Written by: Allie Jones
Within the past year, the social media app, TikTok, has taken the world by storm. It has quickly climbed the App Store charts and even passed Instagram to claim the title of the second most popular social media app last month. It is safe to say that despite recent complications with the Trump administration, TikTok isn’t going anywhere.
As a result, small and large businesses alike have started utilizing the platform to advertise and advance their products. So, what does it look like to market a product on TikTok?
Connecting With the Audience
When you see small businesses advertise on TikTok, they always try to make a personal connection with the viewer. Especially with new small businesses, establishing these personal connections is essential to building a loyal consumer base. Using this app allows the customer to virtually inspect the product themselves on a deeper level than a five-star rating system could ever provide, which is especially important to the generation that puts a lot of value in good reviews.
Taking Advantage of the Algorithm
Once a company has created a video that connects with the viewer, they can move on to the final and arguably most vital aspect of TikTok success — the algorithm. What makes TikTok so addicting is that the more you use the app, the better the videos relate to your taste. When an avid TikTok user looks into someone else's account, it is not very likely that they will see the same videos on both feeds; one person’s feed may be more fashion focused, while the others’ feed is mainly sports highlights. So, for a business owner to reach their niche audience, they have to have an understanding of how the algorithm cultivates a “for you page.” By learning to take advantage of the algorithm, businesses can best reach their target audience, and hopefully sell more of their product.
Influencer Marketing
Another advantage of advertising on TikTok is the power of influencers. Many famous TikTok-ers have millions of followers and massive influence over their fan-base. By incorporating these social media stars into an advertising campaign, more people within the Gen-Z target market will be likely to see a business’s product or service, and will also be more likely to purchase.
With the threat of TikTok disappearing from the United States eliminated, now is the optimal time for small businesses to continue to lean into TikTok marketing. TikTok sparked a marketing module that values creative and engaging content over monetary input. By taking advantage of this platform, any small business can make it if they put in the work and create a fun dance or two.