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The Power of TikTok for Startups

The power of TikTok for business text with a phone

Elena Rosewell

Social Media & Community Manager

Updated 05 May 22

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TikTok has taken the social media world by storm over the last three years, it was the most downloaded app of 2021, with 656 million downloads in 12 months. The app's algorithm provides users with a unique experience that differs from all other social media platforms. It means that no matter who you are, what age bracket you are in, or what you are interested in you will see content that is relevant to you. Because of this algorithm and the billions of frequent users (1.2 billion monthly users globally) it’s become the platform with the best engaged, organic reach. 

 

TikTok has now shaken the stigma of being an app for teenagers, it’s now an app for everyone. Because it is still a relatively new platform it is less saturated than its competitors. TikTok provides businesses and individuals with an unparalleled opportunity to be discovered by millions of people around the world, that’s millions of potential customers or users that you could be building relationships with. 

 

So how can you use the power of TikTok as a tech startup founder?

 

First things first you need to get comfortable with using the app. So, if you haven’t already, download it and start scrolling! The best way to see the power of TikTok firsthand is by using it as a viewer.  You’ll be able to see the broad spectrum of content, and different trends and explore where your audience lies. (Side note: if you end up spending hours aimlessly scrolling through the For You page, don’t blame us!)

 

When using TikTok as a startup founder, there are two options; 1 - you can use the platform to reach a new audience for your startup, or 2 - you can use the platform to build your personal brand. So the first step is to decide which route you want to take and then to create an account, either for yourself as a founder or for your startup. A tip when creating your account is to create it as a personal account NOT a business account. I know that might sound counter-intuitive if you’re using the platform as a business, but the business account features are very limited, the only real difference is that you get a link in your bio (which you get if you reach 1,000 followers on a personal account anyway). 

 

So, now you’ve set up the account, you’re going to want to enable creator tools so that you can monitor and analyse the insights of your content. To do this you’re going to have to post your first video. TikTok videos can be filmed within the app, or you can upload videos from your phone. Splice is a great app to edit videos on your phone which you can then upload to TikTok. Once you’ve uploaded the video you can overlay any sounds,  music, text, or stickers that you want to add.

 

What content should you post?

 

In the same way you validated your startup, you’re going to want to make sure that the content you are posting addresses an audience need. This could be through educational videos, sharing industry tips and tricks, or even through posting trending sounds but applying them to your niche. Here are some content ideas to get you started:



For a business

For personal branding

Behind the scenes of a tech startup

A day in the life of a startup founder

Addressing industry myths

Share your career journey

How-to videos (how to use your product)

Share what you would do differently if you could start again from scratch

User feedback/ reviews

Share news related to your industry niche

5 facts about your startup

5 lessons from books you’ve read

What is different about your startup?

The realities of being a startup founder

Share your startup journey

What is the best lesson you’ve learned from building your tech startup?

 

Top Tip 💡 Try to keep your videos under 60s. TikTok allows you to create videos that are up to 3 minutes long, but people are used to the rapid, short-form video style, so the shorter the better!

 

Have a look at what your competitors or people within your industry are posting, analyse what their content pillars could be, are they educational, inspirational, or fun? I recommend using the explore feature to look at hashtags that are relevant to your niche, this could be anything from #digitalhealthcare to #techcofounder. Choose 5-10 and see what type of content is posted under each hashtag, this will provide you with content inspiration and a quick market analysis. It’s worth noting that if there aren’t many videos under a specific hashtag, that doesn’t mean it’s not worth posting about! It just means that the creator market within that niche is less saturated, something that you can use to your advantage. 

 

And last but not least, don’t forget to have fun with your content! Play around with trending sounds and different concepts that suit you and your brand. There are hundreds of articles that will tell you what the perfect video is or how to beat the algorithm, and they will all tell you contradictory things. At the end of the day the perfect way to use the app is the way that works for you, whether that’s posting every day or twice a week, using trending sounds, or speaking to the camera, make it your own. 

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