It’s easy to assume that the only way to use TikTok for business marketing is by doing the latest dance trend, but there is actually more to TikTok than meets the eye. Undeniably, it is a place where brands with a younger audience can thrive. With 62% of TikTok users being between the ages of 10 and 29, you may wonder if it’s worth bringing your business onto TikTok. The good news is, the average TikTok user is getting older by the day. According to Oberlo, in less than 18 months, the number of U.S. adult TikTok users grew 5.5 times.
So, now that we know TikTok isn’t the children’s dancing app it used to be, how can you use it to market your business? There are a few ways! Let’s dive in.
Posting organically on TikTok is a great way to get your foot in the door, test the waters and gain a better understanding of the platform and the culture within. It costs nothing, and will set your business up for success should you choose to move to the paid side of things by building brand awareness and credibility within the app.
While TikTok can be intimidating, there’s a place for everyone to fit in. Once you figure out where your business belongs, the TikTok algorithm does most of the work for you by pushing your content to users most likely to enjoy it.
Even with support from the TikTok algorithm, it’s best to have the different sides of TikTok in mind when creating content. This way you can make sure you match the recipe for success.
The Different Sides of TikTok
The trendy side of TikTok embodies everything that the average person would find entertaining. It’s the Top 40 of TikTok. Catchy dances, mind-blowing stunts, celebrity gossip, popular trends, etc. Whether or not you feel your business fits this mold, it’s smart to stay up to date on all things “trendy”. It’s an easy way to reach the masses, and when done right, the easiest way to go viral.
Fashion and Beauty
It’s probably obvious if your business is right for the fashion and beauty side of TikTok or not. If your business does fit, great! Next step would be research, get to know the community, who the influencers are, what the trends are, etc. If your business has nothing to do with fashion and beauty, don’t cut your losses just yet. Get creative! No side of TikTok is off limits.
For most, TikTok is this place to go to find content that will keep you laughing for hours. The comedy side of TikTok is a world in and of itself with its own sub-categories including memes, skits, even stand up. If your brand personality tends to lean toward humor, this is the side for you.
This is a GREAT space for small businesses and artists of all kinds. Jewelry making, painting, sculpting, candle making, TikTok has it all and people want to see you show off your skills.
When it comes to food, everyone is interested. Whether it’s a food review, a trendy “mukbang”, a satisfying chopping compilation or a DIY recipe, there’s a way for businesses having anything to do with food to thrive on TikTok.
For businesses in industries that can be seen as rather dry in the eyes of social media, TikTok may surprisingly be a place to thrive. While some TikTok users are consuming crude, comedic content or trying to make it as the next viral dance, other TikTok users are learning spreadsheet hacks, and budgeting best practices. If your business is in a STEM field, don’t write off TikTok just yet, there’s an audience out there waiting for you.
Need help crafting up creative content? RSO Consulting specializes in social media optimization including paid and organic content, managing engagement, and reporting metrics.