By far the biggest mistake you could make on TikTok is not using the platform at all. While the number of social media accounts your company is already on may feel overwhelming, it is still important to create an account on TikTok and to start using it. If you don’t, you may just be missing out on the best marketing tool for your business and not even realize it. Many people think this social media app is only used to make funny lip-synching videos, or dances, and that it cannot be used to sell goods and services. Fortunately, that is not true. Just like any other social media platform out there, it is completely possible for local businesses to use TikTok to their advantage and when they do, they will find it is very profitable. TikTok may be used mainly by Gen Zers and other young people, but that does not mean other people have not made their way onto the platform and been very successful. Businesses have also started to realize that they too, can create a TikTok account and see their profits soar. So, how do you start? You already have, by downloading a copy of this guide that will walk you through all of the biggest TikTok secrets and the step-by-step instructions to get started.

1. TIK TOK
SECRETS
MARKETING
FOR THE SMALL BUSINESS

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3. Even though it has only been around since 2018, TikTok has quickly become one of the
most-used social media platforms. When based off users aged 16 to 24, it has already
taken the top spot. People who do not even have a TikTok account know what the app
is about and may even recognize the names of some of the top TikTokers.
Many people think this social media app is only used to make funny lip-synching videos,
or dances, and that it cannot be used to sell goods and services. Fortunately, that is not
true. Just like any other social media platform out there, it is completely possible for
local businesses to use TikTok to their advantage and when they do, they will find it is
very profitable.
TikTok may be used mainly by Gen Zers and other young people, but that does not
mean other people have not made their way onto the platform and been very
successful. Businesses have also started to realize that they too, can create a TikTok
account and see their profits soar. So, how do you start? You already have, by
downloading a copy of this guide that will walk you through all of the biggest TikTok
secrets and the step-by-step instructions to get started.

4. TikTok touts itself as a social media platform for short mobile videos.
Imagine an Instagram platform that is solely for videos, or a YouTube that
only plays short-form videos, and has many other very cool features.
Special effects and eye-catching filters are just two of these and they are
important, as a TikTok video should only be between 5 to 60 seconds in
length. TikTok is also known for its massive music library, which can be
used to add to videos.
The algorithm TikTok uses, like so many other technology giants, is a
fairly well-kept secret. Like others, it utilizes AI to offer recommendations
to users on the videos they should watch. These recommendations are
based on videos the user has watched in the past. TikTok’s algorithm also
makes it much easier for users to find new content, which can increase
the chances of one going viral using the platform.
So, what is TikTok? It is the sixth-largest social network that you should
be incorporating into your local business’ marketing strategy!

5. TikTok had a goal to reach 2 billion global downloads and they reached it in
August of 2020, just one and a half years after it launched.
TikTok was the most downloaded app in 2020.
TikTok had 689 million active users globally in January of 2021.
In the United States alone, TikTok has nearly 100 million active monthly users.
There are 65.9 million active users in the United States.
TikTok ranks second in the world for the most consumer spend, putting them
above YouTube, Disney+, Tencent Video and Netflix.
For many business owners, it may be easy to brush off TikTok as a ‘young person’s
app,’ but it is really important that you do not. Just look at some of the astounding
TikTok stats below, and you can see the huge potential you are missing out on if you
do not take advantage of it.
Although the above stats are impressive, they are just a few of the mind-blowing
statistics out there about the fairly new social media platform. So, for the small
local business, or any other out there, it is clear why TikTok is so important.

6. Today, many business owners are already using platforms such as Facebook,
Instagram, and Twitter to market their business. So, why use TikTok too?
Truthfully, those other platforms have been around for a while, and they have
become extremely saturated. As more and more businesses start to turn to these
social networks, it becomes even more difficult for them to get their brand message
across to their target audience. Simply put, there’s already a lot of noise on those
platforms, and it is challenging to be heard above all of it. Platforms such as
Facebook also allow people to purchase followers, making it difficult for users to
separate the pages that have an authentic following from those that don’t.
Lastly, the major social networking platforms are continuously updating their
algorithms, making it nearly impossible for local business owners to determine what
will work. While those platforms were once fairly easy to get noticed on, today
business owners either have to spend more to reach their audience, or find a new
social media platform. Many are finding that the answer is the latter, and that
TikTok has provided the right solution.

7. Build a community: TikTok doesn’t have a group feature just yet, but savvy
business owners have already identified the fact that TikTok does help build
communities. Using the platform, you can share ideas through videos, and invoke
the interest of like-minded people, therefore building the foundation for your
community, which you can then build on.
Marketing looks different: There is a reason that 51 percent of Gen Zers have ad
blockers on their phones and computer. They simply don’t want to be bombarded
with advertisements all the time and they don’t want to continuously be sold to.
On other platforms, advertisements are fairly obvious and have words such as
“Sponsored” on them, or they are pushed to the side. On TikTok, you market your
brand to your audience by simply creating interesting videos, and finding a way
to work your brand into the story. You’re marketing to people, even though they
don’t realize it.
Although there are many benefits that come with using TikTok, the three main
advantages many business owners have already discovered are as follows:

8. Authentic content: Today, Millennials and Gen Zer’s, the groups most likely to
use TikTok, are familiar with the many marketing tactics businesses use, such
as purchasing views, and they will no longer fall for them. TikTok is based
solely on user-generated content, which means that at least for the time-
being, what you see is essentially what you get. Users on TikTok know that
when they see certain information on the app, such as how many views a
certain video has received, they know it is authentic and can trust in it.
The above are just a few of the benefits you can capitalize on just by getting
your business on TikTok and creating interesting content. As you use the app
over time, you will continue to see even more benefits and your business will,
too.

9. Download the app: Visit Google Play or the App Store and search “TikTok.” When
found, download it.
Open the app accept terms: A dialogue box will pop up asking you to agree to the
terms. Click or touch “Agree and continue.”
Choose your interests: You can choose from many different interests, including
“Dance,” “Entertainment,” and more. Tap on the categories that interest you most.
When finished, click “Next.”
Start watching: Once you have downloaded the app, you can click on “Start
Watching” and view videos right away.
Creating an account on TikTok is extremely easy. The steps are as follows:
To really make the most of the app, you will also need to create an account. To do this,
click on the “Profile” icon on the bottom-right of the screen. Once there, click on “Sign
up.” You will be led through a series of steps and will have to fill in your birthday, your
user name, and more. Once you have finished these quick steps, you can then access
all of the features, such as following certain users and uploading your very own videos.

10. Watch videos: As soon as you open the app, you will see a feed with many
different types of videos. Watch through some, swipe up for others, and
spend a few minutes just checking out the videos of other people. This will
start to give you a feel for the platform.
If you’re considering using TikTok as a marketing tool for your small business,
start by creating an account and exploring the platform. This is not the social
network for hard selling your product or service and if you engage in that type of
promotion, you will likely find that it won’t get you very far. For this reason, it is
best to first explore the platform and see what other brands are doing. While
exploring, you can also determine if your audience is even on TikTok. To fully
explore the program, below are some things you can try within the app:

11. Create short videos: You should never use your videos to hard sell, but
don’t use your first few videos to do any selling whatsoever. Simply create
fun, short videos using stickers, face zooms, add in filters, and more. This
will also allow you to see what the app is fully capable of, and become
comfortable making videos yourself. Remember your videos never have to
be of professional quality and if they are, that may even turn some people
off. TikTok relies on user-generated content, so most people on the app are
just like you and using only your phone to record.
Become familiar with the music option: TikTok videos rely heavily on music,
and the app is integrated with Apple Music. You can add your own songs,
remix them, and even add effects, which you should do to really get a feel
for what you can do in your videos.
Follow others: Like all social media apps, TikTok relies on users following
other people and sharing content. Find people and accounts that you like
and follow them to see what kind of content they post.

12. Purchase virtual coins: In TikTok, you can use cash to purchase virtual
coins, which you can then use to gift others virtually.
Once you are really comfortable on TikTok and know your audience is using
the platform, you can then start using it for your business.

13. Use a fun theme song that captures the essence of your business to
introduce yourself and your team.
Take a cheeky tour of your workplace with your followers, allowing them
to see “where the magic happens.”
Share an inspirational story, such as the success story that kickstarted
your business.
After you have spent some time on TikTok researching your competitors and
getting to know your audience, it is time to start creating content for your
business. Many people first think of funny lip-synch videos, which are always
a big hit on the platform. However, there are other types of videos you can
try, as well. If you are having trouble brainstorming the types of videos you
want to make, below are some ideas you can start with.

