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3 min read
Would you rather read a lengthy review of a restaurant or see the ambiance and food unfold in a 30-second clip paired with an energetic tune? We know our answer. Today, short-form video (content under 60 seconds) has become an increasingly popular form of marketing. With over 1 billion active users who are constantly searching for content like “Restaurants in ___ city” or “Winter outfit trends,” TikTok is a platform full of possibilities for your business.
Whether you’ve been on TikTok for a while or are just getting started, taking a look at these best practices can help your business account really take off.
Warning: the following content may make you extremely hungry and inspired.
Authenticity
Users of TikTok want to feel your content is authentic. Unlike Instagram, they aren’t looking for perfection. They are looking for brands and people who are unapologetically themselves. A good starting place is to ask yourself what you find pleasing about your business. From icing a cupcake to showing the before and after of a dirty swimming pool, there are people who will share the satisfaction you feel in your everyday operations.
Trends
Just scrolling on TikTok, you’ll discover trends where accounts of every kind are creating their own variation. Putting your special spin on the trend and using the same audio (provided by TikTok) and hashtags will boost your visibility.
@arcaychocolates It’s CHOCOLATE!! 🍫❤️ Should we do a corn-flavored bonbon in honor of this song? 🤔 Let us know in the comments! #itscorn #ithasthejuice #chocolate #cornsong ♬ It's Corn - Tariq & The Gregory Brothers & Recess Therapy
Heroes
Give your brand a TikTok face! Having one or two people from your business serve as the main characters for your videos can help users quickly identify your brand. Seeing Bob Lingle’s face while he talks bookshops may stop a user from scrolling because they enjoyed last week's video where Bob talked about his latest book recommendation.
@goodneighborbooks What have you read so far? #booktok #bookstore @ecwpress ♬ original sound - Good Neighbor Bookstore
Perseverance
Play around with different types of content, the likes will start to tell you what’s landing best with your audience. If you’re mimicking content a business like yours is creating but not seeing the like, don’t feel defeated. Would you watch two of the same businesses doing the same exact thing? Add your own special touches!
@lauraleighbridal finding the perfect gown could be legit this easy 💕 #isaidyes💍 #weddingdress #weddingfashion #weddingtok #phillywedding #engaged #engagement #💍 ♬ Made You Look - Meghan Trainor
Frequency
TikTok recommends posting 1–4 times per day. However, a recent HubSpot study found that marketers typically post 4–6 times per week. Here’s the thing, while posting more means more opportunities for your content to land in front of potential customers, “more” isn’t always better. Just focus on quality – and time-sensitive content. If something is trending, you generally need to join in within 48 hours. Remember, TikToks can be shared on your other social platforms too! This is a great way to expand your reach and fulfill two social media content needs with one amazing video.
@bigbarkerusa Queen Ember modeling her new Big Barker bed 👑 #queendog #dogmodel #bigdoglove #bigbarkerbeds #dogbedswithstyle ♬ Hey It's Me - Official Sound Studio
Keywords and key songs
We cannot stress enough how important it is to use trending audio and hashtags from TikTok. Users click on the hashtags in one video to see more content under that category. The same goes for the song used. Ever hear a song you love? You just want to keep listening! Especially if there are cool visuals moving along. Users are also increasingly using TikTok as a search engine meaning they will look up exactly what they are looking for. Hashtags are the best way to reach new viewers!
Editing
There are a lot of editing tools you can use to elevate your video. A quick YouTube tutorial can help break down how to use features, but don’t forget TikTok has your back with tutorials too. There are tons of accounts that are making TikToks on how to use TikTok!
Management
Sprout Social and Hootsuite are social media management platforms where you can schedule a piece of content ahead of time. These platforms can track engagement, prioritize comments and much more. Entering TikTok may be what pushes you over the edge to get a social media manager as these posts take time to shoot and edit. 71% of consumers who have had a good social media experience with a brand will recommend it to others. So, an experienced manager sounds like a good investment to us.
Unlike any other platform out there, celebrities and big box companies don’t always hold the most followers or content likes on TikTok. It’s average people and small businesses that receive some of the highest engagement, which means the potential for your business to take off is there.
M&T is dedicated to investing in the growth and sustainability of the clients and businesses we serve, attracting and retaining diverse colleagues so we can truly reflect our communities.
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