TikTok in Kenya: A New Frontier for Online Business Growth

When you’re shopping online or seeking product recommendations, where do you turn first? Many will say “Google”. However, a rapidly growing number of people are now turning to their favourite social media apps, with TikTok leading the charge.

Kenyans are no exception to this trend. According to ByteDance, TikTok's parent company, the platform boasted an impressive 10.60 million users aged 18 and above in Kenya by early 2024. This figure excludes teenagers, who are likely among the app's most active users! TikTok is the third most used application on the internet in Kenya, after YouTube and Facebook.

TikTok is more than a social app. It’s a search engine, a discovery platform, and a powerhouse for product recommendations. These features make it an ideal destination for Kenyan businesses to promote themselves and drive sales.

Understanding TikTok’s Audience in Kenya

Before diving into strategies for using TikTok for business, it’s crucial to understand the platform’s audience in Kenya. TikTok’s user base in Kenya is predominantly young, with the majority of users aged between 18 and 35. This demographic is tech-savvy, trend-conscious, and highly engaged with digital content. They are drawn to TikTok for its entertainment value, creativity, and its ability to help them discover new trends and products.

Setting Up Your TikTok Business Account

The first step in leveraging TikTok for business is setting up a business account. A business account provides access to a range of tools and features designed specifically for businesses, such as analytics, advertising options, and a business profile that allows you to add your website and contact information.

To set up a business account:

1. Download the TikTok app and sign up for an account.

2. Switch to a Pro Account by navigating to “Manage Account” in your settings and selecting “Switch to Business Account.”

3. Choose a category that best describes your business (e.g., retail, beauty, technology).

4. Complete your profile by adding a bio, website link, and profile picture that reflects your brand.

1. Creating Engaging Content: Kenyan businesses are using TikTok to create entertaining and engaging content that resonates with their target audience. They utilise TikTok’s video editing features, effects, and filters to produce visually appealing and attention-grabbing videos. This includes product demonstrations, behind-the-scenes footage, tutorials, challenges, and storytelling videos.

2. Showcasing Products and Services: Businesses in Kenya use TikTok to showcase their products or services in unique and creative ways. They create videos that highlight the features, benefits, and usage of their offerings while incorporating humour, storytelling, or trending challenges to captivate the audience’s attention. By showcasing their products or services through TikTok videos, businesses can generate interest, drive brand awareness, and potentially increase sales.

3. Influencer Collaborations: Kenyan businesses collaborate with popular TikTok influencers to promote their products or services. Influencers have a large following on the platform and can effectively promote brands through their creative and engaging content. By partnering with influencers who align with their target audience, businesses can tap into the influencer’s existing fan base, gain exposure, and potentially increase their customer base.

4. Running TikTok Challenges and Contests: Kenyan businesses take advantage of TikTok’s challenge and contest features to engage with their audience and encourage user-generated content. They create branded challenges or contests where users are encouraged to participate by creating videos using specific hashtags or following certain guidelines. These challenges not only create buzz around the brand but also encourage user engagement and increase brand visibility.

5. Cross-promotion on Other Platforms: Kenyan businesses use TikTok as a platform to cross-promote their presence on other social media platforms such as Instagram, Facebook, or YouTube. They include their social media handles or website links in their TikTok profile or video descriptions, directing users to explore their brand further on other platforms. This cross-promotion strategy helps businesses expand their reach and connect with their audience across multiple channels.

6. Engaging with Communities: Kenyan businesses actively engage with the TikTok community by responding to comments, participating in trending challenges, and collaborating with other users. By being active and responsive, brands can build a positive brand image, foster customer loyalty, and encourage user-generated content that promotes their brand.

7. Leveraging TikTok Ads: TikTok offers advertising options for businesses to reach a wider audience. Kenyan businesses can use TikTok’s advertising features, such as in-feed ads, brand takeovers, or sponsored hashtag challenges, to promote their products or services to a targeted audience. These ads can help businesses increase brand visibility, drive website traffic, and generate leads or conversions.

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