Should you use TikTok to promote your business?
If you haven’t tried TikTok yet, it’s worth downloading and playing with it for a few minutes just to get a feel for what it is and how it works. At its core, TikTok is a never-ending scrolling playlist of videos conjured up for each unique user by a (sometimes scarily smart) algorithm. The more you use the app and tap the ‘like’ button on videos you enjoy, the smarter the algorithm gets at making predictions for you, and the better your user experience becomes.
Once you have a good idea of how the platform works from the perspective of a user, it’s time to decide if TikTok could be a good platform for you to advertise your business. Just like with other social platforms you’ve used before, there are three main ways to use TikTok to promote your business:
Organic content (making videos yourself)
Buying ads (these are always videos, and there is very little room for ad copy)
Partnering with influencers
TikTok also presents a fourth, unique way to make use of its content to reach your potential customers; you can export TikTok videos and upload them to your other social media accounts. Video performs well across all platforms, and TikTok comes standard with a host of powerful editing tools that you can use right from your phone to impress the audience you have on Instagram, Facebook, and Twitter while building the audience you want on TikTok.
Before making any investments in time or money building a TikTok for your business, I will add the standard Marketing 101 caveat here: make sure that TikTok would be solving a marketing problem for you before you start an account. Never spend money on marketing without a clear plan for which potential customers you want to reach, how you’re going to reach them, and specifically what you want them to do once you’ve got their attention.
It’s not true that TikTok is comprised of only Gen-Z users, but they do make up a healthy majority of the user base. So do teenagers and young adults make up a large part of your target demographic? More importantly, is there someone on your team with the time and creativity to devote to making a successful account for your business?
As with any social media platform, TikTok has its own social norms and culture, and you’re going to need to understand those well to make effective use of hashtags and create content that performs well on the site. There are links below if you’d like to read more about TikTok, and you can reach out to us if you have any questions.
More on TikTok: