Day 3: TikTok Marketing for Small Businesses

1. ​Introduction to TikTok and Its Growing Popularity

Overview: TikTok is one of the fastest-growing social media platforms, known for its short-form videos, which range from 15 to 60 seconds. TikTok’s audience is young and engaged, but it’s quickly growing to include people of all ages and demographics, making it a powerful tool for businesses looking to reach a wide audience.

Why TikTok is Great for Businesses:

• Huge Audience: Over 1 billion active users.
• Viral Potential: Content can go viral quickly, helping you reach thousands or even millions of viewers.
• Engagement: TikTok users spend a lot of time on the app, and many actively engage with content by liking, commenting, and sharing.

Tips for Businesses on TikTok:

• Stay authentic—people prefer real, raw content over overly polished videos.
• Use trending sounds and hashtags to increase your reach.

2. ​Creating Engaging Short-Form Videos

 Overview: Short-form videos (15-60 seconds) are the backbone of TikTok. To stand out, your videos need to be eye-catching, creative, and aligned with your business.

Steps for Creating Engaging TikToks:

1. Plan Your Content: Know what message you want to deliver, whether it's a product demonstration, behind-the-scenes look, or a funny skit.
2. Grab Attention Fast: The first few seconds are critical. Use bold visuals, engaging text, or a trending sound.
3. Use Effects: TikTok offers a variety of effects (like slow motion, filters, and transitions) to make your videos stand out.
4. Post Consistently: TikTok rewards consistency, so post regularly to increase your chances of reaching more people.

3. Utilizing Trends and Hashtags for Greater Reach

 Overview: TikTok thrives on trends, from popular sounds to viral challenges. Taking advantage of these trends can boost your content’s visibility.

How to Use Trends:

• Explore the “Discover” Page: This shows the most popular sounds, hashtags, and challenges.
• Use Trending Sounds: Incorporate popular sounds or music in your videos to increase your chances of being featured.
• Participate in Challenges: Many businesses join challenges, using their own twist to promote their products.

Hashtags:

Hashtags are crucial on TikTok to get discovered. Use a mix of trending hashtags and niche-specific ones (e.g., #KakamegaBusiness, #SmallBusinessKenya).

4. Activity: Create a TikTok Video

Objective: Help participants create a TikTok video using trending sounds and hashtags that align with their business.

• Activity Steps:
  1. Explore Trends: Start by guiding participants through the “Discover” page on TikTok, showing them how to identify trending sounds, hashtags, and challenges.
  2. Brainstorm Content Ideas: In small groups, have participants discuss what type of video they could create—whether it’s a product demo, a behind-the-scenes look, or a fun skit relevant to their business.
  3. Plan and Record Video: Each participant will plan and record a 15–30-second video using a trending sound. Encourage them to use effects like transitions or filters to make the video stand out.
  4. Add Hashtags and Post: Show participants how to add a mix of trending and business-specific hashtags (e.g., #SmallBusinessKenya, #ShopKakamega). Each person will upload their video (or practice within the app without publishing, if they’re not ready to post).
• Materials Needed: Smartphone, TikTok app, sample business ideas or products if they don’t have their own.
• Goal: By the end of the activity, participants will have created a TikTok video, explored trends and hashtags, and gained confidence in using the app for business marketing.