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TikTok wants small businesses investing in creating awesome content and strong followings on its platform. With a lot of competition for SMB marketing resources, TikTok has stepped up its appeal to marketers in recent weeks, including a Celebrating Small Businesses initiative complete with a #SupportSmallBusiness hashtag promoted throughout may. There was even a TikTok for Business Club hosted on the Clubhouse app.

As part of this push, TikTok has also made available a jam-packed “Official Guide to Marketing on TikTok” which is targeted to small business marketers. The publication includes “Tools, strategies and inspiration to help your small business thrive.”

To read or download the full guide, click here.

The guide is over 60 pages long and includes helpful case studies, advertising tips, and advice on “creating the perfect TikTok.”

Here are some of the more interesting take-aways shared:

• Generation T(ikTok) – TikTok coined a phrase to point out the cross-generational appeal of TikTok’s brand of “authenticity and self-expression,” emphasizing that it’s not just for Gen Z after all.

• Emphasizing creativity – Several points in the guide emphasize the creative, interactive nature of TikTok. For example, a candle startup reached millions of viewers around globe by showcasing “the creative journey behind our business.”

• Maximizing reach with paid spend – Of course, no social media freebie is complete without pushing you to advertise more, but the advice here is solid: “When you discover what it is that resonates with your audience, make sure that’s the content you amplify with paid spend.” There is also a whole section of the guide focused on specific tips to make the most of paid campaigns, Shopify integration, and the Creator Marketplace for managing influencer partnerships.

• Follow trends – Hashtags and challenges are “the life and soul of TikTok,” so take advantage of what you find on the Discover page by putting your own spin on what’s trending.

• Focus on value – Rather than trying to game the algorithm in order to go viral, make sure you’re always focusing on what really leads to success: providing valuable content to your audience.

• Use analytics – Once you have a Business Account, you can gain access to the Business Creative Hub and gain “essential insights” into your engagement.

Why it matters

TikTok doesn’t seem to be going anywhere anytime soon. If you or your team are interested in joining “Generatoin T,” the tips here can be a great, quick education on how to make the most of this still-growing platform.

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Here are a few more shareworthy items we’ve been reading this month…

Channel Updates & News:

• Facebook CEO Mark Zuckerberg hosts first test of Live Audio Rooms in US (TechCrunch)

• Twitter Will Now Let Spaces Hosts Download an Audio File of Their Space (Social Media Today)

• Facebook Tests Public Comments Display on Facebook Stories (Social Media Today)

• Podcasts start coming to Facebook next week (The Verge)

• Twitter Moves Closer to Launching Emoji-Style Reactions on Tweets (Social Media Today)

• #CreateKindness anti-bullying campaign on TikTok (TikTok newsroom)

• Twitter brings Revue newsletter subscriptions right into user profiles (Mashable)

• Sponsored Chat Themes on Messenger (FB Messenger news)

• Facebook Delays Taking a Cut on Paid Events and Fan Subscriptions till 2023 (Social Media Today)

• Instagram launches a new section for shopping product drops (TechCrunch)

• Twitter launching local weather service for $10 per month (Fortune)

• Meet the New Clubhouse App Icon (Clubhouse blog)

Stories & Analysis

• Are We Entering a New Phase for Social Media Regulation? (Social Media Today)

• FB Topics to Watch for Q1 2021 (Facebook News)

• Facebook plans first smartwatch for next summer with two cameras, heart rate monitor (The Verge)

• The future of AR/VR (Facebook PDF report)

Looking for More Social Media Help?

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