Small businesses in South Africa can use TikTok to reach their target audience. Picture: Pixabay/Kon Karampelas
TikTok is at the forefront of the rise of short-form video content that has taken the digital marketing world by storm, according to Lawrance Ramotala, Area Manager, Business Partners Limited.
With close to 18 million TikTok users in South Africa and more than a billion active users globally, the platform has shifted from being a playground for teenagers into a powerful marketing tool for businesses of all sizes.
Ramotala said: “Unlike more established platforms like Facebook or Instagram, 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 shares tips for small businesses joining TikTok.
TikTok is especially valuable for small businesses that can be creative with their product or service offerings, according to Ramotala.
He said: “Whether it’s a behind-the-scenes look at how your product is made, customer testimonials, or educational content that offers value to your audience, the possibilities are endless.”
TikTok allows small business owners to humanise their brands and connect with potential customers on a personal level, which is vital in the current competitive market.
Ramotala said that before small business owners take the TikTok dive they need to understand who their target audience is and whether the customers they are targeting are active on the platform.
“TikTok’s user base tends to skew younger, with the majority being GenZ and Millennials. However, these younger consumers are influencing purchasing decisions and account for a growing percentage of the workforce and entrepreneurs themselves,” Ramotala said.
Small business owners need to keep in mind that even if their customers are not on TikTok, the children, employees, or business partners of their customers may be on the platform which is enough of a reason to consider TikTok.
Ramotala said: “If your business targets a younger demographic or you’re looking to future-proof your brand, TikTok can be an effective tool to engage with a new generation of customers.
“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.”
According to Ramotala, TikTok success 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,” Ramotala said.
“TikTok thrives on viral sounds, challenges, and themes, and creatively aligning your product or service with these trends can increase your chances of going viral and reaching new audiences.”
Ramotala said that users can turn to TikTok for quick tips and insights.
If the small business that you own offers a specialised product or service then sharing how-to videos or informative content can position you as an expert in your field.
Collaborating with micro-influencers who have smaller but highly engaged followings can be a cost-effective way to promote your small business, according to Ramotala.
Ramotala said: “By partnering with a local influencer whose audience matches your target market, you can significantly expand your reach and credibility on the platform.”
As small businesses explore TikTok online security should not be overlooked as small businesses are often easy targets for cybercriminals due to limited security resources, according to Ramotala.
“A few simple steps, like using strong passwords, enabling two-factor authentication, educating employees, and monitoring account activity, can go a long way in keeping your business safe online,” Ramotala said.
“By balancing the excitement of new marketing tools with basic security measures, you can confidently grow your presence on platforms like TikTok.”
An example of a South African entrepreneur thriving on TikTok is 25-year-old Chioma Asomugha, owner of Aesthetics by Chioma, who promotes her business on the platform.
Asomugha said that TikTok has opened so many doors for her as opportunities and connections came flying in when she started to take the platform seriously.
TikTok has played a huge role in helping the entrepreneur reach a wider audience and growing her skincare brand's presence online, according to Asomugha.
“TikTok is pretty much the only way I grow my audience and reach customers. I used to focus on other platforms, and my reach was capped. But on TikTok, it is so much easier to grow a community and widen your audience, which easily converts your community into customers,” Asomugha said.
“I believe that TikTok is offering small businesses previously unimaginable access to potential customers.“
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