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TikTok is a relatively new social media platform. Facebook has been around since 2004 and Twitter since 2006. But TikTok was only released worldwide in 2018. But what exactly is TikTok and why is it so popular?


What Is TikTok?

TikTok is a video-sharing social media platform. Like YouTube, users can post their own videos and share them with others. Unlike YouTube, however, the videos are much shorter with a maximum of 15 seconds (60 seconds if you string four 15 second-long videos together). TikTok is particularly popular with younger social media users, which makes it especially important for businesses targeting that demographic. However, young people aren’t the only TikTok users and many successful brands have a presence on the platform, including Chipotle, Universal Pictures, Pepsi, Rihanna’s Fenty Beauty, and Nike.

Why Is TikTok Good for Your Brand?

Because TikTok’s videos are short and the platform offers features such as filters and a comprehensive music library, they’re particularly meme-worthy. This means that TikTok videos often see a lot of user engagement. Just like Instagram, TikTok has a lot of influencers and celebrities who make use of the platform. For this reason, TikTok marketing is actually similar in many ways to Instagram marketing in that there are high levels of engagement and you can engage the services of an influencer.

Why Is TikTok Good for Businesses?

TikTok has partnered with Shopify, an e-commerce platform. This means that businesses can create a TikTok for Business account and connect it to a Shopify account. They can create shoppable video ads and choose which ones they want to feature on their account. The ads link directly to a Shopify store so customers can easily click and buy.


How Should Businesses Use TikTok for Social Media Marketing?

The first step in using TikTok for social media marketing is to create a TikTok Business Account. However, if you’re unfamiliar with the platform, you may want to spend some time trying it out with a personal account first so you’re familiar with how it works. Once you’re ready, create a TikTok Business Account.

Choose a Unique Topic

It’s important to find something that makes you unique. Having a narrow, niche focus can help you not only stand out from the crowd but also make more of an impact. Your focus should be on something that helps to showcase what your business offers.

Create a Content Schedule

Just like social media marketing on other social media platforms, it’s important to plan ahead with TikTok. Make a calendar so you can decide ahead of time when, how often, and what you will post. Staying consistent is key. You’ll want to figure out a posting schedule that works for you, but don’t be afraid to change if what you’re currently doing isn’t working. 

If you have a Pro account with TikTok, then you’ll have access to the analytics from all of your posts. Analytics can show you where your audience is located and what times they’re most active so you can target your posting schedule accordingly.

Don’t Be a Perfectionist

Other social media platforms may require a certain aesthetic or higher quality content. However, with TikTok, you have an opportunity to really showcase your authentic personality. TikTok users aren’t looking for perfect, so you should feel free to have fun with your content, be creative, and don’t take yourself as seriously.