TikTok isn’t just for dance trends and viral lip-syncs anymore – it’s quickly becoming one of the most powerful tools for businesses to build awareness, connect with their audience, and show off their brand’s personality.
With over a billion users and a culture that values authenticity over perfection, TikTok offers a fresh and fun way to be seen and remembered. Not only does it provide many benefits for your business, but it also creates an opportunity for your team to connect and take a quick break away from the busy day.
Showing your brand’s personality
TikTok is unlike any other social media platform. It’s casual, fast-paced, and creativity is king. TikTok gives brands a chance to loosen up and show their unique personality. Today’s consumers want to see who’s behind the logo and TikTok is the perfect space to do this. Introduce your team, share your story, or film some behind-the-scenes. Small businesses especially can shine here.
Although we’d encourage you to show faces in your videos, many top brands have found ways around this and yet still manage to create videos that are on brand, engaging and easy to film! Think of brands like Duolingo with their mascot Duo the Owl, or RyanAir who use a filter to impose eyes and a mouth onto a static image of one of their planes.
TikTok as a team-building tool
TikTok can actually strengthen your internal team culture. Creating content together encourages collaboration, sparks creativity, and, let’s be honest (for most people!), it’s just fun. Spending just 15 minutes on a TikTok video can be a fun, energising break that helps your team recharge, connect with each other, and spark a little creativity in the middle of the workday. Start with a trend. Put your spin on a viral sound. Talk about pain-points in your industry. Behind-the-scenes of your daily office chaos? Spot on. When your team is involved (and not forced into it!), you’ll end up with content that feels real – and that’s EXACTLY what TikTok users love.
Business benefits beyond fun
TikTok rewards creativity, not just media spend. An original idea filmed on your phone can go viral just as easily as a big-budget ad campaign.
Things to consider
TikTok ≠ Direct conversions
Be careful not to pull out of TikTok if you’re not seeing an increase in conversions. TikTok is more about building a community and following, engagement is not directly related to conversions but grows your presence. Try replying to comments, pinning comments, creating follow-up videos in response to certain comments – these will engage your audience and encourage conversation!
Is TikTok right for your business?
Although TikTok has so many benefits, a couple of things to consider, specifically for your business, are whether your target audience is active on TikTok and whether you’re open to experimenting and maybe not taking yourself too seriously. If your brand is super formal or operates in a heavily regulated industry, you might need to get a little more strategic – or maybe TikTok’s not for you. And that’s okay.
Viral sounds
Sometimes a viral sound won’t be licensed for commercial use, so if you have a business account you’ll need to find an alternative. Sometimes a sped-up version of the sound is possible to use.
Trends
TikTok trends are just that, trends. You can’t have a production schedule that takes a few weeks before you can post, or it’ll be outdated. You’ll achieve better results when you jump on trends as they’re happening, making them relevant to your brand.
If your business is ready to embrace authenticity, have fun, and engage your audience in a new way, TikTok might just be the platform you didn’t know you needed. So go ahead – test the waters. Try a trend, post a behind-the-scenes – let your team take the reins!
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