Let’s face it, posting on TikTok is becoming more and more important for businesses all over the world.
With around one billion active users, TikTok has a huge marketing potential for big and small businesses worldwide. It’s your chance to reach a broader audience, build engaged communities, sell products, embrace TikTok trends, and get honest feedback from customers to understand how to grow.
However, that’s when you might hit a snag. With TikTok content seeming a bit unintelligible for savvy marketers, it remains unclear what content strategy to prepare, what content types to post, and how to promote business accounts on TikTok.
|Note: Use SocialBee, all-in-one social media management tool, to share content on TikTok.|
But, after reading this post, you’ll know if TikTok is a suitable social media platform for your business, how to write a TikTok content plan, and what tactics to choose for maximizing your potential reach there.
A Quick Look at TikTok Social Media Platform
TikTok is a video streaming app where users create 15 – 60 second videos on different topics (some accounts can create up to 3-minute videos now).
It started as a viral dance and lip-syncing video platform, but now TikTok has become a very diverse source of content. After all, 800 people use the app, so the fact that there is content for any niche is not really surprising.
Few things to know about the TikTok users:
- 53% of them are male while 47% are female;
- 50% are under the age of 34, with 32% aged between 10 and 19;
- 41% are between the age of 16 and 24;
- 100 million monthly active users come to TikTok from the USA;
- TikTok has users in 155 countries, and it’s available in 75 languages.
Users interact with TikTok content by scrolling through their feed, aka FYP (For You Page), and can like, comment, and share it on other social media networks.
Moreover, TikTok prioritizes content that gets more views and interactions, building user feeds accordingly.
As a content creator, you can use trend-heavy filters, transitions, music, and other effects to make your short videos more engaging. Humor is also welcome, though it’s critical to keep it relevant to TikTok’s Gen Z audience.
To make TikTok content creation easier you can use SocialBee to create edit and schedule your content from one place. You can create content categories to diversify your posts, add hashtags and emojis to make your content more appealing, and increase your post visibility.
With SocialBee users can customize content for TikTok with ease.
Manage Your TikTok Accounts with SocialBee!
Why You Need a TikTok Content Plan
In 2020, TikTok generated $1 billion in revenue from paid ads. Given that its users spend around 850 minutes a month and 46 minutes a day scrolling videos, the TikTok marketing potential is hard to overestimate.
With an intelligent TikTok content plan, you can:
- Increase brand awareness by reaching a broader audience.
- Sell your product or services.
- Provide customer service.
- Build engaged communities.
- Get feedback from your customers.
- Advertise your products or services to your target audience.
- Drive traffic to your other marketing platforms like Instagram and YouTube.
Your content plan will differ depending on the TikTok marketing strategy you choose for this platform. The three primary tactics here are: TikTok influencer marketing, organic viral content creation, and advertising on TikTok.
More on that below.
Things to Consider for Creating TikTok Content Strategy
First things first:
Please don’t use TikTok for your business simply because it’s a popular platform and you want to stay on top of trends. Before investing time and money in TikTok marketing, do your research and answer the following questions:
Does Your Business Target the Right TikTok Audience?
As a marketer, you need to know and understand your niche inside out. Before choosing a content topic, format, or music for your TikTok business account, make sure it’s what your audience wants to see.
- Who is your target audience on TikTok?
- Who do you hope to reach here?
- Given their demographics and interests, will your brand be relevant to them?
Moreover, look at your buyer personas and your social media audience analytics and find out if there is a target market for your business on TikTok.
Are they the same people? Or, can you find subgroups relevant to your niche?
The goal is to learn about the TikTok audience and provide content suitable for their needs and preferences.
Does TikTok Align with Your Business Goals?
Your target audience is critical to consider when crafting a TikTok content plan, but don’t forget about your business objectives. What’s in it for you?
Ensure your business goals and objectives align with TikTok marketing opportunities.
Set clear and measurable goals for your TikTok marketing strategy. Before writing a content plan, you need to understand the purpose of using this social media platform.
Once you know it, the next step will be to decide on content types that will help your business meet those goals.
Are Your Competitors on TikTok Already?
If they are, it can be a challenge for you to win them over. So, you’ll need to plan a marketing strategy accordingly.
Studying your competitors’ TikTok strategy will help you discover what the platform has to offer for your industry and what type of content works best for your niche.
You should also take this opportunity to identify their strengths and weaknesses, learn from what works and what doesn’t work for them, and craft your TikTok content plan accordingly.
If your competition is not yet on TikTok, then you are in luck. It’s your chance to gain a competitive advantage.
Best Practices for Your TikTok Presence (Business Account)
Once you’ve identified your TikTok target audience and defined your goals, it’s time to decide on the strategies that will help you succeed with your TikTok marketing campaign.
