Understanding Tiktok for Business: my real-life experiment
This powerful platform is misunderstood and often gets dismissed. Unless you’ve spent some time on the “creator” side of the curtain, you may not have a full understanding of how your content on TikTok can reach and impact millions of people.
Yes. Millions.
In less than two years, my personal Tiktok content experiment has reached over two million viewers and attracted over 66,000 followers. With $0 spent on paid ads, professional production, extra software, or promotions. And there has been absolutely zero dancing.
If you’re looking to increase organic reach, audience engagement, and brand recognition, it’s time to take Tiktok for business seriously.
Using TikTok for Business: what you should know first
1) Are you oversharing?
What you see on Tiktok is a direct reflection of your interests. If you say you only see “scantily-clad ladies dancing around for attention,” this tells everyone exactly what you spend your time watching. The TikTok algorithm is legendary for accurately classifying viewers and creators. The more you view and engage with other’s content, the more it learns who you are (age, marital status, location, heritage, gender, etc.) and what you’re interested in. The algorithm will track your viewing time, likes, favorites, frequency of engagement, comments, and more.
2) Be intentional with your content (and your viewing).
TikTok’s algorithm is incredibly accurate and intelligent. It will show the content it *thinks* you create to the people who the algorithm thinks may want to see it. If you are posting just to “have a presence”, the algorithm may not be able to classify your content.
3) Develop a strategy.
Every post, view, and engagement is analyzed to classify your content and deliver it to the appropriate audience. Define your marketing goal, target audience, and desired conversion (if any). Posting strategically will clarify your message, educate the Algorithm, and be more likely to end up in front of your precise target demographic.
You Can Do It
Tiktok is a powerful platform that is under-utilized and misunderstood. If you want to begin using Tiktok for business in a powerful way, talk to an experienced consultant to better understand a successful strategy, delivery, and direction for your business’s content.
The nuances of creating authentic, effective, and quality content are complex but not complicated. You do not need fancy production quality, expensive equipment, a full-time video editor, paid actors, or extra software. You do, however, want to have quality audio, good lighting, a consistent brand look, and content that feeds your target audience.
Tiktok is not a sales platform. Approaching each post with a television commercial style will negatively impact your views, engagement, and ultimately (the most critical variable) The Algorithm.
Tiktok is designed for engagement and entertainment. Do not confuse this with having to be entertaining or be an entertainer. You don’t have to dance or sing. What people find “entertaining” will vary greatly.
TikTok for Business: how to succeed?
- Focus on telling a story. Everyone loves a good story, and you probably have hundreds worth sharing. Depending on your type of business or industry, even personal stories about how to get to where you are now can be captivating. Telling your story with authenticity (and crisp edits, brevity, and sincerity) will strike a chord with many viewers.
- Behind the Scenes. Select a good (commercially licensed) audio and share a short 7-15 second video of your work behind the scenes. Viewers love to sneak a peek behind the curtain to see how the magic happens. When using Tiktok for business, remember that what might seem boring to you, maybe amazing to someone else.
- Customer stories. Every business has the most powerful marketing tool available…their clients/customers. Assuming all privacy laws and best practices are followed, sharing the story of a client’s wins, losses, struggles, successes, fails, or unbelievable weirdness can be engaging in a BIG (potentially viral) way. Some stories will be heartfelt and emotional while others may make people laugh. Whether laughing or crying, your audience is now engaged…and sharing your content with friends.
TikTok for business is a powerful tool. If you need help finding the right direction for your business content, reach out for a free consultation.
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