3 Ways To Promote Your Sustainable Business On TikTok

The environmental mistakes of older generations have left the newer ones, especially Gen Z, with climate-related anxiety. Gen Z grew up (and is still growing) on a planet where global temperatures continue to increase. There are tons of plastic in our oceans, an unstoppable increase in extreme weather, and a decline in natural resources.

Is it any wonder then that more than 82% of Gen Z is concerned about the future of Earth? Is it surprising that this generation prefers to support and buy from sustainable businesses? If your business stands firm on environmentally conscious values, you should be promoting it on TikTok. This is the platform where you will find the most appreciative audience. Plus, you can show the world that you are in the fight against climate change and global warming.

Here are some ways to effectively promote your business to your ideal Gen Z target market.

1. Get To Know Your Audience

Gen Z wants to support green businesses, but they have other requirements, too. For example, different TikTok audiences prefer different communication styles. They have different interests. Just because Gen Z unites behind a common cause like sustainability does not mean they all like the same things.

Your business content should cater to different preferences. And do not forget that you are also marketing to Millennials and the up-and-coming Gen Alpha. These generations also want to see the planet heal and appreciate businesses that work towards this goal.

When you have the content topics ready, you can create short videos that instantly grab attention. You have about two seconds to hook a viewer with your video. If your hook fails, that viewer may never return to your profile. So, make it dramatic, and funny, or use a statistic to reel in your TikTok followers.

For example, you could use a startling statistic about the decline of the ozone layer. Then, you follow that up with a statement or visual about how your business processes help combat this problem. When your audience sees that you are aware of how serious the climate problem is and that you want to make a change, they will support you.

2. Create Content That Highlights Your Sustainability Processes

You want to promote your products. But you also want to highlight that they were manufactured using a sustainable process. Believe it or not, you can do that in a 30-second TikTok video. Start with your hook or startling statement. Follow it up with your sustainable practices. Then, add an educational twist by listing the recycled materials you use or the energy-efficient processes you have created. Use real-life footage and descriptive captions to create your TikTok videos.

For example, start a video by stating that textile waste does not decompose easily and fast fashion leaches chemicals into the environment. Follow that up with a quick explanation of how you recycle material for your fashion business. Show your viewers how you use fabric scraps to create new garments. End the video with a calculation of how much your sustainable practices impact your business’s overall carbon footprint.

If you struggle to fit this information into a short video, ask a social media freelancer for help. TikTok freelancers typically have enough experience to create videos about anything and everything. Remember to answer the questions that will pop up below your posts or ask your freelancer to handle this on your behalf. Address any concerns your followers may have.

It’s also important to be honest about areas in your business that still need improving. For instance, if you have a cleaning company, you probably still use plastic for packaging. However, you may use recycled lids. This means you need to work on finding an alternative for the remainder of your product holders.

Also, just because your content highlights sustainability does not mean it has to be doom and gloom. You can get a serious message across in a light-hearted manner. After all, the world is in enough turmoil. It really does not need more heaviness from social media. Your message will not get lost in a lighter video. It may actually inspire people to view more of your content instead.

You should partner with an influencer or two to help you reach more people on TikTok, especially if they have a predominantly Gen Z audience.

3. Get Technical with Your Marketing Strategy

Your content may focus on sustainability, but the rest of your marketing strategies must remain the same as for any other content. You must make your posts as visible as possible to make the maximum impact on TikTok. You can do this with sustainability-related and branded hashtags for each post. Write descriptive captions that culminate in a call to action. And you must post new content consistently.

More Strategies To Consider

You can boost your organic content creation by running paid ads from time to time. Doing this is a great way to reach more people on TikTok. Remember to target your ads to the Gen Z demographic, especially when highlighting your business’s sustainability efforts.

You could also partner with other sustainable organizations and NGOs to raise awareness about critical climate issues. After all, you cannot just talk the talk with your TikTok content. You have to walk the walk. If you proclaim that you and your business are fighting against climate change and the like, you have to actually fight. This means doing more than just employing sustainable practices within your company. It means joining green movements and taking your spot as a leader in these movements.

TikTok Is the Best Social Media Platform For Environmentally Conscious Businesses

TikTok allows you to connect with Gen Z, a generation that shares your concerns. It allows you to converse with Millennials as well. These are TikTok users who want to help restore the Earth and its climate. They are real people who want to leave a better legacy for their children someday.

You can build a strong community on TikTok by showcasing your sustainable business efforts (and external efforts). Your TikTok audience will appreciate your hard work and support your brand. Ultimately, you will build your company and keep it successful while still helping to protect the planet.