If you think your business isn’t right for TikTok, you might want to think again. If you’re like most marketers, Tik Tok isn’t what you think. Influencer videos aren’t just 20- to 30-second videos of kids dancing, dogs doing tricks, and showing off the latest fashion. Online/digital advertising dollars from all business types, B2C and B2B, have become fierce competitors.
Most of you reading probably believe that TikTok’s audience consists of 20-somethings and under. Again, not what you think!
Dennis Yu is the CEO and co-author of BlitzMetrics. The ultimate guide to TikTok advertising. Yu’s company has placed more than a billion dollars worth of advertising for its clients on social platforms such as Facebook, Twitter, Google and others using ads and algorithmic sales. And now he is focusing his efforts on TikTok.
I had the opportunity to interview Yu on Amazing Business Radio, where he said, “TikTok is in 2022, Facebook is in 2007. It is now the largest property on the Internet. It has more traffic than Google. It has a higher average viewing time than Facebook or Netflix. People spend more time watching 15- to 30-second short videos than two-hour long feature films.
Yes, TikTok has more traffic than Google! In the year In 2021, TikTok ranked 7th among social media platforms. In the year In 2022, a year later, it is now ranked number 1. In Q1 2022, TikTok became the most downloaded app in the world.
According to Search Engine Journal, TikTok is becoming a search engine. “What if people start using TikTok as a search engine?” asked SEJ’s Matt Southern. He posed the question. In his research, he found people who consider the app as a search provider, some even prefer it over Google. So, the question goes from “What if…?” It changed. to “Now what…?”
The point is that as a business you cannot ignore TiKik as a viable marketing and sales site. Tik Tok does an amazing job of understanding what the user is looking at and it starts serving up the content that the user wants quickly. This means that as soon as a customer watches a company’s TikTok video, the platform starts serving more. Company content for the user to enjoy.
I asked Yu how businesses can use TikTok. Knowing that the podcast will focus on customer service and experience, he linked his first tip to digital customer care. Today’s customers turn to the Internet, especially social media platforms like Twitter and Facebook, to ask for help or complain about a company. And more and more, they’re turning to TikTok. “Whether you’re on TikTok or not, your customers are talking about you on TikTok,” Yu said. Many brands ask, ‘Aren’t we ready to be on Twitter?’ And then they somehow think that not being on Twitter means people can’t talk about them.
As more customers turn to TikTok for customer care, it’s important that you (your company or brand) post the answers, not other customers. Even if customers are sharing accurate information, your company needs to control the narrative. A must watch on this very popular channel. And you don’t need to spend a lot of money to do it. Posting simple, unprofessionally edited videos is just as effective as highly produced videos.
Beyond customer service and experience, create a short video with tips and ideas about what your company does or sells, B2B or B2C, that will interest your customers. Shorter is better. Keep it under a minute – even 30 seconds. TikTok rewards videos viewed upon completion. The likelihood that someone will watch a 30-second video all the way through is much higher than a video that lasts four or five minutes. And while it’s not necessary, if you can make it funny or entertaining, that’s always a bonus.
Yu’s advice is simple. Just create content. Then let Tik Tok’s algorithm do its work and find people (your customers and potential customers) who are interested in whatever you post. Yu quoted the famous line by Ray Kinsella (played by Kevin Costner) from the film. Field of dreams: If you build it, they will come. I quote Nike, the famous shoe and clothing manufacturer: Just do it!