Unlocking the Power of TikTok: Essential Strategies for Small Business Growth

by Zidza Katenga

Remember the days when lip-syncing and viral dances dominated TikTok? In social media terms, it seems like many ages ago. While those elements remain part of the application’s appeal, the platform has undergone a metamorphosis, transforming itself into something far more multifaceted. 

Think YouTube's vast video library meets Pinterest's visual inspiration boards, all rolled into a dynamic, interactive experience. With the latest updates, TikTok is setting itself up as the brainchild of these two giants, catering to a diverse audience hungry for entertainment and solutions.

But wait, there's more! TikTok isn't just about fun and frivolity. It's also becoming a hub for informative, bite-sized video content, spanning various topics and catering to a wide range of interests. So, whether you're looking for quick DIY hacks, insightful industry updates, or simply a laugh, TikTok has something for everyone.


Photo by Solen Feyissa on Unsplash

Penny Walker, a guest on the "Resilient Retail Gameplan" podcast, dropped a truth bomb: every small business should be on TikTok. Why? Because user-generated content and recommendations can be huge drivers of discovery.

Before you reject TikTok as a site for teens and dancing challenges, allow us to enlighten you. According to Business News Daily, TikTok is a tremendous marketing goldmine for creative businesses, with incredible benefits that you simply cannot pass up. Let us expand on them:

Massive Reach: Picture this - 1 billion active users in 141 countries. That's a whole lot of potential customers scrolling through their feeds.

High Engagement: Ditch the idea of passive scrolling. TikTok users are active and engaged, spending an average of 858 minutes per month on the app. That's some serious engagement potential for your brand.

Creative Freedom: Say goodbye to stiff marketing speak and hello to the realm of fun and lighthearted content. TikTok allows you to show the human side of your business and let your personality shine through. There's no need to worry about fancy production - authenticity is the key to winning hearts.

Experimentation Playground: Unlike other platforms, TikTok embraces experimentation. Get ready to let your creativity run wild with various video formats. From sharing insights or commentary through voiceover content to telling captivating stories and showcasing products through eye-catching still picture carousels. You can even dive deep into topics or create mini-documentaries with long-form videos (60+ seconds) that can be repurposed for YouTube Shorts and Instagram Reels. Oh, and don't forget about addressing common questions and boosting audience engagement with FAQ videos. The possibilities are endless!


Photo from FeedHive

Collaboration is King: Want to reach new heights? Partner with TikTok creators who understand your target audience. Use duets and stitches to creatively showcase your products or services. It's a brilliant way to amplify your brand and expand your reach.

Listen and Learn: TikTok isn't just a platform for sharing content. It's also a powerful tool for social listening. Tap into its robust SEO capabilities to discover trending topics and connect with communities interested in what you have to offer. It's a fantastic opportunity to gain valuable insights and make meaningful connections.

Building an Audience: Building brand awareness is just the beginning. Focus on engaging content and building a community of passionate followers. Once you hit that milestone of 1000 followers, you can utilize the link in bio feature to drive traffic to your website or landing page. It's the cherry on top!

Get Inspired: Need some inspiration to kickstart your TikTok journey? Look no further! Hootsuite offers a treasure trove of TikTok marketing tips and guides to help you conquer the platform and make waves.

Now is the time to tap into the vibrant and engaged TikTok audience and propel your small business forward. 

Bonus Tip: Check out Hootsuite's guide on creating a TikTok business account. It's packed with everything you need to know to get started and maximize your TikTok potential.

Get ready to captivate, connect, and conquer with TikTok. Your small business is about to embark on an exciting and rewarding journey.


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