6 ways to successfully promote your business on TikTok

It’s no secret that TikTok has quickly become a frontrunner among the platforms brands consider attending. Once considered an entertainment app for dancing teens and lip-syncing videos, TikTok has grown into a platform for authentic storytelling, discovery, and cultural conversation—and as a result, a strategic channel for brands to add to the marketing mix. And for good reason: users spend an average of € 95 minutes daily in the app. The platform’s demographics are gradually changing to expand outside of Gen Z to include more age groups. And, of course, the type of content favored by the TikTok algorithm is inherently raw and organic, with built-in social proof and the ability to foster consumer trust.

Getting TikTok right isn’t as easy as it seems, though. First, the platform is becoming more and more saturated by the day. With the increasing popularity of TikTok, many brands have flocked to the platform, making it harder to break through the noise and grab the attention of the desired audience. Additionally, success on TikTok means capturing the platform’s “unpolished” zeitgeist and pushing the boundaries of the brand’s “curated” identity to join the conversations as an equal participant — which can be a difficult step for many brands. are to take.

Here are six key strategies that can help you really master the art of TikTok as a brand.

Related: 3 Ways TikTok Can Help Your Business Grow

1. Entertain and educate first, sell second

While TikTok can be a powerful growth channel, its DNA differs from other social platforms and requires a less promotional approach. When it comes to growing on TikTok, content is key – and consumers evaluate brands based on their ability to deliver value first. As a brand, it is critical to understand that users log into the platform for entertainment and are easily hindered by promotional content that interrupts this experience. This means brands should focus on content that builds a connection with the end user by providing immediate value – and driving brand recognition at the top of the funnel.

When creating content for TikTok, ask yourself: do you put the consumer at the center of this video? What is the direct benefit the audience gets from your content (entertainment, education, or both)? Are you leading the way with a specific offering you want to sell, or tackling a problem you can solve for the user?

2. Use creators to tell your brand story

Effective storytelling and a strong personality can make or break a brand’s TikTok strategy – and it’s important to attract the right talent to tell your brand’s story in the most impactful way. There are many ways to work with creators: you can hire an in-house, full-time creator who “owns” the continuous production of content; you can also partner with creators in your industry to tap into their communities and increase your brand’s social validation.

Whichever route you take (or if you’re considering a combination of the two), you’ll essentially be working with creative masterminds who will help develop the creative direction of your brand through their unique storytelling skills, video editing style and approach.

3. Build a content strategy that uses your brand values ​​as a foundation

Contrary to many misconceptions, success on TikTok isn’t about posting haphazardly to see what sticks. Just as your content strategy for other content marketing channels (I hope!) follows a pillar strategy, your TikTok content should also build on a framework that aligns directly with your brand’s positioning, unique value proposition(s) and differentiators.

Ask yourself: what values ​​do you stand for as a brand? What are the main problems you want to solve for the consumer? What are the specific offers you have to solve these problems? Then consolidate your answers into 3-5 content categories to tap into ideas and experiment with what resonates with your audience.

Related: Integrating TikTok Into Your Video Marketing Strategy

4. Create content with TikTok SEO in mind

Because the content on TikTok is socially validated and driven by authenticity, more users (especially Gen Z) will turn away from google and towards TikTok search for what they need. In reality, 40% of Gen Z already prefer TikTok and Instagram over Google because of the word of mouth of the results. Coupled with the fact that TikTok is a discovery platform first rather than a social media app, it’s important to remember that your goal should be to improve your discoverability. TikTok SEO can help you create more aware content and rank higher in your audience’s searches. As you build your content strategy, identify the top terms and keywords you want to rank for and what people are already searching for — and include them in your caption, hashtags, text overlays, and even the script and subtitles.

5. Lean on trends, larger cultural discussions and moments

The key to cracking the code on TikTok as a brand is knowing how to fit in with trends and cultural conversations on the platform – without being overly promotional. That’s why social listening is essential to build a solid TikTok presence. Whether it’s music trends (like the “It’s Corn” song), video editing trends (like transitions), or commentary on larger topics circulating on the platform that you have a unique point of view on, focus on connecting the dots between the area of ​​your brand of expertise and the video format you are pursuing.

6. Leverage Spark ads for more reach

TikTok’s Spark Ads format essentially “boosts” an organic piece of content, providing more reach for the videos you post, and getting your brand in front of your desired audiences. Keep in mind that the organic ad is key to the success of your paid media efforts: it’s critical to maintain an authentic, educational, or entertaining approach to your short videos to avoid grabbing your attention. loses audiences with “ads that feel like ads.”