How and Why Small Businesses Should Be Using TikTok and Reels
In a 2015 Copyblogger post about podcast success, host and producer Jerrod Morris wrote: “Showing up isn’t half the battle. It’s not 90 percent of the battle. It is the battle. It’s the battle for audience attention — that grueling war of attrition in which attitude always triumphs over aptitude. And your attitude is revealed by when you show up, how you show up, and how long you show up over time.” That’s an eye-opening truth that applies to almost any type of marketing but is especially evident for viral marketing through video sharing apps like TikTok and Reels. Few small businesses have the deep pockets necessary to dominate every airwave. But consistency in producing shareable content can help establish a brand, especially through visually-focused social media apps.
Marketing your services on TikTok and Instagram Reels gives you a chance to display your authentic self in a way that’s difficult to accomplish through other social media marketing channels. Both spontaneous clips and curated mini-videos do well on these platforms, so long as they meet the increasing demand for organic and original content.
Why Use TikTok and Reels for Marketing?
Most businesses now understand the necessity of marketing via social media. As of 2019, 72% of US adults use at least one or more social media websites. Successful marketing doesn’t happen in a bubble; the best marketing attempts seek out not only where people congregate, but establish a message that is reflective of the reason people congregate there.
This is why highway billboards enjoy continued success, even as fewer people take long road trips. Although it’s much harder to track the immediate ROI for billboards (compared to digital marketing where you can get almost instant data on conversions), current research shows billboards still produce nearly $6.00 for every $1.00 spent.
As far as social media goes, Facebook, Instagram, and Twitter are a given. So why TikTok and Reels? It comes back to the point we just made: People are congregating there. And they’re doing so incredibly large numbers.
TikTok now has 100 million users in the US, an increase of 800% from 2018.
TikiTok is not just for teens. In fact, nearly 50% of its users are aged 35+
Half of TikTok’s users are active every day
TikTok users love the app and spend an average of 52 minutes per day on the platform
37% of TikTok’s users say they have used or intend to use Instagram Reels
Yes, those TikTok’s crowd might seem small compared to the 223 million Facebook users in the US, but there are two underlying facts that explain its comparative value:
TikTok vaulted to 100 million users just two years after its US launch.
TikTok now has roughly the same number of US users as Twitter.
Consequently, established marketing advice comes into play here. If you plan to advertise in the places where your desired audience is going to be, well, a large percentage of them are now going to TikTok. And many will likely utilize Instagram Reels, as well. If you aren’t marketing on these platforms, you’re missing out on an increasingly important marketing channel.
Not sure how to get started with marketing on social media platforms like TikTok and Reels? We can help! Contact Madison Ave Media today for a free consultation.
How to Market on TikTok and Reels
Usage numbers are a driving factor for why you should use TikTok and Reels. That begs the question: How do you market effectively on these fast-growing social media platforms?
One route is to go official. TikTok offers TikTok for Business accounts that you can use to create interactive, advertorial content that is backed by data analytics. Or, you can opt for a simpler user account that you use to build your content and gain a following, with links back to your business. However, we recommend you use a business account, as you can add your direct business contact information as well as a link to your website.
For Instagram, your equivalent is Instagram for Business. The company doesn’t have a separate “for Business” account or Reels, but you can incorporate a Reels strategy into the Instagram marketing you’ve already established or plan to establish.
There’s no “one size fits all” approach for TikTok and Reels. But there are a few tips you may want to consider that could help you find more success with your marketing strategy on either platform.
Be authentic.
This is probably the number one rule of TikTok and Reels. Real people, real stories, often told imperfectly. If you’re operating a med spa, for example, it hardly gets more authentic than creating a video that shows the step-by-step process of a laser hair removal procedure (perhaps even from the doctor’s POV).
Find opportunities for humor.
TikTok users love to laugh. Many of the most successful TikTok videos feature both intentional and unintentional humor. And that’s because there are few things more authentic than a good laugh. Medical professionals operating small businesses can use TikTok and Reels to help reveal some of the day-to-day humor that most patients don’t get to see, such as this amusing change-up post on Reels by plastic surgeon @dsmowldsmd.
Seek an unusual or uncaptured niche.
There are millions of dance videos on TikTok. But what about a dancing concierge doctor? No surprise here, but even dancing docs have a place on TikTok (and likely on Reels, too). There are thousands of brands carving out niches all their own. Be creative and explore the parts of your business that are entertaining, repeatable, and share-worthy.
Additionally, consider the type of content that does well on TikTok and Reels: challenges, trending hashtags, artistic creations, humorous reenactments, dance trends. Videos that succeed on TikTok and Reels are laser-focused on specific categories and are often supplemented with music.
The combination of branding and music were on full display earlier this year when a random (and not yet famous) TikToker shared a video of himself drinking Ocean Spray cranberry juice out of the bottle on a skateboard to the song “Dreams” by Fleetwood Mac. The video went viral and eventually made it in front of Mick Fleetwood, who recreated it. Picking up on the marketing opportunity, Ocean Spray bought the original TikToker a truck packed full of Ocean Spray bottles . It was a huge advertising win for both Fleetwood Mac (whose song later rose up the charts) and Ocean Spray, who benefited from the organic viral marketing.
Opt for depth over length (but not always).
The vast majority of TikTok and Reels videos are short. TikTok restricts you to 60-second videos (or less) if you create those videos using the app. But you can also create and share longer videos if you record those videos outside of TikTok. For Reels, videos must be 30 seconds or less.
However, be mindful of community expectations. Most TikTok and Reels users aren’t going to watch a long video if the content isn’t incredibly engaging from start to finish.
Create content regularly to build an audience.
You can’t treat content creation as a one-off. That’s not how brands are built. Instead, you need to establish a production schedule that results in uploading content at regular intervals that people will eagerly anticipate. If your uploads are sporadic, they’ll get far less traction. Establish a content calendar, then stick to the cadence you’ve decided on. If you fall off, though, don’t worry. TikTok is about authenticity, so fly right back into it with a video explaining why you disappeared.
Marketing on Reels and TikTok Is About Being ‘You’
Success on TikTok and Reels can take many different forms. Ultimately, the best brands are those that zero in on unfiltered human experiences and talent through interesting lenses.
Just look at the TikTok page for @barretplasticsurgey. He has over 11 million likes on his videos that mostly focus on demystifying plastic surgery through educational content, simple before/after videos of celebrities, and other relatable posts. Many of his videos aren’t for the squeamish (they’re just that authentic), but that’s exactly what helps him succeed in marketing on TikTok. His raw realism is exactly the type of content that spurs viral shares on the platform.
Take some time to explore TikTok and Reels. Search both platforms for businesses in your industry and see what they’re doing and how they’re carving out a notch for themselves. Then, take a broad view of your own business and determine what unique human stories, experiences, and talents help drive your business that could be transformed into shareable serialized videos.
Need help decoding social media marketing through TikTok and Instagram Reels apps? Contact Madison Ave Media today for a complimentary consultation.