TikTok Content Marketing: How to Grow Your Business With TikTok

Wish to develop your corporation? Questioning if TikTok might help?

To discover TikTok content material advertising, I interview Keenya Kelly on the Social Media Advertising and marketing Podcast.

Keenya is a branding and video advertising knowledgeable who helps entrepreneurs develop their companies on-line. She’s the creator of Earlier than You Stop Your Day Job: A Strategic Information for Entrepreneurs, and host of the Keenya Kelly Podcast.

You’ll uncover 4 several types of TikTok content material and the way you need to use them to serve your advertising aims, how lengthy your content material must be, and the way Keenya will get folks on TikTok to DM her or be part of her e mail checklist.

TikTok Content Marketing: How to Grow Your Business With TikTok by Keenya Kelly on Social Media Examiner.

Keenya’s background in enterprise started in community advertising when she was recruited and started to show others how one can construct a enterprise, ship displays in entrance of a room, recruit folks, and promote their services. She shortly realized that her thoughts works in photos and when she talks with somebody for five minutes or so, she mentally builds a enterprise and branding plan she will be able to write out.

About 5 years in the past, after watching others on Periscope and Fb Dwell, Keenya started utilizing Periscope to speak about constructing a private model. She didn’t have a enterprise arrange however when a whole lot of individuals wished her to assist them with model design and technique, she realized she can be giving some huge cash to another person if she didn’t launch her personal company.

On September 1, 2016, If You Model It was launched and hit $10,000 in its first month.

Just a few years later, Keenya enrolled in Chalene Johnson’s academy. When Chalene started speaking about TikTok 2 years in the past, Keenya didn’t actually perceive what was taking place with the app, however when the pandemic hit, she started utilizing the app for her personal leisure. Quickly after, she turned the leisure and attracted her first 1,000 followers in 3 weeks. When a duet TikTok introduced 10,000 followers in 1 week, Keenya knew TikTok had worth past leisure.

She searched phrases akin to “advertising” and “branding” and located a whole lot of entrepreneurs with huge followings constructing their companies on TikTok. As a result of TikTok is an entertainment-first platform, Keenya determined to teach whereas she entertained.

At the moment, Keenya has 184,000 followers on TikTok.

screenshot example of @keenyakelly0 tiktok profile showing 184.8k followers and 3.4 million likes, along with description offering a free quiz, new earring merchandise, and a call to action to click her profile linktr.ee link

What Benefits Does TikTok Convey to Entrepreneurs?

screenshot of tiktok post by @wonguy974 titled faking autumn, showing the eiffel tower in silhouette and the sun setting behind it with it's reflection in a puddle framed by two fall leaves at the bottom of the image

The number-one factor enterprise homeowners need from social media is visibility. We want our merchandise, companies, or manufacturers in entrance of extra folks.

4 billion folks (100 million within the U.S.) have downloaded TikTok to be entertained. Which means entrepreneurs and enterprise homeowners have a possibility to get their message in entrance of a large viewers.

One other level in TikTok’s favor is the benefit with which brief content material can go viral.

As well as, TikTok’s algorithm is deeply aware of the behaviors of every consumer. When you watch a video about canine all through, TikTok will present you extra canine movies. When you watch 3 seconds of a canine video and scroll on, TikTok gained’t present you a lot canine movies. So in case your content material is served to somebody on TikTok, there’s an excellent probability that they’re focused on what you’re doing or speaking about. Keenya, as an example, sees a whole lot of dance movies and advertising movies in her feed as a result of these are the sorts of movies she interacts with.

Hashtags on TikTok work in a similar way. When you use a sure hashtag, TikTok will present your content material to individuals who like that hashtag and it’ll additionally present you extra content material related to that hashtag.

Lastly, the For You feed usually exhibits folks content material from creators they’ve by no means heard of so chances are high excessive that your message will probably be exhibited to new audiences.

4 Varieties of Content material That Work on TikTok

Even in the event you’re not a dancer or singer, Keenya believes you need to use TikTok creatively to market your message with 4 sorts of content material: copycat content material, instructional content material, business-oriented content material, and reside stream–based mostly content material.

Copycat Content material on TikTok

Whereas Fb and Instagram discourage folks from copying content material, copycat content material is among the hottest types of content material on TikTok. Keenya notes that she attributes near 50,000 of her followers to this format.

Copycat content material is much less copy and extra impressed repetition. One TikTok consumer will put out an unique video that includes a 15-second clip that exhibits them doing a dance to an audio clip. Then others impressed by the video will submit movies of themselves repeating the identical dance to the identical audio or altering a element or two.

One of the notable examples proper now’s the unique video Nathan Apodaca (@doggface) posted of his skateboard trip to work whereas ingesting from a bottle of Ocean Spray Cran-Raspberry. The video featured an audio clip of “Goals” by Fleetwood Mac. It has been copied a number of occasions by individuals who fall off the skateboard or drink one thing aside from Ocean Spray—together with a copycat model by Stevie Nicks wherein she laces up her roller-skates.

Keenya’s personal current 7-second copycat video was seen 1.6 million occasions in 7 days and drew 50,000 new followers to her account. The unique video featured a man strolling on-screen, saying, “Hello!”, after which strolling off-screen, however Keenya went off-script a bit.

@keenyakelly0Aren’t you that girl instructing folks how one can make $10,000/month? #newbusinessstartup #newbusinessowner #newbusinessventure #startabusinesscheck♬ Easiest dance on TikTok – My Guy


When she walked on-screen, there was a textual content overlay that learn, “Aren’t you that girl instructing folks how one can make $10,000/month?” As she smiled and did what’s known as a ‘whoa,’ the textual content modified to learn, “Sure I’m Ship Me a DM”. Then she gave a peace signal and walked off-screen.

screenshot of tiktok post by @keenyakelly0 copycatting the soundtrack of 'easiest dance on tiktok by @alberto.vigilance' which appears in the bottom-right corner and is highlighted

Professional Tip: Whenever you create copycat content material, it’s necessary that you just supply the unique audio so you may trip the wave of engagement and visibility. Within the decrease right-hand nook of the video you’re going to copycat, faucet on the circle with a face in it. On the subsequent display screen, faucet on the purple Use this Sound button.

