Should Your Small Business Use TikTok?

TikTok may not be the first social media site you consider when trying to decide where to spend your marketing budget. You probably associate it with dance trends and quick pranks.

But if you’re not including it in your small business marketing strategy, there’s a good chance you’re missing out. No, you won’t have to convince your team to make a dance video, but here are a few reasons why you might want to consider TikTok:

TikTok Has Proven to be a Friend to Small Businesses

It’s never any surprise that a site will accept your dollars, but it’s refreshing when a site will use some of its resources to give you a leg up. After the pandemic, TikTok launched “Back-to-Business,” an ad credit program designed to assist small businesses trying to get back in the swing of things. They made $100 million in ad credits available to small business owners.

In 2021, they also featured Small Biz Block Parties, a series of live workshops designed to help small businesses learn how to engage audiences on a small budget and find the right TikTok community for their business.

The Small Business Resource Center is yet another way TikTok helps small businesses, with step-by-step instructions and video templates, as well as guides to emerging trends and analytics.

TikTok Fits Your Budget and Your Schedule

For most small business owners, fitting in marketing activities is a constant challenge. TikTok is an ideal solution because it is a platform where authenticity is celebrated. Users care less about a polished video and more about the content. This is an ideal place to show off a new product or introduce a team member, unscripted and unedited.

TikTok Algorithms do the Heavy Lifting

Just like on Instagram, the algorithms TikTok uses to determine where your content shows up will favor those in your target audience. You can improve your visibility with the same techniques you use on other sites, such as hashtags, influencer marketing and encouraging shares and comments.

Focus on TikTok Ads

If you prefer for your content to go directly to a targeted audience, you can invest in TikTok ads. It’s a low-investment opportunity to get in front of more of your market, filtering by age, gender and location. You can still enjoy the freedom of not having to heavily edit or script your ad; it simply gets it in front of a more tailored audience for a fee.

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