How to Use TikTok for Business 2024

Setting up Your TikTok Business Account

Ready to take your business to the next level on TikTok? The first step is setting up your TikTok business account. Let’s walk through how to create a business profile and optimise it for success, ensuring you’re ready to make a big impact.

Creating a Business Profile

Creating a TikTok business account is straightforward and offers many benefits, from analytics to advertising options. Here’s how to get started

• Download the TikTok App: If you haven’t already, download the TikTok app from the App Store or Google Play Store.
• Sign Up: Open the app and sign up for a new account using your email, phone number, or an existing social media account.
• Switch to a Business Account: Once you’ve created your account, go to your profile by tapping the ‘Me’ icon in the bottom right corner. Tap the three dots in the top right corner to access your settings. Select ‘Manage account’ and then choose ‘Switch to Business Account.’
• Choose Your Category: TikTok will prompt you to select a category that best describes your business. This helps TikTok tailor your experience and recommendations.

Voila! You now have a TikTok business account. Next, let’s optimise your profile to ensure it stands out and attracts followers.

Optimising Your Profile for Success

Your TikTok profile is your brand’s first impression, so let’s make it count. Here’s how to optimise it for success

• Profile Picture: Use a high-quality image that represents your brand. This could be your logo or another recognisable brand image. Make sure it’s clear and visually appealing, even at a small size.
• Username and Display Name: Choose a username that’s consistent with your brand’s name on other social media platforms. This makes it easier for users to find and recognise you. Your display name can be your full brand name or a catchy variation that reflects your brand’s personality.
• Bio: Your bio should be concise, informative, and engaging. You have 80 characters to tell users what your brand is about. Include a call to action (CTA) to encourage visitors to interact with your content or visit your website.Example: “Innovative gadgets for tech lovers. Follow for the latest updates and exclusive deals! 👇”
• Website Link: TikTok allows you to add a clickable link to your profile. Use this to drive traffic to your website, online store, or a specific landing page. Make sure it’s relevant and adds value to your followers. We generally use TikTok as the top of funnel and direct middle of the funnel to Instagram, so make sure to link this to your account too!
• Contact Information: Make it easy for potential customers to reach you. Add your email address or other contact information in the designated fields. This adds a layer of professionalism and accessibility to your profile.
• Highlight Your Best Content: Pin your best-performing or most relevant videos to the top of your profile. This ensures new visitors see your top content first, increasing the chances they’ll follow and engage with your account. You can pin up to 3 videos at the top of your profile, so choose wisely!
• Consistent Branding: Maintain a consistent look and feel across your profile and content. Use brand colours, fonts, and themes to create a cohesive experience that reinforces your brand identity.

Understanding TikTok’s Features

TikTok is packed with features that can help your business create engaging content and connect with your audience. From video creation tools to live streaming and shopping options, let’s explore how you can leverage these features to boost your brand’s presence on TikTok in 2024.

Video Creation Tools

TikTok’s video creation tools are at the heart of its popularity. These tools make it easy to produce high-quality, engaging videos that can captivate your audience.

• Filters and Effects: TikTok offers a wide range of filters and effects to enhance your videos. Whether you want to add a touch of glamour or create something quirky and fun, there’s a filter or effect for every occasion.
• Editing Tools: Use TikTok’s built-in editing tools to trim, cut, and merge clips. You can also adjust the speed of your videos and add music or voiceovers to make your content more dynamic.
• Music Library: TikTok’s vast music library allows you to add trending tracks and sounds to your videos. Using popular music can increase your content’s appeal and help you tap into current trends.
• Text and Stickers: Add text overlays and stickers to your videos to highlight key messages or make your content more interactive. These features are perfect for adding context or a call to action.

TikTok Stories

TikTok Stories are a relatively new feature, offering a great way to share more ephemeral content with your audience.

