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From apprentice start-ups breeding a bashful about-face for their sole proprietor, to businesses axis over millions a year and employing up to 250 people, SMBs (small and medium-sized businesses, or enterprises) are a assorted agglomeration in agreement of their alms and scale. But they are affiliated in their admiration to address to a chump abject that today is abundantly affianced digitally. And that’s why TikTok, with its focus on chain its user base, is such a able avenue to market.

This allotment examines why TikTok for Business is an added adorable hypothesis for SMBs, with examples of brands that accept bigger their basal band by utilising the platform, a focus on how TikTok is activity aloft and aloft to admonition out disturbing business, and a attending into how brands can use the Ads Manager belvedere and artistic toolset to actualize agreeable that resonates with TikTok’s 100 million-strong European community, and growing.

Window to the worldTikTok is a apple of joy, music, creativity, ball and discovery. A all-around association (100 actor account alive users in Europe alone*) spanning Gen Z to the over-50s. And SMBs are sitting up and listening.

An accretion cardinal of SMBs accept taken to the short-form video ball belvedere to acquisition a different adjustment of advance for their brand, whether it’s affairs candles, dog ID tags, African-inspired jewellery or eco-friendly makeup. Upcoming brands, including sibling-founded jewellery cast Omolola, accept partnered with TikTok for Business to acknowledge how the belvedere has helped them.

Besides actuality a ablaze abode to appoint with consumers, TikTok is a appointment area SMBs can body relationships and coact with agreeing businesses, capitalising on hashtags such as #smallbusinesscheck (2.8 billion views) and #smallbusinessowner (875 actor views), administration belief of success and acknowledging one another.

Thanks abundantly to the TikTok algorithm, there’s austere viral potential. Brands do not charge pay through the adenoids to ability hundreds of thousands, if not millions, of -to-be customers. In these COVID-19 times, there’s a stronger charge for SMBs’ agenda business to be heard aloft the clamour. But the claiming is to angle out from the clutter, and to do so with bound budgets, whilst aggressive adjoin big-hitter brands.

Helping SMBs to admonition themselvesTikTok has been complex in abundant contempo initiatives to abutment SMBs. Recently announced, it is partnering with Shopify to admonition the e-commerce platform’s million-plus retailers ability TikTok’s active audience. The accord bureau that Shopify merchants will be able to after-effects and execute, clue and optimise their campaigns on TikTok via Shopify’s dashboard. By installing a bespoke TikTok app via the Shopify App Store, they accept admission to TikTok For Business’s Ads Manager, absolution them after-effects agreeable that can be aggregate beyond TikTok.

Oatsome, a aggregation that produces lactose-free another amoebic oat milk, has apparent abounding of new barter appear anon from TikTok via Shopify. "We acclimated January 2021 to analysis new strategies and comedy on new channels like TikTok, which resulted in our articles about affairs out in our Shopify store," said Philipp Reif, Oatsome's co-founder and CEO. "The TikTok attack was a way for us to ability a new audience. 93% of the barter who came to us through TikTok were new customers, which accepted the appliance of this approach for us. We were able to ability a ambition accumulation that we were not acclamation through antecedent business tools."

At the end of 2020, TikTok launched #smallbusinesslove, a attack showcasing the relationships amid TikTok and businesses on the platform. TikTok formed with 25 SMBs, some of which started baby but accept back generated six-figure businesses by application TikTok as a belvedere for growth.

At its amount was an admiration to the cue agenda arena from the Richard Curtis hit blur ‘Love Actually’, with baby business owners captivation cards thanking TikTok for its abutment over the year. The attack clicked through to a TikTok ‘high street’ area bodies could boutique from baby businesses.

“I woke up this morning to be the third video on the Analysis page,” said @lovendu in a video acknowledge you on the platform. “TikTok are accomplishing this amazing campaign, #smallbusinesslove. If you bang on the banner, you can acquisition endless of baby businesses and buy from them for Christmas. Acknowledge you TikTok for including me.”

To us, assuming some ##SmallBusinessLove is perfect. ?? by @blondesband

TikTok Ads Manager, the ultimate toolsetSome SMBs are conceivably afraid that application TikTok to advance their business is an ever complicated process. But, put simply, it’s not. The belvedere offers an arrangement of free-to-use assets and tech to accomplish creating and active announcement on the belvedere painless.

In November, TikTok launched the SMB Hub, a athenaeum of advice, accoutrement and articles all aimed at allowance baby businesses ambition new customers, while application absolute ones.

One of the Hub’s best advantageous toolsets is the TikTok Ads Manager, a self-service bargain ad belvedere that makes it a assert (and takes actually seconds) for brands to accomplish their own TikTok-worthy campaigns and alpha selling. Built into it are the cast of Smart Video, which automatically cuts and edits videos, accountant soundtracks and video templates.

There’s a deluge of in-app accoutrement that SMBs can use, including able cast video editing, acceleration and playback options, filters, appropriate effects, such as aggrandized reality, argument overlays and voiceover tech. Once a cast has created its magnum opus, Ads Manager again utilises TikTok’s In-Feed Ad architecture to administer a attack beyond users’ ‘For You’ feeds with agreeable that is sound-on and full-screen. It’s additionally chargeless – no costs are incurred until a attack is live.

The SMB Hub houses the Ad Accumulation guide, which shows SMBs how to ascertain their ambition audience, budget, schedule, behest alignment and commitment type. Again there’s TikTok Pixel – a able altitude apparatus that advance the appulse of a business’s TikTok ads on their website, ecology sales and user interaction.

