TikTok for Business: How to Use TikTok for Your Brand

What started off as a music-based video app for Gen Z is now seeing brands hopping in on the trends — and seeing some serious results.

TikTok is a social media platform with over 1.5 billion downloads and more than 500 million active monthly users. If you’re still wondering what it is, TikTok includes 15-60-second user-recorded videos that allow for in-app editing and integration with the other major social players.

We had a great conversation about all things TikTok as part of our Now Common Convos series (which airs Mondays on Instagram Live). Now’s Managing Director April Hossain hosted Sam Park, the founder of Joybox, who works with forward-thinking creators and brands to create original content and viral campaigns for TikTok. They discussed creating viral content, what brands are doing now, and what it takes to grow on the fastest-growing social media platform. The recording of this episode can be found on our podcast here.

It’s clear that there is no other social platform out there where you can have 0 followers, post once, and get tends of thousands of views. That’s the power of TikTok — but how can businesses utilize this platform?

Tips for Brands on TikTok

While it might be challenging to get your content to go viral like the bigger brands, TikTok could be a great tool for reaching younger audiences. Since the app is still relatively new, you can experiment with various strategies to see if it works.

Below are are a few tips and takeaways that the team at HubSpot put together after looking at brands who have already done well on the app.

  • Show a different side of your company. The app is a hub for creativity and humour. Embracing a more personal tone or a behind-the-scenes approach could make your company appear more relatable or trustworthy to potential customers.
  • Don’t be afraid to experiment. As mentioned, the app is incredibly new. Unlike platforms like Facebook and LinkedIn, there aren’t as many best practices or rules about what works and what doesn’t. If you think something might be interesting or funny, try it and see if it gets any likes, comments, or shares.
  • Engage with your audience. From challenges and duets to likes, comments and shares, there are plenty of ways to engage with other TikTok users. You can create videos, challenges, or duets that aim to interact with others. As with other platforms, the more you engage with people, the more your fan base could grow.

How to Use TikTok for Business in 2020

This free course (really, 35 minute-long video) covers everything from how to create viral videos to understanding the powerful TikTok algorithm.

Get an overview of how to create videos that get views, stay on top of the latest trends and challenges, make the most of TikTok’s algorithm, and reach new audiences with TikTok ads. Enjoy the free video course below:

If you’re looking for some examples of brands and organizations who are successful using TikTok, here are a few to check out:

TikTok Advertising and Influencer Marketing

As TikTok’s user base growth is outpacing all other social platforms, the platform offers massive reach. TikTok has released a self-serve ad-buying platform with flexible daily budgets, targeting and controls somewhat similar to Facebook.

Once your brand has experimented on the platform organically, there are also paid options available both through advertising directly on the platform or using influencer marketing.

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