One of the most common questions I an asked is ” Catherine, how do I get my business noticed on TikTok?”. Well, it’s about time I wrote a blog for all you lovely biz brains.
Understand your audience
When any business owner asks me about a platform I always say the same thing; how does it fit your target audience?
TikTok’s user base is primarily under 25s looking to doomscroll. If your demographic is over the age of 25, you need to consider if TikTok is the best platform for your business. There might just be a better one out there. Don’t fall for the FOMO – you don’t need to be on all platforms. Just the right ones.
While more and more mature users are joining TikTok, are they scrolling (and most importantly shopping) for businesses like yours? TikTok could be described as a “disassociation platform”. It’s where lots of users go to forget the world and switch off with mindless videos. Does that behaviour fit your ideal customer profile?
If not, maybe what you need is a social media audit.
Participate in trends
Keep an eye on the “Discover” page to see what’s trending. Participating in new trends can help your profile and videos get more views.
Remember to keep your content relevant to your brand image, values and audience. Don’t start doing little dances if it makes you cringe. Pick and choose what resonates with you.
Personally I prefer not to jump on any bandwagons for cheap likes. In my experience, it only damages online presence in the long run. Quality over quantity is always best for any social media profile… This might feel grating for people who are chasing popularity, views and/or likes on TikTok.
Use relevant hashtags
Hashtags can help users discover your content. Some platforms have mucked around with how useful hashtags are (like Instagram) but my instinct says they will come back full force in time…
Use popular but relevant hashtags to increase your visibility. Avoid very broad hashtags like “love” “weekend” or “success”. No-one is searching for your business there.
The best way to choose a hashtag is base don what people might google to find you….
Post consistently
If you’re going to join a new social media platform, it’s best to plan ahead. Collate 1-2 months worth of daily content before you start, and plan what you want to post and when. This will give you a head start, and it’s how professional influencers work.
Nearly all of the big YouTube stars will be 6 months ahead of their “current” videos.
Regular posting can help you build an audience over time. 5 posts per week is a good place to start. If this seems like a lot, it may well be time to hire a professional to help you break into the platform…
Engage with Your Audience
Reply to all genuine comments and messages. I can’t stress this enough!
Befriending your audience can help you build a loyal following, make friends and establish deeper connections with people.
Be enthusiastic, friendly and make an effort. The connections we build with our audience dictate the performance of our businesses and social media platforms. No connection, no cash flow. Seems harsh right? That’s the reality of sales.
Engage with other users
Say hello to the folks around you. Start with the companies in your location and industry. Aim to make real friends. Later you can branch out to other relevant enterprises, like the companies up the road from you.
Networking in this way can help you reach a larger audience and get your name “out there”.
Look for users with a similar personality or values – reach out to them and say hi. The best ones will be doing the same thing. More importantly, they’ll have your back during the slower months in your calendar. No-one understands running a business like other biz mates.
Create high-quality content
Most business owners don’t realise how brilliant they are simply talking about their business on camera.
When social media professionals talk about high-quality content, lots of people think that means fancy camera, professional photos and spending loads of cash.
This is not the case, in fact some of the most candid videos and pictures are the ones that perform best online. It makes you look real, human and approachable. A lot of people like that!
Aim for the best standard you can afford, and go with it… Even if that means a phone on a tripod in your garden, office or shop. Start with what you have and get creating!
Try to make sure your posts and videos are at least one of the following: uplifting, inspiring, educational or entertaining.
Utilise sound effects and music
Like all platforms, content gets a boost on the algorithm for utilising new features early on. It also makes your TikTok interesting! TikTok is a very auditory platform. Using popular sounds or music can help your video get more views and likes.
Going viral…
Success on TikTok doesn’t usually come overnight. It takes time and consistent effort to build an audience. Some people spend years online and never go viral – others do it in a week or even by accident.
If you’re looking to go viral “on purpose”, you will need a patience, consistency and a whole lotta luck thrown into the mix. It can also be a case of be careful what you wish for.
Having said that, there’s no reason it can’t happen for you. Good luck and have fun with it!
About the Author
Catherine Jarvis Clothier is a digital marketer and online presence specialist living and working in Kent, UK. She has worked in unusual UK businesses for over 10 years across the South of England, particularly in automotive and therapy-based enterprises. Catherine specialises in social media, SEO and web design. She can be contacted here for online business consultations.
