Don’t worry, you don’t have to dance to make TikTok work for your trade business (although, it wouldn’t hurt…) With a potential ad reach of 945.2 million adult users and billions of downloads worldwide, TikTok is becoming much more than an entertainment app. Up to 50% of users claim to have purchased something because of TikTok's influence and a huge percentage use it as their preferred search engine (RIP Google). Why? It’s an alternative to traditional ads and search engines, as TikTok uses storytelling and entertainment to educate and sell products and services. Trade businesses are jumping on board, with sole traders and business owners growing their reach by sharing their expertise and behind-the-scenes footage of life in the trades.
Looking to grow your marketing skills? Start with a clear plan.
Low on time? Skip ahead!
- Why should you join TikTok?
- How to make great TikTok content
- TikTok marketing strategy and analytics
1. Why should you join TikTok?
40% of consumers use TikTok to directly search for specific topics, brands, products or services they’re interested in. For many users, TikTok's focus on sharing personalised video content and storytelling makes it a more engaging and 'trustworthy' way to engage with businesses.
It makes sense, while a Facebook ad, billboard, or vehicle wrap offers a clear-cut way to get your business name in front of people, TikTok's video-based advertising encourages businesses to share their personality, work and achievements directly with customers.
While the trend of using TikTok as a search tool is hugely popular among younger generations, TikTok search rates are increasing across generational divides, with:
- 64% of Generation Z (1996 - 2012)
- 49% of Millennials (1981-1996)
- 26% of Baby Boomers (1946 -1964)
using the app alongside, or instead of other search engines.
Popularity and reach
Content related to electricians, plumbers, construction, painting and the day in the life of apprentices and tradies is having a surge in popularity, with hundreds of videos cracking the million-view threshold for viral content. Even content that might seem mundane, like showcasing a clean and organised truck, drilling wood, or before-and-after transformations, can make trade accounts overnight favourites.
How to join TikTok
- Download the TikTok app from the iOS App Store or Google Play.
- Open the app.
- Go to 'Me'.
- Choose a method to sign up.
- Pick a username that relates to your business.
- Get posting!
Choosing the right URL for your profile
There’s a spot in your bio that will allow you to include a URL - make sure this links to your website or contact info!
Setting up a TikTok Business Account
Setting your trade business TikTok account as a business account is the easiest way to ensure you can access insights about your video performance and access Business Suite tools like advertising, auto-messaging, and more. TikTok business will also stop you from accidentally using copyrighted music - helpful if you want to avoid getting sued when you go viral.
How to create a TikTok business account:
- Go to your profile page.
- Open the Settings and Privacy tab in the top right corner.
- Tap Manage account.
- Under Account control, choose Switch to Business Account.
- Choose the category that best describes your account.
- From there, you can add a business website and email to your profile, and you’re ready to roll. Remember to match your username to your business name. If it’s not available, try a shortened version.
Note: at the time of writing TikTok Business registration is currently only available in the US, UK, ID, CA, RU, VN, FR, MY, AE, TR, TH, JP, DE, KH, SG, BR, and KR.
2. How to make great TikTok content
TikTok offers a range of templates and is designed to be so user-friendly your neighbour's kid can use it. Users can easily add roughly cut videos and music, and let the app handle the rest. However, when it comes to making unique content, practice makes perfect, so it's important to experiment to hone your skills.
Study the platform (& your competition)
If you needed an excuse to spend a few hours scrolling TikTok “for work”, this is it. It’s unlikely you’ll create viral content without some familiarity with what’s popular on the app. Search hashtags relevant to your business and find accounts succeeding in your goals. Take note of what you search for - these terms are likely going to be the same hashtags you'll use for your content!
Find trends and opportunities
People like to learn, with 62% of TikTok users claiming tutorials as their top choice in TikTok content. Product and tool reviews come second, with personal stories and day-in-the-life content third. Up to 36% of users go to TikTok for “relaxing” content, which often features videos such as before and after showcases, satisfying paint, joinery or organisation content and cleaning vids.
Use Hashtags
TikTok hashtags will help your content get discovered via search and help the TikTok algorithm identify what kind of topics you’re covering. These are terms that cover your topic and industry - plus anything specific about your content; such as the name of a tool you're reviewing or the type of job you've completed.
Be authentic
Part of your TikTok content plan should incorporate highlights from your trade plus your personality. brand and niche. One of the biggest drivers of engagement on TikTok is the belief that there’s a level of authenticity or informality from creators. Create videos that show off your expertise or reveal some behind-the-scenes footage to keep them watching.
Clear lighting and sound
There are not many rules when it comes to successful content, however being able to see and hear your videos clearly is key!
Go live
Doing a live stream on TikTok is a chance to directly connect with your audience. Followers can engage with you in the moment, asking questions or sharing feedback: it’s spontaneous and gives you a chance to show off your expertise in an authentic way. Just make sure you're prepared for the unexpected!
3. TikTok marking strategy and analytics
Once you’ve signed up and spent some time on the app, it’s time to set some goals. Your TikTok strategy should establish what you hope to achieve on the platform. A good place to start is with your business objectives: how can TikTok help you accomplish them? Try applying the SMART framework to ensure your goals are specific, measurable, attainable, relevant, and timely.
Planning content
Scheduling content in advance helps to avoid periods of inactivity on your socials - so when life gets busy your account doesn't become a ghost town and lose all your followers. It's also a good way to make sure your content aligns with major holidays, events or deals you'd like to promote.
While it would be great to spend a few hours a day to make sure you're up to date with all the latest TikTok trends, the reality is that it's usually impossible for most businesses - even with dedicated social media experts on the payroll - to keep track. The alternative? Dedicate a few hours a month to film and edit some relatable content on a schedule that suits you and your business and will appeal to your audience, and try to post as regularly as you can (once a week should be the low-end goal). If you happen across a trend that looks relevant? Jump on it and do the best you can.
Return on investment
The average return on investment (ROI) on TikTok will vary. Users have the option to either focus on organic growth by consistently posting content (which requires an investment in time and planning) or to set specific advertising goals. The key to success lies in understanding your goals and audience; for example, content aimed at homeowners and renovators.
On average, businesses devote 15% of their total marketing budget to creating TikTok content!
How to pay for ads on TikTok
Want to jump right in front of your audience? It takes time to organically build a following on TikTok. The alternative, paying for your posts to appear as ‘ads’ throughout TikTok, is pretty simple. Most TikTok ads work on an auction format, where you specify your bid and daily spend. Once you’ve set your max daily spend, you’ll be prompted to create an audience or target your ads. You’ll also pick the objective for your campaign from three types of objectives: Awareness, Consideration, and Conversion. Whichever objective you pick will help drive people towards your page and business.
For simple how-to guides on getting started with other social media platforms, check out these resources:
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