TikTok for Small Business: 6 Easy Steps for Your Video Strategy

TikTok is one of the fastest-growing social media platforms in the world. But what about TikTok for small business owners? Get strategy and content ideas.
TikTok for Small Business: 6 Easy Steps for Your Video Strategy

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TikTok is one of the fastest-growing social media platforms in the world. With over one billion active users, it has become a place where people share their lives and connect with others on video. But what about TikTok for small business owners?

TikTok is not only for personal use; it can be used by small businesses to generate leads, increase brand awareness, and drive sales!

This blog post will discuss six easy steps that will help you develop your short-form video strategy on TikTok.

What is TikTok?

TikTok is a video-based social media platform that allows users to share short videos with others on the app.

Videos can be 15, seconds, 60 seconds, or 3 minutes (or less) and are usually of people singing karaoke (in response to an audio clip), lip-syncing (to various songs), dancing, doing pranks/stunts, or creating skits.

You’ll also find a lot of videos about entrepreneurship, small business, and about any niche within these topics.

Believe it or not, 3 minutes is a lot of time! You can cover a lot of ground in 3 minutes. So if you want to reach your target audience on TikTok, you need to create some great content.

It is available for both Android and iOS, as well as on the web using a mobile browser.

Now that we know a little bit more about TikTok let’s get into how your small business can create a successful strategy for using the app.

Privacy Concerns for Small Businesses

TikTok has recently come under fire for privacy concerns, as users have reported that TikTok is collecting their personal data without permission.

Most cybersecurity experts believe TikTok is no worst than other social media apps.

With this in mind, it’s important to be aware of how much information you are sharing with the app and its parent company, ByteDance.

TikTok advertising audience
One way to assess whether your audience is on TikTok is to look at the advertising data. We Are Social’s chart shows TikTok’s users are mostly female, and under the age of 35. Source: We Are Social, Social Media Users Pass the 4.5 Billion Mark.

Is your audience on TikTok?

This is a question every marketer asks themselves at some point, and the answer may not be as clear-cut as you think (e.g., TikTok beat both Google and Facebook with the most web visitors in 2021).

TikTok is most popular with Gen Z (ages 16-24), so if your target market falls within that age group, it’s worth considering a TikTok strategy. However, even businesses outside of that demographic can find value on the platform – it depends on who you are trying to reach.

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TikTok Fast Facts

As facts about COVID-19 grew in the public eye, we saw registered nurses perform choreographed dance routines with many hand gestures while information about Covid-19 flashes on the screen, such as how long the virus remains on various surfaces or demonstrating proper handwashing.

Doctors are also creating TikTok accounts to interact with patients and share health education content. The objective is for these accounts to reach out to a younger audience and provide important information from recognized sources. Videos with the hashtag #coronavirus have about 57.7 billion total views on this app.

Grandparents and parents are also joining in, as a side effect of social distance, while spending their time at home alone disconnected from the world and discovering the amusing aspects of TikTok. These parents are aware of current trends and even participate in family fun on TikTok. This leads to the popularity of hashtags such as #granniesoftiktok, #dadsoftiktok, or #daddycool.

When it comes to audiences on TikTok, it’s important to remember that the app isn’t only for teens and young adults.

There are various ways to reach different age groups on the platform, so do your research before you start creating content.

TikTok Users are Very Engaged

TikTok users are unique in that they are highly engaged with the app, spending an average of 50 minutes on TikTok each day. This is interesting because it’s quite more than other popular apps like Instagram or Snapchat (around 20 mins for both).

What does this mean?

It means you can directly reach your target audience where they spend their time, and they’re likely to be more engaged with your content than other platforms.

Small Business Owners: get comfortable with the platform

As we mentioned earlier, TikTok has come under fire for privacy concerns. However, it’s important for small business owners to remember that these concerns exist on other social media platforms as well. The key is to be aware of what you’re sharing and who you’re sharing it with.

When it comes to creating content on TikTok, small business owners should focus on being themselves. The app is all about authenticity, and users respond to content that feels genuine. This doesn’t mean you have to be funny or creative – share what your business is all about in a way that’s interesting and relatable.

In order to make the most of TikTok for your small business, start by creating a business profile on the app. This will give you access to features like analytics, collaborating with other users through likes and comments, and monetizing your account with TikTok ads.

theblondebrewer tiktok oregon brewery
theblondebrewer is an example of indirect marketing. They make comedy videos about their relationship that sometimes features their brewery.

Leave Perfection Behind

When you’re building a brand on TikTok, it’s important to remember that this is an app where imperfections are embraced. Users respond positively when content feels authentic and genuine, so don’t worry about editing mistakes or creating the perfect video.

Being yourself will go a long way toward your success as a small business owner on TikTok.

Try to be yourself, don’t spend too much time editing your videos, and post relatable content for the target audience you want to attract. If you follow these steps, being successful with Tik Tok isn’t far behind!

TikTok users are very engaged
If your audience is on TikTok, you’ll love hearing users spend almost an hour a day on the platform.

How to Create a Content Marketing TikTok Strategy in 6 Simple Steps

The main question everyone has on their mind is how do you get started with TikTok if your business is already busy running day-to-day operations? Here are six easy steps to create a successful TikTok marketing strategy for your small business:

Choose Your Niche Video Marketing Topic

Before starting any type of video campaign, it is vital to determine what your main goal is. Without a specific focus, you could easily get lost in the vast amount of content on TikTok. The same rules apply to small businesses as they do to more prominent brands to narrow down your target audience.

Start by thinking about what makes your company unique and how you can communicate that through video.

  • Are you a business-to-business company with a difficult product to explain or demonstrate in a short amount of time?
  • Or do you have an exciting company culture that you could showcase in a series of fun and lighthearted videos?

