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Should My Food and Farm Business Be on TikTok?

Tips to determine whether TikTok is right for your marketing strategy.

Updated:

October 10, 2022

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Photo by Solen Feyissa

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What is TikTok?

TikTok is a video-sharing social media platform where users can upload videos in lengths from 15 seconds to 10 minutes. TikTok users make video content on any topic and share these with a broad audience. TikTok connections aren't built on personal relationships, unlike other social media platforms. Once you post a video in the app, you can choose to post that content for yourself, your friends, or everyone on the platform.

With over 1 billion monthly active users, your content can reach a worldwide audience and drive new customer relationships. If you’re looking to reach a wide audience without having to grow likes or followers, TikTok can be a platform to amplify your business. In terms of performance, the TikTok app has an average user session of 10.85 minutes, making it the most engaging social media platform.

TikTok for Agriculture

Top Ag users on TikTok turn to the platform to educate audiences on their farm operations and address user questions and perceptions of farming. The hashtag #agriculture has over 9 billion views. Geert Boelen grew up on a family dairy and currently works in dairy and vegetable farming in Iowa. "My goal was to always be educational and to serve a purpose with my account. Consumers today are so far removed and disconnected from farming. So it's interesting to see comments by viewers who don’t know anything about where their milk comes from," Geert reflects. Most Ag businesses are represented through the view of a singular person, meaning the videos are from a distinct perspective.

TikTok for Business

TikTok users are looking to discover new brands and purchase products. Look at the trending hashtag #tiktokmademebuyit to start to understand the power TikTok holds as social commerce becomes increasingly popular. According to Hootsuite, 47% of TikTok users say they bought something they saw in the app. The discovery algorithm of the app learns what users like over time. It increases the chances of pairing relevant products with users.

Business owners use the platform to promote their products and give a glimpse behind the scenes. These videos foster a sense of connection between potential customers with new brands. To start exploring, look at the hashtags #tiktokmademebuyit or #smallbusinessowner.

Anatomy of a post

TikTok videos have various formats. They are recorded on your phone, either on your phone's camera or the app. Additional music, audio clips, text, and graphics are overlayed to enhance the video's appeal. Here are several popular types of TikToks:

Trending Sounds

Trending sounds are a huge source of video content. It's popular to see creators make videos using trending music. These trending videos usually have a format: famously, they started as dances, where different people would do the same dance to the same music. Today, the same structure applies to more than just dancing.

Trending videos can be a chance to show your business product, bust a myth in your industry, or answer a series of common questions. Using trending audio increases the chances of being seen and shared. Hashtags can indicate trends, and adding hashtags to your posts can maximize your views.

Educational

These posts feature a creator explaining something to their audience. Examples include a recipe coming together, how cattle fencing works, or the right way to water your plants. Even showcasing a day in your life can help viewers better understand you. These videos aim to boost knowledge to those curious about your area of expertise.

Humor

Humorous moments are the backbone of social media posts. People turn to these platforms for a laugh. If you can make light of a tough situation or catch something funny from your team, consider sharing these moments with your audience to strengthen your bond.

Lip-syncing

These posts often include an individual lip-syncing to a popular audio sound. They are fun to create and relate to your industry and personal experience. If you open the app and start making a post, you will see the sound button in the top middle of your screen. From there, you can explore popular songs and sounds.

An example of a lip sync TikTok from harvest season.

Should my business be on TikTok?

A new social media account is a new marketing channel for your business. First, examine how this new platform fits into your overall marketing strategy. While the chance to spread awareness about your farm or your brand is alluring, it may not be the right time or place considering your business goals. Here are 4 Questions to ask when considering a new social media platform:

1. Is your target audience on this platform?

With a vast audience skewing towards a younger demographic, TikTok is likely a place where you will find your target audience if you are interested in gaining younger customers in your business. Since the app allows you to access anyone, it could also bring awareness of your business to new customers outside of your region. Start assessing your current audience through your existing social media accounts. Use those insights and your overall audience goals to determine whether the platform is right for you.

2. Is the time and resources investment worth it?

A new platform will mean more work for you or your team. Managing social media channels can be overwhelming. Unlike Facebook and Instagram, which integrate and work under one parent company, TikTok will require separate management by your team. Creating unique content that fits this platform will also cost you resources. Make sure you have the time to post regularly and interact before you begin.

3. Will I do things on TikTok that I can't do elsewhere?

TikTok is not a platform that lends well to content duplicated from other social media channels. Successful video content on this platform will mean you must create at least some original content to grow an audience. Can you offer a unique real-time view of your business or behind-the-scenes content that your fans won't find elsewhere? Offering another authentic view will be an opportunity for your business.

4. Does this align with my larger social media strategy?

New and existing businesses seeking to generate more awareness and interest through social media can unlock new potential customers through TikTok. Consider your long-term social media strategy and your relationship with your customers online to gauge if you're ready for another social media network.

Tips for Getting Started

Get acquainted with the platform first. You can sign up for TikTok without having to post anything. Being present on the platform will give you time to explore and see if it feels like a place you can create and contribute video content.
As with most social media platforms, be careful what you watch and like when you first sign up for the app. TikTok algorithms will serve you more videos like what you begin watching. To ensure your feed is relevant to your business, keep scrolling if the video does not relate to your industry. You can search topics and hashtags, adding them to your favorites to ensure that your TikTok feed is relevant to you.
Most people are using TikTok to find things that are funny and entertaining content. Short videos that will delight your viewers in unexpected ways or make them chuckle will be successful on this platform.
Presenting your real life will win you a more significant following. TikTok users are not attracted to professional visuals seen on other social platforms. High-end photos and videos are less likely to succeed in this space. Keep it simple by recording content with your phone or in the app. You can always save projects and return to them later.