TikTok first launched over five years ago but it has rapidly grown in popularity in recent years, in large part due to the pandemic. In July 2022, the platform reached over 1 billion active users. It may seem like just another social media site or the go-to place for dance videos and endless trends, but with such a huge audience just waiting to absorb content, it could be the perfect place to start promoting your business.
TikTok for business
TikTok is the perfect way to reach a wider audience or even a whole new demographic. TikTok itself even promotes the use of its platform for businesses (https://www.tiktok.com/business/en-US) and one of the greatest benefits is how easy it is for just about anyone to start producing their own content.
This simple process has already been harnessed by a number of businesses. Using live streams to engage with audiences, trending topics and hashtags as well as popular sounds to create widely shared or even trending videos, these brands are benefitting from the huge reach of the platform. In makeup, for example, brands such as e.l.f. Cosmetics, Make Up Forever and YSL have really harnessed the sharing power of TikTok brand marketing to further their own marketing strategies, and you could be benefitting too.
So, what are the first steps to using TikTok for business?
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TikTok business vs creator account
First, you need to decide what kind of account you are going to use. There are benefits to both business and creator accounts, so it is up to you which one fits your needs best.
As a creator, one of the main benefits is having broader access to more songs and sounds. However, these are only to be used for entertainment and therefore your business must obtain its own license. For easier use of the platform, TikTok incorporates a pre-screened selection of audio recordings that can be used by businesses for commercial purposes. There are over 1,000,000 songs available for you to use, so there are plenty of options that will allow you to create the next hit trend without having to waste more time and money.
As a business owner, you are likely to want to track the progress and success of your endeavors on the platform in order to adapt and hone your content. With a business account, you have access to the Web Business Suite, which includes a host of helpful features, including the ability to see and download your analytics and data. There’s also Workspace, which offers information about Promote, a marketing tool within TikTok, and Activity and Support, which provides tips and tricks on how to get the most out of your business account. So, if you are looking to use TikTok for marketing and advertising, a business account has a range of helpful features you can tap into.
How to create a business TikTok
Creating a business account on TikTok is surprisingly simple. First, you’ll need to make an ordinary account, which is what the app prompts you to do when you open it. Next, head to the ‘Profile’ section, which you can locate by tapping the icon at the bottom of the page. Then tap Menu and head to Settings and Privacy. Here you should see a ‘Manage account’ button. After clicking that, you can tap ‘Switch to business account’. Now you are ready to use TikTok to promote your business and access all of the additional features.
How to use TikTok for business
There are a few things that you need to pay attention to in order to get your content shared but also to create a positive and lasting impression of your brand. Here are a few of the ways to engage users and potential customers as well as grow a following on the platform.
Create a strategy
No matter how much you have used social media before or how proficient you are with other apps, each one has its own algorithm and requires knowledge of its specifics in order for your content to succeed. Try exploring the ‘For you’ page and playing with the editing features to get used to the sort of content that thrives on the platform and how the algorithm works. Look out for TikTok influencers, especially those related to your niche who could help your account to grow through interaction. Set goals for your use of the app and make sure to plan out a schedule so that you are uploading regular content to keep users engaged.
Optimise your profile
Filling out your profile fully creates a more ‘real’ feeling account that users can comfortably trust and follow when they come across your content. If you are trying to build a brand, you should also make sure that your username, profile photo, color scheme, and taglines are recognizable and coherent across all of your platforms. Include a snappy CTA in your bio and choose the link you include carefully to coincide with your goals. You could use it to promote your other social media platforms, your website, or a blog page.
