TikTok for local discovery - the perfect complement to your Google Business Places

TikTok for local discovery - the perfect complement to your Google Business Places

Travelling for both work and fun, I often check out a destination on TikTok before I leave creating  a list of restaurants, hotels, I’ve noticed increasingly that not only are locations more granular, but TikTok is pulling in data from other places including Google (Google Business Places) and Wikipedia. 

Local Discovery is Changing: Meet Your Customers Where They Are

Traditionally, customers searching for local services or products would rely on platforms like Google, Yelp, or even Facebook. However, TikTok is now an integral part of the local discovery process. According to recent data, over 40% of Gen Z users prefer TikTok and Instagram for searching instead of Google.

TikTok's partnership with Google’s Local API, the platform is not just showcasing entertaining content; it's delivering real-time local business information like opening hours, reviews, directions, and more. If your business isn’t visible on TikTok, you’re missing out on this traffic.

TikTok's Visual Nature Drives Immediate Engagement

TikTok’s short-form, highly visual content offers a unique way for businesses to showcase what makes them special. Restaurants posting mouth-watering food shots, beauty salons giving quick glimpses of treatments, or boutiques showing off their latest products, 

Because TikTok prioritizes organic discovery through its algorithm, local businesses have a real shot at reaching customers who show an interest in a town or region without needing massive advertising budgets. By making their content engaging and utilizing local hashtags, businesses can attract an audience that's local and interested in their offerings.

Hyper-Local Targeting and Trends

TikTok allows businesses to easily tap into hyper-local trends. Whether it's a local festival, a neighborhood event, or something as simple as a popular local hangout spot, businesses can use these trends to get more eyeballs on their content.

With TikTok’s enhanced local features, users can also explore content based on their location, making it easier for businesses to become part of a neighborhood’s online narrative. For instance, if a user is searching for nearby cafes or gyms, they’re now likely to come across content tagged or recommended through local TikTok videos, offering businesses an organic reach opportunity.

Community Building Through TikTok Content

TikTok thrives on authentic, community-driven content, which is perfect for local businesses that want to foster a closer relationship with their customer base. By actively participating in TikTok trends or creating engaging challenges, businesses can get their followers involved, encouraging repeat visits and strengthening community ties.

A local coffee shop, for example, could create a challenge for customers to share their favorite drinks. A florist might highlight different seasonal bouquets and ask followers to vote for their favorites. The possibilities are endless, and the authenticity that TikTok encourages makes it ideal for local businesses wanting to humanize their brand.

Influencers and User-Generated Content

In every town or city, there are local influencers—people who hold sway over their friends and followers. Partnering with local TikTok influencers can help amplify your business’s visibility. Whether it’s a micro-influencer recommending your restaurant or someone showcasing their experience at your boutique, authentic influencer marketing can drive more foot traffic.

Additionally, TikTok users love creating their own content. Encouraging customers to post their experiences at your business, or participate in a branded hashtag challenge, can generate free user-generated content that increases your reach and credibility.

Reviews, Ratings, and Recommendations: A Trust Signal on TikTok

One of the most critical features added with TikTok's integration of Google’s Local API is the seamless visibility of reviews and ratings. Trust is a key factor for local businesses, and having real-time access to user-generated reviews on TikTok adds a new layer of credibility. Positive experiences shared on TikTok can encourage new customers to visit your business, while also providing you with direct feedback on what’s working and what could be improved.

Leveraging TikTok's Algorithm for Local Business Growth

TikTok’s algorithm is designed to surface content based on user preferences, behaviors, and location. This means that local businesses can naturally appear in the feeds of users who are nearby, even if they aren't following your account yet. The more you post relevant, location-specific content, the more likely TikTok’s algorithm will serve it to users in your area.

By actively engaging on TikTok, you ensure that your business stays top of mind in the local community, even without heavy ad spend.

TikTok Ads for Local Businesses

Though organic reach on TikTok can be substantial, the platform also offers paid advertising options tailored for local businesses. With geo-targeting, businesses can run ads that only reach potential customers within a specific radius of their location. Whether you're promoting a special offer, an upcoming event, or just increasing awareness, TikTok ads can be an affordable way to reach nearby customers. 

Preparing for the Future: The Rise of Social Commerce

TikTok is rapidly moving toward integrating more e-commerce features, and this includes the potential for local businesses to sell directly through the platform. As the platform continues to evolve, it's likely that TikTok will become a hub not only for discovering local businesses but for completing transactions too. Early adopters of a TikTok strategy will be well-positioned to take advantage of these e-commerce features as they roll out.

TikTok Live 

TikTok Live is perfect for broadcasting special events like product launches, in-store promotions, or community gatherings. Businesses can generate excitement in their local area by letting followers know they’ll be hosting a live event, offering exclusive deals or early access to viewers.

For example, a local café might announce a live stream to promote a new seasonal menu, offering a special discount code for those tuning in. Retail stores can host live fashion shows or "shop with me" sessions, allowing viewers to see products in real-time and encouraging them to visit in person.

TikTok is a must for businesses that have localised offerings. 

TikTok is no longer just for entertainment—it’s a powerful tool for local businesses to engage with their communities, build brand loyalty, and increase foot traffic. With features that now include reviews, local search, and real-time business information, the platform is set to become one of the most important channels for local business marketing.

As TikTok continues to grow and evolve, the businesses that jump on board early with a well-planned strategy will be those that reap the most significant rewards. Whether through organic content, influencer partnerships, or targeted ads, local businesses need to embrace TikTok in 2024 and beyond.

Don’t forget, you can audit your local Google Business Places with Mirascore for free, or manage your Google Business Places at scale with Mirador Local.

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