Updated: March 25, 2021

Why Every Small Business Owner Should Be Marketing On TikTok Right Now

"Change is the only constant in life."

Heraclitus, Greek Philosopher

And while he said that over two-thousand years ago, it has never been more true. Just when we think one social media platform has monopolized the entire field, a new player comes along and the field changes. In this case, I’m referring to TikTok.

Right now, TikTok is one of the most popular and powerful social media platforms on the planet. It’s also one of the easiest platforms for a new business to experience the explosion of a quick viral video, even without a single follower.

And while Generation Z were once the main TikTok demographic, as the popularity of the short-form video sharing platform grows, droves of millennials are also flocking to this platform.

Whether it’s to consume and just spend hours a day watching other people do random stuff, or if it’s creating content for my niche, TikTok has been a fantastic outlet during this pandemic.

Investing in TikTok marketing right now is essential, particularly if you’re a small business.

To help guide you to social media success, we’ll look at a mix of practical TikTok for small business marketing tips.

But before we do, let’s consider why TikTok is so important right now.

As a video-based social media platform, TikTok encourages a huge amount of engagement. That means if you produce the right content (simple, fun, amateurish) you can connect with potential customers instantly with little effort.

And since COVID-19, TikTok app downloads have increased, and more Instagram influencers have migrated to the platform.

But as a small business owner, the time to strike is right now. And you can quickly (and inexpensively) start off with paid ad placements for a fast boost on the platform.

Now, although you will need a modest advertising budget to begin with, paid advertising offers an excellent return on investment (ROI), across many social media platforms, and TikTok is no exception.

And while TikTok’s paid advertising is still in its early days compared to the likes of Instagram or Facebook, it can be a viable way to boost your brand awareness and attract shoppers or visitors to your website quickly.

TikTok Is All About The Trends

One of the keys to successful TikTok marketing for small business is keeping your eyes peeled and your ears to the ground. Always be looking for the next TikTok trend you can jump on.

Now, I know that you’re busy and don’t have time to scroll through TikTok all day. After all, you have a business to run.

So instead use your time wisely when it comes to TikTok. When you are on the platform, search for relevant trends. This will provide you the greatest return on your time. You can easily discover trending videos or content in your niche by searching the right hashtags.

Like Instagram, hashtags are the lifeblood of TikTok in terms of visibility.

But going a little deeper, you can create your own original content. In fact, creating your own content which won’t take long (TikTok users prefer quick, short, and unprofessional videos) is the best way to get involved and stand out on the platform.

When it comes to creating original TikTok content, you can be as creative as you want, just keep your video to 60 seconds or less. In truth, 30-second videos receive more engagement than videos twice that duration. Never go over a minute – under any circumstances.

The sky is the limit with TikTok content creation. Jump on a hashtag challenge, engage in one of the latest TikTok trends, imitate famous sound clips, dance to a trending TikTok song, show off new filters and sound effects.

Fundamentals Are Everything

To strike a chord with your audience, you must get your fundamentals right. That means you must decide on your key message. The most important thing you want to convey to all those new potential customers and clients.

Remember, you only have at most 60 seconds, so work with one strong message or concept to avoid confusion and maximize your impact. And never self-promote. TikTok’s users are immediately turned-off by commercialized content or sales language.

You are a small business marketing your product or service, but think of TikTok as a long game. First, you need to make your mark with content that will inspire, entertain, educate and generally offer genuine value. Add something to the viewers lives, and they’ll eventually become paying customers.

Humans connect with and digest narratives and stories better than anything else. Consider using an entertaining, short story or quick fun tale. Sixty seconds or less may not seem like much, but it’s enough time to succinctly share an interesting or entertaining (or preferably both) narrative.

So carve out a clear beginning, middle, and end, and you’ll have the framework for a TikTok video that has serious small business marketing potential.

TikTok Loves User-Generated Content (USG)

Over 86 percent of companies currently use user-generated content as part of their regular marketing strategy across all major social media platforms from TikTok, LinkedIn and Facebook.

Social media fans love interacting with content of other users. It makes the interaction feel more honest and legitimate and in doing so, creates the impression of an organic, friendly experience.

And when it comes to TikTok marketing, one of the best ways you can leverage UGC to your advantage is to share and curate the content of your users by posting videos based on your niche.

By shining a light on the content of others, you’re going to connect with more people, improve your engagement levels, and build trust with your audience.

Using this simple yet effective TikTok marketing tactic, you’ll be able to showcase your services and products in a way that is fun and authentic, and increase your revenue in the process.

Facts About TikTok You Should Know (1)

You Don't Need Followers To Get Influential

Influencer marketing is one of the most powerful social media marketing methods out there, and if you team up with TikTok influencers in your niche, you’ll be able to promote your brand to the people who are most likely to find it valuable.

So big brands such as Calvin Klein, Sony, FIFA, have dipped their toes into influencer marketing campaigns through TikTok, reaching plenty of engaged users of all different demographics, and as the platform continues to grow in popularity, more businesses will follow in their footsteps.

But hey, do your research, find smaller influencers making waves in your industry niche and reach out to them.

All it takes is a simple DM.

Quick Word of Advice

“Build it, and they will come” only works in the movies. Without marketing your potential customers have no idea you exist. It’s your responsibility to find them, engage them and keep them interested and loyal for years.

By taking action and striking while the iron is hot, you can reach a whole new audience on TikTok and grow your small business in ways you never thought possible. All without spending a fortune on marketing.

And when properly executed, TikTok marketing can be cost-effective, powerful, and actually even fun.

Give it a try and if you’re a ServerWise client and need some guidance please reach out by opening a ticket. We’re always here to walk you through anything in the complicated digital marketing landscape.

Annika Doroshenko
Annika Doroshenko
Annika is the ultimate remote employee spending much of her time traveling with her husband and friends. When not traveling or working with her digital marketing clients Annika and her husband call a little town outside of Copenhagen, Denmark home.