Time is ticking, and you’re still not on TikTok? What are you waiting for?

Let's talk about the power of TikTok for brand building. If you are active on social media, chances are you’ve stumbled upon a TikTok gone viral. Whether it was Nathan Apodaca (aka doggface208) sipping on Ocean Spray while vibing to Fleetwood Mac’s "Dreamstrend” or Lizzo’s @nature_food Nature’s Cereal breakfast trend, it is undeniable that TikTok has become the fastest-growing social media platform of this era. 

Here are the facts: 

We couldn’t make these numbers up even if we tried.

In case you have been living under a rock for the last year, in a nutshell, TikTok connects micro-culture communities around shared experiences. It’s that simple. Typically, successful content on TikTok is less polished than seen on any other social media platform. Anyone can be a creator on TikTok using the app’s editing tools to create short videos (15-60 seconds) and directly uploading them from mobile devices. 

If you think TikTok is only an app for teenagers, think again. As of March of 2021 in the United States, 25% of TikTok’s user base is 10-19 years old, 22.4% are 20 to 29, 21.7 are 30-39, 21% are 40-49, and 11% are 50+ years old. TikTok’s demographics are growing at an exponential rate as the app continues to develop and its popularity increases.

What makes TikTok so addicting? So glad you asked. The secret sauce is in the app’s “For You” page that is powered by its unique algorithm (delivering content tailored around your interest and engagement patterns). If you’re into art, fitness, and vegan recipes, your TikTok “For You” page will present this with a stream of specific yet diverse content around your interests. This enables you to discover and connect with new communities and brands as well as influence your consumption habits. Freaky, right? TikTok is the perfect platform for businesses to creatively express themselves and while allowing them to be discovered by any targeted niche audience. 

Two Reasons Why Your Business Needs to Jump on The TikTok Train

Be Discovered

All hail the almighty algorithm! This specific algorithm is the heart of TikTok and why users find themselves pressing that little music note icon time and time again. The magic of TikTok’s algorithm is in the enormous volume of data it collects from users’ interactions with the app. This allows it to create a personalized and precise experience for its users. The algorithm assures that your content is literally delivered into the palms of users whose interests align with your brand—filtering out anyone who isn’t interested. It goes beyond being in the right place at the right time. It is an audience targeting playground that allows your brand to be discovered by loyal followers who will more likely engage with your content and benefit from what your brand has to offer, without paying a dime. 

Using relevant and trending hashtags, participating in branded hashtag challenges, or launching your own brand hashtag challenge is a great way for your brand to be discovered on TikTok. Hashtag challenges have become very much part of pop culture, and they are a fun way to encourage users to create content around your brand. In 2020, companies like L’Oreal (#LetsFaceit), Chipotle (#ChipotleLidFlip), and Pepsi (#ThatsWhatILike) used branded hashtag challenges as a fun way to boost their brand presence. New research from Mediakix has found that the average Branded Hashtag Challenge generates 6.1 billion views. The hashtag #TikTokMadeMeBuyIt for example has generated 2.3 billion views on TikTok as of May 2021. Participants of this hashtag challenge review and share products they have discovered on TikTok, pushing some brands into viral status. 

All is fair in Tik and Tok. Anyone can become famous overnight. You don’t need a big following or a following at all for your content to go viral and potentially generate millions of views. Even if your videos don’t go viral, it is more likely for your brand to gain exposure on TikTok and reach audiences you never imagined before. (Remember those 1 billion active users mentioned above?)

Connect with your Audience on a Personal Level

There are infinite ways to use TikTok’s features to connect and engage with communities on a much deeper level. Going live, for example, allows you to interact with followers in real-time to answer questions, offer tutorials, perform, or simply have conversations with your fans. Duets is another great way to engage and get to know your audience actively. TikTok provides you with the tools to listen to what your audience is saying about your brand.  

It is an unwritten rule that TikTok videos are laid back and effortless. They can be raw, lighthearted, inspiring, funny, educational, and overall very personal. Authenticity is key on TikTok. In an age where we are constantly bombarded with ads, showing your brand’s human side makes your brand relatable. TikTok is a great place to showcase who is behind your brand, the process behind the work you do, and even some behind-the-scenes footage. Vulnerable content connects you with your followers because they can see themselves in your narrative. 