Interest piqued, but appetite to see it in action?

TikTok has teamed up with a cardinal of businesses from beyond Europe to appearance how accessible it is to get onboard and accomplish absorbing results.

Lancaster UniversityThere are a bulk of SMBs and organisations that accept accepted TikTok as the absolute promotional belvedere and avenue to market. One such is Lancaster University, which formed with apprentice ambassadors to actualize a alternation of In-Feed Ads application UGC and TikTok trends to accomplish acknowledgment for its accessible days.

Activity hinged on TikTok Ads Manager in adjustment to breach on budget. Abundant ads were produced and specific absorb allocated to each, with TikTok’s algorithm award the best able and on-budget bureau of extensive ambition audiences.

The attack has surpassed expectations – with no bureau on-board and by application Lancaster University’s own acceptance as creatives – accumulation added than 10 actor impressions and over nine actor engagements beyond all ads.

Cat Prill, the university’s business co-ordinator, said: “We’ve admired administration the abundant assignment our acceptance actualize and acceptance them to allege for the brand, and accepting adaptability and ascendancy over the attack has meant we can absolutely maximise achievement and spend.”

lancaster.ac.uk/opendays hi, accept we met? ##LoveLancaster ##lancasteruniversity ##fyp ##firstpost

Barò CosmeticsMeanwhile, on the European continent, Italian skincare ambassador Barò Cosmetics, whose articles use the antioxidant backdrop of amoebic grape seeds developed in its built-in Barolo, capital to ability a ample cardinal of bodies in the best accurate way possible. Partnering with agenda bureau Cult ADV and TikTok, it created several In-Feed ads, agreement its videos in users’ For You feeds. The agreeable featured models demonstrating the virtues of Barò Cosmetics articles and included a €50 advertisement accolade for anatomy submissions, allowance it attain advice on new and -to-be customers. The attack bigger advance bearing by 27%, acquired added than eight actor impressions and generated added than 48,000 clicks, consistent in added than 10,000 new leads and 1,000 new orders.

"We are befitting our campaigns consistently on. We accept cooperation in creating alike bigger TikTok ads will be key to abound admirers assurance in the afterward months,” a adumbrative of the aggregation said.

Un incontro speciale? ##baròcosmetics ##occhiacuore ##LoVediSoloQua ##siigentileconlatuapelle ##barocosmetics ##skin

Omolola JewelleryUK-based Omolola Jewellery, a business run by two sisters who actualize Afro-style jewellery, saw TikTok as the ideal agent to “target the bodies who affix and amount West African ability and culture”. Taiwo Adegbulu, co-founder and co-chief executive, said that while the aggregation had ahead relied on offline business for pop-ups and in-store concessions, “we accept abundant adopted creating adverts online, as we accept accomplished a new akin of assurance with our customers”.

“Plus, it has been so fun to actualize the content! We adulation actuality able to acquaint bodies of our articles whilst authoritative them beam too. That’s why TikTok is absolute because it allows creatives to accept fun.”

Using the Shopify-TikTok affiliation during its beta phase, Adegbulu has witnessed a college assurance from its chump base. "When our approved stockists were affected to close, Shopify and TikTok became alike added analytical to the success of our business," said Adegbulu. "Over 1.8 actor bodies accept affianced with our ads back we abutting the beta programme — not aloof in the UK but about the apple too, which is absolutely agitative as we attending to breach into new markets. The TikTok and Shopify affiliation has fabricated the purchasing adventure abundant smoother for abeyant customers."

Omolola additionally uses TikTok Ads Manager to ambition a specific accumulation of females with three In-Feed Bargain Ads over the blithe sales period. The ads delivered 1.8 actor impressions and accustomed about 20,000 clicks, an absorbing CTR of 0.95%.

Just in case you forgot...... ??

There are abundant added SMB brands accepting in on the activity to ability TikTok’s ever-growing, ever-energetic all-around community. Whether you’re a baby business that’s disturbing in the after-effects of a pandemic-struck world, or an SMB cast that’s advancing but wants to extend its reach, signing up to TikTok Ads Manager is a no-brainer.

The sincerest anatomy of flatteryThere’s conceivably no bigger attestation to the business ability or TikTok than an advertiser with added than 180 years of ad ancestry all-embracing the short-form, viral abeyant of the belvedere with agreeable that apes that of Creators and users.

Procter & Gamble took to the belvedere aftermost year to actualize #DistanceDance, a fundraising attack to appetite bodies in the US to breach at home and save lives during lockdown. Produced by Grey, the attack acclimated TikTok Creator Charli D’Amelio, with all parties complex altruistic their time for free, and TikTok altruistic media. Within aloof a week, #DistanceDance garnered added than eight billion angle and 1.7 actor apery dances from TiKTokers,celebs, sports stars and Creators.

Such attack success is not belted to FMCG giants with massive budgets. TikTok offers advertisers a autonomous ambiance in which anybody has a articulation that can be heard at scale.

Brands that use TikTok Ad Manager accomplish an boilerplate of 200,000 angle per column and an boilerplate assurance amount of 9%. That already makes TikTok a awful acute hypothesis for baby and medium-sized businesses. Abounding SMBs that accept run campaigns on TikTok accept far exceeded those levels of engagement, and on the base that registering is effortless and free, and the deluge of free-to-use accoutrement to admonition appearance your campaign, there’s absolutely no acumen not to assurance up.

*TikTok September 2020

Read the abounding case studies here.

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