Standing out on social isn’t easy. The idea of trying to reach your audience on yet another new social platform can be daunting – and tempting to ignore. After all, if you already have a presence on social, why should you consider adding a new platform into the mix?
First off, the growth of TikTok is undeniable. The platform boasts 1 billion monthly active users, and was the most downloaded app worldwide in 2021. Plus, there are a few things that make TikTok unique. Firstly, its dedication to video content plays perfectly into the ‘rise of video’, enabling users to browse a seemingly endless stream of easily-digestible and hyper-relevant content. And secondly, its algorithm allows any creator to ‘go viral’ and generate large reach and engagement – not just those already established with a large following.
So – does your business need to use TikTok? Ask yourself these three simple questions and you’ll have your answer. If your answer to any of these is ‘yes,’ TikTok may well be a powerful tool for you.
1. Can TikTok help you achieve business objectives?
Probably the most important question to ask yourself before joining a new social platform is “What do we need to achieve?” For any social platform to have real power for businesses, the key is to use them with purpose and intent. Do your objectives sound anything like these ones?
“I want to raise brand awareness and advocacy.”
TikTok is definitely a channel you can use to build brand awareness. As long as you can create quality, engaging content the platform’s algorithm offers the opportunity to generate huge reach and high numbers of impressions – even from a standing start with zero followers.
“I want to generate leads and sales.”
In 2021, TikTok saw an estimated $2.3 billion in consumer spending, and an AdWeek survey showed that 49% of users said they chose to buy a product or service after seeing it on TikTok. In short; people are buying stuff from the brands they see on the platform. Sales can be generated over time from great quality organic posts, or TikTok Ads to reach an even wider audience and include strong calls-to-action linking to your website or products.
“I want more people to engage with us online.”
TikTok is the number one platform for engagement, boasting the longest average session time of any social platform. Users spend around 10 minutes per session; almost double that of the second most engaging platform, Pinterest, where users spend an average of just over 5 minutes per session. Micro-influencers on the platform have an average engagement rate of 18% which dwarfs Instagram’s 3.86% and YouTube’s 1.63%. On average, users spend just under an hour a day on the app and 90% of users access the app every day. That’s a lot of numbers… but what are they telling us? That people consistently use TikTok, consumer a lot of content there, and engage with the content that resonates with them. And that TikTok is a great platform for creating an engaged community.
“I want to listen to my customers and deliver exceptional service.”
Both happy and unhappy customers are taking to TikTok to air what they like and dislike about brands. Not only does the platform provide a great opportunity to nurture and share positive feedback, it’s also an opportunity to listen to your customers, ask questions, and gather valuable customer insight. Even complaints can be turned around into a positive brand-building tool; just take a look at Ryanair.
2. Is your audience on TikTok?
We’ve already established that TikTok has a large and growing user-base – and you might be thinking “but that’s purely made up of Gen Z who aren’t my target market”.
However, while the platform may have begun its growth appealing to a younger market, that is already beginning to change. It’s become a notable pattern with all social networks that as time goes on, the average age of users goes up. (If you’re of a certain age, you may remember the days when Facebook was ‘just for kids’)! TikTok has been around for about six years now, and while 43% of its global audience is between the ages of 18 – 24, a sizable 32% of users are aged between 25 – 34, and that’s continuing to grow.
3. Do you have creative team members with the time and tools to create content?
If your objectives and audience align with what TikTok can offer your business, there’s a definite case for your business to be using the platform. The key to reaching that audience and achieving your objectives will be creating consistent, relevant content that resonates with the right audience.
You’ll need someone with social media skills, and the ability to create, produce, and edit video content. The platform is trend-led and fast-paced. You’ll need someone who can think both strategically and creatively who can spend time really getting to know TikTok and how your target audience uses it. They’ll have to spend time researching trends, coming up with ideas for how to make them work for your business, creating content, and engaging with your audience on the platform.
So, what next?
If you’ve decided to harness the power of TikTok for your business, check out my guide How to get started on TikTok. Remember, the key to success on the platform is high-quality content that speaks to your audience.
For some expert advice, get in touch with me Jonathan Pollinger – Social Media Trainer for a no-strings chat about how I can help you optimise your use of social media to achieve your business goals.