TikTok for businesses 7 steps to integrate it into your marketing strategy

TikTok for businesses: 7 steps to integrate it into your marketing strategy

According to the Digital 2020 report, conducted by Hootsuite and We Are Social, by January 2020, TikTok managed to position itself for the first time in the top 10 of the most used mobile apps in the world ranking #6 thanks to its more than 800 million users.

Use cases of TikTok for businesses

An exciting data is that just a year earlier (January 2019), it accumulated a significantly lower number of users (500 million). This growth ratio in just 12 months shows that very fertile ground is being prepared for those who want to use TikTok for businesses in their marketing strategies.

In fact, according to the Social Media Trends 2020 report, TikTok was the most downloaded mobile app during the first quarter of 2019, and as of today, its users last connected to the platform for about 46 minutes a day. Although, according to the firm Kleiner Perkins, that time could be 52 minutes a day (at least in China): this approximate connection time means that an average user could be viewing more than 500 TikTok (videos posted on TikTok) every day.

More than 62% of the app’s users come from China. However, more and more followers are joining the app in Europe and the Americas. Thus, those who start using TikTok for business in these two markets now can be pioneers in a promising new digital channel.

For this reason, with this article, we want to help you develop a digital marketing strategy on TikTok for businesses. Are you ready to be one of the first?

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TikTok for businesses 7 steps to integrate it into your marketing strategy

What is TikTok?

TikTok is a mobile application in the social networking category that serves mainly to create and share entertaining videos, which can be short (3 to 15 seconds) or long (30 to 60 seconds). The content creation style is similar to the Snapchat, Vine, or Musically apps. Musically was acquired in 2017 by Bytedance, the developer of TikTok.

TikTok features

As its slogan says, “Make your day,” TikTok is designed to be part of the daily life of users, who, in a few seconds, can create and share a very entertaining video. Of course, when using TikTok for business, the production of the videos must be much more careful and careful.

Among the main features of this platform are the following:

The essence of this social network is what is known as User Generated Content (UGC). In other words, the content is generated by the users themselves, even when TikTok is used for promotional purposes for companies. Although creating videos is optional, those who do and are successful at it are called “tiktokers.” These are the equivalent of YouTubers and Instagrammers.

The app uses artificial intelligence to show content to the user that is likely to be of interest to them, so there is no need to follow any other user.

Its most prominent feature is Lip Sync. This allows the user to synchronize the movement of their lips with the dialogue track of a music video, song, joke, or other content.
The most popular types of content on the platform are challenges, reaction videos, cringe, and dubs.

Almost all the content on TikTok is for entertainment. Still, there are also channels and information resources, such as the section dedicated to COVID-19, which compiles all the links to the institutional pages of various countries so that users can find out about the coronavirus in their language: from measures to avoid contagion to what the symptoms are and what to do if they suspect they have the virus.

Another similar section is TikTok for Good, which aims to inspire the younger generation to support a good cause. It is interesting to keep these resources in mind when using TikTok for business. Through them, it is possible to reach a particular audience and motivate them to participate in activities aligned with their ideals and the organization’s interests.

Why use TikTok for businesses?

Nowadays, both are already possible, so you can get the most out of using TikTok for business. On the one hand, the link in the bio allows you to drive traffic to your business website, where you can convert potential customers into actual customers. tik tok ads for business

On the other hand, through TikTok Ads, you can set up ads for your brand, which will allow you to boost your conversion strategies. The platform is going further and is now experimenting with incorporating the “shop now” button in TikTok videos, which is already natural in other social networks for social-commerce campaigns.

Another critical aspect of TikTok for businesses is that its niche market is primarily young people between 16 and 24 years of age (Generation Z). That is the generation with the most significant purchasing power in the coming decades. Being able to captivate these audiences from now on is an investment with almost guaranteed long-term benefits, all depending on the nature of each business.

TikTok for businesses 7 steps to integrate it into your marketing strategy

In this sense, we must value that the level of engagement that TikTok publications reach is relatively high. In addition, they are not yet saturated with advertisements, and there are not many companies with registered profiles, so competition remains low. This context makes right now the ideal time to start using TikTok for businesses.

It is very convenient to market on TikTok for large companies, those with international and multi-age audiences. However, for SMEs, it can also be an excellent option.

Whatever your case is, I recommend you follow the following steps to start using TikTok for your brand:

1 Analyze if the buyer persona of your business uses TikTok

Before even downloading TikTok to add the app to your mix of channels in your digital marketing strategy, you need to evaluate whether your company’s buyer persona belongs to the audience of this social network. To do this, keep in mind that Generation Z is the one that uses the application in general terms, but the bulk of its niche also expands to people between 13 and 30 years of age.

The TikTok with the most followers in the world (+56 million), Charli D’Amelio, just turned 16 years old in May 2020 and had started on the app in 2019, when she was 15 years old.

