TikTok Tips for Startups & Small Businesses

Do your research. Look up brands and businesses to get an idea of how they're using TikTok.

Some popular brands that are killing it:

@planetmoney
@Starbucks
@Crocs
@washingtonpost
@mosdotcom
@ColumbusGov
@MACcosmetics
@RedCross
@beatsbydre
@Cosmopolitan

Notice the audience. TikTok users are starting to age up in Q4 of 2020 but the majority are still Gen Z.

Here's the breakdown:

10-19: 32.5%
20-29: 30.5%
30-39: 16.5%
40-49: 13%
50+: 7%

Who is your audience? Make sure you're serving this crowd.

Create a strategy or theme.

One of my fav TikTok accounts is @sandiegozoo. They share stats and facts and they put the animal videos to popular music and trends, giving personality to them.

This one is so simple but perfect. https://www.tiktok.com/@sandiegozoo/video/6864990842910706950

Know your memes or hire someone who does.

The perfect case study for this is @UffiziGalleries. They literally turned an art gallery into a meme gallery on TikTok.

The painting La Primavera by Sandro Botticelli was featured in this meme: https://www.tiktok.com/@uffizigalleries/video/6834861750823701766?lang=en

Be creative. This is a place for artistry and humor. Don’t be afraid to experiment.

I love this @ChipotleTweets video where they made a fried fork. It's silly but got a lot of views and I watched the whole thing! https://www.tiktok.com/@chipotle/video/6866173975517465861?lang=en

Learn the trends. Look for hashtag challenges, see what other people are doing, and find a way to make a trend match your industry.

I had fun with that here for the popular #whatidwear challenge turning it into a startup theme

https://www.tiktok.com/@myfriendjanine/video/6844145717498367238?lang=en

Music is such a big part of TikTok culture. In fact, viral TikTok songs end up at the top of the charts on Spotify and Apple Music. Find top trending songs and make up a way to use it for your company! Or make your own sounds to share.

OVERSHARE! If you think you’re posting too much, you probably not. The way people find you is not the same as Instagram or Facebook. They mix up the feed and your videos will be displayed when TikTok thinks it’s appropriate on someone's FYP - not by timing. Keep sharing!

Again, FIND the trends! This is the most important way to get on the FYP and how other people find you. Look at what other brands are doing and find a way to make it work for you.

A few favs from @imjontolbert at @ColumbusGov

https://www.tiktok.com/@cityofcolumbus/video/6831580593801661702
https://www.tiktok.com/@cityofcolumbus/video/6821907043343944966

Be authentic and humble. Show a different side of the company.

Not everyone should be on TikTok, but if you have the time and energy, it's a fun, addictive, and creative place to show your personality and tap in to that Gen Z market. https://vm.tiktok.com/ZMJfo1cHP/