Last updated on September 30th, 2022 at 12:39 pm
In today’s guide, we are looking at how to use TikTok in Kenya to market your business.
I mean, it is 2021 and the TikTok fire is raging on.
The platform is so powerful we have all seen it;
Someone goes and posts a 5 or 10-second video about their business, and it goes viral then, all of a sudden they have so many orders that they can’t even keep up.
The juice guy on TikTok
Remember the juice guy on TikTok?
If you don’t have any info, let me bring you up to speed
The juice guy is the guy who made Cran-raspberry Juice so famous that the product flew out of shelves in stores.
His real name is Nathan, with the TikTok username, @420doggface208.
So, Nathan’s car broke down on the way to work, so he hopped on his board to keep from being late.
Unfazed by his predicament, Nathan took swigs of cran-raspberry juice straight from the bottle (Ocean Spray, if you’re wondering), without stopping on his skateboard, while singing the lyrics to “Dreams.”
The video immediately grabbed the attention of the TikTok community, earning millions of views before jumping to other social platforms through multiple viral posts.
But that is not all.
Ocean Spray, the company behind the cran-raspberry concoction in the video, found customers had cleared their products off of store shelves.
And as a token, the company gifted Nathan a new track to replace the one that broke down.
Nathan’s unique vibe quickly translated into a resurgence in popularity for Fleetwood Mac, with “Dreams” receiving a 374% jump in sales and an 89% jump in streams, putting the classic hit back on Billboard’s top charts.
After Mick Fleetwood, co-founder of Fleetwood Mac made a rendition of the viral video, the song re-entered the Billboard Hot 100 #21 after a 43-year absence.
And climbed to the Top Ten of Spotify’s Global and U.S. charts and hit #1 on Apple Music.
It reached #1 on Billboard’s Rock Digital Song Sales and #3 on Billboard’s Rock Streaming Songs charts, showing the power of a trend to give classic songs new life and helping artists reach a new generation of fans.
What does this tell you?
It is possible to market a business on TikTok in Kenya if you know how to.
Let’s go ahead and show you how YOU can do it, shall we?
How to market a business on TikTok in Kenya
Right off the bat, in order to make sales on TikTok in Kenya, you need to know how to take those organic video views into conversions.
Right now, organic views can be found for free.
Yes, you can get free organic views on TikTok even without going viral.
All you have to do is make a good quality video with a great hook at the beginning and something to keep your audience entertained throughout the video.
Do that and you will get free views.
But understand this;
This is something that is working now.
But who knows, maybe in a year from now or two, that might not be the case because the platform is growing.
If there is time to get in and learn how to do it, it is now.
Two critical things you need to understand now
Now, when it comes to using TikTok for business in Kenya in 2021, you should be concerned with;
One, getting views.
Whatever you make or whatever you will do, it starts with views.
Your video has to get seen.
It has to drive audience retention.
Once you have views, we move to the next critical thing;
Conversions for you and your business in Kenya may look different than mine.
However, conversions can be whatever you’re trying to get out of that view.
I may want to convert video views into sales.
While for you, your conversion may be converting views into Instagram followers in Kenya, YouTube subscribers, or maybe getting sales.
Whatever your conversion metric is, that is what you are going to optimize your TikTok marketing in Kenya on.
The hardest part of TikTok marketing in Kenya
If I am being honest, the hardest thing to do is actually take a view and get a sale.
You are having someone watch a piece of your content and then pull out their money and actually buy whatever you are selling.
That is a hard conversion to do.
Whereas, something like, say, a follower or a subscriber, that doesn’t actually cost the customer any money or too much effort.
They can just go ahead and click subscribe or follow if they like your content.
How to convert TikTok views into sales in Kenya
Here is a simple strategy of how you can convert views to sales through TikTok in Kenya.
What you need;
- Engaging product video
- A shopping cart link
- Coupon code only unique to TikTok
- TikTok account
So, you take a product and create a simple product video (we will discuss the type of content that does well on TikTok).
Go ahead and add the product link on your bio.
This way, anyone who wishes to buy the product after watching your video, can do so by following the link on your bio.
While creating that video, indicate the special coupon code.
Use the code; TikTok 50 OFF to get a 50% discount.
Finally, add text, ‘Link on bio’ into the end of your product video.
You just created your first TikTok ad in Kenya.
How will this work?
Well, anyone who watches your product video and likes it, will click on the link in your bio and buy it.
And since they will use the coupon TikTok 50 OFF, you will know how many sales came from TikTok in Kenya, makes sense?
Will this work?
As we mentioned earlier, the first thing you need to succeed in video views.
Market Your Business on TikTok in Kenya; Three types of videos on TikTok
Videos views are vital to successfully marketing your business on TikTok in Kenya.
Based on this, your videos will kind of go one of three ways;
- You post a TikTok video it just takes off right away, gets a ton of views, and then will eventually taper off over time
- Post a video and it just steadily seems to keep growing
- You post a video and it basically gets something like 50 to maybe 500 views and then it just kind of tapers off right away. That is a kind of an unsuccessful video and you will have some once in a while.
How to make a viral video on TikTok in Kenya
Based on these three types of video performances, what makes them differ?
