What makes TikTok different from other platforms for business, and should you use it?
TikTok has quickly become one of the most popular social networks in the world. In 2021, it landed its billionth user just four years after launching. Comparatively, it took Facebook and Instagram twice as long to reach this feat.
As a result, the platform has become an incredibly powerful marketing tool for businesses. However, despite the popularity, is it worth investing in a TikTok marketing strategy? Should your company bother with this platform or are you better off sticking to conventional social media - like LinkedIn, Instagram, Twitter, etc?
The best way to answer this question is by learning how TikTok differs from these platforms.
Demographics
As a platform, TikTok has a slightly different demographic from other social media. Indeed, it is currently the second most popular platform among Gen Z. But, the audience is growing! 47% of TikTok users are between the ages of 10-29, but this decreased from the previous year. 42% are now between 30-49, demonstrating a place for the older generation on this platform.
Content
Primarily, the key difference between TikTok and other platforms is the content you produce on it. Unlike other platforms, it is a place solely for short videos. There’s no place really for written content - like you get on Facebook, Twitter, LinkedIn and even Instagram. You can’t post static images either - it is all based on these short videos of around 60 seconds.
Instantly, this tells you if your business suits this platform or not. Can you see a world in which your company can produce short videos to captivate an audience? TikTok is really effective and popular amongst fashion brands and other retail brands because the content suits the marketing strategy perfectly.
However, if you’re a business that provides services or products specifically for other businesses, TikTok probably isn’t the right place for you. It would be hard to create relevant content that aligns with your brand and suits the platform.
Should you use TikTok?
Some businesses suit TikTok much better than others. The key is understanding your demographic. Will your target audience even be on TikTok? As mentioned above, in the B2B sphere, you’re unlikely to find your audience on this platform. Likewise, while TikTok users are ageing, it is still primarily used by younger people. So, if your business doesn’t focus on a younger consumer market, it might not be a platform that’s worth considering.
Similarly, think about the content you need to create on TikTok. Is there a world in which 60-second videos work for your business? Some marketing strategies are suited to them, while others really are not.
As with all marketing channels, the best course of action is to conduct lots of market research. Learn if your target demographic uses TikTok. If so, see how you can create content to target them. If everything aligns, this platform can be a very powerful marketing tool in 2022 and beyond.