14. Don’t tell people about the many benefits of your product or service. Instead,
ask valued customers if they would like to create a video and share a few words
about it.
Does your business have something really unique, like a name? Create a video
telling your followers the story behind it.
If you have a pet running around (especially in your place of business), take a
video. TikTok users love animal videos!
Does your business donate money, products, or time in the community? Take a
video and share it, explaining why it’s important for your business to be
involved in these important endeavors.
How is your product made? TikTok users may find it interesting, particularly if
you share the step-by-step process in a time-lapse video!
Do you want to inspire others to start their own business in the same way you
did? Create a video that’s a tutorial for your users.

15. There are endless ways to share information about your business on TikTok.
The most important thing to keep in mind is that users like videos that are fun
and creative. They do not want to watch a talking head explain to them how to
use a product or why your product is better than any other out there. They
want to see engaging stories, preferably with catchy music in the background.

16. Hashtags are an important part of all social networks, and that holds true for
TikTok as well. If you want to get your videos discovered, you must use hashtags
appropriately, which means doing your research. You have to know what type of
hashtags are trending, what your target audience clicks on, and which hashtags are
relevant to your business.
It is important not to use a hashtag just because it is popular. Make sure it is
actually relevant to your video and your business. If you use a hashtag only
because it is trending, users will click on your video expecting one thing and get
another. That will only leave them disappointed, and not likely to return to your
account.
While it is important to use hashtags appropriately, it is important not to rely
solely on them alone to get clicks. You still have to post amusing videos that do
not have the sole intention of being a hard sell. The hashtags you use should only
supplement this content. Some of the most popular hashtags on TikTok are:

17. #tiktok
#foryoupage
#viral
#love
#funny
#memes
#followme
#cute
#fun
#music
#happy
#follow
#thisis4u
#loveyoutiktok
Knowing how to use these hashtags strategically will greatly boost your content
and get it seen by even more people.

18. Yes, you can create videos and upload them to TikTok to promote your small
business. However, there is so much more to it than that. There are many
different ways to create content, and many different types of content, too. It is
important to know what all of these are, as they will play a key role in your
marketing strategy and help you reach out to the most users possible.
User-Generated Content
Creating your own videos is a great way to promote your business and increase
brand awareness about your business. Still, it is important to also consider
tapping into your customer’s content, which is where hashtags once again
become important. Start by creating a catchy hashtag and then ask your
customers to use it whenever they post a video using your products. Some
businesses even run hashtag contests, which aren’t only a great way to get the
word about your business, but is a totally legitimate practice, too!

19. The reason user-generated content works so well is because it relies on the best
marketing tool: word of mouth. Word of mouth has always been the best
advertising tool, but today it is more important than ever, which is why things
like review sites are so popular today. When another user sees your customer
using your product, and they are interested in the same product, they may start
following the hashtag and eventually following you on TikTok. This is the draw
you need to bring in more customers and once they start following you, there’s a
very good chance they will start buying from you, too.
Direct Content Creation
Creating one’s own videos is what most people think of when they think of
TikTok, and there’s good reason for it. As a small business, creating custom
content on your own branded account will give you the biggest bang for your
buck. If you understand how the platform works, you can build an audience
around your own direct content without spending a ton of money to do it. And,
you don’t have to be particularly proficient at video creation, either.

20. The reason creating branded content on TikTok is so effective is because it
doesn’t promote new content the same way other platforms do. The app gives
little weight to the popularity of an account, so small businesses can go viral the
first day they start using it. The important thing is not how long you have been
on the app, or the audience you have built, but the engaging content you create.
Once you have established your brand on TikTok, you can then use your own
content to challenge users in a hashtag challenge campaign, which doesn’t cost a
lot but is still extremely effective. This gives you a way to engage your followers
and create even more opportunities to reach out to new audiences.
The problem with content creation though, is that it’s sometimes challenging to
determine what’s going to resonate with your target audience. When you are just
getting started creating your own content, first check out TikTok’s Discovery
Page, which will allow you to see what type of content is trending. Pay close
attention to the music and hashtags that are most popular, original, and in line
with what is trending. So long as you offer a fresh and unique take on the topics
you choose, your audience will continue to like it.

21. Partnering with Influencers
The last option you have for marketing your small business is to partner with
influencers who are relevant to your industry. While you can use TikTok’s
custom influencer package, a DIY approach is sometimes better. If you can
identify the right influencers and work with them directly, it is often a much
more cost-effective approach than advertising directly. This becomes
particularly true when you focus on micro-influencers to create a targeted
engagement strategy.
In terms of affordability, there is no comparison of the two. A micro-influencer
may charge you a flat fee of $200, giving you a massive return on your
investment. Consider that TikTok has an ad campaign minimum of $500, without
any influencer participation, a stark difference from what you could do on your
own.