• Temporary Content: Like Stories on other platforms, TikTok Stories disappear after 24 hours. This makes them ideal for sharing real-time updates, behind-the-scenes looks, or time-sensitive promotions.
• Engagement Tools: Use interactive features like polls, questions, and stickers in your Stories to engage your audience and encourage them to interact with your content.
• Visibility: Stories appear at the top of the feed, making them highly visible to your followers. Use this prime real estate to keep your audience updated and engaged.

Live Streaming

Live streaming on TikTok allows you to connect with your audience in real-time, providing a unique opportunity for engagement and interaction.

• Real-Time Interaction: Use live streams to host Q&A sessions, product launches, or behind-the-scenes tours. Engage with your viewers by responding to comments and questions in real-time.
• Boost Engagement: Live videos often receive higher engagement than regular posts. Promote your live streams in advance to maximise attendance and interaction.
• Monetisation: TikTok offers features like virtual gifts, which viewers can purchase and send during your live stream. This not only boosts engagement but can also provide an additional revenue stream.

TikTok Shopping

TikTok Shopping is a game-changer for businesses looking to drive sales directly from the platform.

• Shoppable Videos: Tag products in your videos to make them shoppable. This allows viewers to purchase items directly from your content, reducing the steps from discovery to purchase.
• Product Links: Add product links to your profile and posts to direct traffic to your online store or specific product pages.
• Shopping Tab: TikTok’s shopping tab provides a dedicated space for users to browse products. Make sure your profile and content are optimised to appear in this section.
• Promotions and Discounts: Use TikTok Shopping to promote special offers and discounts. Highlight these deals in your videos and Stories to drive traffic and sales.

Developing a TikTok Content Strategy

Creating a solid TikTok content strategy is essential for maximising your presence on the platform and achieving your business goals. From identifying your target audience to setting clear content goals and planning your content, let’s explore how to develop a winning strategy for TikTok in 2024.

Identifying Your Target Audience

Understanding who your target audience is will help you create content that resonates and engages.

• Research Demographics: Start by researching the demographics of TikTok users. While TikTok is popular among Gen Z, it also attracts Millennials and older generations.
• Analyse Your Current Followers: Use TikTok Analytics to gain insights into the demographics of your existing followers. Look at age, gender, location, and interests.
• Create Buyer Personas: Develop detailed buyer personas that represent your ideal followers. Consider their interests, behaviours, and pain points. This will guide your content creation process and ensure it appeals to the right people.

Setting Content Goals: Engagement, Traffic, Sales

Clear content goals will help you measure success and adjust your strategy accordingly.

• Engagement: Aim to increase likes, comments, shares, and follows. Engagement is crucial for building a community and increasing your reach on TikTok.
• Traffic: Use TikTok to drive traffic to your website, online store, or other social media platforms. Include clear calls to action and use the link in your bio effectively.
• Sales: Boost sales by promoting your products or services directly through your TikTok content. Use shoppable videos and special promotions to encourage purchases.

Creating a Content Calendar

A content calendar helps you plan and organise your TikTok posts, ensuring consistent and strategic content delivery.

• Plan Ahead: Outline your content themes and key dates for the month. Include holidays, product launches, and other significant events.
• Balance Content Types: Ensure a mix of content types to keep your feed varied and engaging. Plan for trends, challenges, tutorials, and behind-the-scenes content.
• Use Scheduling Tools: While TikTok’s native app doesn’t offer scheduling, third-party tools like Later and Hootsuite can help you plan your posts in advance.

Types of Content: Trends, Challenges, Tutorials, Behind-the-Scenes

Variety is key to keeping your TikTok audience engaged. Here’s a breakdown of different content types to include in your strategy

• Trends: Participating in trending challenges and using popular sounds can boost your visibility. Keep an eye on the Discover page to stay updated with the latest trends.
• Challenges: Create or join challenges to engage your audience. Challenges are a great way to encourage user-generated content and increase interaction.
• Tutorials: Educational content like tutorials and how-to videos can position your brand as an expert in your field. Keep them short, clear, and engaging.
• Behind-the-Scenes: Show the human side of your business with behind-the-scenes content. This could be a day in the life, product development processes, or team activities. It helps build a connection with your audience and adds authenticity to your brand.

