TikTok and Small Business

If you are a small business who is looking to market to Generation Z you definitely should be on social media. There is one platform that you should be thinking about being a part of, the video-sharing platform TikTok. If you are looking for proof of just how big it is, check out this recent story when a TikTok star Mariano Castano announced he would be holding a meet and greet at the Eaton Centre in January. 

TikTok is the latest social media platform to become popular amongst Generation Z (defined as those born between 1997 and 2010). It is a social site dedicated to sharing short-form, micro-videos that are about 15 seconds in length. The platform has 500 million users worldwide and was the most downloaded app on the Apple App Store in the first quarter of 2018 (Influencer Marketing Hub). With these impressive statistics, how can small businesses capitalize on the opportunity that this new platform provides?

Is TikTok right for your business?

As with any business decision, you should determine if your investment in the platform is worth its return. TikTok’s main demographic is Generation Z, generally those born between 1997 and 2012. If this is your main demographic then this may be a good platform to be on. 

Content Ideas. 

TikToks users are looking to authenticity connect with brands so this isn’t the place for the serious sales pitch, instead try posting things like behind-the-scenes videos, short how-to videos and everyday activities around your business. An example for a restaurant may be the activity in the kitchen on a busy night or a retailer it may be a product being opened and/or used. Lush uses the platform to demonstrate one of its products in a fun way set to music. The beauty of this platform is that, like Instagram and Facebook stories the videos don’t need to be of high production quality, they can be shot on a smartphone with a decent camera and then uploaded and edited directly in the app.

Advertising

Like many social media platforms, TikTok provides a relatively inexpensive advertising platform. Businesses can create in-feed ads similar to Instagram story advertisements, hashtag promotions that let businesses promote a specific hashtag such as a business in our local neighbourhood of Guildwood promoting the hashtag #YourLocalGuild as well as branded “lenses” which are filters that go into users videos like filters and effects on Instagram and Facebook stories. Although this segment isn’t as large as other social media platforms yet, there are also a number of “influencers” who can promote products through their channels as well.

About the Author - Jack C. Henry

A graduate of OCAD University’s Graphic Design program, Jack blends art with real-world business strategy. The result? Creative solutions that add value to your business. Jack has designed for a wide range of industries including restaurants, retail stores, health care, community organizations and charities. As well as helping companies develop their brand, he creates beautiful marketing materials and signage. More…

About OmniWorx Inc.

OmniWorx Inc. is a boutique design firm based in Scarborough in Toronto’s east end providing graphic design, branding, marketing services to individuals, local small & mid-sized businesses and architectural firms. More...