TikTok for businesses: opportunities and strategies

TikTok has changed the way brands communicate online. What once started as a platform for short, light-hearted videos is now a powerful marketing channel that helps companies reach their target audience in a creative and authentic way. But as a company, how do you get the most out of TikTok, and how do you develop a strategy that works?

In this article, you will read why TikTok is such an interesting platform, what its benefits are, and how you can use it to successfully grow your brand.

Why is TikTok interesting for companies?

TikTok has more than 1.1 billion active users worldwide and continues to grow at lightning speed. The platform is especially popular onder younger generations: more than 40% of users are between 16 and 24 years old (Statista, 2023). So for businesses targeting Gen Z or millennials, TikTok is a place not to be missed.

What separates TikTok onder from other social platforms is its unique algorithm. This algorithm not only prioritises popular accounts, but also gives smaller businesses a chance to go viral. Even zonder thousands of followers, you can achieve huge visibility with a creative video.

In addition, engagement on TikTok is higher than on platforms such as Instagram or Facebook. Users are willing to spend time watching videos, participating in challenges and responding to content. This makes TikTok a perfect place to build a community around your brand.

How do you use TikTok for your marketing strategy?

TikTok can seem overwhelming when you are just starting out, but with a structured approach, you can use the platform effectively. Hereonder we discuss how to set up a strategy that suits your business.

Step 1: Get to know the platform

Before you actively get started, it is important to take time to explore TikTok. See what kind of content performs well in your industry. What trends, sounds and challenges are popular? By observing first, you will get a feel for what works and what doesn't.

A good starting point is to explore the "For You Page" (FYP), where videos appear that are recommended by TikTok especially for you. Pay attention to which hashtags, filters and music are often used.

Step 2: Create a content plan

TikTok is all about creativity and consistency. A content plan helps you post regularly zonder lose sight of quality. For example, you can think about:

• Behind-the-scenes videos: Give your followers a behind-the-scenes look at your company.
• Tutorials and tips: Show how you use products or share valuable information.
• Humour and entertainment: Light, funny content often does well on TikTok.

Make sure your videos are short and sweet. TikTok users decide within seconds whether they want to keep watching your video, so grab their attention from the start.

Step 3: Experiment with trends

One of the most powerful ways to become visible on TikTok is by capitalising on trends. These could be popular sounds, dances or challenges. By putting a unique spin on a trend, you can make your brand stand out and attract new followers.

Inspiration: successful brands on TikTok

1. Duolingo

The language learning platform Duolingo uses humour and memes to give their brand personality. Their TikTok account, which often contains self-mockery, has attracted millions of followers and shows how to go viral zonder being overly promotional. (link: nofollow)

2. Chipotle

The restaurant chain Chipotle responds to popular trends and challenges, such as creating food-related challenges. This creates thousands of user-generated videos promoting their brand. (link: nofollow)

3. Ryanair

The airline Ryanair is one of the most surprising players on TikTok. With humorous content and clever use of TikTok filters, they manage to reach a wide audience while promoting their brand in a light-hearted way. (link: nofollow)

Common mistakes on TikTok and how to avoid them

While TikTok offers many opportunities, there are pitfalls that companies should be aware of:

1. Overly commercial content Users are not looking for ads, but entertainment. Make sure your content offers value or responds to emotions. For example, a funny video on how to use a product works much better than a direct sales pitch.
2. Irregular posting Consistency is crucial on TikTok. The algorithm rewards accounts that post regularly. Therefore, plan in advance when you want to post videos and stick to it.
3. No interaction with your audience TikTok is an interactive platform. Respond to comments, thank users who mention your brand, and take part in discussions. This strengthens your connection with your audience and increases your visibility.

Is TikTok right for your business?

Not every business will immediately experience the benefits of TikTok, but if you want to appeal to a younger audience or run creative campaigns, it is definitely worth experimenting. Start with a small plan, test different types of content and adjust your strategy based on what works.

TikTok offers a unique opportunity to position your brand on a platform that continues to grow in popularity and engagement. By being authentic and creative, you can set your business onder apart from the competition.

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