In this analysis phase, you should consider the age of your buyer and their interests, tastes, and habits. And if your buyer does not fit the audience of this social network, you can consider diversifying your audience to reach more people with TikTok for businesses.

2 Register a TikTok account for your company

If you have decided to use TikTok for business, create an account through the eight possible methods: via phone or email, or through Facebook, Instagram, Twitter, Line, VK, or KakaoTalk networks.

If you only want to study the platform and not upload your branded content on TikTok, you do not need to register with a user account.

3 Optimize your company profile on TikTok

Once you register your company’s account on TikTok, it’s time to optimize the entire profile. As in any other social network, you need to take care of the home page, add a photo/image following the communication line of your company, design an attractive biography with a hashtag of your brand, include the link to your business website, and also to your other social networks such as Instagram or YouTube.

4 Create a content marketing strategy on TikTok for your company.

This is the critical stage of using TikTok for business in a digital marketing strategy. You must make a content plan to establish what type of videos you are going to upload and what tactics you are going to implement to engage your audience with those videos.

Remember that TikTok is based on user-generated content, so you must get your community involved with your brand so that they can generate their content related to your product or service. Keep in mind that it is not enough for your audience to be just a passive recipient of information with this social network, as can happen with other types of networks.

Therefore, typical corporate videos have no place on TikTok. Instead, it would help if you focused on very creative and fun content, depending on the message you want to send as a company. For example, you can upload videos showing the offices or creatively presenting the team, and you can also create quick and practical tutorials on how to use your products.

To boost the reach of the challenge, an influencer marketing strategy is usually implemented. In this case, a tiktoker with an audience similar to your buyer persona. Although this type of action is generally expensive, the benefits obtained are also exciting.

TikTok for businesses 7 steps to integrate it into your marketing strategy

At this point, I would like to clarify that, although at InboundCycle, we are promoters that content should be of the best possible quality, at TikTok, this scenario is quite different.

I’ll explain it as follows: in networks like Instagram or YouTube, it is crucial to take the utmost care of the aesthetics of the content (good editing, lighting, etc.). On the other hand, what TikTok’s audience values are fun, not so much quality. That is why the most viral videos are usually challenges, dances, or dubbing videos, in which authenticity stands out over quality.

5 Use hashtags in your company’s content strategy on TikTok

Hashtags are an essential tool within your content marketing strategy on TikTok for companies. They allow you to discover and create communities around the same common point: a topic, an idea, a challenge, etc.

On the one hand, it is advisable to create your hashtag for your brand, and if your market is international, this hashtag could be in English, preferably. Thus, if you design a challenge, you could ask your employees to be the first users to carry out that challenge and upload it to the platform, using a hashtag that allows you to identify that specific challenge and that, at the same time, serves to link all the people who begin to publish content related to that same challenge.

On the other hand, it is also essential that you discover other hashtags already created and positioned on topics related to your brand. To do this, you can visit the Discover and Trending sections on TikTok. Even the hashtags will help you join other trending challenges in your sector so that you can reach a much wider audience.

6 Leverage advertising through TikTok Ads for businesses

In principle, advertising on TikTok for companies is not completely necessary, but it can help you to accelerate your results. However, as it is a booming platform, advertising costs are somewhat high. The average cost per thousand (CPM) on TikTok is $10.

To create an ad campaign, you have the following five configurable ad formats through TikTok Ads:

In-feed (biddable ads or native ads).
Brand takeover
Hashtag challenge
Branded lenses
Top-view video
Additionally, as we have mentioned, you can also advertise through influencer marketing strategies, taking into account that this is the only way tiktokers can monetize their content. For now, TikTok does not offer monetization mechanisms such as YouTube, for example.

7 Measure the engagement of your company’s content on TikTok

Finally, as with all social media marketing campaigns, it is essential to measure the attention of the content published on TikTok. This KPI is obtained with the following formula:

By knowing the engagement rates, you can make decisions that allow you to improve your content to connect even more with your audience.

TikTok use cases for companies
Here are some real examples of how TikTok is being used for companies that have dared to experiment and think “out of the box” to connect with their audiences:

Under the caption “Ready for your close up? Show us how you style your denim. Transform your outfit from a mess to best-dressed! All you need is denim”, the videos of this challenge have had more than 48 million views.

tik tok for business. Its TikTok account, Inter, share glorious team moments during matches, backstage activities, and challenges, inviting followers to share their soccer skills.

TikTok for businesses 7 steps to integrate it into your marketing strategy

An exciting use case of TikTok for business is that of the Chinese restaurant Haidilao. This restaurant started to offer DIY (do it yourself) recipes on its menu so that customers could prepare their food and record the process in Douyin (TikTok in China).

This campaign resulted in a significant increase in orders for DIY menus. This is the power of the user-generated content I mentioned earlier.

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