It’s time once again for another TikTok SMB Showdown. For those unfamiliar, this ongoing Localogy series seeks to “show rather than tell” with demonstrative SMB marketing on TikTok. Because we spend ample time talking about TikTok as an SMB marketing vehicle, this is the chance to add some color.
In fact, TikTok rose to the surface (along with AI) at Localogy’s recent L23 conference in San Diego. That included deep discussion on a social marketing panel, as well as a subsequent keynote from TikTok itself. One takeaway was that TikTok is its own animal that requires a dedicated native marketing approach.
For SMBs, this often boils down to “speaking the language” of TikTok. That language is part empirical and part intangible. For the former, there are best practices like being authentic and using time-lapsed videos for a high-tempo pace. 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. On that note, 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: @crownedberry
Why we like it: TikTok is a place that can spotlight artistry. @crownedberry leans into that by showing off its decorative sweets. We get to see that artistry in living color, along with a nice beat and quick, punchy video that speaks the “language” noted above.
@crownedberry Ocean vibes 🌊✨ #smallbusiness #smallbusinessowner #chocolatecoveredstrawberries #cakepops
Selection #2: @jollybaitcompany
Why we like it: TikTok often forces brevity which has made it fertile ground for time-lapsed videos that show a given product being built (also demonstrated above). That’s content marketing at its best. Here we get to see how minnow fishing lures are fabricated… along with some country music.
@jollybaitcompany Good lookin crappie color👀#jollybaitcompany #fishing #bassfishing #fishingbaits #crappiefishing #fishtok #fishingtiktoks #fishingforyoupage #fisherman #fishinglures #fishingvideos
Selection #3: @soulandsmokebbq
Why we like it: One of the ongoing themes of this series is SMBs that use TikTok to evoke “craveability.” Restaurants and food trucks eat this up (excuse the pun). @soulandsmokebbq does a particularly good job making our mouths water with some slathered-up pork…
@soulandsmokebbq Resolve to eat more BBQ in 2023! Our meat sampler platter features a few pieces of each of Chef’s favorites including pulled pork, brisket, rib tips and Induja sausage with original BBQ sauce and a side of house made pickles.
