Should My Business Be On TikTok?

Viral TikToks are continuously popping up for a range of different businesses and a common question being asked as a result is should my business be on TikTok?

For all businesses, TikTok is becoming increasingly hard to ignore, with it being the most downloaded app of 2021.

TikTok is more than just an app for dancing videos, there’s a huge opportunity for all types on businesses on TikTok. With the launch of in-app shopping, it’s become even more of an essential marketing tool for brands looking to connect directly with customers.

In this blog post we will look at how to know if you’re business should be on TikTok and the first steps you need to take.

So, Should My Business Be On TikTok?

You’re probably already managing several social media platforms for your brand and it can be hard to know what are worth the time and will provide a return.  

First up, let’s look at these questions to help you evaluate TikTok and decide whether your business should be on TikTok.

1. Is my target audience on TikTok?

When asking yourself should my business be on TikTok, begin by doing your research. Sign up for a personal TikTok account and look around to see who’s using the platform and how.

Pay attention to who’s active in your industry and check to see if your competitors are there. If they are doing well and getting good reach and engagement, this could be a sign that it’s worth testing.

2. Can my business provide value to my audience on TikTok?

Once you have saw that your audience is on the platform, you need to figure out if you can give them something they want or need.

TikTok is different from other social media platforms, businesses aren’t succeeding by being overly sales-forward or professional. Think about the content that works best on TikTok, then consider whether it’s something you or the team can create.

3. Do I have the time to devote to TikTok?

No matter what you’re posting or who’s responsible for posting it, TikTok is a time consuming platform.

While TikTok users have been favouring authentic, low-production content, there’s still an investment involved in creating clever and engaging videos.

Consider what resources you’d need to invest in this new channel and if you have the talent in-house to dedicate to it.

4. Can I do things on TikTok that I can’t do on my existing channels?

TikTok provides an opportunity to do something new that could delight your audience.

Is there an opportunity for you to do something different with your brand voice or style? Definitely. But also ask yourself if something new would be valuable for your business.

5. Does TikTok and the opportunities it provides align with my social media goals?

Your goals are the heart of your social media strategy and your social network choices need to be in service of them.

You may have heard that TikTok is amazing for its organic reach. But that’s not all. It’s also a great platform to build brand awareness, build customer loyalty and drive sales.

Do TikTok’s greatest strengths line up with what you’re trying to achieve with your social media strategy?

How to get started on TikTok

Hopefully this post has shown you the value TikTok can bring to your business’s social media strategy. Regardless of what type of business you are in.

Here’s how your business can get started on TikTok.

1. Download the app and create your username

If you haven’t already, download the TikTok app and secure your brand’s handle.

2. Write your bio

Write a clever bio and add a link to your website. Be sure to add a UTM to your link if you want to track the traffic TikTok’s sending your way.

3. Watch, listen, learn

Follow your interests on the platform and watch some content from your competitors and creators to see what they post and how they engage with their audiences.

4. Comment on other brands’ videos

The comments section of TikTok videos is a great place to learn how to speak TikTok.

5. Try making a quick video

Think of a funny sketch about your industry, try a dance move, or share a life hack. The videos don’t need to be high-quality and you will often find that professional-looking videos from brands feel out of place or odd on TikTok. Content works better if it’s authentic.

Evaluating If TikTok is Right for Your Business: A Deep Dive

Before diving headfirst into the bustling world of TikTok, it’s crucial to conduct a thorough self-assessment and determine if it truly aligns with your business goals and target audience. Here’s a 3-step approach to help you decide:

Step 1: Understanding Your Audience on TikTok:

• Demographics: Are your ideal customers Gen Z or millennial-aged? Do they prioritize entertainment, humor, or educational content? Knowing their age range, interests, and online behavior is key.
• Content Consumption: How do they typically engage with content on TikTok? Do they prefer quick, witty challenges, behind-the-scenes glimpses, or informative tutorials? Understanding their preferred format and tone is crucial for success.
• Community Involvement: Are they already active on TikTok? Do they follow brands similar to yours? If they’re already present and engaged with relevant content, your entry onto the platform will be more organic and natural.

