How Small Businesses Can Use TikTok (and a 3-step formula to creating your own trend)
The pandemic changed everything. One of the more trivial things being my deeply held conviction to avoid TikTok at all costs. Fast forward to spending months under a Safer at Home order and I’m suddenly spending Easter brunch doing the Blinding Lights Challenge. I know social media is my thing, but we all have to have standards somewhere, right? Well my standards were shattered and I’m glad they were because not only is TikTok really fun, but it’s a cool avenue to authentically connect with your audience.
If you’re feeling the pressure to grow your social media presence, TikTok wouldn’t be the first platform I recommend spending energy on, BUT, once you have your social media strategy and brand honed on Instagram, I’d recommend utilizing TikTok to grow your digital brand presence in the following ways.
BE AUTHENTIC
TikTok’s most popular demographic is with Gen Z (60% of its users), and Gen Z’s arguably highest value is authenticity. However, Millennial presence on TikTok has grown wildly over the last year — now making up to 19% of TikTok’s user base as opposed to last year when millennials were just 3%.
It’s important to note who is on the platform to determine if it’s your target market. It’s safe to say, if you’re targeting Gen Z or Millennials, TikTok is a place to reach them. But here’s the kicker: whereas millennials have become accustomed to and even okay with content that seems like an ad, Gen Z is not. With their highest value being authenticity, the best way to utilize TikTok is not by directly promoting your products, it’s by developing a relationship with your audience by showing your personality. You can also easily repost TikTok content on your other social platforms so you can spread the fun.
But now let’s get technical and talk about how to create videos, trends, hashtags, and keep your brand voice.
JOINING TIKTOK TRENDS
Okay, I’m going to be honest here. Jumping in on TikTok trends is so fun. Dance challenges were definitely my favorite quarantine workout.
But not all challenges and trends are created equal. Here are somethings to consider when joining a TikTok trend:
Is participating in this trend synonymous with my brand?
Will taking part in this trend detract from my professional credibility?
Can I put my own unique spin on a trend in a way that highlights who I am as a brand?
When you do engage with a trend or challenge, engage authentically. You don’t have to be young, hip, and cool to do well on TikTok. Some of the most popular content on TikTik is grandparents trying to take part in a challenge, and just not quite getting it, but people love it because it is real. Be you unashamedly in these trends and TikTokkers will embrace your authenticity.
CREATING TIKTOK CHALLENGES
Here’s my 3-step formula to creating a TikTok trend or challenge:
Select a relatable song
Create a video that is recreatable
Hashtag it
Now let’s break it down a bit more.
Select a relatable song. Choose a song that goes with the vibe of the video you’re creating. It can be slower and more sentimental for trends that encourage nostalgic or heartwarming content. If it’s a fun dance, choose a song people already love and that has a good beat. TikTok has a great library of music, but keep in mind that songs have a predetermined 1-minute section selected, so be sure the song and portion of the song you choose is available on the platform before going all in.
Create a video that is recreatable. If you want people to participate in your challenge, you need to first show them how it’s done in a way that engages them sentimentally, in a dance challenge, or by creating a “Your Own Spin” trend. Make sure it doesn’t take a ton of props, hours of practice, and is so niche that no one can relate. Provide a way for your audience to engage with the trend while putting their own spin on it.
Hashtag it. Hashtags on TikTok are like any other platform. You want to select Hashtags that are specific to your content, but also utilize ones that send your content out to a larger audience. Some of my favorite general Hashtags are #fyp #foryoupage and #foryou. This sends your video to the main stream of users’ feeds who TikTok has identified may like your content. Then create a hashtag specific to your challenge so people can find it easily and their content will be featured with your Hashtag. Try to make it fun, but consistent to who you are as a brand.
Here are some examples:
HOW TO FEATURE YOUR PRODUCT ON TIKTOK
Okay, now I know I said do NOT focus on promoting your products and focus on showing your personality, and I stand by that, but here are some bonus tips for ya.
Here are some organic ways to promote your products while still being authentic:
Create challenges that require TikTok users to purchase your product
Ask TikTok users to review your product
Show the “behind the scenes” of how your product is made or, if it’s a service, a “day in the life” of your business
So all that said, TikTok has been a daunting challenge for many social media users to master. It thrives on authenticity, reliability, and recreatability. It’s a fun new world that still has yet to be completely discovered. The rules haven’t been completely written, so get out there and start creating!