How you can harness TikTok for your brand

20th September 2021

TikTok, the video sharing app which first started as a platform for sharing short dance videos, has now taken over the world with over 3.7 million active users in the UK alone and more than 2 billion downloads worldwide. In 2020, TikTok officially became the most downloaded app of the year and, far from it being just a platform for teenagers, gained the reputation of being a popular sensation which brands were keen to tap into.

The question is, how can you use TikTok to benefit your business?

Look at what’s working

“Can you make us go viral” is a question we get asked often, and there’s no easy recipe for viral success. However, with TikTok’s algorithm allowing even the smallest accounts to gain thousands of views, it is possible. Here are some of our tips when creating content for TikTok.

  • Watch and study trending topics
  • Use trending music or sounds
  • Provide value in your videos
  • Create content that will generate comments
  • Use the right #hashtags

Stop, collaborate, and listen

One of the main features on the TikTok platform is their Duet feature. Duets allow users to collaborate and interact with a video that has been previously uploaded, adding their own take on the video. Therefore, duetting with a trending video can be a great way to grow your following when you’re first getting started.

Create unique content

TikTok holds serious power when it comes to brand potential. However, it is worth noting that TikTok won’t be another platform to copy and paste content across social channels, like most brands do with Facebook, Twitter, and the like. TikTok content is different and constantly changing, which is why spending a lot of time on the platform to monitor the ever-changing trends is essential if you want to make waves from your content.

‘Don’t Make Ads. Make TikToks’

After its amazing year in downloads, TikTok finally created their own platform to allow brands to advertise. Naming the platform TikTok Business, the company launched a bold campaign calling on advertisers to stop making ads, and instead to be ‘more authentic’ and ‘create content that truly speaks to people.’ Think more adding value to people’s lives than the overt sell of traditional advertising.

Keep an eye out on progress

When Facebook ventured into the world of digital storefronts (Facebook Shops), TikTok realised they had to keep up, seeing as e-commerce is the cornerstone feature for many businesses. TikTok’s aim is for brands to showcase catalogues of their products on the platform. To do this, TikTok has partnered with Shopify (a multinational e-commerce website solution) and is in the process of developing these catalogues in a select few European countries to begin with.

Good luck with your TikTok campaign, and if you feel you need support, you can always call in the experts by getting in touch with PMW.

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