Where Does TikTok Fit Into Successful Marketing Strategies?
Typically, when a new social network gains traction, it comes at the expense of an older platform. That wasn’t the case for TikTok, whose growth has been exponential since its 2016 launch. In fact, TikTok hasn’t impacted Facebook, Twitter, or Instagram use rates, but has continued to amass a significant userbase.
As with any new platform, it can be exciting to explore how your company can carve space on the channel. However, not all platforms will help you gain visibility. In fact, trying to use too many platforms without expertise on best practices can actually have a negative impact on your brand perception.
This article will explore how to determine if your business should be on TikTok and best practices for using TikTok as a business marketing tool.
Why should businesses consider TikTok for marketing?
TikTok has risen to fame exponentially over the past few years. COVID-19 forced everyone to stay inside for months, driving growth on the platform and a slew of popular dances. Now the sixth-largest social media network, with 800 million monthly active users, many businesses are wondering how they can take advantage of the platform.
TikTok is also an attractive channel for businesses looking to reach international markets, with users in nearly 150 countries worldwide. Further, Influencer Marketing Hub found that TikTok posts have the highest average engagement rate of any social media network.
Most importantly, TikTok still has enormous potential. Even if your business isn’t able to capitalize on this platform today, it’s crucial to be aware of your options for the future. Instagram recently launched Reels, their alternative to TikTok, signaling that this type of content is here to stay.
Is TikTok an effective platform for marketing my business?
Maybe! It depends on what you’re selling and who you’re selling to. Marketing on TikTok is most effective for business-to-consumer product brands targeting teens. Business-to-business and service-based may have a harder time generating engagement.
TikTok should be a particularly attractive platform for businesses looking to reach Gen Z and younger Millenials. 41% of TikTok users are between the ages of 16-24, skewing more toward that demographic than any other top platform today.
How can I use TikTok effectively?
The bottom line of marketing on TikTok is that users don’t want to be marketed to. Teens aren’t interested in being sold on products. Instead, they’re busy mimicking the lifestyles of their favorite influencers. Successful brands will leverage influencer partnerships to establish their brand and reach users.
Find brand ambassadors that organically align with your niche. Insincere partnerships will leave a negative brand impression for both your company and your ambassadors.
If you decide to create a TikTok for your business, the best kind of content you can create is sharing behind the scenes of your company – how your products are made, who your team is, what your office looks like (when we’re back in the office). Focus on creating content that’s interesting and engaging, not solely promotional.
Like any platform, test a few strategies out to see what works best! If one type of video is yielding greater engagement, double down and create more of them.
Is it time to take on TikTok?
If your audience is mainly teens and young adults, TikTok could be an excellent opportunity for your business. While you don’t need a rock-solid content plan, it’s a good idea to go into any new platform with set goals you want to achieve.
Wondering what modern marketing strategies your business needs to stay on top of? Contact us for help!