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TikTok: the SME’s guide

TikTok is the newest social media platform on the block. This platform’s main demographic is 18 – 24 but other demographics have started to show interest since 2023. But should your business be interested in it? The short answer is yes, especially if Gen Z and Gen Alpha are your target audience. TikTok is a new social media platform, so it is not yet oversaturated by companies advertising their businesses like other social media platforms. Another point to consider is that your customers may be talking about your brand on TikTok already and you need to monitor it.

Steps to follow to be successful on Tiktok

1. Create a business account

As with any other social media platform you will need to create a business account. First, you will need to create a personal account and then change it to a business account. You do this by going into your profile and then privacy and settings. Next, click on account and then click on the switch to business account icon. Then follow the prompts from there.

2. Optimise your profile

Think of your profile as your shop window and you need this to look good. You have 80 characters to write an informative biography. It needs to be clear and snappy. You should also add a call to action to the biography to promote engagement. If your audience is young, then add some emojis. You should also choose a good professional profile picture which has the same logo and colours as your brand’s other social media pages.

3. Study Tiktoks

Before creating a TikTok, it is important to study what is popular and what TikToks resonate with your niche audience. You should also look at the hashtags which are popular in your niche. For example, if you are an author or bookshop, you might follow #booktok to see what is trending.

4. Create a Tiktok

From your research, you should have seen that TikToks are not polished TV series quality videos. Instead, they are videos mostly shot on a phone with a person authentically talking about the product or giving advice. Don’t make your TikTok too sales-focused but rather focus on being informative and developing a voice as a thought leader in your niche.

5. Use trends and sounds

If you see a trend or sound which can be a good association with your brand then use it. This will bring more prospective customers to your profile. You can also create your own sounds and see if they get used by other people for their TikTok videos.

6. Look for influencers or content creators

You can search for content creators on TikTok and ask them if they will help you get the word out about your business.

7. Measure your performance

As a business, you don’t post to social media pages just for fun, you have a SMART goal you want to achieve in your business. Therefore, look at your business analytics and see how you are doing, and which posts are resonating with your audience. Remember to repeat your successes and learn from your failures.

By following the seven steps you will be well on your way to mastering TikTok for your business.

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