Should My Business Be on TikTok?
There's no doubt that TikTok is one of the biggest social media platforms out there right now. It was the most downloaded app in 2021, with 656 million downloads and currently a billion monthly active users, 80 million of whom are located in the United States. Many of our clients at The Marketing Greenhouse have been wondering if these TikTok statistics mean it's time for their business to get on the platform. While TikTok may not be a match for all businesses, there may certainly be benefits for yours, depending on a few key factors. Following are some considerations to help you determine if your business should be on TikTok.
What is TikTok and how does it work?
TikTok is a social media platform that focuses on short-form video content. TikTok creators make videos of themselves or others dancing, putting together outfits, sharing investment tips, and so much more. Videos can be up to 60 seconds long and are typically posted to personal profiles or shared within groups. Some businesses have started using TikTok to promote their products or services, but it's still relatively new territory for most brands. Certain brands have had a lot of success going 'viral', which means they have gotten an explosive amount of views on one or more of their videos, which usually results in a lot of traction and new followers. While there is no guarantee that your business entity will go viral, we have seen time and time and again that consistency and quality of content can help grow your following exponentially and drive traffic to your landing page.
The benefits of using TikTok for businesses
There are benefits of using TikTok for any type of business, especially if you're looking to reach a younger audience, which represents a large share of TikTok's user base. However, it's not just teens who use the platform anymore; there is also a significant number of millennials and adults over 40 now on TikTok as well.
For starters, it's free to create on TikTok, and many creators have been able to monetize their accounts faster than expected. Because TikTok is one of the newest platforms in the social media realm, people are still figuring out how to 'hack' or figure out the algorithm. Because it is relatively new, it has not become a pay-to-play platform yet, like Instagram and Facebook.
When it comes to social media marketing, businesses need to produce high-quality, engaging content to see success. This is definitely true for TikTok - because users are only given 60 seconds to capture a consumer's attention span, videos have to be interesting and quickly get across what it is you're trying to say or sell. Luckily, there are many ways to make your videos stand out on TikTok. Multiple forms of content can draw attention--some brands choose to do product demonstrations or 'unboxing' videos; others take a more comedic approach by creating short skits or parodies. Others create educational content that highlights their expertise in their industry.
No matter what type of business you own, there are types of content that will resonate with users on TikTok.
Another great thing about using TikTok for business is that it's an easy way to reach new customers. Due to the nature of the platform - short, snackable videos - it's easy for people to watch multiple videos in a row. This means that if you produce good content, people are likely to watch more than one of your videos, giving you a better chance of reaching them with your message. Additionally, TikTok is great for building brand awareness. As users explore the app, they're bound to see more and more of your videos, which will help get your brand in front of more people and ultimately help grow your audience.
Lastly, TikTok is a great way to connect with customers and engage in conversations about your brand. As you post more videos, you'll notice that some users will comment on them or even message you directly if they have questions or want to learn more about what it is you do as a business. This is a great way to connect with people who are interested in your products or services, and hopefully give them more reason to purchase!
Should my business be on TikTok?
It's hard to say definitively whether or not your business should be on TikTok. There are many factors that go into deciding which social media platforms you use, such as time and resources required for each platform, as well as what kind of content is best suited for a specific platform. If you're looking to reach a younger audience or increase brand awareness among millennials (ages 18-34), then yes - it might make sense to invest some time in creating an account with content tailored specifically for this demographic.
However, if your target market isn't typically found on TikTok then maybe investing elsewhere would be more beneficial overall. It is always a good use of your time as a business owner to figure out which social media platform your customers spend the most time on, and focus your efforts on that platform. The only way to really know will be through trial and error; some businesses have had great success using TikTok for short form video content while others have not. And trial and error can be an easy, low key investment of your time!