Step 2: Assess Your Product/Service Fit:

• Visual Appeal: Can your product or service be showcased effectively within the constraints of short-form video? Do you have visually compelling elements or a unique selling proposition that translates well to TikTok’s dynamic format?
• Content Creation Potential: Can you generate engaging content consistently? Can you leverage user-generated content or influencer partnerships to amplify your reach? Remember, creating engaging content is vital for standing out on a crowded platform.
• Call to Action Alignment: Can you seamlessly blend brand messaging with a clear call to action within the quick turnaround of TikTok videos? Consider if your product or service directly benefits from immediate engagement and impulse purchases.

Step 3: Aligning with Your Business Objectives:

• Goals and Focus: What are your primary objectives for joining TikTok? Brand awareness, lead generation, customer engagement, or boosting sales? Understanding your goals will guide your content strategy and metrics for success.
• Campaign Integration: How does TikTok fit into your overall marketing strategy? Can you cross-promote content across other platforms and leverage existing brand assets? Seamless integration with your existing strategy ensures a cohesive and consistent brand image.
• Resource Commitment: Be realistic about the time and resources required for consistent content creation, community engagement, and campaign management on TikTok. Do you have the internal capacity or budget to devote to this growing platform?

Remember: While TikTok offers immense potential, it’s not a one-size-fits-all solution. By strategically analyzing your target audience, assessing your product/service fit, and aligning your goals, you can make an informed decision about whether TikTok is the right platform to help your business thrive in the digital age.

Building Your TikTok Masterpiece: A Strategy Guide

Conquering TikTok isn’t just about uploading random videos; it’s about crafting a strategic symphony that resonates with your audience and achieves your business goals. Let’s dive into the essential elements of a successful TikTok marketing strategy:

1. Setting the Stage: Objective Harmony:

• Brand Building: Focus on nurturing brand awareness, creating positive associations, and establishing your voice. Think catchy jingles, behind-the-scenes glimpses, and collaborations with popular creators.
• Lead Generation: Aim to capture leads, drive traffic to your website, and convert interest into action. Utilize engaging challenges, educational content, and partnerships with relevant influencers.

2. Finding Your Voice: Crafting a Brand Persona:

• Authenticity: Let your brand’s personality shine through! Be quirky, informative, humorous, or insightful – just be genuine and consistent.
• Target Audience Alignment: Speak their language! Understand their humor, interests, and preferred tones to create content that resonates deeply.
• Visual Identity: Maintain a consistent aesthetic across your videos, be it vibrant colors, signature editing styles, or recognizable characters.

3. Choosing the Right Notes: Content Cadence and Types:

• Trend Surfing: Ride the wave of popular trends! Use relevant hashtags, participate in challenges, and adapt existing trends to your brand.
• Variety is the Spice of Life: Experiment with different video formats like challenges, tutorials, skits, and product demonstrations. Keep your audience engaged and surprised.
• Posting Frequency: Find your sweet spot! Consistency is key, but avoid overwhelming your audience. Post regularly, experiment with different times, and analyze what works best for your community.

4. Orchestrating the Team: Assigning Creator Roles:

• Internal Champion: Appoint a TikTok-savvy team member to spearhead content creation, manage analytics, and engage with the community.
• Content Creation Maestro: Find talented creators who understand your brand and can translate your vision into captivating videos. Utilize internal resources, freelance creators, or influencer partnerships.
• Community Engagement Conductor: Assign someone to respond to comments, answer questions, and foster meaningful connections with your TikTok audience.

Remember:

• Quality Over Quantity: Invest in high-quality production even if it means fewer videos. Engaging content trumps rushed uploads every time.
• Data-Driven Decisions: Track your metrics, analyze what resonates, and adapt your strategy accordingly. It’s a continuous learning process!
• Authenticity and Creativity: Be real, be unique, and don’t be afraid to express your brand’s personality. That’s what makes you stand out in the TikTok crowd.

