In January 2022, TikTok reached one billion users. For business owners, this is the perfect opportunity to gain more recognition, attract customers, increase sales and build a loyal following.
Like any social media platform, it is important to make the right decisions when marketing on TikTok. A poorly implemented social media strategy can lead to the loss of potential sales and customers. Here are some common mistakes businesses make when marketing on TikTok.
Not targeting the right audience
Don’t just market on TikTok for the sake of it. Before you start investing time, money and effort into filming videos and writing copy, figure out whether TikTok is right for your business. Approximately 60 per cent of TikTok users are between 16 and 24. If your target audience is people over 60, TikTok advertising may not be an effective way of driving sales.
Posting boring videos
Nobody scrolls through TikTok looking for long, informative videos about your products and services. TikTok is about quick and entertaining videos that grab users’ attention. Post videos that are fun, funny and encourage interaction. Creativity is the key.
Repurposing content from other platforms
Each social media platform has its own ideal type of content that requires a unique approach. TikTok is all about short, 15 to 60 second videos. Simply repurposing content from your Instagram or Facebook will not help you gain followers, and will appear repetitive and uncreative.
Not sharing user-generated content
Sharing user-generated content allows you to continue to market your business without the costs associated with content creation. It also shows that you’re engaging with your audience and care about what they have to say.
Pushing your products too much
The majority of TikTok users are members of Gen Z. Gen Z dislikes being disturbed by advertising content even more than other age groups. Don’t bombard your followers with constant advertisements. Instead, use your account to build your brand’s personality. Show your followers different sides of your business. This could include participating in a hashtag challenge or introducing employees.
Not paying attention to analytics
Analytics can help you determine the right time of day to post, the type of content your followers enjoy and how often you should share videos. Ignoring your TikTok analytics can potentially lead to a loss of followers and engagement, which can result in a loss of sales and decreased brand awareness.
TikTok is the perfect opportunity to elevate your brand, increase reach and attract potential customers. With a strong marketing strategy, it can take your business to new levels, help you reach a wider audience and help you achieve company goals.