How to Build a Niche for Yourself and Gain a Loyal Following on TikTok in 2022
TikTok is one of the best places to grow not only an online following but also a full-on fanbase.
Because TikTok is relatively new and growing quickly, there’s still room for new users to join and gin up excitement around their business extraordinarily quickly.
And the best part is, you don’t need a fancy camera or a professional editor to grow a following. Extremely niche content often does very well on TikTok. This means any business can find their following here!
Oddly satisfying
Take for example ASMR and other “oddly satisfying” videos — think cleaning, cooking, harvesting vegetables. Anything that is pleasant to watch or gives viewers a sense of secondary accomplishment usually performs very well on TikTok.
These kinds of videos generally require little to no talking to the camera, so they’re easy to produce too. If you work in any of these industries, all you have to do is film yourself doing your job.
Front Facing Advice
If the services you offer are less visually prominent and more client-focused (consulting, sales, HR, etc.), you still have plenty of expertise to share within your niche.
This is where we would recommend showing your face, establishing your personality and style, and giving actionable advice straight to the camera.
Duets
If you offer a tangible product that your customers are excited about, duets are your friend. This is a kind of split-screen effect that allows you to react live to other users’ videos. People love to see genuine reactions to the original video in this format!
TikTok is full of product reviews. If you are lucky enough to have a product that people love to evangelize about, such as the razor in this video below, you should repost the video on your own business’ feed as a duet. Just react in real-time to what you see. Try to strike a balance between your real reaction and something a little more expressive.
Behind The Scenes
How it’s made, behind the scenes, a day in the life — all of that is catnip for many TikTok users.
And this is a formula that can work across any industry. We’re humans. We just like seeing what other people’s lives look like!
Tutorials
Show how your product is used and the problem it fixes. Or if you offer a service, show how you’ve perfected it. While in general sales-y stuff tends to turn viewers off, if you can express genuine enthusiasm and awe around the product you’ve created, people will want to be a part of it.
So how exactly do you take all of this and nail down your niche?
Our advice is to drill down into your product, service, or expertise as specifically as you can, while still having enough material to work off to put out videos every day.
If your company encompasses a wider range of services or products, do some A/B testing within the categories we mentioned here.
A cool thing about TikTok is that you can go super viral even if you have very few followers. So A/B testing is actually a great strategy here. Play around, see what does well, and watch what happens!
And if you need some more ideas, check out our blog post on five businesses killing it on TikTok, and peruse the profiles of the companies we’ve mentioned. These are all pretty big brands, but I guarantee you will come away with some new ideas if you look through their videos!
Julia Wallace
Julia is a Content Creator for AMR. Julia has always loved reading, cooking extravagant meals, and essentially all activities that take place on or near the water. But now that she lives in Boulder you can add hiking uphill to that list, too.