Is Joining TikTok Worth It for Your Business?
TikTok has undergone a phenomenal expansion in the last couple of years. The platform now boasts over 500 million monthly users, becoming a fast rival for platforms like Instagram and Facebook. In fact, Instagram introduced the Reels section of the platform to mimic TikTok’s short-form video content.
Currently, users can create videos up to three minutes long, but most creators keep their TikToks under the one-minute mark. TikTok has revolutionized the creator industry, making short, snappy videos extremely popular.
Almost every video the user encounters on TikTok seems to have hundreds of thousands of likes. It’s no wonder the app is so appealing to creators, but what about other businesses? This article explores whether joining TikTok is worth it for your company.
TikTok has become a powerhouse in the social media industry. Users of the app create video content, which has become king for any creatives. Whereas Instagram used to dominate the visual social media market with photos, videos have become the new “in” thing. Short-form videos, in particular, are key for capturing the attention of users.
Another dimension to TikTok that has reigned in tremendous popularity is its authenticity. Whereas other forms of social media are perhaps seen as more curated, TikTok is a place where creators can feel freer.
For example, businesses on Instagram tend to create visually cohesive and aesthetically pleasing grids, which encourage users to hit “follow” when they see the profile. However, TikTok places much less emphasis on aesthetics, encouraging creators to be themselves. Some see this as a breath of fresh air in the social media space.
A huge part of the app revolves around trending “sounds”. These audio bites can be songs or snips of video clips. Different accounts use the same sounds but make them relevant to their niche. Subsequently, TikTok requires an element of creativity, too.
Its need for genuineness and humor means that TikTok is not the right fit for businesses who are not willing to show some behind the scenes content. Sure, business owners can post carefully curated videos of themselves with flashy advertisements and photoshopped elements. However, these accounts are much less likely to garner a following than those with a fun, light-hearted side.
Don’t let the above information put you off. In general, businesses should be marketing on TikTok. It offers excellent opportunities to be seen by a new audience (more on that later). Naturally, some businesses will benefit more than others. Here are a few business categories that should definitely be on TikTok.
Generation Z refers to those born after 1997. Over half of gen Z is on TikTok (compared to just 39% of Millennials), which is why businesses targeting this age group should really be on TikTok. In fact, over 60% of TikTok users belong to gen Z.
So, if your target audience is in this younger age range, make sure your business is on TikTok.
This probably goes without saying, but all creative businesses should be using this app. If your industry involves the arts, then it’s time to be showcasing some talent on the TikTok app. People love to consume content about creativity, so make sure you show it off with simple videos.
The same goes for beauty businesses (try out a makeup before-and-after) or sporting industries (show off some athletic skills to the latest chart songs).
If there is any way to get creative with what you do, then download TikTok.
If there is one thing all TikTok users have in common, it’s that they want to grow their account. Social media users, in general, desire more followers and better engagement. As a result, accounts that tell people how to achieve their social media goals are enormously popular.
Businesses that work in brand and social media marketing are pretty much guaranteed success. The sheer number of small businesses on TikTok is bound to get you a large handful of followers, at the very least.
Influencer marketing is relatively new on TikTok. It is just establishing itself as a marketing platform, so now is a good time to get in with one of the users with millions of followers.
What’s more, audiences tend to be more engaged and authentic on TikTok. Whereas someone on Twitter or Instagram can buy followers, or pay thousands in advertising fees to ensure they are seen and followed by people, TikTok is different. Advertisements are less common on this app, so the following tends to be genuine.
Influencers on TikTok are therefore coveted, because their audience genuinely cares what they have to say.
Whether your business falls into one of the above categories or not, you should probably be joining TikTok. On average, one million videos are viewed on TikTok every single day. What’s more, 90% of TikTok users use the app multiple times each day.
Here are more incentives to join.
TikTok users come from roughly 155 countries. This is an enormous potential audience, especially if your business is seeking to reach international markets.
Although the algorithm tends to show videos to people from similar locations, it’s possible to hit global reach with some hard work and dedication.
According to research, 86% of people would prefer more video content from brands. As mentioned above, videos are becoming enormously popular currency in the content world. They are much more engaging and authentic, capturing greater attention from social media users.
Whether you join TikTok for business or not, it’s probably best to start creating video content. That said, the app’s built-in video creator makes it exceptionally easy to create videos from scratch, even if you have no experience filming and editing.
Despite its global reach, TikTok is also ideal for reaching people in your local area. Brands can do this through content that’s specific to a local area, or by working with micro-influencers (those with over 10,000 followers) who come from the same location.
Earlier, we mentioned that TikTok does not have the same advertising potential as other platforms, in that brands can’t just pay their way to thousands of followers. However, TikTok is slowly expanding its advertising capabilities.
There are multiple ad formats on the platform, including in-feed ads and branded effects. The latter can consist of AR filters, among other things.
While paid TikTok ads have potential, the minimum spend can be quite high at the time of writing. As a result, it may not be affordable for small businesses.
TikTok’s unique algorithm has created a goldmine for engagement. Even videos created with minimal effort can go viral and amass millions of views (technically, one million views constitute as viral).
It’s not uncommon to see videos with hundreds of thousands of likes and comments, too. TikTok is truly the epitome of engagement right now.
There are many ways that businesses can market on TikTok. It’s pretty similar to Instagram Reels when it comes to content strategy.
Brands can create a huge variety of content, including:
· Showing behind-the-scenes shots of how products are made and how advertisements are shot.
· Displaying products in use to solve your audience’s pain point and prove how your product can help them.
· Customer testimonials that show just how good your business is.
And this is just the beginning. If you really want to succeed on TikTok, here are some tips:
· Use Your Insights: Like other platforms, TikTok shows users with over one hundred followers various insights. Check your insights regularly to see what content performs well and what kind of audience you have. Make sure you use this information when devising a content strategy.
· Repurpose Content: Do you already have and use Instagram? Instead of wasting time creating multiple videos for different platforms, make one piece of content and repost it to all social media channels.
· Repost Successful Content: When something goes well, use it again! As already mentioned, TikTok places much less emphasis on aesthetics than other platforms, so don’t be afraid to repost successful videos multiple times.
· Use the Trends: If you really want to go viral, make sure you are using the trending sounds on the app. TikTok is helpful in that it publishes the week’s hottest trends, so make sure you check this area of the app to see what content users are loving.
· Be Creative: When doing the trends, don’t just copy others. Use your creative streak and adapt the trends to suit your business. Be authentic, and you’ll definitely rope users in.
In general, the answer to this question is a resounding yes. Although TikTok’s unique platform may not be suited to every business, it is pioneering a new way forward in social media marketing, so it helps to be ahead of the curve.
For those not used to creating video content, it can be anxiety-inducing, but the TikTok app makes it pretty simple. If you’re not quite ready to make content, at least join the app to reserve the username.
There may be a small learning curve involved with it, but in the end, it can be totally worth it to go viral and introduce your business to thousands of new customers.