Let’s be real. People are more likely to believe other people when they can connect with them on a personal level. Real testimonials have higher credibility than highly produced ads. That is why user-generated content for business on TikTok inspires others to see themselves in your brand. TikTok’s algorithm also favors less ad-like content, and user-generated content is more likely to be featured on the “For You page.” An added plus? It’s low-cost and effective! Partnering with influencers is another way to connect to a larger fan base whose interests already align with your brand

If All That Wasn’t Enough For You, How About Real-Life Evidence?

Iman, CEO of Eczedone, a business that sells an all-natural clinically proven eczema relief soap, came to Betsy Bash for how she could effectively market to her audience on social media. Eczedone was at the beginning phase of growing their community on social media. Their goal was to increase brand awareness by reaching those struggling with eczema while also building the close connection with followers that social media provides.

Growing up, Iman struggled with eczema herself, and it only got worse as she got older. Her parents tried every known home remedy and topical. They even tried wrapping her eczema in steroid cream with saran wrap. Nothing offered her a permanent solution. It wasn’t until her father discovered an all-natural soap with no harsh chemicals that Iman finally saw her condition improve almost immediately, clearing her skin in 2 weeks. She hasn’t looked back since.

Fast forward, Iman wanted to help others who are struggling with eczema find a solution and feel better. In the summer of 2020, at 17 years old, she acquired Eczedone with the objective to share the relief she found in Eczedone’s soap. 

Iman began building Eczedone’s social media platforms in the fall of 2020. She was not seeing the numbers she was hoping for, and with the guidance of a TikTok strategy from Betsy Bash in February of 2021, she decided to put her social media marketing efforts into TikTok.

Before consulting with Betsy Bash, Eczedone (@eczedone) had a150 followers on TikTok and 0 viral videos. After two weeks of incorporating the Betsy Bash strategy, her brand went viral on TikTok with a simple on-trend video that was relatable. To date, this video received 73.9k views. But, it didn’t stop there. Every month since her session with Betsy Bash, she has gone viral. In March, Iman published a video that informed viewers that her soap was not a steroid. The video (to date) has generated 549.5K views. In April, she hopped on a trend and posted a video about hydrocortisone cream that (to date) has received 56.5k views. With these viral videos and the steady stream of content that she has been producing, she now has 7,210 followers. Talk about impressive!!

But, did it generate sales? YES! This virtual exposure translated into real-world sales for Eczedone. Since implementing her new social media TikTok strategy, her sales have risen dramatically month-over-month; in fact, she saw a 2,900% growth in sales in March. Not surprisingly, Eczedone attributes 90% of sales to its TikTok content ALONE and she generated these results in as little as one month. 

The Eczedone TikTok community has created a space for safe and open conversations around eczema; Iman is pushing to normalize the topic of eczema one TikTok at a time. The most gratifying reward for Iman has been the incredible feedback she has received on TikTok. She even received an essay of thanks from one of Eczedone’s followers. Much of Iman’s success can be attributed to her dedication to her plan. She posts often, responds to fans, and engages with her TikTok community. “The app likes to boost you, but you have to be there to reap the rewards,” Iman says.

Here’s the bottom line: we think the best reason to join TikTok is the community. Regardless of your business’ size, there is space on TikTok for your brand to be discovered and connect with new followers in innovative ways. At TikTok’s explosive growth pace, it really would be a disadvantage to ignore its power. The first step in understanding the platform and your potential audience is to be an active user. Whoever you are, know that there is a niche for you waiting to be discovered.  

Jumping on the bandwagon early comes with its advantages. It gives you more time to learn the strategies, explore what resonates best with your audiences, and experiment with the platform’s nuances that work for your brand. If you are ready to see results but still need help navigating through the app, Betsy Bash can help you embark on your TikTok journey. Book a call with us to find out how your brand can connect on TikTok, go viral, and generate sales!