Boasting a massive Gen Z audience, TikTok is one of the fastest-growing social media apps. If you’re trying to tap into the younger audience, TikTok is a must for your marketing strategy. Leveraging this popular app to attract new customers and reach millennials and Gen Z-ers, two generations known for being immune to traditional advertising.

Check out this ultimate roadmap to fuel your business growth with simple TikTok marketing techniques.

TikTok for Small Businesses

TikTok is a social media app that was created for short-form video content. Similar to YouTube, the app is focused on short video clips that capture users’ attention. This proven popular, as TikTok was the most downloaded social media app globally in 2020. The ideal video on TikTok is 15 seconds, but creators can post videos up to 60 seconds. Videos can be created directly with the app or elsewhere and uploaded.

For marketers, one of the best aspects of TikTok is that it’s new and young. A lot of legacy businesses aren’t taking it seriously, so you can gain a competitive edge by being one of the early adopters. As the platform grows, you’ll already have a presence. As of now, TikTok is setting the trends for video marketing and content across social media.

How to Use TikTok for Marketing

Create an Account

To get started, download the TikTok app, install it, and create your account. Your profile will be similar to other social media profiles and includes a profile picture (your logo), bio, and username. This is an opportunity to summarize your brand and make an impression.

Link Your Social Media Accounts

TikTok isn’t a standalone strategy – it’s part of an overall social media strategy. You should link your TikTok account to other business accounts on social, such as Facebook, YouTube, and Instagram. This can direct followers from other platforms to your TikTok account.

Start Watching Videos

The best way to learn how to use TikTok for marketing is by watching videos yourself. Check out the top trending videos to see what type of content resonates with the audience. You should follow brands in your industry or other small businesses to see how they leverage the platform for success.

Engage with Content

TikTok’s algorithm is excellent for curation, but it needs something to go on. When you watch videos, make sure you engage with them by liking or commenting on them. This gives TikTok an idea of what type of content you want to see to personalize your app experience. Monitor popular trending TikTok hashtags to seek out the best content with which to engage.

Create Your Own Videos

After you get a feel for the app and the types of content that users want to see, you’re ready to make your own TikTok video. This can be intimidating, but remember that it doesn’t have to be perfect. TikTok users are looking for rawness and authenticity, so don’t worry if it isn’t a Hollywood production.

Keep in mind that TikTok allows uploads. If you feel more comfortable, record your video on a familiar platform and edit and upload it. You can also use templates to produce high-quality videos for TikTok.

Tips for TikTok Success

You have the basics, so here are some helpful tips to get the most out of your TikTok experience:

Cross-Promote Content

TikTok doesn’t have the option to include a website, but you can cross-promote your social media accounts that do have links. Include your Instagram handle to TikTok videos and promote your presence on the app on Facebook, Instagram, YouTube, or any other social media you use.

For example, Zutobi’s driver’s ed app is popular among younger audiences, especially in certain states such as North Carolina. Therefore, Zutobi posts about great NC test scores can be shared to a Facebook community for student drivers to spread awareness.

Post Consistently

A good rule for any content, consistent posting on TikTok ensures that your audience can look forward to your content. Even if you only post once or twice a week, it’s important to have a consistent volume and schedule to help your audience get in the rhythm. Over time, they’ll be eager to see what you post.

Find Your Niche

You likely know your brand’s niche already, and it’s important for TikTok. Most of the niche content on the platform performs well, so use that to your advantage. You can look at competitors in your industry and see what niches they use to get inspiration.

Invest in Good Lighting

TikTok videos are raw and lo-fi, but they may require a little effort. A dark video makes it difficult for users to see what you’re showing off, so invest in good lighting. Even a basic setup will enhance your videos and doesn’t take a lot of photography know-how.

Show Authenticity

Branded videos work well on TikTok, but be sure to steer clear of overly salesy content. Create authentic, relatable videos that show the human behind your brand. TikTok users want to connect with brands in a real way, so avoid falling back on traditional advertising styles.

Engage with Users

TikTok is a social media platform, so you must engage with content to build a presence. As you comment and like videos, the algorithm will learn what you like and will curate your feed accordingly. In addition, engaging with users builds strong connections in the industry.

Supercharge Your Social Media Marketing with TikTok

TikTok is surging in popularity, though many businesses see it as a platform for the kids. You have an opportunity to get in early and connect with your audience on their preferred platform. As TikTok grows, you’ll already be one of the established brands.

Author Bio: Tim Waldenback is the co-founder of Zutobi, a gamified e-learning platform focused on online drivers education to help teens get their licenses. Tim founded Zutobi to make world-class driver’s education fun, affordable, and easily accessible for all.