With these strategic elements in hand, you can craft a TikTok marketing symphony that captivates your audience, achieves your goals, and propels your brand to new heights on this dynamic platform. So, grab your metaphorical baton, maestro, and start composing your TikTok masterpiece!

Key Content Best Practices on TikTok

In the whirlwind of TikTok, where attention spans are fleeting and competition is fierce, crafting truly engaging content is the ultimate challenge. But fear not, content creators! These best practices will help you grab scroll-stoppers and turn viewers into devoted fans:

1. Trendsurfing for Attention:

• Embrace the Challenge: Don’t just watch trends, join them! Participate in popular challenges, put your own spin on them, and showcase your brand’s personality. Think dance trends with a product twist or re-enacting scenes related to your industry.
• Hashtag Harmony: Utilize relevant hashtags to improve discoverability and connect with relevant communities. Research trending hashtags, create unique ones for your brand campaign, and encourage viewers to engage with them.

2. Short and Sweet: The Art of Conciseness:

• Attention Grabbers: Hook viewers within the first 3 seconds! Start with a powerful image, intriguing question, or unexpected humor to draw them in and prevent them from scrolling past.
• The Golden 60: Keep your videos short and sweet, ideally under 60 seconds. Attention spans are limited, so pack a punch of value and entertainment into bite-sized bursts.
• Editing Magic: Utilize transitions, cuts, and effects to keep the tempo lively and prevent viewers from getting bored. Remember, you’re competing for their precious time!

3. Building a Community: Encourage Interaction:

• Call to Action: Don’t be a passive observer! Ask questions, encourage comments, and challenge viewers to participate in your videos. Open up a dialogue and create a sense of community around your brand.
• Duets and Stitches: Utilize TikTok’s interactive features like duets and stitches to build relationships with other creators and engage with trending content. This fosters collaboration and expands your reach.
• Live Sessions: Go live regularly to connect with your audience in real-time. Answer questions, showcase behind-the-scenes glimpses, and offer exclusive content for your dedicated followers.

4. Value, Not Just Views: Content with a Purpose:

• Inform and Educate: Offer viewers something of value beyond just entertainment. Share industry insights, product tutorials, helpful tips, or inspiring stories that resonate with your target audience.
• Problem-Solving Power: Identify common pain points related to your industry and offer solutions through your content. Show viewers how your product or service can make their lives easier or better.
• Emotional Connection: Go beyond the surface and evoke emotions in your viewers. Humor, inspiration, or relatable stories can foster deeper connections and build brand loyalty.

Remember: Consistency is key! Regularly publish high-quality content that aligns with these best practices. Analyze your performance, adapt your strategy based on data insights, and keep the creative juices flowing. By staying fresh, engaging, and focused on providing value, you can turn your TikTok presence into a vibrant community of fans and brand advocates.

Risks and Downsides of TikTok

While TikTok offers immense potential for brands, it’s important to approach it with open eyes and acknowledge the potential downsides and challenges. Here’s a spotlight on some key risks to consider:

1. The Fickle Algorithm:

• Reach Roulette: TikTok’s algorithm is constantly evolving, and what works today might not work tomorrow. Reaching a large audience organically can be unpredictable, requiring constant adaptation and experimentation.
• Trend Chasing Trap: Focusing solely on trending content can leave you vulnerable to algorithm shifts. Building a distinct brand voice and offering consistent value can ensure long-term relevance even if specific trends fade.

2. The Critic’s Chorus:

• Public Scrutiny: Your content on TikTok will be exposed to public scrutiny, including potential negativity and online trolls. Develop a thick skin and prepare to manage negative feedback professionally and constructively.
• Brand Consistency Concerns: Maintaining brand consistency while adapting to TikTok’s format can be tricky. Ensure every video aligns with your brand values and visual identity while still feeling engaging and authentic on the platform.

