In January 2022, TikTok reached one billion users. For business owners, that’s a genuine opportunity to gain more recognition, attract customers, boost sales, and build a loyal following.
Like any social media platform, getting your approach right on TikTok matters. A poorly implemented social media strategy can quietly cost you potential sales and customers. Here are some of the most common mistakes businesses make when marketing on TikTok.
Not targeting the right audience
Don’t market on TikTok just for the sake of being there. Before pouring time, money, and effort into filming videos and writing copy, figure out whether the platform genuinely suits your business first. Roughly 60% of TikTok users fall between 16 and 24, so if your target audience skews over 60, TikTok advertising may not be the most effective way to drive sales.
Posting boring videos
Nobody’s scrolling TikTok looking for long, informative videos about your products and services. The platform runs on quick, entertaining content that actually grabs attention. Aim for videos that are fun, funny, and invite interaction, creativity is what separates the ones that work from the ones that get scrolled past.
Repurposing content from other platforms
Every social platform has its own ideal content style, and TikTok is no exception, built around short 15 to 60 second videos. Simply reposting content straight from Instagram or Facebook won’t help you gain followers, and it tends to come across as repetitive and uninspired.
Not sharing user-generated content
Sharing user-generated content lets you keep marketing your business without the costs that come with producing content yourself. It also signals that you’re genuinely engaging with your audience and value what they have to say.
Pushing your products too much
Most TikTok users are Gen Z, and Gen Z tends to dislike being interrupted by advertising even more than other age groups do. Bombarding followers with constant ads is a fast way to lose them. Use your account to build your brand’s personality instead, showing followers different sides of your business, whether that’s joining a hashtag challenge or introducing the people behind it.
Not paying attention to analytics
Analytics can tell you the best time of day to post, the type of content your followers actually enjoy, and how often you should be posting. Ignoring that data can quietly cost you followers and engagement, which in turn can mean lost sales and weaker brand awareness.
TikTok is a genuine opportunity to elevate your brand, extend your reach, and attract new customers. With the right marketing strategy behind it, it can take your business further, help you reach a wider audience, and support the goals you’re working toward.
