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How to Use TikTok Marketing for Your Business

Wilson Lau

Sr. SEO Marketing Manager @ AdRoll

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By now, you've probably heard of TikTok — the booming social media app where users share original video content in fun and creative ways. TikTok started in 2018 and quickly gained popularity, reaching 62 million installs in January 2021 alone. With 1 billion monthly active users, there's a good chance your target audience is on the app. And wherever your audience is, you should be, too. That's why, if you haven't already, it's time to dive into TikTok marketing in 2021 and learn how to use TikTok to grow your business

What Is TikTok Marketing?

To understand TikTok marketing, you must first understand the unique platform itself. TikTok is a video-sharing platform where people go for entertainment. The content that performs the best is trendy, funny, and informal. It isn't the platform to show off your polished promotional videos — it's the platform to show off the humanness of your business and the faces and personalities behind the scenes. The possibilities are endless, with options to create short videos (15-seconds) or create videos up to three minutes in length.

Since TikTok marketing has massive potential, the platform developed TikTok for Business to help companies unleash their creativity in ways that increase their audience's brand awareness and engagement. 

Benefits of TikTok Marketing in 2021

TikTok marketing is unlike marketing on any other social media platform, and because of this, it has unique benefits that companies large and small can appreciate. 

1. TikTok is easy to use, and you can gain followers quickly

Because of its popularity, TikTok is a great social network to grow your audience. With videos going viral daily, it's only a matter of time before your followers increase and more people interact with your content and your brand. As TikTok's user base grows, so does the potential for you to reach new audiences daily. 

2. TikTok is fun and interactive 

TikTok is the perfect platform to show the lighter, more playful side of your business. Plus, with new trends continuously popping up, it's easy to create content users are already interested in by duplicating trending content (Ex: hashtag challenges, brand takeovers, etc.). While authenticity is vital, you won't have to come up with new ideas from scratch all the time — a real time saver.

3. TikTok is continuously evolving

TikTok is still a relatively new social media platform, and its business features are even newer. Because of this, TikTok continues to analyze and adjust its offerings for TikTok marketing, meaning the potential to grow your business on the app continues to rise. From sponsoring trending creators to releasing new advertising options, there are always fresh opportunities coming your way. 

How to Use TikTok Marketing to Grow Your Business

The sooner you hop on the TikTok bandwagon, the better it will be for your business. So, if you're ready to use TikTok marketing, here are four ways you can get started today.

1. Create authentic and original content 

To successfully use TikTok marketing in 2021, you need TikTok content. Fortunately, the original content you create doesn't require hiring an outside video production team or even using any fancy equipment. Because authentic content performs best, your smartphone and business environment will do. In fact, it's preferred. 

2. Repurpose user-generated content (UGC)

If you have a product people use and love, you can capitalize on that by encouraging customers to tag your brand in their TikTok videos. For example, both Nike and Gymshark publish videos of their customers using their products. Although both of those are well-known companies, you can use this strategy on a smaller scale.

First, come up with a hashtag — your company name or brand slogan — and encourage TikTokers to use the hashtag when posting videos with your brand products. Not only will videos with your products show up under the specific hashtag, but you can then repurpose user-generated content and publish it on your profile.  

3. Build relationships with TikTok influencers

Influencers can help take your TikTok marketing strategy to the next level, which is especially beneficial for small brands looking to capitalize on influencers with large, engaged followings. Like other types of social media influencer marketing, TikTok influencers share your brand, product, or service with their audience. Research influencers you feel can accurately and professionally represent your brand and then reach out to their managers. Share your proposition, including your terms and expectations. 

4. Utilize TikTok's built-in marketing opportunities

TikTok marketing in 2021 includes the use of advertising within the TikTok app. Fortunately, TikTok for Business makes it easy for you to do this with a few different TikTok ad options available, such as native ads and sponsored hashtags. Plus, with features like cost control, real-time monitoring, and audience targeting, you can take your TikTok marketing to the next level and reach even more people with your brand content. 

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