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How TikTok helps TPE/PME to communicate during this period of health crisis ?


Digital technology has become fully established in our lives during the health crisis. Digital tools and especially social networks are nowadays alternatives to help companies to get through this crisis. Being visible and selling on internet have become a priority for them.

The current period is particularly difficult for these small and medium companies, with revenue growth at a low point, as they do not have enough resources to reach consumers.

The social media TikTok is a worldwide success and now reaches 800 million active users worldwide. It is by far the most downloaded application in recent years. This application for teenagers has won over parents, doctors, politicians…

So, the Chinese application has decided to support these TPE and PME by launching on November 25, 2020 a new platform for these types of companies :

TikTok SMB Knowledge Hub

« TikTok Small and Middle Businesses knowledge Hub »

What is TikTok SMB Knowledge Hub ?

Currently available in France, United Kingdom, Italy and Spain, this platform is designed to help companies make themselves known while interacting with a targeted audience.

The SMB Knowledge hub is an extension of the TikTok for business platform. It offers paid services for small and medium companies by providing them with advice, a set of advertising tools and affordable products to help them target their customers and get known by the TikTok community. For example, they have access to “Ads Manager”, an advertising platform that allows these companies to create and manage their promotional campaigns on this social network. They also have access to the “Ad group”, a practical guide that answers many questions :

  • How to define a target audience?
  • Which format to use?
  • How to organize a calendar?
  • What budget to set?
  • How to use the advertising impact measurement tool TikTok Pixel?
  • How to set up an auction strategy?

The advantages on TikTok :

Brands on this application are many and diverse, from jewelry, clothing, dog collars, candles, beauty products, kitchen utensils, phone shells… All these companies share values and can also create relationships with each other by telling their stories and stories through the implementation of hashtag like :

#smallbusinesscheck (2.8 billion views) and #smallbusinessowner (875 million views)

An example of TikTok account ?

« Swavy Co »

 A US-based company specializing in the customization of phone accessories. You can find phone shells, phone boxes, card holders, popsockets or stickers…

In addition to its e-commerce site and its instagram site (8227 subscribers), it has a very active TikToK account, which has 123.1K subscribers and 1.5M like mentions. You can find many promotional videos about the new models, how the shells are made or how the packets are prepared. We notice that this account has more impact than the Instagram account. This social media is therefore an essential tool to develop in the United States but also internationally. Ads Manager :

Also, this social media has another way to help companies of all sizes to get started on the platform : Tiktok Ads Manager.

A self-service advertising platform that allows companies to create their own campaigns thanks to the creative tools available in the application.

So now, make your campaigns completely TikTok

Learn more about TikTok For Business

By Clémence René

Etudiante MBA spécialisé Digital Marketing & Business #MBADMB - 5ème année EFAP Paris

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