Thereโs no denying that TikTok is the hottest new social media platform. With over 1 billion users, 90% of whom use it on a daily basis, TikTok isnโt just a buzzy underground platformโitโs a true phenomenon. And itโs worldwide, too, ranking as the 7th-most-used social media platform across the globe. But even the most popular platform isnโt right for every single business, and any good small business owner will want to ask smart questions about the platform before deciding to invest time, effort, and money into building a presence. Here are some of the most common questions small businesses ask when trying to decide if itโs worth becoming active on TikTok:
Is TikTok just a passing fad?
Youโve seen the meteoric rise of TikTok since launching in 2016, and the breathless media discussion of the app certainly makes it seem important. But you want to make smart marketing investments that are sustainable over the long term, so itโs good to ask if TikTok is just a mere fad. After all, social media startups come and go all the time, and even new features or platforms by existing tech companies can often fail to get off the launchpad or survive a few short years.ย
The truth is, nobody can predict whether TikTok will become a long-term social media staple or fall by the wayside. But we can look at stats from the current moment: TikTokโs parent company is one of the worldโs most valuable startup companies, TikTok users spend the most amount of time engaging with the platform compared to other social media apps, and has a nearly 5x engagement rate compared to Instagram when focused on accounts with over 100K followers. Whether TikTok is still here 10 years down the line or not, itโs clear that this platform has massive marketing potential in the near- to medium-term future.
Is TikTok just for Gen-Z?
Like Snapchat before it, TikTok has gained a reputation for being almost exclusively younger users. Many businesses dismiss it as โjust a Gen-Z thingโ or โthat silly video app my teenage niece uses.โ Looking at the stats, itโs true that nearly half of TikTokโs users are ages 10-29, which tells you that the appโs demographics skew towards Gen-Z and younger Millennials. However, another 42% of users are ages 30-49, which is nearly as large a demographic. While users older than 50 make up barely more than 10% of TikTokโs user base, the stats show that far more than just kids and teens are on TikTok. And importantly, TikTokโs adult user base grew 5.5 times larger between 2018 and 2020, so this demographic is only continuing to grow.
User demographics also fail to tell the whole story. TikTokโs unique algorithm manages to simultaneously make strong, interest-based communities (where your product or service may find success regardless of user age) while also constantly expanding and interconnecting those communities to find new followers. Regardless of what youโre selling, youโll likely be able to find TikTok users who are interested in your story.
How can I tell my businessโs story on TikTok?
What makes TikTok so unique compared to other social platforms is its focus on video-first content. While video has proven hugely important on sites like Facebook, Instagram, Twitter, and more, thereโs never been a platform this popular that centers and prioritizes video above all else. In addition, TikTok is far more than just a video hosting platform, which sets it apart from other sites even more. TikTok offers a suite of creative video editing tools to make each piece of content truly unique, and fundamentally encourages users to interact with other pieces of content. From sharing songs to doing split-screen video responses, the key to TikTokโs unique ability to make any piece of content go viral is the way that it allows users to engage with, respond to, and integrate othersโ content into their own.ย
So when it comes time to tell your businessโs story on TikTok, it comes down to creating fantastic original content that encourages others to help you tell the story of your business. The content you upload to the platform should be greatโhigh-quality videos that follow current trends, topics that capture the interest and attention of your target audience, and a fun, playful use of the built-in video editing tools. But beyond this, once your content is out there, others may build upon it, tweak it, and play with it themselvesโrather than fretting that you lose some control over the brand and the narrative in this process, itโs vital that you embrace the fact that TikTok allows your fans, your customers, and your potential supporters to help you tell the story in a natural, organic way.
So, should my business be on TikTok?
If you think that you can grow an audience and find potential customers, absolutely! Fundamentally, succeeding at TikTok is not all that different from other platformsโlearn where your audience is, create content thatโs as relevant and engaging as possible, and track your stats religiously so you know what works and what doesnโt. Wash, rinse, repeat. But of course, thatโs all easier said than done, and the unique eccentricities that make the platform such a hot commodity can also take time to learn and adapt to. At the minimum, we recommend signing up and seeing what itโs all about because even if you donโt post a single video this year, youโve got your business account locked in for when you do decide to take the plunge!
No matter what you decide, itโs important to remember that TikTok is just one social platform that deserves your attentionโbuilding a presence on new, up-and-coming platforms is great, but you also need to maintain your presence on the โlegacyโ social platforms like Facebook and Instagram. If this sounds a bit overwhelming, fear not: Skol Marketingโs team is here to help. For one-on-one guidance, social media strategy, or even to have our talented team build and run your social platforms, please donโt hesitate to contact the social media experts at Skol Marketing.
