Wondering if TikTok is a tool your business can use to boost its social media strategy? Unsure of what to post to grow your business?
This guide will teach you what you need to know to create a winning TikTok strategy in 2021 for your business. This guide is perfect for Shopify store owners looking to take advantage of the new TikTok and Shopify collaboration.
TikTok marketing is unlike Instagram or Facebook marketing. Compared to other social networks, TikTok has unique features, trends, and ways of communicating.
Spend time watching TikTok videos. Learn about the different features in TikTok and discover what filter, effect, and song are currently trending. A couple of hours scrolling through the ‘For You’ section and the homepage can tell you a lot about what’s trending. When creating a new account, TikTok is likely to recommend trending content to get you hooked.
Often, members will be challenged to recreate a song or dance move using the hashtag. Hashtag challenges are a great way to boost your engagement and increase your chances of ranking on the ‘For You’ feed. Popular challenges and hashtags are featured on the TikTok homepage. Recreating these challenges with your personal twist, or targeted towards your niche, is a great way to grow your reach within your target demographic.
TikTok’s duet and stitch features is powerful, and playing around with them is a must. You can duet popular videos or videos from other creators within your niche, adding your own opinion or spin. Duetting allows you to gain more exposure by ‘piggy-backing’ off off well known content creators in your niche. You can use this feature to react to customer unboxings, customer queries, or trends within your niche.
A TikTok Duet consists of two videos that appear side by side in a square format on the screen together after a user creates one. As a result, people can effectively reply to videos by making their own video, and the audience can see both videos at the same time.
A stitch allows you to cut a clip from another video and then put it at the start of your own. You can create reaction videos by posting your response to another video you’ve seen. Both tools can help your Shopify store gain exposure.
Figure Out What You Want To Achieve With TikTok
Knowing your niche is crucial to developing an effective TikTok content strategy. What are you promoting on TikTok and why are you there? If you want to grow your influence, your social media accounts, or your email list, for example, then you need to pick content that will help you achieve these goals.
TikTok allows you to reach a wide audience. Who would you like to reach?
Your target audience is vital to creating a winning strategy. Before you start creating content, learn about the TikTok demographics, and identify those who might be interested in your brand.
Teens are the primary users of TikTok. In the United States, the 20-29 cohort follows close behind teenagers, while in China, fashion only becomes better as you age, with the ‘glam-mas’ taking over the demographics for this country. In Australia, 60% of TikTok users are female and the majority of users are from Generation Z. This is great news if your brand is female-oriented or targeted towards teens and young adults.
An important component of TikTok’s ecosystem is its influencer marketing. Identify rising stars in the niche you’re interested in, as well as influencers. Working on campaigns with these influencers will help you reach your target audience. Just make sure to do your research before stepping into Influencer Marketing – in the wise words of Olivia Rodrigo, ‘it’s brutal out here.’ Be wary of scams, inflated rates, murky contracts, and be sure to thoroughly vet your influencer’s analytics and engagement statistics before moving forward. Make sure any influencers you choose to work with align with your business values and reach your target demographic, otherwise it may be a waste of time.
Research Hashtags Within Your Niche
You can find humorous videos, videos with business tips, series, and trending videos in addition to the dancing videos that TikTok is known for. To get ideas for your next TikTok, look at your followers and your competitors. Anything that is doing well on their TikTok account should be thoroughly researched.
What are people commenting on? How can you replicate this success? Does the content garner a lot of engagement, likes, and shares? Is it relatable? See how you can replicate this within your content.
You can also find the Discover page at the bottom of the screen by tapping the magnifying glass icon. The Discover page is a great tool for seeing what’s trending within your niche. You can search for content relevant to your niche by entering your search term at the top. Trending and popular videos will pop up. Again, analyze what makes them so successful and see how you can integrate this within your strategy.
TikTok hashtags are super important, and the 100 character limit in captions means you need to use them well. Try to use relevant hashtags that have under two million views within your niche, anything more than this and it is likely your content is going to get lost.
Look at the hashtags your competitors are using, it’s okay to steal a couple of them to get into the same target audience. You can also search for hashtags on the Discover page, and see which ones are working well.
Jump On Trends
Trends are often highlighted using TikTok hashtags. If you find and use the right ones, you will be part of the trend and visible to those interested in it.
Due to the way TikTok’s algorithm works, video submissions that use certain trending sounds and effects are rewarded. Because these videos are shared with others who enjoy that trend, they’re much more likely to receive views, and they’re easier to discover in the Discover tab.
Trending sounds can be found using apps such as TrendTok, which tracks sounds and utilizes artificial intelligence to track potential upcoming trends. This allows you to jump on trends early, and also allows you to see what is trending at the moment. I tend to recommend that clients use a mix of trends and evergreen content to grow.
Evergreen content is the content you create strictly for your business. It educates, promotes, and inspires, and does not rely on trends. This is the quality content that will keep followers sticking around. A 60/40 ratio of the two tends to work well. But, it’s important to tweak this depending on your business and goals. Want rapid growth and don’t really mind if it’s not organic? Scale-up on the trends. Focused on organic growth within your target audience? Make sure to keep the high-quality, evergreen content coming.
Utilize Your Analytics
With TikTok analytics, you have access to crucial data that will help you develop your marketing strategy. Your followers’ online behavior throughout the week can be determined from this data. You should post your TikTok videos an hour before most people are online, once you have this information. Consider when people are generally on social media if you’re trying to reach a wider audience. It’s probably in the early morning, as soon as they leave work and before they go to bed.
Your TikTok analytics also give you insight into the gender of your audience and where they are located, as well as key watch time and engagement metrics. It’s important to keep your eye on these to create content targeted towards your particular audience. This also allows you to see what videos of yours are doing well and why allowing you to continue to replicate this in the future.
Stay On Top Of Sounds
In TikTok, sounds play a key role. Sound effects make up a large part of TikTok videos, from popular songs to lip-synced dance challenges. In addition, they can be used strategically to grow a TikTok account.
You can increase the likelihood of your video going viral and appearing on the TikTok For You page by adding trending sound effects. You can gain thousands of followers with one viral video. Branding your TikTok account with sounds is an effective way to grow your following.
Chipotle posted a video celebrating National Avocado Day that references Dr. Jean’s popular Guacamole song. Someone was dancing in the video to the sounds. The video caption included the hashtag #GuacDance. On TikTok, the song went viral due to its catchy chorus. #GuacDanceChallenge was born out of it. The hashtag that accompanied the sound rose to the top of the most popular branded challenge in a single week.
Having a look at the Discover Page also allows you to discover trending sounds without using the search bar. Song trends change frequently on the platform. Videos are shared, saved, played, and user behavior is a factor that determines which sounds trend. Your videos will be more visible if you use a trending sound and you will be more likely to appear on the For You page.
TrendTok and other soundtracking apps utilize artificial intelligence to track trends in sounds and predict upcoming sounds. I utilize TrendTok with all of my clients because it has allowed us to jump on trends early. It also shows you the hashtags that are popular with the sounds.