The Power of TikTok for Small Business Marketing: what you need to know

TikTok has taken the social media world by storm. Known for its short-form videos and catchy music that can quickly go viral.  The app, which launched in 2016, has seen massive growth in recent years and has become a popular platform for young people to express themselves and showcase their creativity (and older age groups are starting to get in on the action too!)

In this blog post, we’ll explore the features, target audience, benefits and drawbacks of using TikTok for your business.

TikTok is about short form videos that get straight to the point

The main feature of TikTok is its short-form videos, which can be up to 60 seconds in length. You can add music, filters, and effects to your videos, making them more engaging and visually appealing to your target audience.

TikTok is also known for its popular challenges and trends, where users can participate in challenges and create their own videos using popular hashtags. This can be a fantastic opportunity for your business to get creative and in front of your audience.

Who uses TikTok in 2023?

Although TikTok is thought to be used by predominantly younger generations, with 25% of the UK audience aged 15 – 25, there is growing interest from older generations with 17.6% of users aged 25 – 34, and 10.5% aged 35 – 54.

TikTok is generally more popular with women than with men, with all users averaging 49 minutes per day – that’s 49 sixty second videos watched a day in the UK! There are also advertisements on TikTok which can be a fantastic opportunity for your brand, as the total ad reach was equivalent to 32.6% of all local internet users in 2022.

What are the benefits of using TikTok for my small business?

One of the main benefits of using TikTok is its potential for virality. TikTok’s algorithm can push videos to the For You page, even for users with a small following, which can result in massive exposure.

You don’t need a large budget or to create professional quality videos on TikTok either. Users love videos that are original, creative, fun and engaging, making it ideal for small business owners with reduced marketing budgets.

TikTok is also great for repurposing videos you’ve made on other channels by turning them into shorter, sixty second videos, each addressing a different point. It’s also easy to share your TikTok videos on other social media platforms so they are seen by a wider audience (and you might find some TikTok users sharing your videos elsewhere too!)

Are there any drawbacks to using TikTok as a business owner?

TikTok’s algorithm can be unpredictable, which means it can take time to build a significant following. Although taking part in challenges, hopping on to relevant trends and using popular hashtags in your video descriptions can help.

Another drawback of using TikTok is its time-consuming nature. Creating and editing videos can take a lot of time and effort, which may not be feasible for everyone. Although you can outsource your TikTok marketing to a social media expert to save you time and energy if preferred.

TikTok has faced criticism over its data collection and sharing practices, particularly with regards to user data in China. However, the app has taken steps to improve user privacy, such as opening a transparency centre and implementing new privacy policies. It’s certainly on a par with other social media platforms for data protection and privacy rights.

TikTok has quickly become one of the most popular social media platforms in the world, with a predominantly young and engaged user base. The platform offers many benefits, including its potential for virality and engagement, and businesses looking to use TikTok for marketing should focus on creating authentic and engaging content that aligns with the platform’s culture of being fun and creative.

TikTok is a popular platform for businesses and brands to market their products and services, and it can be fantastic for small business owners and freelancers looking to get more from their social media marketing strategy.