How to Market On Tik Tok

“How do I market on Tik Tok?”

It’s a question more and more businesses are asking themselves. Just a couple of years ago, hardly anyone knew what Tik Tok was, let alone how to market on the platform. Now, Tik Tok is one of the fastest-growing social media platforms in the world, with over 1 BILLION installs. That’s a reason to pay attention to Tik Tok! 

If you’re a business owner interested in video marketing, Tik Tok is a great choice to reach your audience, particularly if that audience is younger! However, that can be easier said than done. Tik Tok is a new platform, which comes with its own challenges. You’re probably not as familiar with Tik Tok as Facebook or traditional email marketing either.

So, how do you effectively use this platform?

If you’re interested in learning how to market on Tik Tok, you’re in the right place! Our team of social media and video marketing professionals has assembled their best recommendations to help you become a Tik Tok marketing wizard! 

What is Tik Tok?

Tik Tok, like its earlier predecessor Vine, relies on short-form, user-generated content. If you remember Vine, then Tik Tok will look relatively familiar. Tik Toks can be up a minute long or longer and are typically quick little videos of the user’s surroundings. (We’ll talk about that later!)

Who Uses Tik Tok?

Tik Tok’s audience skews female with most being under the age of 35. However, the app is relatively new and if past social media app adoption is any indication, other genders and age groups will become more prevalent on Tik Tok in the next few years. (Remember when Facebook was mostly college kids? Oh, how times have changed.)

The actual content on Tik Tok is varied. Remember, it’s user-generated content, so you can find all types of videos on Tik Tok. Common themes include dancing, lip-syncing, art production, and cute animals. The visual and dynamic nature of Tik Tok’s short-form videos lends itself well to product or creative brands. Think of a gym demonstrating a Workout of the Day or an artist showcasing a painting via Tik Tok. 

However, don’t think that Tik Tok is only for makeup, artists, and fitness-related product brands! Other industries and service-based businesses can still utilize Tik Tok. They’ll just need to find the right way to showcase that service. It will be a little less intuitive than incorporating a product into Tik Toks, but it can still happen!

How Do I Make a Tik Tok Video?

You don’t need to be a world-class videographer to make great Tik Toks. The platform is known for its user-generated content, so slick and overly produced videos can come across as inauthentic to users. The right camera phone and good lighting should suffice. 

Just be mindful of the length of your videos. While the theoretical limit is 60 seconds or even longer for videos recorded outside of Tik Tok and then uploaded, don’t feel the need to record content that long. Plenty of Tik Toks are 15 seconds or shorter and plenty of research suggests that grabbing a user’s attention in the first few seconds of a Tik Tok is crucial. 

After all, why take 30 seconds to say what you could in 10? Keep your Tik Toks short and punchy for best results!

What Should I Record on Tik Tok?

Anything! That’s the beauty of the platform. It’s entirely up to you. While that freedom is great, keep in mind what others are recording on Tik Tok. They’re probably a good way to brainstorm what else you could record. 

Two great places to begin are Tik Tok Challenges and hashtags. Challenges are viral Tik Tok videos, usually around a dance or interpersonal dynamic. This will be entirely dependent on the business and industry, but challenges are a great way to plug into what is currently happening on Tik Tok. Hashtags are another useful way to tag your content or find related videos. 

Be careful with hashtags; they’re like sugars in coffee. 1 or 2 is great; 10 is probably too many. (No offense to those who like it sweet!) Add a few well-placed hashtags, but keep it manageable. 

Should I Market on Tik Tok?

Now that you understand the basics of Tik Tok, you’re probably wondering, “Should I market on Tik Tok?” That’s a valid question!

Since Tik Tok is such a new medium, most advertisers aren’t as familiar with it as they are with social media or email marketing. They are understandably unsure about how to proceed. 

First, we would recommend evaluating if Tik Tok is truly the right marketing channel for your business. There are myriad ways to reach your perfect audience via digital and internet marketing. Tik Tok might not be the best one for your unique business needs! 

We’d suggest evaluating the following before you launch into the wide world of Tik Tok Marketing.

  • Age: Who are your perfect customers? If your business gets most of its revenue from people over 50, then Tik Tok, with most of its monthly users under the age of 35, might not be the best tactic. Now, if you’ve learned that your brand awareness is low among 20-somethings, then Tik Tok is a great option.  Still, evaluate this facet before your start recording.
  • Industry: Some brands just aren’t built for Tik Tok. Law firms, certain types of doctors, and tax professionals are three great examples of businesses that might suffer a reputation hit if they use Tik Tok. It’s not a hard stop rule. These types of businesses could manage a business Tik Tok if desired, but they shouldn’t be putting too much effort or expenditure into Tik Tok. 

