The guide to TikTok for your business
Over the last few years, TikTok has changed the way creators of any kind can interact with their target audience - it’s a platform where literally anything is possible and ANYTHING can go viral!
Have you jumped on the TikTok train yet? If not, take this as a sign to get on it!
Adapting to a new platform can be an amazing way to help you stay in tune with new trends and push yourself, and your business, outside of your comfort zone and that’s why I wanted to chat about it today - because hey, it’s never too late to try new things!
This week on the poddy I spoke to the amazing Gillian Mulholland about EVERYTHING TikTok; from how it can benefit your business to what it can do for your content, all the way to how it can help you sell and why it’s so much fun. So if you’re looking to learn more about what TikTok can do for your business, let’s dive in together!
What you need to know about TikTok
As an online business or entrepreneur, taking on a new platform or expanding past the ‘known’ social media you already use can be a pretty intimidating thing to do.
How does it work?
Is it a waste of time?
Am I posting the right things?
All of these questions can run through your head and it can feel like there's never an answer! When TikTok launched, I felt the exact same way.
It was confusing and I wasn't sure if anything I did there would work, but through learning more about the app with the right strategy it can actually be so much fun! Over the time I’ve been developing my tik-toking skills (and of course with lots of advice) here’s is what I’ve learnt and want to share with you
Dancing isn't the only way to be successful on the platform! TikTok is such a diverse place that anyone can 'go viral' for anything - the opportunities are endless but make sure you pay close attention to how your audience reacts with each video you post (they are the key to pushing your content)
Trends are HUGE and make up most of the algorithm, so idea piggybacking is the norm. Adding your own twist to current trending sounds and videos is a great way to warm yourself up to the platform, of course, you can create your own sounds but if you’re just starting off why not take advantage of what is already established? But this comes with its downside too: unpredictability! You could have hundreds of thousands of views in one video but maybe 200 the next day, so just go with the flow and create what you LOVE.
There are so many mediums to use on the app - music/sound, text, images, and voice-over features have all been added to make the platform more accessible, so make sure to utilise them! There is also something called the ‘For You Page’ which is like a feed of videos that are based on things you've liked, commented, or interacted with before, if you want to learn more about this feature or how to utilise it have a look here.
Editing is a major part of the video-making process, but it's all done within the app! It may be a little time-consuming but it's really worth it for the fast-paced results. Trust me, even if you're completely clueless on video editing, you’ll learn! That’s why it’s so important to keep creating, it’s just practice!
Create, play around, interact, like, comment, share - do it all! The more frequent you show up on TikTok the better, making 1-2 videos a day may seem time-consuming but the payoff is amazing. Putting in time and effort, keeping track of what you consume, watching your market research, and interacting as much as possible is the best way to use the app and work your way up to sales, plus it’s a lot of fun!
So now the algorithm, how does it work?
Because it is such a new platform, creators are still working out exactly how to ‘beat’ the TikTok algorithm but guess what, it’s always changing! While other social platforms like Instagram or Facebook have a pretty standard way of functioning, TikTok is a little bit different so let’s have a look.
If you’re excited to post a video and it doesn't do as well as you would have hoped, don’t be too disappointed. You could make a video for it to only reach a small pool of people immediately, but on this app, it is quite common for a TikTok to ‘blow up’ weeks or even months later! Over a period of time, videos get sent to different pools of people at different times and lots of things can determine this, aspects like the use of sounds, hashtags, and what users are ‘liking’ all play a part.
Another HUGE part of the TikTok algorithm is sounds. Whatever videos you like will ultimately make up what you see on the platform, this means that sounds can trend the same way hashtags do on, making it a little easier to predict what the next big thing will be.
How will TikTok change the way you create content?
The one thing I love about TikTok is that you don’t need any extras to make great content, everything you need is right there in the app. Unless you’re a crazy planner and love to have everything organised (like me) you can really just open the platform, pick a sound, come up with a quick idea and start filming - it can be that easy!
This means that there is no wasted time or space on any of the content you create, all the effort you put in will work quickly (so make sure to keep up). The fast-paced nature of the app also means that videos work best when they are to the point, so don’t bother leaving your main points till the end of the video. Use all you have in those initial moments to catch people's attention, don’t waste too much time on long-winded messages
Advice for business owners who want to start on TikTok
Like I said before (and know all too well) starting on a new platform can be scary for entrepreneurs because it’s the unknown! So if you want to give it a go, here are my top tips when you’re just starting out!
TikTok is a very raw platform so authenticity and transparency are key to gaining that target audience - be yourself!
Having a niche will always do well, so pick a target and stick to it because consistency is key
Be a storyteller! Simply trying to sell won’t get you where you need to be, personality and relatability is the real carrier
Try lots of different avenues and ideas and keep expanding your content. Every business is different so explore behind-the-scenes stories, client stories, before and after results, tips and tricks, and more before you settle into one category
Following trends is a great way to start out but remember to have a unique edge. You want the ‘same wave’ type of content, not copy and paste.
Some hashtags to follow would be #fyp and #foryoupage plus 3-5 niche type hashtags as well! Mix and match and try different things, you never know what will stick!
The strangest things can work out in your favour. I’ve noticed that content like simply showing the process and journey of your life/business, stories that can show an end result, short and snappy content, and simplicity all work VERY well - so give it a go!
Lastly, don’t hesitate to just start! Like anything, you’ll make mistakes along the way as you navigate through the app so the best way to tackle it is to just begin and learn as you go
TikTok hacks
If you’re still looking for a bit of extra help on what, when, and how to grow on TikTok, sometimes the smallest tips and hacks can help you make the biggest impact! There are a couple of things to remember that can help you out when coming up with ideas and creating videos.
TikTok has some amazing features to help you collate ideas and save them for later. The ‘draft’ section for your videos and the ‘liked’ section for trend collection is super helpful when you want inspo for later. If you find a sound you like, there are a few ways to save and come back to create this content at another time.
The first way is to use the sound you like to create a TikTok where you film nothing but then comment on what you want to create. When you save this to your drafts it will allow you to come back later and re-film with the sound, this will save you SO MUCH time trying to find the sound again.
Another way is to like a video with the sound you want to use and find it later in your ‘liked videos’ section in your account. This is a great way to bank up trending ideas and recreate them when you have time.
OR as another alternative, you can add them to your Content Queen strategy template which you can download here! This is an amazing way to keep track of ideas and content plans to really save you time and energy later on!
Remember that TikTok is a big game of trial and error; the correct time to post, how often to create, what videos to make and the best features for your business can only be found by playing around with the app and showing up as much as possible. Do this and watch your platform grow right in front of your eyes (maybe even overnight)!
Don’t forget to connect with people!
Final thoughts
Whether you're a business owner or entrepreneur, TikTok can be an amazing platform to help grow your online presence and target audience.
Remember that anything on this platform can blow up or trend at any time, so stay consistent, stay authentic and stay showing up - you never know what might take your content to that next level!
If you want to learn more about creating amazing trend-worthy content, check out Gillian’s socials through YouTube, her website or, of course, TikTok! I could not recommend her amazing content enough, it’s so much fun to watch and follow along, so give it a look!
I hope you're inspired to jump in and give it a go, I promise you won't regret it!
Happy Tik-Toking!