The Ultimate Guide to Using TikTok for Business

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With over 1 billion monthly active TikTok users, it’s no secret that TikTok is a good place for businesses. It allows for numerous opportunities to engage with audiences by joining in on trending topics and creating challenges, publishing original content, and even selling directly via the platform. 

If you’re curious about using TikTok for business or how to get your brand on TikTok – this guide is for you!

How to Use TikTok for Business

a guy using TikTok on his phone

Whether you’re planning on using TikTok for business marketing, e-commerce, or are just looking to create content for your brand, here are the steps to get you started:

Create a TikTok for Business Account

The first step is creating a TikTok business account. If you already have a regular or personal account, you can also switch to a business account on TikTok. Doing so is essential because a business account grants you access to insights regarding your followers and content performance. You can also access Business Suite tools like auto-messaging, advertising, and more. TikTok also prevents businesses from using copyrighted music, so you don’t have any copyright issues when running ads.

Build a TikTok Strategy

a team meeting at work

TikTok offers a user experience that’s unique from other social media platforms and thus requires a specific strategy. Your first assignment is getting to know the platform well by browsing your “For You” page and having a general feel of the user experience.  

Next, understand how the TikTok algorithm works and how you can get your content in front of more eyeballs: Trends, hashtags, and challenges. It’s also important to know your target audience when fleshing out your strategy and understand how your competitors are attacking their own TikTok strategies. From there, you can create a content plan and calendar to determine what you will release. 

Develop Your Aesthetic

Your aesthetic is a crucial part of your branding. Regardless of the type of challenge or trend you hop onto, try to keep your aesthetic consistent and tied to your brand. This will help you build your branding and help your target audience associate your specific aesthetic with your brand. 

Optimize Your TikTok Profile

Your TikTok profile is essentially your digital storefront, so there are a few things you can do to ensure that it’s as optimized as possible. First, upload a high-quality profile photo that looks good and represents your brand well. Make sure it visually connects your TikTok account with your other digital platforms, either by using the same logo or colors.

Also, make the most of your TikTok bio. You only have 80 characters to work with, so try to include a CTA and make it snappy. Next, get verified. Verified TikTok accounts enjoy increased exposure and can help give your brand an air of authenticity and authority. You can request verification through the Settings and Privacy menu.

Create Good Content

a man creating content

This is the holy grail of your TikTok success. While there’s no “recipe” for the perfect TikTok video, here are some tips you can follow to ensure you are creating top-notch content:

Make it Look Good

Focus on creating videos with good sound and video quality. You don’t even need to invest in expensive equipment or editing software. You could shoot with a phone, as long as you film in well-lit spaces where audio will be clearly heard.

Know Your Formats

Hop on challenges as much as possible, but also make a steady stream of content that’s undeniably “you,” like tutorials, how-to videos, reviews, and reactions. This will largely depend on your industry and niche, so experiment with the videos that work for you and your target audiences. 

Tap Influencers

TikTok has features that allow you to collaborate with other creators, like the Duet feature, which you can maximize to engage with other people’s content or commission influencers to create content for you under a partnership or exchange deal. 

Go Live

Doing TikTok live streams is a golden opportunity to attract new audiences and engage with existing ones. Your followers can ask you questions or share feedback, and it’s a good chance for you to interact with them in real-time. 

Don’t Neglect SEO

Hashtags are an essential part of reaching your target audience. You might notice that TikTok has become even more intuitive in its search abilities, so much so that Gen Z even prefers TikTok over Google as a search engine.

If you’re already adept at search engine optimization (SEO) in your other business platforms, be sure to apply much of the same to TikTok. Do thorough keyword research, consider searcher intent, and use keywords strategically. At the end of the day, it’s really about meeting your customers where they are and being able to offer them what they need, information and content-wise. 

Scope Out Your Competition

a guy looking at a board full of papers

It’s not bad news if your competitors are also on TikTok. If they’re doing well, it means that YOU also have an audience and the chance to find your own footing on the platform. Study what they’re doing well and what types of content they’re creating. 

Examine which influencers they’re partnering with and if there’s anyone you might also have in mind along the same lines. Views and likes are visible on TikTok, so you’ll immediately see which types of content are working for them — and if you can also give that a try. 

Use TikTok Advertising 

TikTok advertising is a good way to give your content and TikTok For Business profile an instant boost. Once you’ve successfully set up your TikTok profile and populated it with content, you can start investing in TikTok ads to help reach more of your target demographics and increase impact and brand recall. A good TikTok ad strategy can significantly boost your bottom line when implemented correctly. 

Pay Attention to Analytics

checking analytics

You can see your analytics if you have a TikTok For Business profile, so make good use of the data at your disposal. You’ll see which types of videos work well and the demographics you attract with your current content. You can also use analytics tools to track your performance further and unlock new opportunities for improvement.

The key is constant optimization based on the insights you gather from your analytical data. Look at content-specific engagement metrics, the best times to post, and hashtag engagement to inform your content strategy. 

Post About Your Location

Lastly, here’s a good hack for using TikTok for business. This is especially helpful if you own a physical storefront, like a food/beverage place or retail store. Post about your location by creating location-specific content centered on how your business is “the best pizza spot in Boston,” or ask leading questions in your thumbnails like “looking for a cozy coffee shop in Oaklawn?”

Location can drive brand awareness, not to mention foot traffic for small businesses. Include your location in your thumbnail, caption, and hashtag so people can easily find you. 

Final Thoughts

Using TikTok for business is a crucial part of a robust digital marketing strategy, especially if you want to connect with younger audiences like Gen Zs. TikTok has a dynamic user interface and smart algorithm, allowing you to engage with audiences in fresh ways each time you publish new content. 

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