By now, most people have heard of the video sharing platform, TikTok. Many businesses are successfully using the platform to attract new customers and raise the profile of their brand. This leaves business owners wondering if their business needs a TikTok account.
In this article, we’ll explain exactly what TikTok is used for, as well as which businesses could benefit most from creating a TikTok account. We’ll also discuss the type of content that you could share on TikTok, and take a look at some big brands that have used TikTok to grow their business.
What is TikTok?
Originally founded in 2016, TikTok is a mobile app that enables its users to create short videos to share with their followers. Tik Tok is owned by the Chinese company ByteDance, and is known as Douyin in China.
TikTok has quickly become one of the world’s most popular apps, with over 1 billion active users. The app is particularly popular among teenagers and young adults, who commonly use the platform to share short videos of themselves lip-syncing or dancing..
TikTok’s success has been driven by its ability to attract a younger audience, with the vast majority of users being under 25 years old. In fact, TikTok is reported to have more users in the US under 24 than Facebook . This has led some critics to suggest that Tik Tok poses a significant threat to sites like Twitter and Facebook , as the younger generation starts to favour TikTok over these more established platforms.
Using TikTok for business
Although TikTok is most popular with the younger generation, many business have also began benefitting from the exposure that TikTok provides. Here are a few ways in which companies can use TikTok to their advantage:
Advertising: You can advertise your brand through videos that directly relate to your product. There are many different types of video content that work well on TikTok, including tutorials, pranks and vlogs. By creating engaging videos, you can attract highly targeted traffic that is likely to be interested in your product.
Creating a contest: You can run a contest on TikTok in which users must submit a video relating to your product or service. This is a great way to generate user-generated content, as well as increase brand awareness and engagement.
Partnering with influencers: You can work with TikTok influencers to promote your product or service. By collaborating with an influencer who has a large following, you can reach a new audience that would be otherwise difficult to access.
What types of business should have a TikTok account?
There is no definitive answer to this question, as the decision of whether or not to create a TikTok account for your business will depend on a range of factors. However, there are a few types of business that could potentially benefit from having a TikTok account:
Businesses that want to reach a younger audience (age 16 – 30)
Businesses that want to sell a product or service directly to their customers
Businesses that would like to boost brand awareness through video content
Businesses whose product or services can be easily showcased through a video
Businesses that are ready to try something new
Businesses that have the time to dedicated to experimenting with new content
If your business falls into any of these categories, then it could be worth exploring the option of setting up a TikTok account. However, always make sure that you carefully research and plan before jumping in head first!
Four types of content to share on TikTok
The long-form content that brands are currently sharing on TikTok is not resonating with this new, younger audience. That’s because audiences expect more visually-driven content for the platform.
In this section, we’re going to talk you through four of the most powerful types of content that brands should be focusing on when creating their video strategy for TikTok:
Short, snackable videos
This type of content is perfect for brands that want to share a lot of information in a short amount of time. By compiling images and videos into a slideshow, you can create a quick and engaging piece of content that will keep your viewers hooked.
2. Behind-the-scenes footage
TikTok is the perfect platform for brands to share sneak peeks and behind-the-scenes footage. This type of content is always popular with audiences, as it allows them to get a closer look at the brand.
3. User-generated content
Brands can also use TikTok to share UGC, which has the potential to go viral if done correctly. By sharing high-quality fan-made videos on your own page, you are showing fans that they are part of the TikTok community too.
4. Short, snackable videos
Finally, brands should also focus on creating short and engaging clips that can be shared across social media. Videos that are less than 15 seconds long often perform the best on TikTok, as they keep users hooked from start to finish.
Best brands on TikTok
Whilst some businesses are only just getting started on TikTok, others are now well established and are using the platform to grow their customer base and increase their brand reputation. Let’s take a look at some of the most creative brands on TikTok right now.
Fitness brand Gymshark uses TikTok consistently and effectively, promoting its fitness clothing by sharing regular clips of workouts, as well as challenges that users can try at home. This helps to start conversations about the brand, as well as around fitness in general.
Gymshark replicates its tone of voice perfectly on TikTok, remaining upbeat and encouraging to users. TikTok users follow Gymshark for its workout videos and challenges, as well as its funny and relatable clips that fitness goers will relate to.
Perhaps surprisingly, BMW is one of our favourite businesses on TikTok right now. This brand seems to be trying to attract younger clientele through the platform, with behind the scenes footage of how its marketing material is created.
The content produced by BMW is energetic and refreshing, perhaps trying to reframe the company in the minds of younger prospects. This is certainly a company that has an effective TikTok strategy and is putting it to use!
3. British Red Cross
TikTok soared in popularity during the Covid-19 lockdowns, when people were stuck at home with nothing to do. However, this was also a time when loneliness soared and mental health suffered. The British Red Cross attempted to combat this by creating videos with helpful tools and tips to keep people well through the pandemic.
The British Red Cross also create short, digestible content about humanitarian crises, natural disasters and other problems facing the world. This short-form content has helped them to rack up an impressive 422k followers, as well as raising awareness of some of the biggest problems we’re facing today.
4. Burger King
Who wouldn’t love some Burger King content on TikTok? This fast food chain has used the platform to share lighthearted and funny videos that make use of popular culture references.
Burger King’s videos are usually around 15 seconds long, and they always provide a laugh. This brand knows how to appeal to TikTok users, and its content is sure to get people talking about Burger King online.
Nike is a brand that needs no introduction, and it’s clear that the company knows how to use TikTok to its advantage. Nike’s content on the platform usually revolves around promoting physical fitness and healthy lifestyles – something that is sure to resonate with TikTok users.
Nike’s videos are creative, high quality and inspire people to get moving. With nearly 5 million followers on the platform, Nike is one of the most successful businesses on TikTok.
TikTok vs Instagram
If your business is social media marketing, TikTok is the most popular option for you. However, there are some small differences between it and Instagram that are worth considering before you start promoting your business on this platform.
For example, TikTok has no character or video length limits when it comes to content creation. This means that you can easily create longer, more in-depth videos on this platform. However, it’s worth noting that the average TikTok user is much younger than the average Instagram user, so you may have to adjust your content strategy accordingly.
Another key difference between these two platforms is that Instagram is more focused on visual content, whereas TikTok is more about short, fun, creative video content.