According to Hootsuite's 2022 digital report, TikTok has a billion active users and is the sixth most used social media platform. Despite its growing popularity, the app is still uncharted territory for most B2B companies.
If you've been thinking about how you can take advantage of this social platform to grow your business, this article is for you. In this article, we'll share some of the best tips to help you create a TikTok marketing strategy to grow your business.
Here's what we'll consider:
- TikTok: brief overview
- What works best on TikTok marketing for SaaS
- How to use TikTok Marketing For your SaaS business
- Three Examples of companies creating great TikTok content
- Getting started on TikTok marketing for SaaS
TikTok: brief overview
TikTok is consistently growing a reputation as the leader for short-form videos.
The social media app has been downloaded more than 3.5 billion times as of January 2021, making it the most downloaded app in 2021. For good reason—people enjoy watching engaging videos in their personal time. This makes people more likely to engage with videos from your brand, especially related to their roles at work.
Even more, Statista predicts TikTok ad revenue will nearly triple to $5.96 billion this year and grow to $11 billion by 2024. This massive growth has made most SaaS owners develop more interest in adopting the app and using it as a distribution channel.
What works best on TikTok marketing for SaaS
What kind of content works best on content? Most people turn to TikTok for entertainment purposes. On the app, you'll find funny, creative, and informative content that focuses on a wide range of topics.
With this opportunity, you can create niche content that will help you to resonate with the right audience.
A TikTok user can be someone who's a small business owner that's looking for a product that can help them solve a problem they're facing. You can take advantage of this platform with a bit of experimentation so you can find a way to grow an audience.
In the next section, we'll share some of the best ways that you can use TikTok Marketing to grow your SaaS business.
How to Use TikTok Marketing For your SaaS business
Even if you're completely new to the platform, you can still learn the best tips to help you make the most of it. Here are six tips you can use to get started.
1. Develop a TikTok content strategy
Before you begin to create short video clips, you need to develop a content strategy. This way, you don't go around in circles, sharing content that doesn't drive engagement or conversions.
The best TikTok content strategy is focused on creating original content that's designed for engagement. This is because TikTok is a social platform that's designed for engagement.
In other words, original, highly engaging, and entertaining content is most likely to gain a lot of views. If you don't create engaging content, you're likely to gain few views on the platform with poor engagement.
To start creating engaging content, it's important to create:
- Top of the funnel content—this type of content is easier to create when you're just starting to build your brand.
- User-generated content—this type of content lets you encourage fans and followers to create content on your behalf. It presents a great way to build engagement and loyalty among your audience. For instance, you can run contests where users show off how they solved a problem using your product.
2. Develop your hashtag strategy
You can think of this tip as an extension of your content strategy. Just like most social platforms, using Hashtags can not just make your content seen but can also give you lots of TikTok ideas. When you use the right Hashtags, you have more chances of reaching the ideal personas for your SaaS product.
Some ways to find the right hashtag include:
- Competitor research—look for other competitors that are successful on TikTok. This way you can get an idea of what's working and figure out ways to replicate your findings in a unique way.
- Hashtag challenges—this tip offers a great way to increase your followers and views on TikTok. With the right hashtag challenge, you can encourage your followers to create specific content around a particular theme or topic.
3. TikTok paid ads
Just like other social media platforms, TikTok gives you the opportunity to run ads. All you need to do is to create a normal TikTok video and pay to promote it to your target audience.
If you have a bigger budget, you can decide to run a hashtag challenge and add ads to it to boost promotion.
TikTok has also provided a free course—TikTok tactics to help businesses get the most out of their ads.
4. Partner with B2B content creators
This tactic shouldn't be taken lightly. Partnering with influencers is a major key to boosting your audience base and brand awareness, by placing your brand in front of an audience that trusts the influencer's opinions.
You need to ensure that you find the right influencer within your niche so that you can promote your product to an audience that will benefit from using your product.
Partnering with influencers is what helped a SaaS business acquire 150,000+ users using a $2000 budget.
As you can see, you don't need to start influencer marketing with a heavy budget.
You can start small and go from there. However, what you need are consistency, hard work, and patience.
5. Take advantage of trending challenges
You can always tap into trending TikTok videos to get your share of vitality on the platform. If you or someone on your team is considering participating in trending TikTok challenges, then don't hesitate!
You can make your content stand out by adding some humor and a bit of your brand personality. While trending videos can have a short lifespan, they do provide the opportunity to significantly increase your follower base and increase your brand awareness.
You can also take advantage of trending sounds or audios in the background of your videos to increase the reach of your business account.
6. Create original content
Part of your TikTok marketing strategy needs to be focused on creating original content. This is what makes your account stand out and look original. You can start creating original content by creating videos that are specific to your target audience and brand.
It could be creating educational or product-based content. Even sharing behind the scenes during office hours and introducing your team will suffice. What matters is that you create original content that no one else will have.
Three Examples of Companies creating great TikTok content
So far we've explained some of the best tips you can use to get started on TikTok. It's time to take a look at how some popular companies are making the most of TikTok. We'll highlight three companies in this section.
1. Morning brew
Morning Brew is a media company that has generated over 3.9M likes and over 300k followers on TikTok.
The company has been able to target a B2B audience by sharing engaging, fun short-form videos about the business news landscape while maintaining value.
A remarkable thing about the company's TikTok content is that it appeals to a certain niche audience due to its originality and consistent brand voice.
Shopify is another SaaS company that is taking a unique approach with its TikTok content. The company focuses its content strategy on entrepreneurial stories and inventions. This approach deviates from the use of the platform and rather enlightens users about successful entrepreneurs they can learn from.
Square, a digital payment software, uses an exciting way to grow its follower base on TikTok by reposting user-generated content from small businesses that use Square.
This strategy provides a great opportunity to educate potential customers about the Square platform.
Getting started on TikTok marketing for SaaS
After reading this article, you might wonder—does it make sense to use TikTok Marketing for your SaaS business?
If you're not gaining many results from other social platforms then it's worth it to give TikTok a try. Considering the examples mentioned above, it's possible to appeal to your target audience in a human and engaging way.
Use the tips mentioned above to help you create an informed TikTok marketing strategy to grow your business. Collaborate with influencers, stick to the original content and create hashtags that suit your niche.
Even if you don't get positive results, in the beginning, don't get discouraged. TikTok is about consistency, patience, and experimentation, so you can figure out what works for your audience and brand.
With Engage, you can send emails, SMS, push notifications, and In-app messages that convert.