Should my business be using TikTok?
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 – above YouTube, Instagram, Facebook, Snapchat and Twitter.
Now, some of you may look at these statistics and wonder why on earth your marketing department hasn’t already jumped on the TikTok hype – however, there are a few limitations that prevent the network from being suitable to everyone.
So, we’re 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, “Should my business be using TikTok?”
The benefits of using TikTok for business
It’s FREE marketing!
Like 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.
It’s actually pretty fun
If you’re a modern, youthful business with a demographic that wouldn’t exactly be labelled as ‘corporate’, TikTok might be the greatest thing to ever happen to your business and even your employees. It’s 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!
You can make it what you want
One 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’re portraying your brand how you want it to be seen.
The negative side of using TikTok for business’
It may be the wrong demographic
TikTok is currently conquering the teens of the world. 41% of TikTok users are aged between 16 and 24. That’s a pretty big percentage, so if this isn’t the age group your business is aimed at, you may struggle to see much success on TikTok.
TikTok has something called a ‘For You’ 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’t something the youth of today would love, you might struggle to see good results as a lot might just swipe off your video.
Another 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.
It could put a negative/unprofessional label on your brand
Due 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?
It’s 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.
There’s a lot of strange stuff on there…
TikTok 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 ‘TikToker’, there’s a chance this could have negative implications on your business’s 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.
To 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;
- Is your business professional, corporate and aimed at an older age group? If the answer is yes, then we wouldn’t recommend wasting your time with TikTok.
- Is 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!
If you decide to give it a go, let us know and we’ll check out your videos!