In this article, director-led performance marketing agency outbloom will explore the reasons why TikTok is an essential platform for businesses and provide you with nine actionable tips to effectively promote your brand, engage with users, and harness the power of TikTok marketing to beat the competition in 2024.
TikTok’s rapid growth and immense popularity make it a powerful platform for reaching and engaging with 
younger audiences. It has a massive user base, with over one billion monthly active users, TikTok offers access to a broad demographic, including Gen Z and millennials.
For businesses that sell products, there is live streaming to connect with your audience in real-time, showcase products, and drive engagement. In-app shopping is very powerful and allows for seamless purchasing directly from the platform, making it convenient for users to explore and buy products. Engagement rates are higher than platforms like Instagram, and influencer marketing campaigns are a highly effective way to engage your target audience.
Mark Sansum, Co-Founder and Lead Consultant at outbloom, says “TikTok marketing for small businesses can be extremely effective, especially for targeting Generation Z and millennials.
“The majority of TikTok users are millennials. Therefore, the platform presents a great opportunity for your business to connect with this key demographic in a fun and authentic way.
“With the right creativity and understanding of your target audience, you can beat the competition on TikTok and propel your business to new heights in 2024.”
Now that we understand the significance of TikTok for marketing, let’s delve into nine tips that will help your brand shine on the platform.
Understand Your Audience
As per TikTok, 79% of its users prefer brands that understand how to create content for the platform. TikTok is now more than just a teenager’s app and is being explored by businesses as part of their marketing strategy.
Before you start marketing on TikTok and start engaging with your audience, it is important to understand your target audience and their requirements on the platform. According to Statista, as of October 2023, it was found that 36.2 percent of TikTok’s global audience were evenly split between women and men, between the ages of 18 and 24 years.
Be and Look Comfortable
If you want to market your small business on TikTok, ensure that your content is entertaining and relatable. Authenticity is key on this platform. While some may consider buying TikTok views to boost visibility, organic growth is often more sustainable. Whether you’re providing real estate advice or giving virtual tours, make sure you appear comfortable and natural on camera. TikTok is all about personality, so let yours shine through in your videos.
One great example of this is by fitness centre chain, PureGym, who in the past 12 months reached almost 11m people and reduced their cost-per-acquisition (CPA) by 77%. They did this by finding creators who were already PureGym members – “people who had an inspirational journey and then let them just tell the story to the camera”.
Be Brief and To-The-Point in Your Messaging
TikTok is a leading platform for sharing tips, tricks, and reviews of your products and services. Small business owners understand that being brief and to the point in their messaging is essential on TikTok. Take advantage of TikTok’s audience targeting tools to strategically reach your desired audience. Whether you’re a smaller advertiser or a content creator, being concise and impactful in your messaging will grab the attention of viewers and drive engagement.
Don’t Overspend on Production
You don’t have to spend a fortune on production. Simple mobile phone videos that are 15-30 seconds long and easy to understand can be highly effective on TikTok. Focus on creating content that resonates with your target audience rather than investing heavily in production quality.
Advertise on TikTok
TikTok is still evolving, making it an exciting and dynamic platform for advertising. Traditional advertising, similar to Instagram, can yield great results for lower-funnel KPIs, driving specific product purchases. However, creative execution is paramount on TikTok, as younger generations are keen on spotting and calling out brands that appear out of touch.
TikTok for business marketing offers many features that can be used to increase awareness and drive sales. If you have the budget, consider hiring a paid social expert to execute your TikTok advertisingstrategy effectively. Otherwise, invest time in learning and understanding the platform to make the most of your marketing spend.
Collaborate with Smaller Influencers
On TikTok, influencer marketing can be a game-changer for businesses. Utilise smaller influencers to help promote your products and reach your target audience effectively. B2C businesses tend to perform better on TikTok, so focus on humour or informative content to drive engagement. Smaller influencers may generate more authentic engagement than larger ones, so consider collaborating with them to maximise your brand exposure.
Post “Work in Progress” Videos
Showcasing behind-the-scenes content and how your products are made can significantly boost brand awareness on TikTok. People love to see the effort and craftsmanship behind the products they love. By posting “work in progress” videos, you can engage your audience and build a stronger connection. Remember to stay consistent in your posting schedule and engage with the TikTok community to foster a loyal following.
Host Contests and Giveaways
Hosting contests and giveaways on TikTok is an effective way to increase your follower count and engage with your audience. Share pictures and videos of your products, and leverage the platform to build relationships with other businesses. Collaborating with TikTok influencers, whether they are micro or nano-influencers, can help you amplify your brand engagement and reach a wider audience. Additionally, user-generated content can be a powerful tool, so get creative with your content ideas.
Trending Content Is King
TikTok is a platform where homemade, vertical videos thrive. You don’t need professionally produced content to make an impact here. Use the “Discover” feature to explore trending content and understand what resonates with the TikTok community. Utilise relevant songs and hashtags to increase the visibility of your posts, but don’t overload them. Remember, content that provides value, entertainment, or educates your audience performs best on TikTok.