TikTok. Gen-Z loves it.
Elder Millenials, Gen-X, and Boomers are you still on the fence?
Most of us are happy to hang on our old standbys, Facebook, Twitter, and YouTube, Instagram if we’re feeling adventurous. Lamenting the day we lost our grip on MySpace. But TikTok… that’s just a fad, right? Just for the kids, as they say?
For those who have been resistant thus far, it seems that TikTok won’t be going anywhere anytime soon.
Is TikTok the future? You be the judge…
TikTok is a social media platform that can be used on a device through mobile app or on the web. Users watch and discover personalized short-form video content. It was launched in China in September 2016 as Douyin by parent company ByteDance.
TikTok then launched internationally (outside of China) in 2017 and hit 1 Billion users in 2021. That’s faster than any other social media platform. It’s reported that users spent an average of 1.5 hours per day on the platform and 9 out of 10 TikTok users use the app multiple times per day.
Other platforms have taken notice and launched their own short-form video streams in the image of TikTok. Reels (on Instagram) and Shorts (on Youtube), anyone??
It’s predicted that TikTok’s global revenue will exceed $11 Billion this year and then double next year in 2024. To put that into context, $11 Billion is more than Snapchat and Twitter combined. If things continue on this trajectory, TikTok’s ad income could eclipse YouTube by the end of 2024.
Why is this important for small to mid-sized businesses?
40% of Gen-Z use TikTok as their first search engine, meaning, they will search a topic in Discovery on TikTok before Googling it.
Let that stat sink in. Then ask yourself, is TikTok the future? It sure seems like it.
Ready to get on the TikTok train?
If you’re ready to take the leap into TikTok, I promise it won’t be scary, you coded on MySpace, remember? You’ve got this…
Step 1 – Set up your TikTok for Business Account
Setting up your TikTok for business account is really quite simple and can take you just a few minutes.
Like with most social media platforms, you’ll start by entering your business-associated email address, selecting a password, and agreeing to their terms of service.
After that, you’ll be asked to select a birthdate. Since your business is not a real person, you can really put anything in here… just be sure you choose a date that is more than 18 years ago or your account may be limited.
Things to consider:
- Your handle – It’s best to keep consistent across platforms if you can. It would be ideal to grab the same handle you use on Instagram, Twitter, and/or Facebook to keep a consistent, branded feel.
- Your profile image – Again, try to remain consistent across social media platforms. If you use your brand logo as your profile image on the other platforms, use the same logo here!
- Your bio – On TikTok, you can add a bio of up to 80 characters. Again, consistency is key. Make sure the words in your bio are searchable keywords that your ideal client is looking for.
You’ll also want to connect your new TikTok for business account to your Instagram and YouTube accounts. You can do this by clicking on “Edit Profile”.
Once you’ve completed these steps head into your account settings, choose “Account”, and then select “Switch to Business Account.” You’ll be asked to choose a category and confirm your email address. Then, ta-dah! You’ve got yourself a TikTok for Business account.
Not sure if you want to use a personal account or a business account? Check out this video.
Step 2 – Plan your first campaign
Running a campaign on TikTok is pretty similar to doing so on the other major platforms. Before you can run a campaign, you’ll need to connect to your shop or website and set up your pixel.
In the planning stage, you’ll want to consider a few things before jumping in:
- Who is your ideal client?
- What is your goal for the campaign?
- What is your budget and time frame?
Once you’ve gotten clear on all that, make sure you…
- Create and choose your videos carefully.
- Write great copy (both on the video and in the caption).
- Include a clear call-to-action (CTA).
- Hire a professional if you feel overwhelmed.