How Do I Market on Tik Tok?

Now that you understand the basics of the platform, you’re probably wondering HOW to actually use Tik Tok.  There are basically three options.

  • A Tik Tok Business Account: This is the easiest way to enter the Tik Tok Marketing World. Regularly posting business-related content on your Tik Tok is an engaging, low-cost, and effective way of engaging with your followers. For example, an interior designer could record and post videos of complete projects to showcase the Before and After. 
  • Tik Tok Influencer Marketing: Paying an influencer on Tik Tok to incorporate your product into their Tik Toks is one option. It’s a great way to get a large number of eyes on your product in an environment they’re more likely to remember than a generic ad. This route can be cost-prohibitive to smaller brands, less relevant to certain industries, or not immediately impactful, depending on the influencer. It’s a great option for some, but don’t feel like hiring an influencer is the ONLY way to utilize Tik Tok in your marketing strategy.
  • Tik Tok Ads: Consider Tik Tok Ads a compromise between the control of a Tik Tok business account and the wide reach of a Tik Tok influencer. This tactic lets you target the perfect content and audience for your brand while still scaling. If you’re familiar with the audience capabilities of Facebook targeting, then Tik Tok should be familiar. Again, this will require ad spend. Currently, a $500 campaign budget minimum is required.  

Call JSL Marketing For Tik Tok Marketing

Tik Tok marketing, like other social media marketing, can be a dynamic and confusing tactic. If you need a dedicated team of social media marketing experts to help guide you through the marketing world, call JSL Marketing & Web Design at 855.869.4764!

Our team can help you with…

  • Audience Identification
  • Video Production
  • Campaign Set-Up
  • Brand Development 
  • Budget Recommendations
  • Creative A/B Testing
  • And More!

Call JSL to begin amazing Tik Tok campaigns today!

6 Social Media Marketing Mistakes (& How To Avoid Them)

Social media marketing mistakes can sink a small business in a heartbeat. And that’s because social media marketing is a must for brands these days, but that doesn’t mean there aren’t risks associated with this tactic.

Many brands aren’t properly utilizing all the tools at their disposal to reach their perfect audience on social media. Many businesses are also entering social media marketing without a solidified game plan and rules of engagement. At best, both types of businesses are missing out on potential revenue; at worst, they’re risking serious public relations disasters.

To help you navigate the twists and turns of the digital marketing landscape, our social media marketing experts compiled a list of common social media marketing mistakes for your enjoyment. Read on to learn the common social media pitfalls small businesses make in their marketing and what you can do to avoid these mistakes!

Common Social Media Marketing Mistakes

#1 – Cookie Cutter Messaging

If you’ve read about marketing in the past, you know that marketing is essentially putting the right messaging in front of the right audience. That sounds good on paper but can be a little harder to implement in practice. Social media is no different.

There are a couple of different areas to remember this. The most obvious is the messaging you use on different social media platforms. Facebook, Twitter, and Instagram all cater to different audiences and your messaging should reflect this.

Depending on your industry, it’s completely ok to prioritize one platform over another. If you sell a physical product geared towards a younger audience, you should spend more time crafting your Instagram strategy than on Twitter. That might not be true if your ideal demographic skews older, in which case Facebook will be more valuable.

The next area to evaluate for cookie-cutter messaging is within one social media platform. The best way to do this is through paid social media advertising.

Paid advertising lets you target specific audiences and tailor your messaging to those audiences, capabilities that non-paid or organic social media lacks.

If you need to reach a particular audience with a unique message of ad ASAP, paid social media is the best way to do it. While this does cost a bit more, the ability to select the audiences you want to reach pays dividends. Trust us; well-targeted ad campaigns are worth the investment if you want to put your messaging in front of the right audience.

#2 – Chasing Vanity Metrics

A lot of business owners understand that the brand awareness social media marketing can offer them is a valuable thing. Since many of us use social media in our private lives, we understand the metrics. Shares, likes, comments, and retweets are typically more accessible to the average person than other marketing metrics and it’s easy to feel a sense of satisfaction when one of your posts receives a high number of likes.

