TikTok has quickly become one of the giants of social media, and it doesn’t appear to be stalling any time soon. Small businesses are increasingly turning to the platform as an additional means of advertising online. If you think TikTok could give your business a boost, but you’re not sure where to start, here’s a quick guide on everything a beginner needs to know about TikTok.

Is TikTok right for your business?

Before we get into the technicalities of TikTok, we should first consider whether TikTok is right for your business. In the UK, there are around 24 million monthly active users, with the majority falling in the 18-24 age bracket, but there is a growing interest among older demographics. TikTok is ideal for brands looking to build awareness and drive engagement. Businesses that benefit most include those that are visually driven industries like fashion, beauty, food, entertainment, fitness and lifestyle. That said, service-based and local businesses can also benefit by sharing behind-the-scenes content, tips or discounts for loyal followers. Added to which, the TikTok algorithm means niche content still finds its audience.

It’s also possible to run video ads on TikTok. Ads can be targeted by demographics, interests and behaviours. There are several ad formats designed to suit different marketing goals, which offer unique benefits, from increasing visibility to driving direct sales.

Setting up a TikTok account

Once you’ve downloaded the TikTok app, click the ‘Profile’ icon on the bottom menu bar and select ‘Sign Up’ to register. Use your business email address and a secure password, and when prompted, write a short bio and choose a profile picture, such as your company logo. The bio: you’re capped at 80 characters, so keep it concise, like a tagline. As an example, ‘Marketing services for your growing business. Based in Reigate, Surrey.’

If you want to make any further changes to your profile, click the ‘Edit’ button. Here you can also amend your name, which differs from your username. Your username is a unique identifier for your account; it’s the name followed by the @ symbol, and it makes up your profile link, e.g. @yr_marketing_team. Your name, however, is the display name, or nickname, that you choose for your profile, e.g. Your Marketing Team. There’s more flexibility here compared to a username – it can be up to 30 characters, it doesn’t have to be unique, and it can be changed once per week.

Posting content on TikTok

Creators on TikTok primarily share photos or videos, with an emphasis on short-form content. The algorithm then serves these to users based on their likes and interests. To get started, click the ‘+’ button in the centre of the bottom menu, and you’ll be given the option to post photos, or a video (categorised into 15 seconds, 60 seconds, or 10 minutes, which serve as a rough guideline rather than a strict time limit). You can select multiple files for a single post – if you choose photos, the app will arrange these into a carousel; if you select videos, these will be stitched into a video montage.

If you’re not uploading pre-made content, utilise the app’s intuitive video editor. You can easily rearrange snippets, insert text in an array of colours and styles, and add filters, captions, or other interesting effects. But don’t be overwhelmed by all these features, they aren’t vital for a high-performing video. For now, stick to the basics: a line of text and a trending sound go a long way.

Sounds, descriptions and hashtags

You’re posting on TikTok because you want your business to get noticed. You’ve already created an eye-catching video, but how can you give it the extra boost needed to flourish within TikTok’s algorithm?

If your video doesn’t already have audio, then you should harness the TikTok library. Tap the ‘Add sound’ button to explore the wide range TikTok has to offer. The app will suggest some examples under the ‘recommended’ heading, where you’ll be able to see how many times each sound has been used. Sounds that are currently popular will usually help your video be seen by more people, as TikTok tends to push videos with trending sounds. To discover these, click the magnifying glass, then ‘Discover more sounds’ for the full range, broken down into categories like ‘TikTok Viral.’

Always pair your post with a description: this is the accompanying text that can be used to provide more detailed information. For photo posts, TikTok claims a longer description can average 3x more views, but don’t ramble. If it’s too wordy, users will skip to the next post. Always avoid big blocks of text. You can utilise relevant emojis as bullet-points and break up your content into digestible chunks.

Hashtags help, too. Think of them as signposts. They better define your content, so it’s more readily served to the right people. It’s recommended you choose between 3-5 per post, with a mix of more popular hashtags (broader key words) and more niche ones. If you press ‘#’ then start typing, TikTok will show how many times that particular hashtag has been used and suggest related hashtags.

Creating popular content

There’s no surefire method for success on TikTok. Your goal should be to drive potential customers towards your business, and to keep existing customers engaged and informed, and this will look vastly different for different businesses.

However, here are some general tips to bear in mind:

• Post regularly, and don’t get disheartened if your views stall in the ~200 range – videos on TikTok tend to accumulate views over time.
• Experiment! Try different sounds, different hashtags, different video ideas. Scroll the app yourself, search similar businesses for inspiration.
• Harness trends – but only if they suit your business.
• And above all, engage with your community. The algorithm rewards this. Respond to comments on your content and post comments on others. Get yourself out there, be seen.

It can be immensely daunting trying to get TikTok to work in your favour, especially if you’re new to the platform. It can also be time-consuming. As a small business owner, your time is precious, so it’s important to focus on the platforms that are right for your business.

If you’re seeking guidance on how a clear social media marketing strategy could benefit your business, reach out to a member of our team – we would love to help.