TikTok is in the midst of some geo-political drama that could potentially see the app shut down in the U.S.. Notably, one point it’s hammering on in lobbying efforts is that the app is valuable to SMBs. The argument is that many SMBs use it to promote themselves and drive foot traffic to their locations.
We certainly know this to be true, given our ongoing analysis of TikTok’s use in SMB marketing. This is a topic we’re examining on the page and on the stage. The latter takes shape in conference panels that feature TikTok representatives and real-life SMBs. We’ll be doing this again in a few weeks at L23.
Meanwhile, another place where TikTok SMB marketing is evident is our ongoing TikTok SMB Showdown series. And we’re back now with the latest installment. In the spirit of “showing rather than telling,” this series previews our favorite TikToks from worldwide SMBs, and what makes them successful.
Many of those tactics boil down to “speaking the language” of TikTok. That language is part empirical and part intangible. For the former, there are best practices like being genuine, self-deprecating, and even sarcastic. For the latter, as we discussed on This Week in Local, it’s more of a vibe.
In both cases, the most successful SMBs on TikTok are those who learn that language. And that’s the common factor in the TikToks we select as best practices for this series. With that backdrop, let’s jump right into this week’s selections, which you can see below as embeds and strategic takeaways.
This Week’s Picks
Embedded below are this week’s selections. If the video is done by the time you scroll to it, hit the refresh button at the bottom left of each window. And be sure to unmute for the full effect…
Selection #1: @bornprettyofficial
Why we like it: The most successful SMB TikToks often demonstrate a product or service in a fun way that doesn’t seem commercial. And sometimes that involves time-lapsed video to fit things into TikTok’s signature bite-sized format. @bornprettyofficial hits all these marks with its nail art video.
@bornprettyofficial Golden beach nail inspo 💅🏝🌞#bornpretty #trendysummer #nailart #supertopcoat #nailart #marblenails #hellospring #summernails #ootd #makeuptutorial #smallbusiness
Selection #2: @Spartacalndleco
Why we like it: Who says old guys can’t have a presence on TikTok? Sparta Candle Co showcases its associate’s personalities, such as candle aficionado, Duane. It demonstrates its products in fun ways (like the above example) with the additional personalized kick of Duane’s instructional content.
@spartacandleco Throwing it back to our very first Cuttin’ Up with Duane ❤️ Little River soap continues to be our #1 bestselling product! . #cuttinupwithduane #soap #soapmaking #soapcutting #smallbusiness #handmade #rocks #river #spartanc
Selection #3: @recotaylor1
Why we like it:
One of the things we discussed in the last installment was “craveability.” Restaurants and food trucks that are successful on TikTok tend to evoke this factor. @recotaylor accomplishes this with an overflowing vat of bbq chicken. The tongue-in-cheek seductive music adds a fun comedic element.
@recotaylor1 #TaylorMadeBBQ #shreveportlouisiana #foryoupage #BBQ #grillmaster #yourfavoritecookfavoritecook #chickendrumstick
