TikTok For Businesses 101
While most still consider TikTok to be a newer social media platform, one thing seems to be for certain: It’s not going anywhere.
Whether you’re trying to decide if TikTok is right for your business, or you’re ready to start dipping your toe in the TikTok world to promote your business, it’s important to stay in the know of what’s working and what’s not as its platform evolves.
If you’re new to TikTok, or struggling to see the growth you desire, we’re sharing some important do’s and don'ts today!
DON’T strictly follow trends and not create any original content
There are *so* many trends on TikTok — from dance challenges to duet challenges and seemingly just about everything in between.
While we’ll never argue that trends don’t have value, we’re not saying you have to follow them all. Yes, it’s great to jump on trends and stay relevant in that way, BUT it’s better to focus on creating original content.
So, our best advice is to choose your trends wisely — meaning, try to pick ones that you can align with your brand/business or product/offering. This way, you can showcase what you have to offer while still hopping on a timely trend. It’s a win, win!
DO remember to acknowledge the difference between the audience here and on other platforms
Just like LinkedIn’s audience is faaaaar different from Instagram, TikTok’s audience is different, too. It’s important to acknowledge that difference when you’re creating content. We’ve said this before, but it’s worth repeating — read. the. room.
Point being: your content for TikTok should be original to TikTok and created specifically for that audience in mind. We highly recommend that you not recycle your posts from other platforms because it likely won’t resonate with your TikTok audience.
Here’s a little loophole, though: you can recycle the TOPIC, but we recommend that you recreate the content to be TikTok-specific (aka use their features, filters, edits, etc.).
DON’T only use trending sounds instead of creating unique audio
This is similar to the sentiment we shared about hopping on trends. There is a time and a place for it, sure, AND it can help your content’s reach. BUT you still should be creating original audio, too.
PLUS, creating original audio gives you more of an opportunity to go viral — when you upload a video with audio behind it on TikTok, other users are able to then create their own videos using the same audio that YOU created.
So, instead of just choosing trending sounds and music, start creating your own!
DO have a hashtag strategy
…But DON’T use the same hashtags you’d use on Instagram.
Hashtags are highly effective on TikTok — just like they are on other platforms (like IG & LinkedIn), BUT that doesn’t mean you should use the same hashtags from IG on TikTok. Why? The level of use, and saturation, of hashtags are far different here.
You also have to be aware of character count when adding hashtags — you have far less characters (only 100!) to use in a TikTok caption than in an Instagram, LinkedIn and even Twitter, caption.
So, use that space wisely. Choose relevant hashtags that aren’t overused, and be sure not to choose hashtags that are too *under*used. While some people have seen success using hashtags like #followforfollow or #foryoupage or #fyp, we don’t suggest wasting precious character count on those overused and oversaturated hashtags.
DON’T be overly salesy in every piece of content you share
This is something that is true across all platforms, not just TikTok, but it’s worth mentioning again.
Focus on showing — not telling. Meaning, don’t push your product in a salesy way. Instead, especially because this is a video platform, SHOW your audience how it provides value and is something that will make their lives better.
DO stay consistent with your posting and be social
You can’t expect to build a loyal and engaged following on TikTok if you post once/month. You have to create a consistent posting schedule so that you stay on your audience’s feed regularly!
If you can’t commit to showing up on a regular basis (at least 2x/week) consider creating an archive of videos on days you have the time to record and save them. Once you’ve accumulated 20+ videos, you can start rolling them out on a regularly scheduled basis and have that backlog to rely on to get your through as you start creating more.
The only trouble with this is when you’re working off of a backlog of videos you’re not creating timely content that touches on current trends, pop culture events, etc. It’s not a deal breaker, but it is something to think about!
Also, don’t forget to be social — just as you are on every other platform! Engage with your audience and other content creators, too. Leave comments, respond to comments, etc.
DON’T forget to add subtitles or context text
Make your content accessible to everyone and under any circumstance. Meaning, some people might still scroll through TikTok without their sound on, so make sure your videos will still resonate with them whether they can hear it or not.
Don’t post wordy videos without subtitles or context overlaid on your video!
DO remember to have fun
Don’t get hung up on perfection. If your transitions aren’t seamless, who cares? You’ll get there! If you’re a little awkward on camera, who cares? You’ll get better with time! Remember, creating content is *supposed* to be fun, so enjoy it! The more fun you have creating your videos, the more fun your audience will have watching your videos!
PS - On that perfectionist note, don’t get too carried away with editing. Creating ONE video should not take hours of time. (If it is, it’s time to give us a call! 😉)
If you’re looking for a team of social media specialists to help you build out your TikTok content and help your business grow on this platform, shoot us an email today at hello@amrdigitalmarketing.com or head to our website to learn more about working with us!
Maggie Peikon
Maggie is a Senior Content Creator and Editor at AMR Digital. When she’s not crafting content for clients, she can be found hiking with her pup, Finley, checking out Denver’s best vegan restaurants, and working on her garden. She’s currently planning her next SUP adventure and plotting how to become a goat mom.