In 2020, TikTok took the world by storm with its innovative full-screen videos, trending audio, and viral dance trends. It quickly became one of the fastest-growing social media platforms, acquiring 1 billion monthly average users in 4 years — less than half the time it took Facebook and Instagram.

Fast-forward to 2023, and TikTok has shown that it doesn’t appear to be going anywhere any time soon; it’s the addictive platform where users share fun, informative, and engaging short videos — and it’s not just for dancing and lip-syncing anymore!

Today, we’re diving into whether TikTok should be a part of your marketing strategy and how it can be a powerful tool for creating brand awareness and reaching a massive audience.

The Power of TikTok for Brand Awareness

Let’s face it: building brand awareness is crucial for small businesses to thrive in this digital era. With its jaw-dropping user base and engaging content, TikTok provides a unique opportunity to showcase your brand’s personality. From quirky product demonstrations to heartwarming storytelling, you can connect with your audience in an authentic and memorable way.

Is Your Target Audience on TikTok?

But before you run to create a TikTok account, it’s essential to take a moment to understand your target audience. Are they using TikTok?

If your audience is primarily Gen Z, you should definitely be on TikTok, as they use the platform more than others. In general, TikTok typically skews toward a younger demographic, with most users being between the ages of 10-39 and 54% of those users being female.

If your audience is part of those demographics, then we definitely recommend embracing TikTok as part of your overall marketing strategy!

The TikTok Funnel

With our clients who use TikTok as part of their holistic content strategy, we tend to see a unique “marketing funnel,” if you will. (If you’re unfamiliar with what a marketing funnel is, be sure to check out our blog post on it. For now, all you need to know if that it consists of three phases: 1. Attract 2. Warm 3. Convert).

The TikTok algorithm works wonders for brand awareness and attracting new users to your content. Once they find you, especially if they find a video they like, they’ll typically visit your TikTok profile and binge all of your content there. From there, they’ll either head straight to your website or they’ll check out your Instagram (both of which can be linked on your profile, depending upon the number of followers you have).

Once they find their way to your Instagram, they’ll often start by watching your stories and checking out your highlights. This is a chance to showcase more of your brand’s personality, behind-the-scenes glimpses, and talk about your offerings.

After watching your stories and highlights, they’ll usually scroll over to your most recent Instagram grid posts (ie: why our Content Strategy Embracive develops nine content pillars for our clients).

TikTok Marketing Dos and Don’ts

Ready to take the plunge and add TikTok as a social media platform to utilize? Here are our biggest dos and don’ts!

Do be authentic and relatable. TikTok users appreciate genuine, yet high-quality, content.

Do experiment with different video formats and styles to see what resonates with your audience.

Do leverage trending audios and trends to stay relevant and expand your reach — but with your own unique spin!

Do engage with your audience to foster community.

Do collaborate with influencers or other brands to widen your brand’s exposure.

Don’t be overly promotional; TikTok users are here for edutainment (education 🤝🏼 entertainment) — not ads.

Don’t be discouraged by slow growth at the beginning. Building a following takes time and persistence.

Don’t assume the goal of TikTok is to go viral.

Don’t post low-quality videos or content that doesn’t align with your brand identity.

TL;DR

TikTok can be a valuable addition to a holistic marketing strategy if your target audience is active on the platform. By creating authentic, engaging content, you can leverage TikTok’s power to build brand awareness and forge meaningful connections with your audience.

Happy TikToking! 🎉

Magnolia Creative Co exists to help established, mission-driven businesses amplify their online presence through strategic content marketing and management. We are a full-service creative studio; taking you from marketing strategy, to content plan, to branded content, to engaging copy, to (ultimately) a community of loyal fans and prospective customers.

We place a high value on creating sustainability in your business. Sustainability in your content marketing plan, but also, as a result: a consistent increase in your revenue, your inquiries, and brand growth overall.

We believe that steady business growth year over year is a direct result of an engaged, trusting, and dedicated community – which is exactly what the right marketing support can aid you in creating around your small business. Ready to start cultivating an online presence for your mission-driven brand?  Learn more about our services.