This guide offers digital superstar Rachel Pickeles’ key tips and tactics on using TikTok for business promotion.
By 2025, experts predict that TikTok will have 15 million British users. If you are a marketer, you cannot afford to overlook this game-changing platform. However, should you come from a traditional marketing background, you might not know how to make the best use of it.
In the following article, digital marketing guru and CEO of Rachel Pickles Marketing & Design, Rachel Pickles, looks into how you can use TikTok for business marketing.
How to use TikTok for business promotion
Join in with the cultural zeitgeist
TikTok is the epitome of a viral social media channel. When something captures the zeitgeist — whether it’s a catchy song, a dance, or a quote — it spreads like wildfire on this platform.
The instantaneous nature of the app means that a single thought or idea can reach millions of people in a matter of minutes. The trend of the moment comes and goes quickly. As a marketer, so long as you act fast with TikTok for business marketing, you can use that to your distinct advantage.
By inserting your brand into the cultural conversation, you can gain the attention that you need. That may mean noticing a trending song — let’s say the Corn Song — and swiftly creating a parody version that will capture the imagination of your audience.
Speed is everything. You will need professionals monitoring the current trends so that you can act fast when an opportunity arises. While that is no easy feat, it offers a gigantic yield.
Work with nano-influencers
Influencer marketing is nothing new. However, when you are using TikTok for business marketing, there’s one thing that you should know. Rather than looking for massive influencers with 10,000-strong followings, you should be more targeted in your approach.
Nano influencers have a small but loyal following and often work within a niche demographic. If you’re looking for a way to reach your audience, you first have to determine what unique set of interests they have. When you have a profile of them, look for influencers in that sector.
The modern-day consumer can spot sponsored content a mile off and they value transparency. Don’t make the mistake of trying to hide the fact that your brand is working with these influencers. It won’t do you any favours.
Instead, you should frame the TikTok for business marketing work as a collaboration. Be honest about the creators that you are working with and allow them to do the same. If you want to really engage an audience, you need to show them a level of trust and honesty. For that reason, it is vital you are strategic in working with influencers.
It’s important to vet each of the nano-influencers. When you have created a “hit list” of creators with whom you want to work, take a deep dive into the content that they have available.
You need to determine whether they are the right advocate for your brand. Of course, when you choose to work with them, you are endorsing them and their public image. For that reason, it’s important to be discerning about the individuals you work with.
Create a story-telling series
Never forget that storytelling is an artform. While TikTok is a platform that is built on short-form video content, users are always looking for the deeper narrative. To make the most of this opportunity, you may want to launch a content series to get your message across.
Whether your brand is doing TikTok for business marketing directly or you’re working with creators, weaving a strong message across multiple pieces of content will keep audiences engaged. Each video needs to pique the viewer’s interest so that they delve further and look for the series.
Of course, there are many brands that are already utilising this aspect of the TikTok culture. You may want to look at some examples before you determine which style you want to emulate.
Keep in mind that you need to make it 100% clear when your content is a series. For example, you may choose to label it as such when you write your caption, e.g. writing “part 1”. It doesn’t end there. You can also make use of hashtags to tie multiple streams of content together under a single advertising or promotional campaign.
There’s a strong element of forward-thinking that has to take place when using TikTok for business marketing. When you are creating a story arc in your content, you need to plan it well in advance. By ensuring that you are ahead of the game and that you have a clear message, you can hint at various parts of it ahead of time. Audiences will notice this strategy when you publish the videos.
Repurpose your content elsewhere
TikTok is king but that doesn’t mean that you have to stick to that platform. The best content can be used for multiple purposes across a range of mediums. When you are creating your TikTok for business marketing content strategy, be sure to consider where you can repost and repurpose these videos.
The obvious answer is that you can use TikTok videos on Instagram — you might want to remarket your video clips on the Reels feature, for example. However, you should also look into places where you can embed your TikTok content online.
One greatly underutilised medium is your company or brand website. If you have a blog or editorial pages on the main site, you should make sure that you use the TikTok for business marketing video content here. Doing so may help you to improve your bounce rate and keep viewers on your page for longer than before.
Additionally, you may want to use your TikTok videos in your advertising communications. Speak to the advertising department to look into this option. When you start to think outside of the box and look for opportunities, it will open doors.
Conclusion
TikTok is a force that you cannot overlook. As we have covered here, there’s a lot of opportunity when it comes to TikTok for business marketing. Start by looking at how you want to use the app and how you can integrate it into your existing strategy and take things from there.
About Rachel Pickles & Rachel Pickles Marketing & Design
Rachel Pickles is a freelance marketing specialist and founder of Rachel Pickles Marketing & Design. After graduating from Warwick University in 2019, she has held a variety of positions within the marketing sector before taking the leap to become an entrepreneur.
Her expertise spans widely from search engine optimisation (SEO) to graphic design and copywriting. In addition, she is an expert when it comes to email marketing, outbound marketing, remarketing, and social media marketing. Her track record includes the ability to help clients increase their web traffic by more than 150% and triple conversion rates.
Rachel Pickles Marketing & Design specialises in medical and legal marketing. Since launching the now-successful agency, she has worked alongside well-known medical product brands across the United Kingdom. Aside from supporting clients in improving their search engine ranking, she is a professional at overseeing project management. As such, she has helped clients launch successful websites and rebranding projects.
Rachel Pickles currently resides in London with her husband and two children. She is working on a book that is set to release in the fall of next year and will cover important marketing techniques. The publication will touch on voice search, long-form content, keyword density, keyphrase selection, and additional marketing-centric subjects.
