What is TikTok and why should I join?

As the most popular app downloaded in 2020, chances are you’ve heard of TikTok. Since its launch, the app has exploded in popularity and now has over 1.1 billion active users worldwide. TikTok is a short-video platform, where creators can share content on any topic from comedic skits to cooking tutorials and health tips. In fact, several small businesses have blown up thanks to this app!

Because of its unique algorithm and massive number of users, TikTok is one of the easiest platforms for small brands to go viral on. For example, in a recent Later blog article, Jessica Worb interviewed the owners of three different small businesses with “only a handful of followers [that] managed to attract millions of views almost overnight” on TikTok. All three businesses, The Silk Labs, Nadaré Co and Designs by Felicias, accredit a huge part of their success to the app. Thanks to TikTok, they were able to get in front of thousands, even millions, of potential new customers, which allowed them to build their online communities and grow their businesses rapidly. How did they do it? Although there is no exact recipe for creating viral content, there are some things you can do to help your small business get noticed on TikTok.

5 Tips for creating small business TikTok content

Tip #1. Be authentic.

Unlike other platforms like Youtube where a lot of the popular content looks as if it’s been filmed with a professional crew and expensive equipment, the trending content on TikTok tends to be relatable to the everyday person. In the Later interview, the owner of The Silk Labs explains that “Above everything else, our community responds to seeing the person behind the brand (…) it’s not about doing or saying the perfect thing.” So be genuine – people want to get to know you!

Tip #2. Keep it simple.

Create content that is as clear and concise as possible. People will keep scrolling if you don’t grab their attention quickly. Although the app allows for videos of up to 3 minutes, shorter content tends to perform better. Users are most likely to watch 10-15 second videos until the end, and videos with higher completion rates are more likely to be shared by the algorithm. Keep your content short and sweet!

Tip #3. Engage with your audience.

Engage with your community through the comments section of your posts. Not only will this boost your engagement, but it will strengthen your relationship with your followers. Plus, many TikTok creators utilize their comments section to come up with content ideas – either by responding to questions in a video or by creating content suggested by their followers.

Tip #4. Hop on the trends.

Trending content is more likely to be recommended to viewers on TikTok. So, keep your content up to date with what’s hot on TikTok. To increase your views, try participating in popular challenges and using trending hashtags, sounds and songs in your content.

Tip #5. Post consistently.

The more you post, the more chances you have of going viral! Not to mention, posting on a regular basis allows you to gain followers, increases the engagement on your content and helps your brand stay top of mind. Even if your content doesn’t blow up overnight, you can grow your online community at a slow and steady pace by posting consistently.