By Heather King
TikTok. You can’t deny that its influence transcends generations, from Gen Z creating the latest challenges to Millennials finding their 15 seconds of fame in viral videos. TikTok has morphed from a quirky app for lip-syncing teens into a global social media powerhouse in just a few years. With over 1 billion active users worldwide, it’s now a goldmine for brands looking to engage with a younger, hyper-connected audience. As a small business owner, you may want to consider how you can leverage this channel to create authentic connections and achieve remarkable growth.
A Platform That Reshapes Content Consumption
TikTok has redefined how we perceive and consume content, and trends are born and die every day. It’s not content to sit back and watch. It demands participation—leading to viral potential. Content can go from zero to millions of views in a matter of hours, with no clear path to predictability.
TikTok trends present an opportunity for businesses to connect with a vast, active audience and an exciting opportunity for creativity. The app encourages creation, collaboration, and community, fostering a space where trends drive the platform.
Let’s explore why you should pay attention to TikTok trends and, more importantly, how you can make these trends work for your business.
Be an Active Consumer
To understand emerging trends, you must consume TikTok content daily. Watch different ‘For You’ feeds, engage with hashtags, and predetermine a specific time for trend scouting. Regularly check out the “Discover” page and follow popular hashtags to stay updated on the latest trends. Tools like TikTok’s Creative Center can also help identify trending songs, effects, and challenges.
Create Trend-Driven Content
Once you’ve identified trending content, consider how to incorporate it into your brand’s voice.
- Participate in Challenges: Many TikTok trends revolve around challenges. By joining in, you can increase your visibility. For example, if you’re a bakery, participate in a trending baking challenge.
- Use Trending Songs and Effects: Music plays a huge role in TikTok content. Using a trending song or effect can make your videos more discoverable and engaging.
Engage with Your Audience and Showcase User-Generated Content
TikTok thrives on community interaction. Engage with your audience through comments, likes, and shares. Respond to comments on your videos, create duet videos with followers, or use the Q&A feature to answer questions. Encourage your followers to create content featuring your products or services and repost their videos on your channel (with their permission) to build social proof and authenticity. User-generated content strengthens your community and builds stronger relationships with your audience.
Collaborate with Influencers
TikTok influencers have massive followings and can significantly boost your brand’s visibility as they’re often at the forefront of emerging trends. By building relationships with influencers whose audience aligns with your target market, you gain insider access to what’s coming next, and they may even help you amplify your brand within trending content.
Leverage Hashtags
Hashtags are the lifeblood of TikTok trends. Keep an eye on what’s trending, and be ready to utilize trending hashtags relevant to your business or current marketing campaign. Incorporate branded hashtag challenges to encourage users to create content around that specific hashtag.
Get Creative and Keep the Tone Light
TikTok is a place for fun, not serious. Even if your industry is traditionally formal, don’t be afraid to loosen up and have fun with the content. When you decide to incorporate a trend into your marketing, it must be genuine. Consider how you can put a memorable spin on a trend to make it relevant and engaging for your audience.
Driving Action with Trend-Based Marketing
Latching onto a TikTok trend is only the first step. The real value lies in converting trend participation into brand action.
Create a Call-to-Action: Every trend your brand joins should have a clear call-to-action. Whether it’s directing viewers to your website, signing up for a newsletter, or engaging with more branded content, make sure there’s a next step.
Connect the Dots: Integrate your TikTok trend participation into your broader marketing strategy. If you’re running a campaign on another platform, find ways to tie it back to your TikTok content to create a cohesive brand experience.
Measure and Learn: Analyze the performance of your trend content. What worked, what didn’t, and why? TikTok’s analytics tools can provide valuable insights into what content performs well. Look for patterns in views, likes, and shares to understand what resonates with your audience, and use these insights to fine-tune your strategy and create more impactful content.
Ready to Post!
TikTok can be a marketing dream if harnessed correctly, yet it requires adaptability, creativity, and a willingness to take risks. But the potential payoffs—increased brand visibility, stronger audience connections, and a buzz-worthy reputation—are worth it. By creating trend-driven content that’s authentic and action-driven, engaging with your audience, collaborating with influencers, and leveraging TikTok ads, you can unlock the immense potential TikTok offers.
Set up a consultation to start exploring TikTok today. With a little creativity and a lot of dedication, your business can become a trendsetter in its own right.