How to make TikTok work for your business

TikTok isn’t just for bored Gen Z-ers anymore – businesses and influencers are hopping on board in droves and are seeing immense success selling themselves to users. The short video platform is the fastest growing social media channel in Australia, reaching nearly 8 million social media users every month. There are a number of ways to use TikTok in your business’s favour and reach multitudes of potential customers and clients – find out how.

Organic content

A simple, low stakes way to get your business’s name out there and build brand awareness is by creating organic TikToks. The algorithm on this platform works by letting brands reach users outside of their typical audience, giving those users content they think they will enjoy watching. Regardless of how many followers you have, your content will end up getting the reach that it deserves – thus, the better your content, the bigger its reach. TikTok is well known for its high engagement rates, so if your content is reaching a wide audience, it’s highly likely that you’ll experience a tonne of engagement.

Spark ads

Once you’ve got the hang of organic content, TikTok offers businesses a feature they call ‘spark ads’: it’s the ability to boost organic TikToks, combining organic and paid social media content. This maintains the authentic feel of organic TikToks while reaping the benefits of ad content. Users are still able to engage with spark ads through likes, comments and shares, and it’s possible to add a CTA button to encourage users to click through to a landing page.

Paid advertisements

TikTok has a range of media buying objectives across the full marketing funnel, from awareness to conversion. However, the app is picky when it comes to the type of paid ads brands can put out. Ads need to be relatively low quality, shot in-situ and keep editing to a minimum. This prevents users from having a disjointed, spammy video-watching experience and instead allows their FYPs (or for-you-pages, the users’ main video feed) to flow nicely. The app explains it succinctly: ‘Don’t make ads. Make TikToks.’ While this may be an unorthodox strategy, it lets brands have a little more fun and take some creative licence with their paid ads.

If you’re ready to delve into TikTok, Zib Digital has got you covered. Your brand is in good hands with our team of social media experts – contact us to learn more about how your brand might benefit from TikTok or to get started on a TikTok strategy today.