TikTok: an untapped business goldmine?

Social Media Strategy
Social Media Content

How to Use TikTok for Business: Exploring Niche Communities as a Content Goldmine

With a staggering 1.7 billion users, TikTok has rapidly become one of the world's most popular social media platforms. In the United States alone, it boasts 150 million active users, while the UK has over 23 million TikTokkers. The mind-blowing statistic? More than 1 billion TikTok videos are viewed daily!

Nearly half of Gen-Zers use the app, making it a prime channel for reaching the coveted youth market. It's no surprise that a growing number of brands are turning to TikTok marketing, with a recent report revealing 1.5 million UK businesses leveraging the platform.

But what makes TikTok so powerful for content marketers? The answer lies in its highly engaged, niche communities and unparalleled viral potential.

TikTok: there's a target audience for anyone and everyone 

One of TikTok’s strengths is its vast array of niche communities united by shared interests. Take #FinTok, a financial advice community boasting nearly 5 billion views. Creators like @Financielle (350k+ followers) and @PokuBanks break down complex topics into educational, bite-sized videos.

No matter your industry, chances are there’s a thriving niche community waiting to be tapped into on TikTok. These communities offer a captive audience hungry for relevant, entertaining content from brands and creators they trust. Understanding the TikTok community and its diverse subcultures is crucial for creating content that resonates with these specific groups, enhancing engagement and connection.

TikTok Videos: the Reigning King of Engagement 

When it comes to TikTok, video reigns supreme. Sprout Social Media’s 2023 Index report confirms that short-form video content dominates the platform in terms of engagement and virality.

To succeed on TikTok, creating engaging content that is not only authentic but also creative, entertaining, and informative should be the cornerstone of your content strategy. Embrace experimentation, authenticity, and a willingness to learn. The algorithm can be fickle, so an open-minded approach to testing trends and themes is crucial.

Building a Winning Content Strategy to engage TikTok Users 

While your specific content will depend on your brand’s unique voice and values, some universal tips can help guide your TikTok approach as part of a comprehensive digital marketing strategy:

Authenticity Matters: TikTok users crave genuine, unfiltered content that reflects your brand’s true values and personality. Understanding the TikTok community and audience is crucial to create content that aligns with their interests and values, capturing the spirit of TikTok to build a brand authentically.

Share Your Story: Every business has a story to tell. Use TikTok to showcase your journey, knowledge, and experiences.

Spotlight Your Team: User-generated content from employees often performs exceptionally well, boosting employer branding.

Educate and Entertain: Teach your audience something new while keeping them entertained – the key to hooking TikTok’s short attention spans.

Collaborate with Creators: The B2B creator space on TikTok is emerging. Partner with thought leaders and industry experts to amplify your reach.

Interestingly, Sprout Social’s data reveals that smaller creators (5k-10k followers) yield the highest engagement rates at 76.23%, surpassing mega-influencers. This presents a prime opportunity for cost-effective collaborations that drive real results.

TikTok: The Talent Magnet for Gen Z 

Beyond content marketing, TikTok has become a powerful tool for attracting Gen Z talent. As the largest age demographic on the platform (36%), this audience is a crucial target for businesses battling the talent crisis.

 Leading agencies like Battenhall, Here Be Dragons, and Emerge have leveraged TikTok to drive significant spikes in job applications, new business inquiries, and brand awareness among Gen Z. By showcasing their company culture and values through engaging videos, they're resonating with potential recruits in a way traditional channels can't match.

Getting Started with Your TikTok Business Account Strategy

With its low barrier to entry and massive reach, there’s never been a better time for content marketers to embrace TikTok for business. All you need is a smartphone and an open mindset.

By harnessing the power of short-form video, niche communities, and creator collaborations, you can heighten your online presence, build brand loyalty, and tap into valuable target audiences. Effectively managing TikTok accounts is crucial for business success, ensuring you can schedule videos for multiple accounts, engage in trending topics, and participate in hashtag challenges.

So, what are you waiting for? It’s time to join the TikTok revolution and unlock a world of viral content marketing opportunities. Need help developing a winning TikTok strategy? Get in touch – we’re here to guide you every step of the way.