Academic Content material on TikTok

When you’re questioning how one can train something of worth in video that’s 10–60 seconds lengthy, observe Keenya’s lead. She makes use of TikTok to share tips about podcasting, utilizing Instagram, managing e mail lists, and extra.

Relatively than a 30-minute tutorial, it is best to concentrate on bite-sized ideas. Within the first clip (about 3 seconds), inform folks what you’ll be instructing; as an example, “Three ideas for constructing a model on TikTok.” Within the second clip (about 15 seconds), ship your first tip. Observe up together with your second and third ideas.

One in all Keenya’s most profitable items of instructional content material isn’t even business-related—it’s a TikTok that exhibits folks the right approach to make use of a colander—but it garnered her 1 million views in every week.

Enterprise Content material on TikTok

The way in which Keenya delivers enterprise content material on TikTok could be very comparable in format to Gary V’s 15-second movies on Instagram Tales, with the distinction being lifespan.

As a result of TikTok content material lives in your feed perpetually, you need to use that content material to bait folks into wanting extra from you and push them to your YouTube channel, for instance. The secret’s to hook folks with the primary clip/tip so that they’ll watch the stability of the video and observe the place you direct them to go for extra.

Dwell Stream

The attractive factor about reside stream video on TikTok is the entry to publicity. Whenever you go reside, your followers get an alert—which is nice—however anyone who’s scrolling their For You feed will even see that you just’re reside, no matter whether or not they observe you. Moreover, anybody watching a reside stream can tag one other particular person with an invitation to look at the reside stream as effectively.

Creating Your Personal TikTok Content material

At the moment, TikTok movies will be as much as 60 seconds lengthy however Keenya says most content material averages 10–15 seconds. She recommends creating TikTok movies which are 7–15 seconds in size until you may have one thing that really lends itself to an extended clip.

For instance, an actual property agent that includes a walkthrough tour of a house or displaying the earlier than and after of a flipped home renovation may do an extended clip, as may a marketer sharing three deeply invaluable ideas as a result of folks’s curiosity can be held longer.

With regard to content material combine, she suggests beginning with 4 to eight items of content material per day. On the very least, you wish to publish three movies a day: one video to teach your viewers, one to entertain your viewers, and one to indicate you being you.

screenshot of tiktok app discover tab showing live and trending content in a carousel format at the top of the screen, with trending hashtags and videos for each, appearing in a feed below

Earlier than you publish any content material, Keenya strongly recommends lurking for some time to get snug with what’s taking place on the platform. Begin with the Uncover tab by tapping on the magnifying glass on the backside of the house display screen. When the tab opens, you’ll see the highest trending movies and trending hashtags you need to use to gasoline content material creation.

Then you need to use the Uncover tab search field to dive deeper into niche-specific content material. Enter a hashtag, a key phrase akin to surgeon, physician, lawyer, enterprise guide, or perhaps a full key phrase phrase to see what folks in that area are doing on TikTok.

As you discover folks with content material that stands out to you, observe them and like three or 4 of their movies. As TikTok serves you their content material, you may determine whether or not you really prefer it. When you don’t, you may unfollow them. You’ll be able to even save movies to seek advice from and mannequin sooner or later.

Professional Tip: Whenever you’re studying to publish your personal content material, it’s necessary to notice that you just by no means wish to delete a TikTok video as a result of that indicators to the platform that your content material can’t all the time be trusted. When you delete a video, it’s extremely possible the algorithm will considerably scale back the visibility of your subsequent set of movies. Relatively than publishing and deleting a video, Keenya encourages creating a chunk of content material after which saving it as a draft. Then you may open your drafts and hit Publish in the event you’re certain you wish to share it or delete it with out damaging your account.

Utilizing Hashtags on TikTok

Keenya makes use of hashtags with two targets in thoughts: to play on virality and attain her goal buyer. To visualise this, if her content material is created for brand spanking new entrepreneurs, she’ll use the hashtag #newentrepreneur. As a result of that’s a very fashionable hashtag, she’s going to add #newbusinessstartup to lower the possibility that her submit will get misplaced within the flood of posts that use the extra in style hashtag.

Hashtags have a twin function on TikTok, Keenya notes. When you add a hashtag to the caption of your video, TikTok will present that video to others who’ve additionally used that hashtag. On the similar time, TikTok views your use of that hashtag as an expression of curiosity and serves you extra content material that options the identical hashtag. So that you wish to watch out concerning the hashtags you employ as a result of they’ll affect the content material you see.

The best way to Get Folks on TikTok Into Your Funnel

One in all Keenya’s ways to tug folks on TikTok into contacting her is the “Ship me a DM” name to motion. She used this tactic within the copycat video talked about above and obtained roughly 4,000 direct messages. (She notes in an apart that as a result of her TikTok deal with matches her Instagram deal with, she additionally ended up with virtually 2,000 new Instagram followers.)

Many of the DMs stated, “Hey, I noticed the video. How will you assist me get to $10,000 in my enterprise?” Keenya then used copy/paste to ship scripted responses (saved within the word pad on her gadget) that opened the door to enterprise conversations and finally led to including a whole lot of individuals to her e mail checklist.

Key Takeaways From This Episode

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What do you suppose? What are your ideas on the sorts of TikTok content material that can serve your advertising aims? Please share your feedback beneath.

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