Here are the main practices that will help you promote your business on TikTok:
- Content creation
- Influencer marketing
Your TikTok content plan will consist of different content types and ideas depending on which strategy you choose.
Let’s take a closer look at all three!
1. Advertising on TikTok
Direct selling isn’t the best idea to engage TikTok’s younger demographic. That’s why most brands use the platform to build brand awareness.
However, TikTok provides a few ad formats to help you promote your business. There are five types of TikTok ads are available at the moment:
- In-feed ads, appearing directly in users’ FYP. It can be image or video ads, spark ads, carousels, or pangle ads.
- Top view ads, appearing on users’ screens once they open TikTok.
- Branded hashtags, appearing as banner ads on users’ FYP and sending them to a corresponding page. Pro tip: You can even start a branded hashtag challenge to get people to generate their own branded content.
- Branded effects, arising as branded stickers throughout users’ feeds to raise awareness around your campaign.
- Brand takeover, allowing your business to “take over” TikTok for a short time.
If you decide to focus on advertising when planning your successful TikTok marketing strategy, do your best to determine ROI and remember to track your progress. In this way, you’ll see whether your content works and if you need to revise anything for better results.
2. Creating Content for Your TikTok Account
Even if content creation requires a little more time before you see results, it gives you the most freedom. TikTok has its unique features and user behaviors, so you have to put some effort into understanding the trends and the TikTok culture.
You shouldn’t approach TikTok the same way you do with Instagram, LinkedIn, or other social media channels. Here you can post everything from showing off your product to dance challenges, but you have to make sure you understand how the TikTok algorithm works.
First, the platform shows your videos to a small set of users who are most likely to engage with your video based on their past behavior. If they respond by watching it in full, liking, commenting, or sharing it, TikTok will show it to more people. The process repeats, and if this loop happens enough times — your video goes viral.
So, your TikTok content plan needs to consist of videos with a hook in the very beginning (to motivate users to continue watching), trending sounds (hashtags and effects also matter), and relevance to a specific target audience. However, the most important aspect is to follow trends and use them to gain more visibility.
Content ideas to include in your TikTok content plan:
- Quick tips, tutorials, and how-to’s
- Hashtag challenges
- User-generated content
- Multi-part series on the same topic
- Funny skits
- Duets (recording your video alongside someone else’s)
When you are out of content ideas, you can look at the Discover page to see what’s trending and what your followers or competitors are posting. Humorous videos, business tips, series — choose the most relevant content for your niche.
3. Using TikTok Influencer Marketing
This strategy is a big part of TikTok’s ecosystem. Given that Gen Z follows personalities, not “faceless” brands, your collaboration with influencers can hugely impact your business success.
It’s not a must to team up only with TikTok influencers who have millions of followers. Try to discover rising stars in your niche, as it can bring you even more positive results:
- Your brand will look more natural and authentic.
- Your business will gain more credibility because micro and nano influencers have a more loyal audience, ready to follow their advice.
What’s important here is to write a detailed and precise set of rules for TikTok creators to promote your business. Let them know what outcome you expect, how many videos they need to create for you, how often they need to post them, how you’ll measure the results, etc.
The Best Time to Post on TikTok
The last step of writing your TikTok content plan is identifying and setting a TikTok posting schedule for your videos.
Your TikTok analytics will help here. Use the data to get insight into when your followers are online and most active — and try to post an hour before they come.
If you don’t have any analytics yet or want to reach a broader audience, just think about when they can generally be active on social media: early mornings before they go to work or evenings, right before they go to bed. Posting twice a day would be a great start.
Keep in mind that audiences are different, so you need to experiment until you find the best time to post on TikTok.
Here is a general TikTok posting schedule you can start following in the beginning:
Now that you have your content schedule ready, you can optimize your social media posting system with SocialBee. Use this social media management tool to create, edit, schedule, and share content on TikTok faster and easier than ever before.
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Power Up Your TikTok Content with SocialBee!
Writing a TikTok content plan may seem a little challenging if you are new to the platform, but it will get more fun and interesting as you get into it.
You should start by identifying your purpose for using TikTok and the audience you want to reach there.
Then, spend some time researching TikTok content types to understand which ones could help you meet your business goals and decide on the strategy you’ll use: will you create TikTok videos yourself, collaborate with influencers, or stick to TikTok ad campaigns?
And finally, once your content plan is ready, identify the best time to post on TikTok. Also, remember to track the progress and adjust your TikTok content strategy on a regular basis.
Article by Lesley Vos, a professional copywriter and guest contributor, currently blogging at Bid4Papers. Specializing in data research, web text writing, and content promotion, she is in love with words, non-fiction literature, and jazz.