How can you make a PRODUCT marketing video that will do well on TikTok in Kenya?
Number one, it has to have a pretty good hook at the beginning.
Create a video that will capture attention within the first 2 seconds.
The intro should make anyone scrolling stop and take notice.
Set up a problem.
Show the viewers how their life looks like without the product.
If you are selling juicers, you can show someone trying to squeeze oranges using their hands and not succeeding.
And finally, show them the solution.
Show someone using the juicer to squeeze the orange and having a full glass of orange juice.
That may not be the most creative way to do this, but you get the idea?
- Have a hook
- Create a picture of the problem
- Show the solution
The whole point of TikTok is that you have to create an entertaining piece of content no matter what YOU are selling.
It doesn’t matter what you are selling.
The whole point of this is to not make a video look like a sales pitch.
You can also take the storytelling angle.
You need to make your content hit the emotions of the viewer, or they won’t engage with it.
So what if the viewers click on your products and don’t buy?
That is where retargeting comes in.
We will talk more in detail in the next section.
Market Your Business on TikTok in Kenya; Why businesses fail on TikTok in Kenya
I have seen videos with thousands of views and impressive engagement, but with zero sales.
Why is that?
That often happens when the business ignores targeted marketing.
Targeted marketing is getting the right product to the right audience.
You need to get potential customers to watch your product video.
The easiest way to do that is by using TikTok hashtags in Kenya.
If you are a business coach, you can use #BusinessCoach.
Anyone interested in what you have to say will probably be looking through that hashtag.
On the flip side, if I was creating a facebook ad, I would put that ad in front of people who like and follow things related to what I am selling.
That pays better than putting out the content and expecting magic.
Think about it, the audience on TikTok in Kenya tends to be mainly younger viewers.
That may sound like a bad thing.
The good thing?
TikTok is still growing.
This means that it is easier and cheaper to grow your business on the platform.
At the same time, the competition is still low.
So even if your demographic is underrepresented, you may be able to dominate the few competitors you have for their attention.
Additionally, even if that under 34 demographic is not your market, you may wanna consider investing in the platform as a long-term play.
Market Your Business on TikTok in Kenya: Now, the juicy part.
If someone watches your video, clicks on the link, and doesn’t buy, what do you do?
Do the retargeting ads.
Here is what to do;
Install Facebook pixel on your website (you need a website for this to work).
What is a Facebook pixel?
The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.
Pixel allows you to show your ads ONLY to people who have visited your website.
It gets even better!
You can show ads to people who visited specific pages on your website.
That is where the TikTok thing comes in.
So with the pixel installed on your website, you can retarget those who came from TikTok and didn’t buy.
And now that you know what videos your audience enjoys, you can use the same on create ads on Facebook in Kenya.
All you have to do is take one of your videos doing really well on TikTok and use it in your Facebook ads.
Why should you choose TikTok as the focus of your marketing strategy in Kenya?
Like many other businesses, you may be on Instagram, Twitter, or Facebook in Kenya to market your business.
Why should you market on TikTok in Kenya?
Well, one, as we have already mentioned, TikTok dishes out organic reach like crazy right now.
This means that your brand can reach thousands of Kenyans without having to spend thousands of shillings on advertising.
Secondly, TikTok gives you another chance to reach an untapped and engaged audience.
What to do when starting out marketing on TikTok in Kenya
First, make your content fun and more about creating sticky content, so to speak.
Create content that people want to engage, share, duet, and comment, as opposed to just speaking about your product or your business.
Secondly, you need to post daily.
Keep a posting schedule.
This way, your content can be fresh on TikTok’s algorithm.
Third; make your content easily digestible.
To do that, you need to make your content short.
Statistics show that videos under 30 seconds do really well on the platform.
That means that you need to capture their attention within the first 2 seconds.
What is the best time to post on TikTok in Kenya?
It is a little tricky to pinpoint the exact best time to post on TikTok in Kenya. But according to my research, here are the results of a study conducted by InfluencerMarketingHub.com. They analyze over 100,000 posts looking for the best engagement rates. (all expressed in EST and ignoring sectors):
- Monday: 6 AM, 10 AM, 10 PM
- Tuesday: 2 AM, 4 AM, *9 AM
- Wednesday: 7 AM, 8 AM, 11 PM
- Thursday: 9 AM, *12 AM, 7 PM
- Friday: *5 AM, 1 PM, 3 PM
- Saturday: 11 AM, 7 PM, 8 PM
- Sunday: 7 AM, 8 AM, 4 PM
In order to identify the time that works for you, answer the following questions;
1). Where is your audience located? If they are located in a different time zone, you may have to be posting when they are online
2). What Time is Your Audience Awake? This should influence the time you post on TikTok in Kenya
Final thoughts on marketing on TikTok in Kenya
Yes, you can make organic videos and get lots of views, but don’t expect one organic video to make you a millionaire and sell tons and tons of products.
Either way, here is my final advice;
Create and post a lot of content consistently.
And once you get to that point where you see what works really well, keep creating that same type of content over and over again.
Do not forget to take that content and then put it over on Facebook and Instagram in Kenya with the retargeting ads.