TikTok for companies – this is how it works: Registration, profile and forms of advertising

Since 2018, TikTok has been the fastest growing social network and has always been among the top 3 with the number of apps downloaded. The monthly 5.5 million German users also show why a profile is worthwhile for companies in terms of reach, especially when you consider Germans’ average usage time of 50 minutes a day. This article shows what TikTok is all about and how it has an effect on companies:

TikTok is the network of all social media that causes a sensation – in a positive and negative sense. Since the app was popped up in 2018, it has been incredibly popular among teenagers because over 70% of users are teenagers between 16 and 24. With the mix of Instagram, Snapchat, and Vine (a video portal for short videos), it is wildly popular with young people and ensures high entertainment value with outstanding features.

  1. What is TikTok anyway?
  2. And how does TikTok work?
  3. How do I set up a TikTok company profile?
    1. Step 1: Download the app and install it on your smartphone.
    2. Step 2: Register and create a profile for the company
    3. Step 3: Convert your profile into a Pro account for companies
  4. How companies can and should use TikTok for themselves
  5. Social media marketing on TikTok: 4 options for companies
  6. Is TikTok worthwhile in the marketing mix for companies?

What is TikTok anyway?

TikTok is a social network in the classic sense of the definition because it is about networking with each other and sharing online content. This is a pure app that is best-used mobile and multimedia. An online interface is available, but it offers few options for use. Therefore, control and maintenance via smartphone is also the best option for entrepreneurs.

And how does TikTok work?

TikTok is all about colorful, entertaining short videos. The app enables users only to produce and post videos and shares them via other channels. The videos are limited in length because this network is about entertaining, funny entertainment within 60 seconds. There are numerous filters and effects and special functions that are reminiscent of Snapchat at first glance but then go far beyond its scope. For the content, you can either create and upload new videos and start a kind of challenge, on whose topic and motto others can then make their videos. Alternatively, you can post videos that respond to existing ones and thus contribute to other challenges. This offers you a wealth of creative content campaigns to attract attention and enhance your image. The sharing of the content works in two ways: You can send the short video you created via direct message or share it on other social media.

How do I set up a TikTok company profile?

To be able to romp about as a company on TikTok, a profile is, of course, required. You can easily create this and then fill it with life. The small specialty here: Compared to Instagram or Facebook, TikTok provides content directly in the news feed to new users who, of course, have not yet followed any other accounts. This will suck you straight into the network and make getting started easy. Artificial intelligence is the keyword here because TikTok attaches greater importance to this than other systems and platforms and ensures better and more relevant content suggestions with the algorithm shaped by AI.

Step 1: Download the app and install it on your smartphone.

Since TikTok is designed as a pure app and therefore works best on the go, you start by downloading and installing the app from the app store on your smartphone or tablet. This creates the basis.

Step 2: Register and create a profile for the company

The second step is to create your account. For this, you define a username and password. The reference to the company name is essential because the user name cannot be changed again afterward. After registration, the profile is already created. Now it’s time to go to the profile details because you should, in any case, store the link to the company website there and also not leave the option of linking to other social media profiles unused. So you can refer to all your channels on the net. Of course, the company profile also includes the profile picture with your logo should be equipped, and you can also add a brief description of your company in the face. A little tip: Use hashtags in the report (and generally on TikTok), because you worry about visibility and reach!

Step 3: Convert your profile to a Pro company account

Before you start creating content, you should convert your account into a TikTok Pro account for companies. This is the name of the business account at TikTok. This can be done quickly via the profile settings. After the changeover, you will have access to statistics on the report, which includes the number of followers, reach, and interactions, and provides information about the followers’ demographic data.

How companies can and should use TikTok for themselves

Since the network is not yet too attractive for most companies, it is still worthwhile to have a presence there, as the German market competition is not that great. This makes it easier for you to show your company there and to expand your reach. It is essential that you keep two things in mind when it comes to social media marketing on TikTok: On the one hand, you should ensure your target group and note that the network’s user group is too young compared to others. On the other hand, it’s about the content, because content works very differently here than with other social media. This is about funny, entertaining, creative, and entertaining content that shows your company young, active, and innovative. Tip from the kitchen: Get creative, because only those who understand how TikTok works and take this into account when producing content will be successful!

Successful social media marketing means unique content
for every single social media presence of the company.
A suitable strategy for the respective social media channels, which
requires target group-specific content for postings and individual examples, is irreplaceable .

Marian Wurm, founder and managing director of Löwenstark


Social media marketing on TikTok: 4 options for companies

For companies and startups, there are currently four possible ways to actively use TikTok, always about what you already know about the user group, the content format, and the functionality, and also the main focus of the social media channel:

  1. Create your content: The production of your videos is, of course, based on the desired content and this particular type of content that goes viral on TikTok. Technically, creating short videos is by no means as time-consuming or expensive, as it is about a real and authentic look and less about an aesthetic world of appearance.
  2. Use challenges: Either you can call up your challenges and tag them with a hashtag so that users can make their contribution. You can also take part in existing challenges, make a creative contribution with a video, and gain sympathy with your followers.
  3. Arrange cooperation with influencers: Influencer marketing is also a common strategy on TikTok to refer to the company and benefit from the influencer’s reach. The specialty is that TikTok itself acts as a marketer and makes recommendations for influencer collaborations.
  4. Place advertisements: Of course, you can also advertise on TikTok, the surface for the self-serving ad platform has the same look and functions as that of Facebook & Co. There are several advertising measures and formats available to you.

Is TikTok worthwhile in the marketing mix for companies?

This question cannot be answered conclusively because companies should definitely not underestimate TikTok and therefore have them on their radar. Whether the social network can assert itself among the other channels and platforms in the long term will only become apparent in the coming months and years. However, what can be recorded is the enormous growth, the popularity among young people, and the vast potential for companies to be still able to position themselves there and present themselves funnily and creatively. It also remains to be seen what will happen shortly in terms of data security, inadequate protection of minors, and censorship. Since the app belongs to a Chinese company, the data protection problem is slightly bigger than Facebook, WhatsApp & Co. Also, it has been shown that content on political topics, police violence,

Apart from that, however, you should perceive TikTok as great potential and understand it as a playground to try out new things for your online marketing and show your company from a completely different perspective.

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