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ocial media platforms have completely transformed how we consume and discover content, whether for personal or professional use. Social media marketing matters more than ever, and a strong TikTok content strategy can be a vital part of this.

TikTok is a social media platform catered to creating short video clips using audio and visual effects. The platform broke into the social media sphere in 2018 but really started to take off  during the Covid-19 pandemic. Quarantine caused us to spend more time on our phones, leaving creatives searching for new creative outlets from home. In fact, TikTok was the most downloaded app of 2021, according to Apptopia. TikTok users can discover an infinite number of curated short videos targeted directly to their interests and preferences with a few swipes. This functionality has created significant new opportunities for businesses to use the social platform to reach new audiences they wouldn't have the chance to otherwise. 

With over 2 billion downloads globally and over 1 billion monthly active users, if you aren't already taking advantage of marketing on TikTok's social network to enhance your business exposure, you are certainly missing out. Without a doubt, Gen Z and influencers have established an entirely new market and demographic of content that is imperative for entrepreneurs to take advantage of. Read on for the top five TikTok marketing strategies for small businesses.

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Here are some essential TikTok tips to help your brand go #viral:

Establish Your Target Audience and Carve Out a Niche

Every business has a specific story to tell. Not only does it help connect your brand with your target audience, but it also differentiates your business from the competition. However, even the most compelling story can fall flat if reaching the wrong audience. Establishing your target audience can help you create content that effectively reaches your desired demographic. Once you know your desired demographic, investigate what types of content they tend to engage with, and then use that to help carve out your niche. Focus on your business's niche to refine your brand and help your TikTok account stand out. Remain unique within your niche by using your brand's core values and aesthetics while engaging in relevant trends, hashtag challenges, or interacting with other TikTok videos and accounts. 

Use Trends and Trending Hashtags 

TikTok operates differently than other social media platforms you may be used to. Spend time familiarizing yourself with the app and its unique engagement, editing, and analytics features. Creating trending videos and using trending hashtags for your brand's content will further populate your content on the app's For You Page (FYP), ultimately offering more exposure. Using trending hashtags will feature your content more frequently in the TikTok algorithm. Doing so will also allow you to engage with other TikTok users in your niche, further pushing your content across the platform to the right target audience. Video and hashtag trends encourage the TikTok community to engage with one another, which is essential to enhance your following. Consumer engagement is vital, so staying up to date with trending hashtags, filters, audios, or concepts, is crucial. Think about how to express your brand identity through TikTok trends. By engaging in widespread and relevant trends, specifically those within your business's niche, you can promote your brand and your TikTok content to your desired demographic.

Create Influencer Partnerships

Influencer marketing is a fantastic and creative way to promote your brand on  TikTok. Partnering with influencers can help broaden your audience and grow your business's social proof. Not only that, but the TikTok Influencer marketing industry has become one of the most lucrative and engaging forms of marketing in the digital space. Regardless of your niche or target audience, you're almost guaranteed to find an influencer whose followers align with your target audience. Influencers and influencer brand partnerships can often be the most successful means to drive significant traction to a brand. 

Some TikTok influencers garner massive followings, and paid promotions can be expensive. However, you can start small with micro-influencers whose rates work for you. If you decide to proceed with an influencer partnership, pick an influencer that aligns with your brand's niche and represents your brand's values. Attaching a face to your brand can either harm or help you, so selecting the right influencers to market your product matters. 

Stay Consistent 

As any entrepreneur knows, consistency is key. This concept is crucial when establishing your TikTok marketing strategy to build a genuine and engaged following. Posting at least one to three times a day will help you quickly establish a substantial audience for your brand. While posting multiple times per day on TikTok can seem redundant or tedious, consistent posting is critical to remain relevant and trending on the platform. A few ways to hold yourself and your business accountable are using a content calendar or planner, storyboarding your video concepts, and batch-filming videos. Remember that consistency is just as important as quality, so don't let the pressure of consistent posting affect the quality of your video content as it reflects on your brand.

Tell a Story 

While consumers are eager to buy a product they love or believe in, personalizing the narrative behind your brand is what truly secures an audience and customer. Creating a story behind your product allows you, as the business owner, to relate to your audience. Attaching a "story" to your brand identity can help you to tie specific narratives and themes to your brand that drive sales. 

A key component to consider is that the best TikTok ads do not feel like someone is selling you a product. Humanize your brand and create a relatable and intriguing narrative to succeed on TikTok.

Frequently Asked Questions 

How much does TikTok marketing cost? 

TikTok marketing campaign costs and methods can vary based on the avenue you pursue. Influencer marketing costs will vary depending on the product and level of "fame" or followers the influencer you choose to collaborate with has, given that they set their own rates. However, TikTok now has formal video ad programs that start at $10 per CPM (cost per 1000 views), with a minimum spend of $500 per ad campaign. 

How do you use TikTok analytics? 

TikTok analytics are an essential component of using TikTok for business. Tracking your content's metrics via the TikTok app's analytics feature is a fantastic way to gauge whether your strategy is working and how you should move forward with your content.   To view TikTok analytics, your account must first be a Pro Account (which is free). Then you will be able to view your analytics under your "Creator Tools," showcasing your profile overview analytics, from video views to content and follower insights. You will have access to additional information about your followers, such as their demographics and how to capitalize on this information. 

How often should you post on TikTok? 

Like all social media platforms, consistent posting on TikTok is key to growing your account and maintaining a solid audience. The ideal account posts a new video at least once a day and up to three times a day. This cadence provides your audience with new revolving content without bombarding them. 

How do you get verified on TikTok? 

Getting verified on TikTok will undoubtedly increase your business's credibility as a creator, but TikTok doesn't give out those blue checkmarks so easily. Unfortunately, there are no specific criteria an account or creator needs to fulfill to receive verification. Instead, a TikTok committee reviews the applicants and their accounts, awarding verification based on producing consistently high quality and trending content. The following factors can help get you verified: get featured in the media, get verified on another social media platform, go viral (which is much easier said than done), and do not violate community guidelines. 

When is the best time to post on TikTok?

According to a large study conducted by Influencer Marketing Hub in 2022, the best times to post on TikTok are as follows: 

Tuesdays at 9 am

Thursdays at 12 pm

Fridays at 5 am 

The Takeaway

Overall, TikTok has completely redefined this generation's digital marketing strategies, which is why it is a fantastic tool for any entrepreneur to implement in their marketing efforts. Your brand could be one hashtag away from reaching new heights.

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