The options are endless.

Once you’ve determined your niche, it will be much easier to develop a specific vision for your video content and focus on the types of people you want interacting with it.

Create Content on TikTok for Small Business Brand Awareness

Once you have your niche, it’s time to start creating content. Here are three types of videos that can help increase brand awareness for your small business on TikTok:

Product or service demonstrations

If you make or sell a physical product, this is a great way to show it off in action. This could also include how-to videos demonstrating the use of products your business offers.

Company culture videos

Do you have a unique company culture?

These types of videos can be used to show off what it’s like to work at the company in an entertaining way, making them great for turning brand evangelists into TikTok influencers that are eager to share your content with their own followers.

For example, you can create a series of videos featuring your employees dancing to popular songs, embodying the company culture in an unexpected way.

If you have experience with video editing or are interested in learning some basic skills, creating short comedic skits around your brand could be another fun and engaging idea for TikTok content. Consider taking a humorous approach to a specific aspect of the company, such as how it runs daily or what its products are used for.

This business owner uses TikTok as a marketing tool to create fun videos with her husband, including inside her business, Running Dogs Brewery in St Helens, Oregon.

Customer testimonials

If you have happy customers, ask them to give a quick video testimonial about their experience working with your company. This is a great way to humanize your brand and show that you’re not another faceless corporation.

For example, you can have them hold up your logo or product in the video they give their testimonial, which is an easy way for new viewers to identify who you are and what you do.

tiktok user generated content
Do your customers create videos featuring your product? User-generated content is effective social proof that will amplify your brand on TikTok.

Curate and share user-generated content on TikTok

One of the benefits of using TikTok for your small business is tapping into UGC (user-generated content is content created and shared by your customers). This type of content can be extremely powerful in terms of increasing brand awareness and building trust with potential customers.

There are a few ways to go about incorporating user-generated content into your marketing strategy on TikTok.

The first is to simply use the hashtag #MadeWithTikTok in your posts as a way of singling out brand-specific videos. This will allow users who have used this tag to see that you are interested in their content. Hopefully, they’ll return the favor with some tremendous user-generated material from your business!

Another option is to set up a dedicated UGC account on TikTok that can be used as a repository for all content shared by your followers. This approach has the added bonus of allowing you to repurpose user-generated videos for other marketing channels like social media and your website.

Use the right small business hashtags

Hashtags are a powerful way to increase your TikTok videos’ reach and connect with other users who are interested in the same topics.

One of the most popular activities on TikTok is to take part in a hashtag challenge. Hashtag challenges are the very core of TikTok marketing. They are an excellent way to engage with your audience and get them excited about your brand.

To create a successful hashtag challenge for your small business, start thinking about what you want people to do when they see your videos. Do you want them to share it? Repost it? Comment on it?

Once you have a goal in mind, develop a catchy and creative challenge hashtag that encapsulates your goal. Try to keep it short and easy to remember, as this will make it more likely to be used by your followers.

Don’t forget about the power of branded hashtags! If you have a specific product or campaign that you want to promote, create a custom hashtag that accompanies it. This will help you keep track of all conversations surrounding the campaign and allow other users to find your videos easily.

If you’re looking for an excellent place to start, it can be helpful to look at hashtags that your competitors and other businesses in related niches are using. Then you can create a list of relevant hashtags that you can use in your posts.

When and how often you’ll post

To determine the optimal time for you to share videos on TikTok, it is helpful to check your account for analytics. This information will tell you what time of day and which days see the highest engagement rates from users in different regions worldwide.

Once you have a good idea of when most people are using TikTok, try posting at those times over a period of two weeks. By slowly increasing the frequency of your posts, you can easily determine what times and days work best for your specific audience.

It’s recommended you post your videos at least twice per day on weekdays and once or twice on weekends. It would be best if you also varied the duration of your videos to avoid tiring out your audience with too many short clips in a row. Consider posting your videos an hour before the peak engagement times to maximize your reach.

Measure your success

As with any marketing strategy, key performance indicators (KPIs) are essential for measuring success. If you can’t track how well your TikTok videos are performing, it will be difficult to determine whether or not they’re worth investing in.

There are a few different ways to measure the success of your videos. The first is to look at engagement metrics like likes, comments, and shares. You can also use website analytics to track how many people visit your website after watching a TikTok video. Finally, you can use social media analytics to see which videos are performing the best on other platforms.

By tracking these KPIs, you’ll be able to see which types of content are resonating with your audience and which ones need more work. This information will help you continue creating videos that your followers will love!

TikTok analytics is an incredible place to start, but you can also use social listening tools like Sprout Social or Hootsuite. These tools will show what your consumers are saying about you on social media and help you to identify potential advocates.

woman creating tiktok video edited
Short-form video is a strong trend in 2021 and beyond. If it’s appealing to you as a business owner AND your people are there, go for it.

Conclusion: Is TikTok Right for Your Business?

So, is TikTok right for your business?

The answer to that question largely depends on your target audience. If you’re not sure whether or not they’re using the app, it can be helpful to do some research into your customer demographics and see where they fall in terms of age range.

Keep in mind that TikTok users are highly engaged, so if you decide to give the platform a try, leave perfection behind and just have fun with it!

We’ve walked you through how to create a content marketing strategy for small businesses on TikTok.

By following our six simple steps, you can begin increasing brand awareness and driving sales with this growing social media platform. If you're ready to dive deeper, join our paid membership so you can unlock full access to our courses and the entire library.


Hassan Sankale

Hassan Sankale is a freelance copywriter and blog strategist for Epiphany Courses. His 3+ years of experience extends to multiple companies, managing content and delivering high-quality posts.


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