TikTok overtook Facebook as the most-downloaded app in 2020, and it’s no surprise that many businesses are looking for ways to add TikTok to their digital footprint. TikTok is different from traditional social media apps like Facebook or Instagram and fortunately there are easy ways for businesses get in front of those captivated TikTok audiences.

I know you may be thinking, “Oh great, another platform to keep track of.”  Yes, there is, but if you want to be relevant, especially to Millennials and Gen Z, TikTok is a must have for any marketing strategy.

We can create our own content

When it comes to traditional and social media outlets, professional photography and videography are key to increasing organic engagement, but that’s not the case on TikTok. TikTok has made is incredibly easy to create videos.  In fact, many of the videos that go viral are simply recorded in the moment directly on our phones.

If you’re not sure where to start, here are a few ideas to consider when creating content.  Is there something behind the scenes of your company that you can share with viewers? Do you have a gregarious employee that personifies your company image?  Is there a new product or service you’re launching? Have you seen a trend in your industry that people need to know? Try them all! You’ll soon find what videos people are drawn to and can create similar content moving forward. Finally, always remember that your content should always give something to your viewers rather than selling to them.

We can share other user-generated content

If you already have a social media presence, it’s likely that you’ve shared user-generated content (UGC). When used well, UGC is an excellent tool that gives your business a third-party endorsement while also providing you with unique content. Like Instagram or Facebook, you can encourage viewers to use a specific hashtag when making a video relating to your business. From there, you can follow the hashtag and reach out to users and ask for permission to share their video. It’s a win-win as the user is exposing your business to their followers and you return the favor to them by sharing their content.  We call it the “halo effect.”

We can advertise on TikTok

There is advertising on TikTok and, yes, business should take advantage. TikTok uses native ads, brand takeovers, sponsored hashtag challenges and branded effects. For businesses that want to test out TikTok advertising with a smaller spend, native ads are the way to go. These ads are between 9-15 seconds and appears in the feed when users are exploring content. Like most social media apps, the ads can be micro-targeted to specific users using gender, location, age, interests and more. While there are a wide variety of TikTok users, Marketing Charts’ US Media Audience Demographics found that 52.7% of TikTok’s adult users were ages 18-34, and the fastest growing segment of users are 50+ so the market is wide open and could be a great platform for any business.

Collaborate with TikTok influencers

If you’re looking to get more views or increase your followers quickly, collaborating with TikTok influencers is a great way to do so. It’s important to remember that influencers work hard to cultivate their following and provide their followers with content and brands that align with their messaging. If you have skincare product you’d like to promote, reaching out to a food-based influencer doesn’t make sense. You can easily find influencers with large and smaller followings by searching your specific topic on the app. From there, you can research each user and determine who would be the best fit for your brand and create a plan to reach out.

TikTok is a fun and casual platform that allows users to create content easily without stress of being polished in every post. Taking the leap into TikTok in 2021 could be the best decision you make for your marketing and media presence this year.


Mark Stewart is a former Fortune 50 leader and founder of the small business marketing and business accelerator, Concept2Completion. Mark serves on the board of directors for the East Valley Partnership and several business leadership groups throughout Arizona.