How to Embrace TikTok as a Business

Hitting the scene in 2016, TikTok has caught the eye of our social media agency. TikTok has transformed the way that younger generations use and consume social media. Formerly known as, TikTok has grown to surpass Facebook, Instagram, YouTube and Snapchat in monthly installs on the Apple App Store as of 2018. Primarily used by Generation Z, many businesses are now wondering how they can use TikTok to reach this new audience. 


What is TikTok? 

Relatively new to the business world, TikTok users create short, fun videos to entertain their followers. Each video is up to 15 seconds long, and users can choose from a large database of songs, effects, filters and sound bites to create engaging content.  


For businesses, the best way to engage followers is to be authentic and on brand.  Before even starting your profile, you should have goals in mind on what you are trying to accomplish with this platform. Are you trying to get customers? Are you trying to increase brand awareness? Keep this in mind as you create content, and make sure that your content is assisting in reaching these goals. Most importantly, stay true to your brand. If your business is not goofy and trendy, don’t try to share off-brand memes.


Advertisement Opportunities

TikTok has more than 500 million active users worldwide, making it a great platform to purchase ads. The app launched ads in 2019, and since then big name brands have used promoted TikTok posts in compelling campaigns. The most important thing to keep in mind with TikTok advertisements is understanding your target audience. 


Since TikTok’s user base is primarily made up of 16-24-year-olds in the United States, using advertisements is most lucrative if this age group is your target demographic. As of 2019, according to Mediakix, only 4% of US social media marketers are using the platform. This means that your social media agency can hit the ground running and stand out from the crowd more easily than on Instagram or Facebook.


Types of Content to Post 

As a business, there are several strategies to use on TikTok to increase user engagement. TikTok is all about fun and creativity, so create content that is engaging and unique to your brand. Many businesses use TikTok as an opportunity to show exclusive behind-the-scenes content in a quick and fun way. There are also things including hashtag challenges and branded lenses that allow businesses to create unique content while allowing followers to engage with the brand. 


To learn more about using social media for public relations, click here.