It’s 2024 and if you’re in the business of getting attention for your brand, TikTok is still around and only gaining momentum. Is TikTok right for your brand? Maybe, maybe not. You don’t have to dominate every platform, but for most businesses and brands, a solid content plan for 2-3 platforms will produce tangible results. How do you know if your business or brand is right for TikTok?
1. Do some market research on other brands or companies like yours. See what kind of content is being produced, and if it’s gaining any traction.
2. Determine if you have the time and resources to dedicate to TikTok since it’s not really a copy/paste platform.
3. Play with the platform and find out how it works, watch other content creators not related to your brand to glean some outside understanding.
With most other social channels, it’s pretty easy to be a lazy creator by reposting, liking, or just copying your content from one channel and blasting it everywhere else. TikTok is one of the only platforms that challenges creators to develop original content for their audience. It takes time, effort and planning, so if you don’t have it , or the budget to find someone who does, then keep it moving.
Not to say that you can’t experiment on the platform, but scaling a sustainable plan is probably not in the cards if you can’t dedicate the time, strategy, and resources. Now, assuming you’ve gotten through this, and you’re ready to TikTok your life, read on.
1. The Explosive Growth of TikTok:
TikTok racked up over 3 billion downloads globally by the end of 2023. Even though it’s a spy app from China (#people), creators can’t get enough of its user-friendly interface, and original content. TikTok is the Netflix of the social media world, meaning that most of the content on TikTok is native to the platform, and cannot be found cross-promoted on 20 other channels, much like X, LinkedIn, Facebook, and IG. On the business front, it’s a wide open space, if you’ve got the creative energy to develop content for a unique audience. It’s not all about 13-year-old girls dancing to Drake anymore, TikTok is throwing around real numbers that can make an impact on anyone’s business or brand.
2. Authenticity and Creativity Rule:
TikTok’s algorithm thrives on authenticity and creativity. Unlike traditional marketing platforms, TikTok encourages businesses to showcase their human side. Crafting content that resonates with the audience emotionally and creatively is key. From behind-the-scenes glimpses to showcasing product use in real-life scenarios, TikTok enables businesses to connect with consumers on a personal level.
So, what does this mean for a business, let’s say a realtor? Not showing 62 posts of your open house, or a running total of your accepted offers and sold listings, but traveling around the neighborhoods you sell in and showcasing the restaurants, schools, and hot spots. BE HUMAN…
But we get it, being human is hard, taking a picture and designing something in Canva with scripty font and reposting it on 45 platforms with some music is easy, and it makes you feel like you did something productive. 10 likes, someone says you’re the best, the other says you’re pretty, and you go along your day, but the work will pay off if you decide to put the work in. TikTok is open seas for many businesses and brands.
3. Trend Riding and Hashtag Challenges:
TikTok is renowned for its trending challenges and viral content. Savvy marketers can capitalize on these trends by participating in relevant challenges or creating their branded challenges. The effective use of hashtags can significantly increase the visibility of your content, placing it in front of a broader audience and generating organic engagement.
This does not mean that if you’re a lawyer you should be dancing to the latest thirst trap trend where you bite your tongue and wink, but be aware of trends because one day there might be something that makes sense for your business or brand to take part of…Or at a minimum, be in the know about. The thing no business should do is trend surf. This will only lead to inflated followers, who will drop off as soon as you post a real piece of content not relating to eating frozen toothpaste, or whatever trend is trending for that week.
4. Influencer Collaborations for Reach:
In 2024, influencer marketing on TikTok is expected to be even more prevalent. Collaborating with TikTok influencers allows businesses to leverage established audiences, build credibility, and reach potential customers. Choosing influencers whose values align with your brand can result in authentic and effective promotion.
Influencer marketing can be a powerful tool if you know how to work with influencers, and you find ones that align with your brand. Don’t run to the biggest influencer with the largest following to pitch your field hockey apparel line…It will not work.
1. They’re going to charge you an arm and a leg to parrot the content you want them to say.
2. you probably won’t see as much of an uptick in sales as you’re hoping for…Just like any marketing initiative, Influencers are not a magic bullet. The only way to reach their audience is to develop a sustainable plan to promote long-term brand awareness, eventually leading to sales.
Do not put your entire business on the heels of an influencer selling 10,000 of your t-shirts, you’ll get frustrated. First, Find influencers that match your brand and marketing goals. Do not look at the number of followers, look at the audience they serve and their engagement. Look at if they respond to their comments, and if their content matches with who you want to reach. Influencer marketing is a great strategy if executed thoughtfully, but remember, it is only a strategy, not a savior.
5. TikTok Ads for Targeted Reach:
TikTok offers a robust advertising platform that allows businesses to target specific demographics, interests, and behaviors. In 2024, investing in TikTok Ads can provide a direct route to your target audience. Whether through in-feed ads, branded hashtag challenges, or collaborations with popular creators, TikTok Ads can enhance your brand’s visibility and drive measurable results.
This is not rocket science, but it does take some research and understanding which ads are landing vs bombing. If you’re not an analytical person who likes to look at numbers, A/B test designs, and follow ad metrics, find a nerd who does, and life will get better. If you don’t have the luxury, and you’re wearing 50 hats, do as much research as you can on TikTok ads, and shoot for the stars.
6. Engagement and Community Building:
TikTok fosters a sense of community, and businesses can capitalize on this by engaging with their audience. Responding to comments, creating duets with followers, and participating in community trends can humanize your brand and build a loyal following. Do not get high on your own supply, or 2 big for your britches, or be an assclown. If people are following and engaging with your content, return the favor.
Too many people say they’re focusing on building community, but as soon as someone comments, it’s crickets. Two-way conversations, collaborations, and real-world engagement is the best, and only way to build a real community of fans, customers, or clients. One-way conversations that only serve you or your brand will not land with any audience. BE HUMAN!
7. Analytics and Iteration:
To maximize the effectiveness of TikTok marketing in 2024, businesses should regularly analyze their performance metrics. TikTok provides analytics tools that offer insights into audience demographics, engagement rates, and the success of specific campaigns. Using this data, businesses can refine their strategy, tailoring content to what resonates most with their audience. This goes back to the advertising section, but analytics are something that we all need, but no one wants.
On the front end, we all love to say, this post got 5 shares, and 50 likes with 4 comments and call those analytics, but truthfully, it’s only scratching the surface on whether your content is landing with your audience. Again, if you have the luxury of hiring an analytics person, most times your social media manager will also serve in this role, do so! Also, it’s important to at least know who you’re in the room with.
A critical aspect of social media failure as a whole is the business owner having no idea or interest in social media marketing because they think it’s a bunch of people dancing around in booty shorts, which in part, is correct, but there’s a whole other world that involves real numbers, formulas, and strategies that can work in your brand’s favor, if you take the time to learn and understand.