The rise of short-form video content has taken the digital marketing world by storm, and TikTok is at the forefront of this shift.
With close to a billion users and just 18 million in South Africa alone, TikTok has now evolved into a powerful marketing tool for businesses of all shapes and sizes.
Area Manager at Business Partners Limited, Lawrance Ramotala, expressed that TikTok offers a unique opportunity to reach a broad and engaged audience with minimal investment.
“The app’s algorithm is designed to display content from accounts with little to no following, making it easier for small businesses to gain visibility. This is perfect for smaller businesses that may not have large marketing budgets but still want to make an impact,” Ramotala mentioned.
Ramotala shares tips for small businesses joining the TikTok revolution:
Embrace Creativity
Whether it’s a behind-the scenes at how your business runs or how your product is made, TikTok allows you to humanise your brand and connect with potential customers on a personal level, which is crucial in today’s competitive market.
Understand Your Audience
Even if your immediate customers aren’t on TikTok, their children, employees, or business partners might be, which should be reason enough to download the app.
“However, if your audience is older and more traditional, you may need to consider whether the platform will provide the right return on investment for your marketing efforts,” Ramotala mentioned.
Stay Genuine and Trend-Focused
According to Ramotala, success on TikTok relies heavily on authenticity. “Users are drawn to genuine, unpolished content that feels more like entertainment than traditional advertising. To effectively market on the platform, staying on top of trends is crucial.
Share Educational Content
“Another way to engage users is by creating educational content,” Ramotala suggests. “Many TikTok users turn to the platform for quick tips and insights. If your business offers a specialised product or service, sharing how-to videos or informative content can position you as an expert in your field.”
Prioritise Cybersecurity
“With October being Cybersecurity Awareness Month in South Africa, it’s a great time to review your digital practices and ensure your business and customers are protected,” said Ramotala.
Ramotala advised that TikTok offers a cost-effective way to engage with them using creative and authentic content. “By leveraging the platform’s unique features and staying aware of online risks, you can effectively grow your brand while protecting your business,” concluded Ramotala.
Abigail Visagie
