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How to promote your business on TikTok

Looking to make a splash on TikTok? You're in luck! With over 1.5 billion active users, the platform is a great place to share your content and build an audience. Here are some tips to help you get started.

Hone in on your niche

First and foremost start by creating a profile that truly represents your brand identity. No matter your subject, there is an audience on TikTok for everything. Therefore, it is important to capture and hone in on your niche to attract your target demographic, whoever that may be. In order to identify your niche, combine two or three aspects of your brand that are distinctive and reflective of your business. For example Guess Jeans focused their content around the hashtag #InMyDenim, creating a campaign where creators quickly changed from old clothes to new Guess outfits. By focusing on their niche whilst engaging with a fun trend which promoted their core brand values, their audience engagement skyrocketed and their unique hashtag has been viewed over 53.5 million times.

Be quick on the trends

If you have any experience on TikTok, you will know that it revolves around the latest and often short lived trends. Although it is beneficial to be creative, TikTok algorithms operate around trends and their associated sounds, therefore if you want to increase your following you should jump on the trend bandwagon. Even though it seems daunting with such a huge pool of content, it is relatively easy to identify rising trends using the ‘For You Page’ (FYP) and the process is not as time consuming as you would imagine. Make sure to regularly keep an eye on the potential trends in your feed and join in the fun by creating content as soon and as often as possible.

Practice makes perfect

Tiktok is the platform for trial and error. It may take time but practice makes perfect, and it is important to do a lot of practice. Familiarise yourself with all the features of the application, so that you are well equipped to make the best possible content and keep your followers engaged. Experiment with different filters, transitions, styles, sounds, captions and posting times to observe the audience reactions and see what works best. It will quickly become clear what is popular and from there you will have a baseline to work from and build upon. At the same time don't be afraid to try new things, TikTok is constantly changing, so what works today might not work tomorrow. Be prepared to adjust your strategy as needed and keep trying new things until you find a formula that works for you. It is equally important to remember that being successful on TikTok doesn't mean everyone will like your content and if you are trying to get popular this is something you have to accept. Subscribers may react negatively to your content and in these cases it is best to try to ignore them and focus on the positive feedback.

Broaden your horizons

As the fastest growing social media platform, TikTok is an extremely attractive gateway for many businesses to grow their following and this provides an excellent opportunity to network within the application. Interact with other users and build relationships, you never know where your next business opportunity or collaboration could come from. Liking posts, leaving comments and sending direct messages are simple and easy methods to engage with other TikTokers. Brand partnerships and collaborations are prominent on the platform and they are a great way to make innovative content and engage a different audience to broaden your following. Make sure to research and explore which content creators are the best fit for your business and brand identity to create the most lucrative partnership. Last but not least, TikTok is likely to be your most infantile social media account, therefore it is extremely important to promote your TikTok account on other platforms, specifically Instagram and Facebook, to direct your existing audience to additional and exciting new content.

Don’t give up

Tiktok has a habit of being frustrating when trying to grow your business, however it only takes one video to go viral, so don't be discouraged if this doesn't happen straight away. Remember to remain genuine and don’t be afraid to fully express your brand identity, on TikTok people appreciate authenticity more than immaculate aesthetics. When your brand is inherently authentic it makes transitioning to a platform much more seamless.

Most importantly, have fun with your content. Tiktok was designed for this purpose and the most successful creators live by this mantra. If you are enjoying creating the content, it is very likely that viewers will enjoy watching it!

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