Some of you may have heard about the latest social media trend, TikTok. TikTok is a video-sharing social media platform made in China. It is used to create short comedy, talent and lip-sync videos which can be up to 60 seconds long. It has shot up in terms of popularity over the past few months, being announced the 7th most downloadable mobile app of the decade. In February 2019, it even hit one billion downloads across the globe! It was the most downloaded app on the Apple app store alone during 2019, earning 33 million downloads \u2013 above YouTube, Instagram, Facebook, Snapchat and Twitter.\r\n\r\nNow, some of you may look at these statistics and wonder why on earth your marketing department hasn\u2019t already jumped on the TikTok hype - however, there are a few limitations that prevent the network from being suitable to everyone.\r\n\r\nSo, we\u2019re going to talk you through the pros and cons of a business using this new video-sharing platform, which you can take into consideration when answering, \u201cShould my business be using TikTok?\u201d\r\n\r\nThe benefits of using TikTok for business\r\nIt\u2019s FREE marketing!\r\n\r\n\r\n\r\nvia GIPHY\r\n\r\nLike most social media networks, TikTok does not charge a fee to set up an account or to post content, meaning you can post whatever you like, whenever you like and have it seen by a large number of people all without a single fee.\r\n\r\n \r\n\r\nIt\u2019s actually pretty fun\r\n\r\n\r\n\r\nvia GIPHY\r\n\r\nIf you\u2019re a modern, youthful business with a demographic that wouldn\u2019t exactly be labelled as \u2018corporate\u2019, TikTok might be the greatest thing to ever happen to your business and even your employees. It\u2019s a fun way to effectively market your business whilst reaching out to the right demographic by making comedy videos and getting involved with trends. Not only will it get your brand noticed by a global audience, but it will provide your staff with a fun day at work!\r\n\r\n \r\n\r\nYou can make it what you want\r\n\r\n\r\n\r\nvia GIPHY\r\n\r\nOne of the greatest things about TikTok is that there are no limitations to content. You can keep it simple by just showing the viewers what your company does, or you can jump on the latest trend, do a lip-syncing challenge, add text, music, filters, effects, pretty much anything! You can make your TikTok videos on whatever you like, just make sure you\u2019re portraying your brand how you want it to be seen.\r\n\r\n \r\nThe negative side of using TikTok for business\u2019\r\nIt may be the wrong demographic\r\n\r\n\r\n\r\nvia GIPHY\r\n\r\nTikTok is currently conquering the teens of the world. 41% of TikTok users are aged between 16 and 24. That\u2019s a pretty big percentage, so if this isn\u2019t the age group your business is aimed at, you may struggle to see much success on TikTok.\r\n\r\nTikTok has something called a \u2018For You\u2019 page, where it shows anyone anything, without you having to follow the account already. This page means users could post one single comedy video and have it go viral, without having to build up an audience to begin with. However, if your video\/brand isn\u2019t something the youth of today would love, you might struggle to see good results as a lot might just swipe off your video.\r\n\r\nAnother factor that you would need to consider is the age of your employees who would star in your TikTok videos. Teens like to be able to feel as though they can relate to who their watching online, so they like to watch other teenagers and young adult. This is one of the main reasons why young YouTube vloggers are such a success these days.\r\n\r\n \r\n\r\nIt could put a negative\/unprofessional label on your brand\r\n\r\n\r\n\r\nvia GIPHY\r\n\r\nDue to the statistics of TikTok users discussed above, you want to be careful using TikTok as a business, as you could accidentally stick an unprofessional label on your business. This, of course, would be established through your content, meaning you would need to stay professional for the sake of your branding, however, do TikTok users really want to see professional content?\r\n\r\nIt\u2019s going to be hard establishing what type of videos you want to make whilst also creating content that would be successful on TikTok. This could ultimately end up wasting a lot of valuable business time.\r\n\r\n \r\n\r\nThere\u2019s a lot of strange stuff on there\u2026\r\n\r\n\r\n\r\nvia GIPHY\r\n\r\nTikTok has a bit of a reputation for having a lot of strange videos that might not quite match your audience's humour. If you then become a well-known \u2018TikToker\u2019, there\u2019s a chance this could have negative implications on your business\u2019s reputation. This means you could then possibly prevent potential customers or clients as they may have heard the negative things a lot of people say about TikTok.\r\n\r\n \r\n\r\nTo conclude, TikTok should only really be used if you believe your business could actually benefit from it, and to establish this, simply ask yourself the following questions;\r\n\r\n \tIs your business professional, corporate and aimed at an older age group? If the answer is yes, then we wouldn\u2019t recommend wasting your time with TikTok.\r\n \tIs your business aimed at teenagers and young adults, does well on Instagram, has younger employees that would enjoy being in front of a camera? If the answer is yes, then we say give TikTok a go and see what happens!\r\n\r\nIf you decide to give it a go, let us know and we\u2019ll check out your videos!