Given TikTok’s extensive reach and rapid adoption among the masses, it’s no surprise that TikTok marketing has gained significant popularity among small businesses in recent years. The question is however, should every business be advertising on Tiktok?
For those who are needing a quick description of what tiktok is…
TikTok is a short-form video platform that was introduced in 2016. Since then, tiktok has gained an extensive global following, with over one billion users spanning more than 150 countries.
On TikTok, creators can play around with a vast array of in-app effects, filters, music tracks, audio snippets, and text overlays to craft brief videos that inform, amuse, and motivate their followers.
Furthermore, users have the option to include captions for context and utilise hashtags to engage with their target audience.
For newcomers to the platform, the TikTok for Business page serves as a valuable resource hub, offering lots of information and creative inspiration. It includes guides tailored to both small and large enterprises, facilitating a smooth start on TikTok.
Alright, let’s get into the good stuff…Here are some of the benefits of using Tiktok for business advertising:
You may be able to reach your target audience quickly and cost-effectively
Tiktok stands out as one of today’s most widely used social media platforms. With TikTok users, on average, spending over 1.5 hours on the app daily there is no question that TikTok is a useful and powerful marketing platform. Small business owners have even reported that TikTok’s organic reach ranks second only to Facebook and Instagram.
One of the primary reasons for this is the unique nature of TikTok’s “For You” page, which differs significantly from platforms like Instagram. Here, content isn’t limited to what users follow, but is instead algorithmically tailored to match their interests and in-app behaviour.
Because of this, even new users can achieve viral success, as the “For You” page hinges on audience interest and engagement rather than the established popularity of the creator. Therefore, these characteristics make TikTok a highly cost-effective platform for organic reach.
The creative opportunities on TikTok are endless
Given that new trends and viral sound bites emerge on TikTok almost daily, embracing the latest trends offers a chance to introduce your brand to a fresh audience. Business owners can align themselves with trends that align with their brand, ensuring a constant source of content inspiration.
The beauty of TikTok is that you don’t need to create entirely original content every time you post. In moments of creative block, you can simply log into TikTok, explore current trends that align with your brand, and add your unique twist to them. This adaptability ensures a steady flow of engaging content while capitalising on what’s trending.
TikTok is not all fun and games however, here are some concerns or ideas to consider before jumping on the tiktok train:
Running ads can be expensive to run on TikTok for small businesses
According to Business of Apps, the minimum amount you can spend on a TikTok marketing campaign is $500.
So if you plan on including paid advertising in your TikTok marketing plan, you’ll need to consider how to maximise your ad spend to get the best results from your campaigns.
Online businesses are more likely to produce revenue
Say, for example, that your brick-and-mortar art supply store goes viral on TikTok. If you don’t have an e-commerce website for your store, you may not see an immediate boost in sales.
Additionally, most of TikTok’s organic content isn’t localised for users. So if you see a video of a new and exciting restaurant or event on your feed, it may not even be in your area to begin with. To put it simply, make sure you have an online presence elsewhere, especially a website!!
Your target audience may not be on TikTok
According to a Statista report, only 25% of TikTok users in 2022 were between the ages of 50-59. Even less—16%—were between the ages of 60-64. If your target audience skews older, or is part of another demographic that hasn’t taken to TikTok yet, your marketing efforts and resources may be better spent elsewhere in the meantime.
One way to see if your audience is on TikTok is by reviewing your competitors, industry influencers, and relevant hashtags. If there’s healthy engagement, that’s a sign that it could be a fit.
And if your target audience isn’t on the platform now, remember that this could change. Take Facebook as an example. The platform originally made for Harvard students is now used by nearly three billion people worldwide.
Summary
Whether a business should be on TikTok largely depends on its target audience, marketing objectives, and capacity for creative content.
TikTok can be a valuable platform for businesses looking to engage with a younger demographic and capitalize on short-form video trends.
If a brand can create compelling, relevant content and maintain a consistent presence, TikTok can offer a unique opportunity to increase brand awareness and foster audience engagement.
However, businesses should carefully assess their resources and alignment with the platform’s audience before committing to TikTok.
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