Content Creation Tips

Creating captivating content on TikTok is crucial for standing out and engaging your audience. Here are some top tips for capturing high-quality videos, writing engaging captions, using keywords effectively, and incorporating trends and challenges without losing your unique voice.

Capturing High-Quality Videos

High-quality videos are essential for grabbing attention on TikTok. Here’s how to ensure your videos look their best

• Lighting: Good lighting is key. Natural light is ideal, so try filming near windows or outdoors. If you’re shooting indoors, use a ring light or softbox to eliminate shadows and create a professional look.
• Stability: Keep your camera steady to avoid shaky footage. Use a tripod or a stabiliser to ensure smooth, professional-looking videos.
• Framing: Pay attention to your framing. Use the rule of thirds to create balanced, visually appealing shots. Make sure your subject is well-centred or creatively positioned to draw the viewer’s eye.
• Sound Quality: Clear audio is just as important as clear visuals. Use an external microphone if possible, and choose quiet locations to minimise background noise.
• Editing: Use TikTok’s in-app editing tools or external apps like InShot or Adobe Premiere Rush/Pro to refine your videos. Add transitions, effects, and music to enhance your content and keep viewers engaged.

Writing Engaging Captions

An engaging caption can make all the difference in capturing your audience’s attention and encouraging interaction.

• Be Concise: Keep your captions short and to the point. TikTok users scroll quickly, so you need to grab their attention fast.
• Add Value: Provide context or additional information that enhances your video. This could be a fun fact, a question, or a call to action.
• Use Emojis: Emojis can make your captions more visually appealing and help convey your message quickly. Use them to highlight key points or add personality.
• Encourage Interaction: Ask questions or prompt viewers to comment. This boosts engagement and can increase your video’s visibility on the platform.

Using Keywords Effectively

Incorporating relevant keywords in your captions and hashtags can boost your content’s discoverability on TikTok.

• Research Keywords: Identify the keywords and phrases that are popular in your industry or niche. Use tools like TikTok’s search function or keyword research tools to find trending terms.
• Include Hashtags: Use a mix of popular and niche hashtags in your captions. This helps reach a broader audience and improves your chances of being discovered by users interested in your content.
• Natural Integration: Integrate keywords naturally into your captions. Avoid keyword stuffing, which can make your captions look spammy and unappealing.

Incorporating Trends and Challenges

Trends and challenges are great for boosting visibility, but it’s important to maintain your unique voice and value.

• Stay Current: Keep an eye on the Discover page to spot new trends and challenges. Participating early can maximise your reach and engagement.
• Balance Content: While trends are important, don’t make your entire account about them. Balance trendy content with original series and industry-specific value to establish your brand’s expertise and uniqueness.
• Create Original Series: Develop a series of videos that provide consistent value to your audience. This could be tutorials, industry insights, or behind-the-scenes looks at your business. Original series help build a loyal following and keep viewers coming back for more.
• Add Value to Trends: When participating in trends, add your unique twist or valuable information to make the content relevant to your audience. This not only sets you apart but also positions you as a thought leader in your industry.

Engagement Strategies

Engaging with your audience on TikTok is essential for building a loyal community and boosting your brand’s presence. Here are some effective strategies for responding to comments and messages, running contests and giveaways, collaborating with influencers, and using TikTok Live for real-time engagement.

Building a Community: Responding to Comments and Messages

Engagement is a two-way street. Actively responding to comments and messages shows your audience that you value their interaction.

• Timely Responses: Respond to comments and messages promptly. This not only boosts engagement but also encourages more users to interact with your content.
• Personal Touch: Add a personal touch to your responses. Use the commenter’s name and personalise your reply to show genuine interest.
• Encourage Dialogue: Ask follow-up questions to keep the conversation going. This can increase the time users spend interacting with your content and boost your visibility.
• Positive Interactions: Always keep your responses positive and professional, even when handling criticism. This helps build a positive community around your brand.