22. When partnering with influencers, it is critical that you take the time to
research and understand the audience you want to reach. You don’t have to
find the biggest influencer, you just have to find someone who has a unique
voice that will resonate with your audience. Once you find them, reach out to
them and ask if they are interested in working with your business. With the
right circumstances in place, you should be able to build a few beneficial
influencer partnerships to base a marketing campaign on at a surprisingly low
cost.

23. Brand takeover: When a user opens the TikTok app, they will see the brand
takeover ad before they see any other user-generated content. If you are
making an offer exclusively for TikTok, you can also link these ads to a landing
page.
Native ad: A native ad plays in between user-generated videos. It is important
to remember that users can simply scroll past these ads.
Sponsored hashtag challenge: You can sponsor a specific hashtag challenge
and advertise on the Discover page. This is a great way to get more
engagement for your brand and hashtags.
Like other social media platforms, small business owners can now promote their
business on TikTok, which is an excellent way to get your company seen by new
users and prospects. The four main ways to advertise on TikTok include:

24. Branded lens: This is a type of filter your business designs for users to add
to their own videos. It is always recommended that you choose something
that is related to your business and that resonates with your target
audience.
Regardless of the type of ad you choose to run, it is critical that it remains in
line with the rest of TikTok’s philosophy and that you keep it simple, fun, and
entertaining.

25. TikTok for Small Business is an excellent way to get your brand discovered by
new customers. TikTok users love sharing content, they open the app multiple
times a day, and they are highly engaged. The app is a great place to show off
your creative side, add humor to your posts, and discover music that resonates
with your audience. Remember, this platform is not about high-pressure sales but
rather, fun and creativity.
Through TikTok for Small Business, you can set up your ads, present your brand
to the right customers, and will provide you with tips to increase engagement and
follower count. Make sure to check out the Business Learning Center to learn the
answers to your most pressing questions, and for advice on how to shine on the
platform. TikTok is growing every day, so you want to connect with your
audience and show off your fun side!

26. TikTok is sort of like what the Internet used to be. Today, YouTube has
become so professionalized, with most of the trending videos shot in a
professional studio by an actual crew, and most content is about half an hour
long. TikTok, on the other hand, is just individual people shooting from their
phone, wherever they happen to be at the time. It’s gritty.
This is the exact characteristic that makes it the perfect place for your
business to reach actual people, and millions of them. However, you can only
do this if you act like a real person. To successfully reach your audience and
get the engagement you are after, follow the below tips.

27. Make TikToks, Not Commercials
TikTok is a language, and you must learn how to speak it before you start
sharing your own posts. It is most important that you don’t create ads, even
when you are creating ads. They cannot come across as ads but instead, as
interesting content that is useful to your followers and potential prospects.
Put in some time on the app, looking at other people’s videos and learning the
language before posting anything of your own.
Subtlety Doesn’t Work
TikTok is not the place to be subtle. You cannot make obscure points and hope
that your followers will pick up on them subliminally. Instead, you have to
make strong, concise statements or ask a direct question in the opening of the
video to hook your followers and grab their attention. If you can’t do this,
people will swipe up on your video, fail to engage, and they will not want to
learn more about your business. Remember, on TikTok you really only have
about two seconds to catch the viewer’s attention.

28. Show Your Work
It’s always a good idea on TikTok to show your work, literally. The chances are
that you started your small business because you find the work exciting, which
means that other people will be, too. Post a video showing your work, the team
that makes it all happen, and what you do on a daily basis. No, people likely
don’t want to see you in the office doing payroll, but they may want to see
what it is you specialize in. For example, if you’re a jeweler, make a video
showing how you clean the jewelry, or how you change a setting. Your work is
exciting, so show it off!
Tell Quick Facts
People love learning new information - as long as it doesn’t take too long. If
you have quick facts about your business or industry, create a post that shares
those with your followers. For example, if you run a restaurant and are having a
special on a certain type of pizza, you could collect and share quick facts about
it, such as the fact that pizza originated in Naples. People love this type of
trivia and it will gain more exposure for your business without directly selling
to them.

