Unlike Instagram and Facebook’s limited pool of reach, TikTok’s algorithm favours businesses that utilise trending music, hashtags, and visually appealing content. In this article, we will outline the main considerations and priorities for small businesses and how they can make the most of their TikTok.

Purposefully reach your desired audience
The platform’s audience insights can be used to gather data on your ideal customer and create content that appeals to their interests and habits. You can also leverage insights from other platforms like Facebook and Instagram where you may have invested years creating content and have a better understanding of the type of followers you have based on age and interests.

Engage the user
This could be visually, audibly or ideally both. TikTok content is fun content even when surrounding serious topics. The first 2-3 seconds should convince the user to stay on the video so ask yourself how you’ll entice them.

Engage with them once they’ve engaged
Once the users have commented, engage right back to maintain that relation. Respond to comments and messages, like and share videos from your followers, and build a community around your business. This will increase engagement and strengthen your connection with your audience. For example, you could create a series of videos answering questions from your followers or hosting a Q&A session.

Your hashtags should be concise and specific. Try putting keywords within your niche in your bio and even username. For example if you’re a beauty brand put words like ‘beauty, makeup, hair’ in your bio and add one of those words to your handle. 89% of Gen Z users will go to TikTok before the Google search bar to look up new products and information so maximising SEO is key. 

Collaborate with relevant creators
Partnering with TikTok influencers is an effective way to reach a wider audience. Find influencers who have a large following in your target demographic and work with them to create a TikTok video promoting your business. This will help increase brand awareness and reach a new audience. For example, you could collaborate with a famous TikTok influencer to create a video showcasing your latest fashion collection or host a giveaway.

Be sure to provide value
One of the most important aspects of TikTok marketing is to provide value to your target audience. This can be achieved through educating or entertaining them in short, engaging, and visually appealing videos. You can utilise popular music, filters, and effects to make your videos even more appealing. 

Overall, specific targeting mixed with consistency will maximise a small business’ chances of effectively finding, reaching and engaging with a massive audience.

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