Running Contests and Giveaways

Contests and giveaways are fantastic for boosting engagement and growing your follower base.

• Choose Relevant Prizes: Offer prizes that are relevant to your audience and reflect your brand. This ensures that participants are genuinely interested in your products or services.
• Clear Rules: Make sure the rules for entering the contest or giveaway are simple and clear. Common requirements include following your account, liking the post, and tagging friends.
• Promote Widely: Promote your contest or giveaway across all your social media platforms to maximise participation. Use TikTok Stories, Reels, and even TikTok Live to spread the word.
• Announce Winners: Publicly announce the winners and thank everyone for participating. This builds excitement and encourages followers to participate in future contests.

Collaborating with Influencers and Brand Ambassadors

Partnering with influencers and brand ambassadors can significantly expand your reach and enhance your credibility.

• Find the Right Influencers: Choose influencers who align with your brand values and have a following that matches your target audience. Micro-influencers with highly engaged followers can be just as effective as those with larger audiences.
• Build Relationships: Engage with influencers’ content before reaching out. This helps build a genuine connection and increases the chances of a successful collaboration.
• Collaborative Content: Work with influencers to create content that feels authentic and engaging. This could be product reviews, tutorials, or challenges featuring your products.
• Measure Impact: Track the performance of your influencer campaigns by monitoring engagement metrics and conversion rates. This helps refine your strategy for future collaborations.

Utilising TikTok Live for Real-Time Engagement

TikTok Live allows you to interact with your audience in real-time, providing a unique opportunity for engagement.

• Plan Your Live Sessions: Plan your live sessions in advance. Choose topics that will interest your audience, such as Q&A sessions, product launches, or behind-the-scenes looks at your business.
• Promote Your Live: Announce your upcoming live sessions through posts and Stories to build anticipation and maximise attendance.
• Engage During the Live: Interact with viewers by responding to their comments and questions in real-time. Use features like polls and questions to make the session interactive.
• Save and Share: Save your live sessions and share them on your profile for those who missed it. This extends the life of your content and increases engagement.

Leveraging TikTok Analytics

To make the most of your TikTok efforts, you need to dive into the data. Leveraging TikTok analytics helps you understand what’s working, what isn’t, and how you can improve your content strategy. Let’s explore the key metrics, how to use TikTok Analytics effectively, and how to adjust your strategy based on insights.

Understanding Key Metrics: Views, Likes, Shares, Comments

Before you can use analytics to improve your performance, it’s essential to understand the key metrics TikTok provides.

• Views: This metric indicates how many times your video has been watched. High view counts can signify popular content, but it’s crucial to look at other metrics to gauge true engagement.
• Likes: Likes show how many users appreciated your content. While they’re a good indicator of content popularity, they don’t provide the full picture of engagement.
• Shares: Shares are a powerful metric because they indicate that viewers found your content valuable enough to share with others. High share counts can significantly increase your content’s reach.
• Comments: Comments reflect direct engagement with your audience. They provide insights into how viewers are reacting to your content and can offer valuable feedback.

Using TikTok Analytics to Track Performance

TikTok Analytics is a powerful tool that provides detailed insights into your content’s performance. One of the most crucial features to focus on is the retention graph.

• Accessing TikTok Analytics: To access TikTok Analytics, switch to a Pro Account (if you haven’t already). Go to your profile, tap the three dots in the top right corner, and select “Creator Tools” followed by “Analytics.”
• Overview: The Analytics dashboard gives you an overview of your profile, including total views, followers, and engagement metrics over a selected period.
• Retention Graph: The retention graph is particularly valuable. It shows you the percentage of viewers who watched your video from start to finish. A high retention rate means your content is engaging throughout, while a drop-off can indicate where viewers are losing interest.

Adjusting Your Strategy Based on Analytics

Using the insights from TikTok Analytics, you can refine your content strategy to improve performance and engagement.

