Whether you are on the app or not, you likely have heard of TikTok. If you do not know what it is, TikTok is a short-form mobile video sharing app where users can create and share videos related to any topic anywhere from 5 to 60 seconds. The app has a variety of sounds, filters, and editing features users can use for videos.
Now that you know what TikTok is, you may be wondering: Should my business have a strategy for TikTok? Read below to find out why TikTok can be beneficial for your business:
More Than Just Dance Videos
Businesses may have the urge to write off TikTok because they assume the app is just for dance trends and lip syncing. While these types of videos do exist on the app, they are not the sole content you will find.
The types of TikTok videos are endless, and many brands have already gotten into the TikTok sphere- with videos that feature products, employees, and brands overall.
For example, Red Bull has over 5 million followers on TikTok with its #giveyouwiiings campaign content, Mercedes Benz has over 300k followers with its vehicle highlight and feature content, and Chipotle has 1.3 million followers with its food and celebrity collab content.
TikTok has 800 million active users worldwide, which shows an endless possibility of reaching people and gaining brand exposure.
While this number is impressive, some brands with older target audiences may be skeptical, as people often stereotype TikTok as a children/teen app. While the largest age group of TikTok users is 10-19, the 20-29 age group follows closely behind, and overall, 66.9% of users are over 20 years of age (see graph below).
One of the keys to market segmentation is defining your target audience and working to reach that audience.
On TikTok, each user has a “For You” Page, on which the app’s algorithm suggests videos to users based on their interests, geographic location, age, etc. With this suggested content process in place, brands can put out content that will be suggested to users with related interests and demographics to that brand. This is especially helpful for small businesses, as small businesses are typically local to a specific geographic area.
Many consumers do not like when content is mainly agenda driven (and they can usually tell), so it is best to develop content that builds authentic relationships with your audience.
TikTok provides an opportunity for businesses to create marketing content that does not come off as agenda driven. The key is to create engaging content that will grab the attention of your target audience, while also incorporating your brand.
Users on TikTok love to be part of communities, which allows brands to build followings of people who fit their target audience. With these followings, brands can create campaigns to interact and create authentic relationships with their users.