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The Power of TikTok With Small Businesses: By Alyssa Caggiano

TikTok has taken over social media in terms of marketing and influence. It is so powerful, in fact, that it is being used more than Google as a search engine. Other social media platforms, such as Instagram, have even introduced reels to keep up with TikTok. As a WOL boss, TikTok is a keyway to build brand awareness and grow your business. Below are tips and tricks to navigating TikTok effectively:

1. Understand the Algorithm

TikTok works solely on an algorithm to cater to each individual user, which is why one’s For You page will vary greatly to the next. Understanding the algorithm ultimately helps to gain exposure to the right audiences. Creating consistent “on-brand” content, along with trending sounds and hashtags, will further cater your brand to users who will most likely be interested. Sounds, hashtags, and the search bar are key in users having the ability to find new content and creators, such as your brand, they want to follow.

2. Stay On-Brand

Staying “on-brand” in terms of content creation allows for users to easily understand your brand and what it stands for. Furthermore, being consistent allows your followers, as well as users in general, to easily recognize your content as a signature to your brand when popping up on their For You page or with a search. For example, a fashion influencer may use a particular style or setting for content creation because it stays true to their brand and what their followers and potential followers are seeking.

3. Follow Trends

Although you want your brand to stand out, following trends and incorporating them into your content is vital to being relevant among the algorithm and search engine. Whether it is a recurring dance, skit, etc. across your own For You page, you will notice that a particular sound is almost always associated with it. Upon clicking on the sound, you can view all other creators/users who have recreated that trend using the same sound. This is a great opportunity to get exposure for your brand as it will also push your content with that sound into the algorithm. Hashtags are another helpful resource in that they are often used as a search engine and will trend as well. However, trending hashtags are often associated with content that is completely unrelated, so we recommend using trending hashtags as well as hashtags that relate to your content for a better chance of reaching the algorithm and the right audiences.

Social media is everchanging, but TikTok has been a powerful force that has even influenced other platforms. By using trending sounds and hashtags, as well as staying consistent and “on- brand,” you can optimize your brand’s potential through TikTok’s algorithm and search engine.

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