29. Be Comedic or Technical - Not Both
Comedy sells on TikTok and it is always a good idea to show off your humorous
side. However, if you’re going to be funny, don’t be technical, and vice versa. If
you try to be all things at once in a video, your message will get lost and people
will not remember it. They may even stop following you because they find your
videos confusing. If you want to give facts about your industry that are somewhat
technical, or you are showing how you complete a fairly technical job, stick to the
facts and leave the comedy for other videos.
Use Trending Sounds in the Background
TikTok’s algorithm is more likely to pick up on your video and place it in other
people’s feeds if you use sounds in the background, but not just any sounds. Find
sounds that are currently trending in TikTok and use them, and the algorithm is
even more likely to pick up your video and share it. Using trending sounds
doesn’t mean all of your videos have to be loud and filled with different sounds.
It does mean that using sounds will increase your chances of going viral and that
you should use them wisely, even if they are only playing quietly in the
background.

30. You may have not thought about using TikTok for your business just yet.
However, by following the above tips, you can easily make it work just like so
many other organizations have. Just make sure that you remain entertaining,
engaging, and useful, and your audience will find you.

31. With so many benefits, it is easy to become excited about the thought of
growing your business on TikTok and want to dive right in. Unfortunately, if
you let your excitement get the better of you, mistakes may be made, which
could be very destructive to your campaign. So, while you should know the
things to do before you post your first video, you should also know about the
most common mistakes that are made. Only by knowing these mistakes can you
make sure you avoid them.
Failing to Check that Your Audience is on TikTok
While the billion active users TikTok boasts is impressive, it doesn’t mean
those users are necessarily talking about your brand. Regardless of how
popular any medium you use for a marketing campaign, if your followers aren’t
using it, you will never be successful. So, how do you determine if your
audience is on TikTok? Start by searching the app for content that uses a
hashtag you would use. If you see a lot of them, there’s a good chance using
TikTok will be profitable for you.

32. Also know the demographics for not only TikTok overall, but also for your specific
country, county, and region. For example, while the average age of overall users
falls between 16 and 24 years old, 50 percent of users in the United States are
between 18 and 34 years old.
Failing to Use Influencer and User-Generated Content
TikTok is easy and fun to use. The people using the app are typically very relaxed
and creative. Still, even though it is fairly simple to create content on TikTok, it
will still take time to create it. This is where using influencer and user-generated
content is a huge help. You can lower the cost of creating content and better
understand what forms of content perform best on the platform.
Repurposing Other Content for TikTok
It is not uncommon for business owners to create a campaign for Facebook that
they also use on Instagram and Twitter. While using content you created for one
platform on another is not generally discouraged, it is on TikTok. The content on
TikTok is exceptionally creative and if your content feels inauthentic, or as though
it wasn’t really “made for TikTok,” it will turn users off.

33. Your audience on this platform is looking to see a different side of your brand
and they will not accept what they view as lazy and unoriginal marketing.
TikTok is a fun and relaxed space, and there is no room for stiff corporate
messaging. So, you need to relax too, tap into your fun side, and be amazed at
what happens.
Failing to Understand TikTok Ads
TikTok ads are not as big as Facebook ads or Instagram ads - yet. Still, it is
important that you at least have a basic understanding of them and how they
work. Someday, TikTok ads could be as big as ads on other platforms, or even
bigger. In the meantime, bolster your influencer programs. Today, brands on
TikTok are forming intelligent partnerships to boost their products and
services. While you may have some budget restrictions, anything you do put
into the campaign will be well worth it.

34. Overselling Your Product
It has been said before in this report, but it bears repeating. You cannot
oversell anything on TikTok and if you do, you will not be successful on the
platform. Instead of focusing on the product, focus on finding a fun way to
present it. TikTok users don’t want to hear why they need a certain product,
or even the benefits they will receive from it. You need to grab the user’s
attention within the first five seconds (and preferably before then) and use
the rest of the time to highlight the product, while still keeping the entire
video short. Show the product to the customers instead of just telling them
about it, and use funny analysis and conjecture when you do.
Writing Off TikTok Altogether
By far the biggest mistake you could make on TikTok is not using the platform
at all. While the number of social media accounts your company is already on
may feel overwhelming, it is still important to create an account on TikTok and
to start using it. If you don’t, you may just be missing out on the best
marketing tool for your business and not even realize it.

35. You may have only viewed TikTok in the past as “something the kids are
using,” but there are so many reasons to start using it for your business.
TikTok, while a social media platform, gives you a new way to present
yourself to your target audience and let them see your funny and creative
side.
Best of all, creating videos is super simple. In fact, the simpler you keep them,
the more successful you will likely be with those videos. So, what are you
waiting for? You have all the information, now you just have to go and create
your account!

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