• Identify Successful Content: Look for patterns in your most viewed and most engaged-with videos. What do they have in common? It could be the format, topic, or time of posting. Use these insights to guide your future content creation.
• Improve Retention: If your retention graph shows a significant drop-off at a particular point in your videos, analyse what might be causing it. Is it a lack of engagement, a dip in audio or visual quality, or a change in pacing? Experiment with different techniques to keep viewers engaged throughout.
• Test and Refine: Use A/B testing to experiment with different types of content, posting times, and styles. Compare the performance of these variations to determine what resonates best with your audience.
• Engage More: If comments and shares are low, consider ways to encourage more interaction. Ask questions in your captions, create content that invites viewer participation, and respond to comments to foster a sense of community.
• Leverage High-Performing Content: Repurpose or expand on content that has performed well. If a particular topic or format is popular, create a series or delve deeper into that subject to maintain viewer interest.

Case Studies + Success Stories

Real-world examples can provide valuable insights and inspiration for your TikTok strategy. Let’s look at some brands that have successfully used TikTok for business and explore key takeaways from their successful campaigns.

Examples of Brands Successfully Using TikTok for Business

1. Chipotle

Chipotle, the popular fast-casual restaurant chain, has embraced TikTok to connect with younger audiences and boost brand engagement.

• Strategy: Chipotle uses a mix of trending challenges, user-generated content, and behind-the-scenes videos. They launched the #GuacDance challenge, encouraging users to dance for free guacamole, which went viral and generated millions of views.
• Results: The campaign led to record-breaking sales on National Avocado Day and significantly increased Chipotle’s follower count and engagement on TikTok.

2. Gymshark

Gymshark, a fitness apparel brand, has leveraged TikTok to engage with fitness enthusiasts and showcase their products.

• Strategy: Gymshark collaborates with fitness influencers and creates content that includes workout tips, challenges, and product showcases. Their #Gymshark66 challenge, which encouraged users to commit to a fitness goal for 66 days, generated massive engagement.
• Results: The campaign received millions of views and significantly boosted brand awareness and engagement, cementing Gymshark’s position as a leader in the fitness industry.

3. The Washington Post

The Washington Post has used TikTok to reach a younger demographic and present news in a relatable and entertaining format.

• Strategy: The Washington Post’s TikTok account features humorous and informative videos about current events, often with a behind-the-scenes look at the newsroom. They use a light-hearted approach to make news more accessible.
• Results: The account has amassed a large following and high engagement rates, demonstrating that even traditional media outlets can thrive on TikTok by adapting their content style.

Key Takeaways from Successful Campaigns

1. Embrace Creativity and Trends

Successful brands on TikTok are those that embrace the platform’s creative and trend-driven nature. Participating in challenges, using popular music, and following trends can significantly boost visibility and engagement.

• Actionable Tip: Stay updated with the latest trends and challenges on TikTok. Create content that aligns with these trends while adding your unique brand twist to stand out.

2. Leverage User-Generated Content

User-generated content (UGC) is powerful on TikTok. Encouraging your audience to create content related to your brand can drive engagement and build a community.

• Actionable Tip: Run UGC campaigns or challenges that encourage your followers to share their own content. Repost the best entries to show appreciation and build a sense of community.

3. Collaborate with Influencers

Influencer collaborations can amplify your reach and credibility. Partnering with influencers who align with your brand values can help you connect with their engaged audience.

• Actionable Tip: Identify influencers in your niche and collaborate on content that feels authentic and engaging. Ensure that the partnership adds value to both the influencer’s and your own audience.

4. Be Authentic and Relatable

Authenticity resonates well on TikTok. Brands that present themselves in a genuine and relatable way tend to build stronger connections with their audience.

• Actionable Tip: Show the human side of your brand. Share behind-the-scenes content, introduce your team, and use a conversational tone to engage with your audience.

5. Measure and Adapt

Successful campaigns are often the result of continuous measurement and adaptation. Use TikTok Analytics to track performance and refine your strategy based on data-driven insights.

• Actionable Tip: Regularly review your analytics to understand what’s working and what isn’t. Experiment with different types of content and strategies, and adjust based on your findings.