However, while the viral trends keep on coming, TikTok is growing up, and it’s quickly becoming what is in essence a mini-YouTube. With a vast range of content on every topic you can imagine, TikTok’s potential is beginning to far exceed its original vision. And this presents a unique opportunity for any business willing to exploit it.

What can TikTok do for tech startups?

Social media video has the power to connect – that’s why LinkedIn launched its Reels-style vertical video feed late last year. These posts gain a higher reach and greater engagement than other content types, and they’re free to post. Which means that with the right videos in the right places, a small business can attract the attention needed to drive growth with the solitary investment that goes into video creation – and if you’re getting hits and generating attention, you can boost it further through targeted advertising.

All of which makes sense, but why TikTok instead of other platforms?

What are the benefits of working with TikTok?

The thing to remember with any social media work is to take the ‘not only but also’ approach. So, diversify. Invest in LinkedIn, Facebook, and Instagram too, but don’t overlook TikTok. Because, right now, it’s really easy to drive growth on TikTok. The audience is diverse and growing, the targeting algorithm works brilliantly at getting content in front of the right people – that’s the platform’s major differentiator – which means that it’s possible to go viral even before you have any followers. And as a young platform with a young audience, it’s the perfect place to start building customer relationships, brand awareness, and loyalty.

How can tech startups make the most of TikTok?

There’s obviously no simple formula for success on TikTok, otherwise everyone would be doing it. But there are things you can do to enhance the platform’s potential value for your company.

Be people centric

There’s been an unwavering product focus in all tech industry advertising throughout recent years, and little comprehension that products don’t sell. What attracts people’s attention, makes a connection, and builds loyalty is people. By putting your people – including yourself – front and centre, whether through employee-generated content (EGC) or showcasing their work, you’re displaying a face, voice, and personality for your brand that is uniquely relatable.

Experiment

As a startup you have the luxury of experimentation, so before you start paying for advertising, you can use trial and error to work out what works for your niche. So, create as much content as you can, monitor how it’s responded to, and use that to shape your ongoing strategy. Don’t be afraid to take inspiration from others in your niche – beginning a conversation by creating your own replies to other people’s posts is a great way to attract attention. 

Focus on reasonable goals

The ‘800-view jail’, whereby your posts never seem to exceed the 800-view mark, is a common experience for TikTokers. Breaking free of that, should be one of your first goals. A single viral video should be enough to help you past this point.

Keep content sharp

The fastest way to lose a TikTok audience is to create long-winded, rambling content. Keep things interesting or funny, and direct, with a focus on clarity at all times. And don’t waste a second. If you want viewers to watch to the end, you need to hook them in instantly. You also need to post it regularly to keep the conversation and the interest going.

Don’t just talk about your brand

This takes us back to the first point, but if you talk about your products and brand, you’re going to lose your audience. People don’t use TikTok to watch ads. They don’t care about your company – yet. Before you get to that stage, you have to build trust, authenticity, and respect. Talking about your business won’t give you that.

Don’t forget what TikTok is for

Social media has traditionally been about driving traffic for businesses. But that’s not what TikTok does. You might be able to post links in your bio and pay for ads, but its role within your marketing strategy is to build your profile, not to directly generate traffic. So, rather than trying to bend TikTok to your needs – which simply won’t work – shape your strategy around TikTok’s potential.

TikTok stands out from other social media platforms primarily due to its strong focus on short-form video content, with an emphasis on creativity. For businesses, it provides the opportunity to give a voice and a face to their brand, while its algorithms work to ensure that content reaches the people it may appeal to. For tech startups, this opens the potential to reach new audiences, increase brand awareness, and attract new customers – and potentially investors. And that alone makes it worthy of your time and investment. 

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