourages them to replay the video.