As companies look for new ways to reach their target audience with video marketing, many eyes are turning to the new King of social media: TikTok.

If you’re new to digital marketing, you might want to check out our Digital Marketing For Small Business Owners Course (2024) to get a solid foundation.

This app has steadily gained popularity with over 500 million active users monthly. While women make up 61% of its users, nearly every company could benefit from a presence on the social media giant. 

If you’d rather schedule a root canal than create content, we have a few reasons (and even more tips) on why it’s more than worth the effort. 

Is TikTok For You?

This is a valid question so we don’t blame anyone pondering it but we’re here to tell you that yes, it is for you.

TikTok was the most downloaded app of 2020 with millions of users signing up to do nothing but watch video content for entertainment.

If your target audience has a smartphone and is under the age of 40, there’s a pretty good chance that they’re a TikToker. 

Still not convinced you want to get involved? How about these benefits:

• Improved connection with online users
• Better conversion for advertisements
• Boosted brand awareness
• Increased engagement with followers

Now that we’ve got your attention, we’re going to show you how easy it is to get started. 

TikTok for Businesses

If you’re new to TikTok, or if you only have a personal account, the first thing you’ll want to do is set up a business account so you can take advantage of their professional features.

Business accounts have access to metrics, analytics, editing tools, and other insights designed to show you how effective (or not) your marketing is. 

Once your business account is up and running, spend some time getting to know the app. The first thing you’ll notice is what’s called the “For You” page (FYP) which serves as the app’s newsfeed.

This feed is curated for users based on their activity. Next, pay attention to what’s trending on the app such as hashtags and challenges. What’s getting shared? What are your competitors posting?

These observations are going to help you know what to do in the next step as you start to post your own content. Before we get to that point though, you need to start building your presence on the app by engaging with other accounts through likes and comments. These acts are the building blocks to getting your account noticed by others. 

Start Creating Your Own Content

Now it’s time to have fun! After all, that’s what TikTok is all about! You’ve come to the point where it’s time to start creating your own content and putting it out there for users to interact with.

Our S.M.A.R.T Business GOALS worksheet can help you define and track your TikTok marketing objectives

TikTok makes it easy to get creative with fun filters and editing tools. Just figure out what you want to post about and get to it! Don’t worry, we have some tips to help you with this part. 

Be Real and Really Consistent

The two most important things to remember when it comes to posting content on TikTok are to be authentic and post regularly. There’s no quicker way to lose a follower than when they sense you’re not being real.

The next best way to lose followers is to stop giving them what they’re looking for. Set a schedule for posts whether it’s three times a week or three times a month, just set it, stick to it, and keep it real. 

Get Noticed

For content creators, there’s no better place to find yourself than on someone’s FYP. Getting your content on this newsfeed means more people will see and share your post and that is the most organic traffic you could ever ask for.

While there’s no big secret to get you the FYP, posting videos that are entertaining and engaging on a consistent basis is the best strategy. 

Be Influential

Or, more specifically, be one with the influencers. These digital-age celebrities are one of the top ways to get your brand noticed by more people.

By partnering with an influencer, you’re guaranteed to boost your followers simply because they mention your company.

Many influencers will do this for free swag while others may want compensation — either way, it’s likely worth the investment. 

Using Paid Advertising on TikTok

Beyond posting content for free, you can also build your brand awareness with TikTok advertising. This form of paid advertising is increasing in popularity as the app continues to do the same so it’s worth taking a look at for most companies. 

TikTok ads typically come in one of five forms: 

1. Branded Effects: If you’re creative, go straight for this one. These filters and effects let you put your brand directly onto videos and photos that will then be shared by individual users. 
2. Branded Hashtags: Not quite so creative? Try a branded hashtag instead. This option works great if you’re teaming up with an influencer. 
3. Brand Takeovers: This is a short ad that will appear as soon as someone opens the app before moving to their FYP. 
4. In-Feed Ads: After a user gets to their feed, these ads will appear when they scroll through their curated content. 
5. Top-View Ads: If you want to make sure your ad is being seen, this may be the one for you as it’s placed at the very top of the FYP and can feature a 60-second video marketing. 

Now the only hard part is deciding which one to try first! Remember, with a professional account, you’ll be able to study metrics and see what works for you and make adjustments as needed. 

Video Marketing and TikTok = Success

If you’ve been on the fence about investing your resources into TikTok video marketing, we hope that this blog has convinced you that,

A) It’s a very worthy investment and B) It’s easier than you may think.

Considering the fact TikTok was the most downloaded app last year, it’s safe to say this social media giant is only going to grow in the future. So, why don’t you ride its coattails to success?

Author Bio: 

Torrey Tayenaka

Torrey Tayenaka is the co-founder and CEO at Sparkhouse, a Training video production agency. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations.Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of his clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.