What exactly is TikTok?
TikTok is a social media platform in which its users can create and edit short videos all within the app. These videos can range anywhere from 3 seconds up to 3 minutes, and often include the use of popular music available through the app. Users are able to like, comment and share posts directly from their news feeds.
We have seen similar social media formats with Vine in 2013 and Musical.ly after that, so this type of platform is not all that new. Although the idea of TikTok is not as original as some may think, it is currently the fastest-growing social media platform in the world with an estimated 1.1 billion users as of February 2021. Although this platform is not strictly utilized by the younger generation, 60% of its users are made up of members of Generation Z — the trendsetters of today. Keeping this in mind, one can see that TikTok holds a great amount of power in deciding what’s trending, right or wrong, and ultimately what’s worthy of people’s time.
Is TikTok right for my business?
Like any other platform, there are things to take into consideration about TikTok when deciding whether to utilize it for your business. Due to its availability in over 150 countries and its incredibly quick growth, TikTok is going to be an exceptional marketing opportunity for a multitude of different businesses — but not everyone. Consider the following factors when deciding if your business would thrive on TikTok.
Audience
Now, I know what you’re thinking. “Isn’t TikTok just for Gen Z?” You may be surprised at how many non-Gen Zers use and love this app. While 60% of its users are between the ages of 16 and 24, 26% fall between the ages of 25 and 44. Although your target market doesn’t have to share these exact same demographics, it is important to consider those who actually use this app and who you want to see your content.
Goals
This platform is perfect for businesses looking to expand awareness of their brand and, more specifically, their desire to drive awareness to a younger audience they may not be reaching otherwise. TikTok has a less-serious tone than other platforms and works well with brands that can keep up with its fun, lighthearted, trendy tone.
Content capabilities
What comes with beginning something new? Trial and error. Businesses desiring to cultivate a presence on TikTok need to be able to create original content and use that style of video to promote their brands. Since TikTok is so trend-forward, it will most likely take some experimenting with the new format and platform before businesses strike it big, but their hard work will surely pay off.
What type of content can you create?
You can increase attraction to your business on TikTok via a multitude of different ways. The most obvious option is to post videos created in-house by your team. The good news is that TikTok users aren’t looking for a perfectly well-produced, cinematic masterpiece. They want authentic, funny and relatable content made with a smartphone camera. It’s in your best interest to show your company’s faces and connect your brand with the real people who work there. There’s no need to stress over building a huge creative team to generate content that your audience will want to watch.
The next and most simple way to use TikTok is by engaging with user-generated content. If you’re creating the right kind of videos, it’s likely that your audience will interact with your brand. It’s important for you to reciprocate this by commenting on and maybe even “duetting” some of their videos.
Another way you may want to utilize TikTok is through its newly launched business center platform. Top view, in-feed, and hashtag challenges are a few of the advertising formats you can employ to ensure that your company’s content is placed in view of your desired audience. TikTok has also just released a brand-new format for its native ads called Spark ads. They enable brands to leverage and “boost” an organic post and its features in their advertising. Spark ads allow you to publish ads using your own account’s posts or organic posts made by other creators.
The last way to promote your business on TikTok is by utilizing influencers. Just as they are on Instagram and YouTube, influencers are thriving here. Finding the right influencer to represent your brand is a similar process to the social media platforms you’re already familiar with.
Now that you know a little more about the fastest-growing social media platform in the world, it’s time to decide if it’s the next mountain your team needs to climb. Happy TikToking!
Sources
Doyle, Brandon. “TikTok Statistics — Everything You Need to KNOW [Feb 2021 UPDATE].” Wallaroo Media, 14 June 2021, wallaroomedia.com/blog/social-media/tiktok-statistics/.
Reinhart, Joey. “Should Your Business Be On TikTok?” Konstruct Digital, 2 July 2019, www.konstructdigital.com/social-media/should-your-business-be-on-tiktok/.
Simpson, Jon. “Council Post: Why Your Business Should Be ON TikTok (and Four Types of Content to Promote Your Brand).” Forbes, Forbes Magazine, 22 July 2020, www.forbes.com/sites/forbesagencycouncil/2020/07/23/why-your-business-should-be-on-tiktok-and-four-types-of-content-to-promote-your-brand/?sh=95818bb172b9.
