It’s “highly important” for business to be visible on TikTok these days, says social media and video marketing expert Keenya Kelly.
With a record high of nearly 70% of the population worldwide having access to the internet and social media, it’s changing how customers consume marketing.
Young people spend more than an hour a day on TikTok, so it makes sense to be more visible on the social media app if you want to attract new customers.
“It doesn’t mean that a brand needs to do anything that goes outside of its guidelines. They have to figure out a way to create content to connect to the target audience so that they can buy from them,” says Kelly, who helps entrepreneurs grow their businesses online.
Kelly is an accomplished entrepreneur with multiple six-figure businesses under her belt and has a gift for helping people find their voice in the video.
Locate2u sat down with her to learn how TikTok transforms the marketing landscape and how businesses and entrepreneurs can keep up.
Creating a brand on TikTok
Thinking that TikTok is only for bored GenZers who sit at home couldn’t be further from the truth. Businesses are making millions of dollars from creating brand visibility on TikTok.
Senegalese-Italian TikTok creator and comedian Khabane Lame earned around $16.5 million in 2023. Other top-ranking personalities on TikTok include MrBeast (Jimmy Donaldson) and influencer Charlie D’Amelio.
“Brands need to learn how to create short-form videos, have a presence on TikTok shop, and learn how to partner with content creators so that they can share their products with their communities,” says Kelly.
Research conducted by Kantar in 2021 found that 92% of TikTok users buy a product after watching a TikTok video.
TikTok rewriting the business model?
Making a debut on TikTok, finding a voice, and creating a brand community might sound overwhelming, but Kelly believes it’s easier than businesses think.
It takes work to determine what type of content a brand should put on its TikTok page. “Businesses need to understand that people on TikTok are looking for entertainment,” says Kelly.
However, many businesses might fear losing customers and missing the real target audience. Kelly assures that a brand doesn’t have to do anything risky and out of character to stand out.
“It does mean that businesses have to understand the culture of the platform is entertainment and customers are looking for ways to buy things. Customers want to know what the brand believes and stands behind – outside of just selling products.”
Common mistakes brands make on TikTok
Speaking to customers seeking help with their TikTok brand visibility, Kelly says that companies often feel forced to focus on kids or create weird and goofy content to be by customers.
“Businesses have to learn how to create engaging content that does not feel like they are on Facebook. They need to learn to utilize some of the trends they incorporate in their marketing message.
“They also need to start working with people on TikTok who already know how to sell because it’s going to be easier and faster for them,” says Kelly.
Keeping the authenticity of the brand
Authenticity is essential for brands to ensure alignment with the company’s values and guidelines. But don’t forget customers find relatable content interesting.
“Businesses have to find a way to be authentic and relatable. People want to know exactly who the brand is, what it stands for, and what it sells, but they want to feel like they are communicating with a person and not just a brand.”
Creating brand visibility on TikTok on small budgets
Only some people have a budget for fancy marketing when they start their small business from home. But Kelly says there are ways around it, such as thinking outside the box.
“I think that brands need to spend time on the platform looking at their competitors. Because that will give them a simple blueprint of what is already working on TikTok.
“Often people feel like they have to be super creative, but if they just spent time watching and understanding the culture, it would make it easier,” she says.
TikTok also has free resources to show brands how to get started.
Do you only focus on TikTok?
Creating brand visibility across all social media platforms like LinkedIn, Facebook, and Instagram while also growing on TikTok is “very important,” advises Kelly.
“Because not everybody is on YouTube or Facebook or TikTok. It’s important that the brand understands if their target customer is in different places; they have to learn how to create content to reach each person on their different platform.”
NOW READ: How to target new customers with TikTok for business
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About the author
Mia is a multi-award-winning journalist. She has more than 14 years of experience in mainstream media. She's covered many historic moments that happened in Africa and internationally. She has a strong focus on human interest stories, to bring her readers and viewers closer to the topics at hand.