However, don’t make the mistake of only chasing these metrics at the expense of other goals. A good example of this would be examining a Facebook ad campaign and walking away satisfied with the results if the ads received a lot of likes. But if the goal of the campaign was to drive sales, then driving great engagement in the forms of likes and comments isn’t a substitute for clicks and sales.

Obviously, an ad set that is receiving a lot of likes and comments is still valuable! You’re putting your message out there and making an impact with your audience. But, don’t think that likes in and of themselves are the end goal for every social media marketing strategy.

That’s why it’s so important to set a social media marketing Key Performance Indicator or KPI at the beginning of any social media marketing campaign so that you know what the benchmark is and are constantly striving towards it.

Don’t get distracted by what looks like progress. Use beautiful images and videos, clear calls to action, and well-written copy to advance towards that well-defined end goal and drive the right results for your business!

Call Us At 855.944.1201 To Learn More

#3 – Not Developing A Comprehensive Style Guide

Social media reflects society at large. After all, it’s in the very name “social!” This means that any and every type of content can be found throughout social media, from the humorous to the more controversial. Many businesses don’t codify their social media rules before launching social media marketing campaigns and this can cause confusion.

  • Should your brand engage with any content that involves politics?
  • How about egalitarian causes that are politically-slanted, but are not inherently about political parties?
  • What types of humor are in bounds?
If you don’t set a style guide for your entire team to operate from, you’re likely to end up with embarrassing situations.

Sit down with your team, develop a comprehensive social media style guide, ideally as part of a brand style guide, and clarify the rules of the road.

#4 – Making it all about You

There is nothing wrong with a little self-promotion. Feel free to share your content, advertise new products, and update your customers on new business updates for your brands!

However, there is a balancing act here. People log onto social media to have fun and relax. They might be interested in updates with your business, but you will need to entertain as well.

A nice mix of industry content, personal posts about your staff, promotional updates, and branded photography and videography is a good start.

Again, don’t think that you can’t talk shop on social media, but if you’re constantly making an elevator pitch for your brand on Facebook, you’re probably losing followers.

#5 – Missing the Mark on Humor

Humorous posts are a balancing act. On the one hand, no one wants to follow a stiff and robotic social media account. People get on social media, after all, to have fun and methodical and forgettable posts about your product aren’t exactly a good time. Sprinkling in humor and keeping a light and upbeat tone is a great idea.

However, the pendulum can swing too much the other way. Attempts at humor can fall flat and damage your brand and leave you looking at best hapless, at worst heartless. We’d recommend reading this article on social media marketing whiffs for some examples.

We’re not saying to abandon any post that isn’t about your product. Humor is a valuable aspect of a social media marketing strategy, so it’s imperative you make your audience chuckle from time to time. To help that goal, we’d recommend you follow these quick pointers for auditing a joking post.

  • Always Review. The more eyes weigh in on a post, the better. If multiple members of your team consider the post brand-safe, non-offensive, AND genuinely funny, you’re most likely in the clear and can go ahead and post it.
  • Keep it G. There are use cases where a brand might operate in an industry where risqué or adult humor could be pertinent to your audience. However, you likely do not fall into this camp. To avoid any potential slip-ups or PR nightmares, ask yourself if you’d be comfortable showing the post in question to your priest, rabbi, or imam. That’s a good rule-of-thumb for if the post is within bounds.
  • Stay Positive. Dark or deprecating humor has a place, but it likely isn’t on your brand’s social media accounts. Again, refer to the priest/rabbi/imam rule-of-thumb and if in doubt, ask another member of your team to weigh in.

#6 – Mishandling Negative Feedback

Negative feedback is a part of life when you sell a product or service. It’s just life. However, too many brands take umbrage at any criticism in their comments sections and can become combative with the reviewer. Don’t do this.

Be sure to respond to the review or comments professionally, empathetically, and promptly. In the best-case scenario, you might convince the reviewer to revise or delete their comments. However, even if this doesn’t happen, you’re demonstrating to other customers that you care about your customers and are willing to professionally handle bad feedback.

And that’s way more effective than arguing with or ignoring poor reviews.

Your Social Media Marketing Experts

The JSL Marketing & Web Design team has been crafting amazing digital marketing campaigns for years and has over thirty 5-star reviews on Google!

Our social media experts are standing by to discuss your social media marketing questions and goals. Contact us to answer any of the following questions!

  • What’s the best way to grow my social media following without paid social media?
  • Why aren’t my social media ads performing well?
  • How do I make viral content?
  • And More!

Your social media marketing dream team is standing by! Call us at 855.944.1201 to discuss your marketing goals.