If you think your business is not a good fit for TikTok, you may want to think again. If you are like most entrepreneurs, TikTok is not what you think. It’s not just 20-30 second videos of kids dancing, dogs doing tricks, and influencers showing off the latest fashions. It has become a serious competitor to online/digital advertising money from all types of businesses, both B2C and B2B.
Most of those who read may still think that the audience for TikTok is 20 years or younger. Again, this is not what you think!
Dennis Yu is CEO of BlitzMetrics and co-author of the book The Ultimate Guide to TikTok Ads. Yu has placed more than $1 billion in ads for its customers on social media platforms such as Facebook, Twitter, Google and others, using ads and algorithms to drive sales. Now he is focusing his efforts on TikTok.
I had the chance to meet yo Amazing Business RadioHe said, “TikTok in 2022 is Facebook in 2007. It’s now the biggest website on the Internet. It has more traffic than Google. Average watch time is higher than Facebook or Netflix. People spend more time watching short videos of varying lengths.” 15 to 30 seconds compared to two hour long movies.”
Yes, TikTok has more traffic than Google! In 2021, TikTok ranked seventh on social media platforms. In 2022, just one year later, it’s now number one. In the first quarter of 2022, TikTok became the most downloaded app in the world.
according to search engine magazineTikTok has become a search engine. SEJ employee Matt Southern asked the question, “What if people started using TikTok as a search engine?” In his research, he found people who treat the app as a search provider, some even preferring it to Google. So, his question shifted from “What if…?” to “What now…?”
The point is that as a business, you cannot ignore TikTok as a viable marketing and sales channel. TikTok does an amazing job of understanding what the user is watching and will quickly start providing content that is exactly what the user is interested in. This means that once a customer views the company’s TikTok video, the platform will start offering more company content for the user to enjoy.
I asked yo how companies use TikTok. Knowing that the podcast focuses on customer service and experience, he tied his first tip to digital customer service. Today’s customers turn to the internet, specifically social media platforms like Twitter and Facebook, to seek help or file a complaint with a business. And more and more, they are turning to TikTok. “Whether you use TikTok or not, your customers are talking about you on TikTok,” Yu said. Remember the early days of Twitter when many brands said, ‘We’re not ready to be on Twitter? “And then they think that somehow not being on Twitter means that people can’t talk about them.”
As more customers are turning to TikTok for customer service, it is imperative that you (your company or brand) post the answers, not other customers. Your company should control the narrative even if customers are sharing the right information. You must be visible on this very popular channel. I don’t need to spend a lot of money to do this. Publishing simple, unedited videos in a professional manner is just as effective as high production videos.
Go beyond customer service and experience, no matter what your company does or sells, B2B or B2C, simply create a short video with tips and ideas that may interest your customers. Shorter is better. Keep it under a minute – up to 30 seconds. TikTok rewards you for fully watched videos. The probability of someone watching a 30-second video to the end is much higher than the probability of watching a four- or five-minute video. And while it’s not necessary, if you can make it funny or entertaining, that’s always a bonus.
Simple yo advice. Just create the content. Then let the TikTok algorithm do its job and find people (customers and potential customers) who are interested in whatever you post. Yu quoted the famous line of Ray Kinsella (played by Kevin Costner) from the movie field of dreams: If you create it they will come. I’m going to quote the famous shoe and apparel manufacturer Nike: Just do it!