3. The Time Crunch:

• Content Creation Conundrum: Creating high-quality TikTok content consistently requires significant time and resources. Allocate enough budget and team efforts to maintain a regular posting schedule and avoid compromising video quality.
• Burnout Beware: The pressure to constantly generate fresh content can lead to creative burnout. Schedule breaks, encourage team collaboration, and explore outside inspiration to keep the creative flame alive.

4. The Freshness Factor:

• Trend Fatigue: Audiences crave novelty on TikTok. Sticking to the same format or themes for too long can lead to viewer fatigue and declining engagement. Continuously brainstorm new concepts, experiment with different techniques, and stay in tune with evolving trends.
• The “One-Hit Wonder” Trap: Don’t rely solely on viral success. A successful TikTok strategy requires consistent performance across multiple videos, showcasing a diverse range of content to capture and retain viewers’ attention.

Remember: Success on TikTok requires a well-balanced approach. Consider these potential downsides thoughtfully, develop strategies to mitigate them, and remain vigilant in adapting to the platform’s dynamic nature. By approaching TikTok with awareness and preparedness, you can navigate its challenges and leverage its potential to achieve your brand goals.

TikTok Alternatives for Businesses

While TikTok offers undeniable potential, it’s not the only option for captivating audiences and achieving marketing goals through short-form video content. Let’s explore some popular alternatives for businesses seeking similar engagement but within different platform ecosystems:

1. YouTube Shorts:

• Reach and Familiarity: Boasting over 2 billion monthly active users, YouTube offers unmatched audience reach. Additionally, many businesses already have established YouTube presences, making Shorts a comfortable extension of their existing strategy.
• Longer Videos: While still adhering to the short-form format, YouTube Shorts allows slightly longer videos (up to 60 seconds) compared to TikTok’s 15-second limit. This provides more flexibility for storytelling and in-depth content.
• Focus on Discovery: YouTube’s search functionality and recommendation algorithms offer stronger discoverability potential, helping your content reach relevant viewers even without trending on the platform.
• ** Monetization Potential:** Businesses can directly monetize their YouTube Shorts via ads, sponsorships, and brand integrations, offering another revenue stream beyond brand awareness.

2. Instagram Reels:

• Integration with Existing Audience: Instagram’s user base skews slightly older than TikTok, making it a valuable platform for brands targeting Gen Z and Millenials. If you already have a strong Instagram presence, Reels offer seamless integration and leverage your existing audience.
• Visual Focus: Instagram’s emphasis on stunning visuals aligns well with Reels, making it ideal for showcasing product aesthetics, behind-the-scenes glimpses, and visually engaging tutorials or stories.
• Cross-Promotion potential: Easily promote your Reels across other Instagram features like Stories and your main feed, further amplifying their reach and driving engagement.
• Shoppable Features: Instagram’s strong e-commerce integration allows you to directly link products within your Reels, making them an ideal platform for driving sales and conversions.

3. Pinterest Video Pins:

• Targeted Discovery: Pinterest’s search-driven functionality ensures your video pins reach users actively seeking information or inspiration related to your niche. This leads to highly engaged viewers with specific purchase intent.
• Long-Term Visibility: Unlike ephemeral features like Stories, video pins on Pinterest have long-term shelf life, increasing their potential reach and driving consistent traffic to your website or landing pages.
• Idea-Focused Content: Pinterest thrives on inspiration and discovery. Create video pins that offer actionable tips, DIY projects, or product tutorials to resonate with the platform’s user base and drive engagement.
• Shoppable Pins: Similar to Instagram, Pinterest allows you to add directly shoppable product links to your video pins, directly facilitating purchases and conversions.

Choosing the Right Platform:

The best platform for your business depends on your specific goals, target audience, and content style. Consider the following factors:

• Target Audience: Where does your ideal customer spend their time online? Focus on platforms with user demographics that align with your target audience.
• Content Focus: Does your content lend itself better to visually stunning imagery, detailed tutorials, or quick, attention-grabbing snippets? Choose a platform that complements your content strengths.
• Marketing Goals: Are you aiming for brand awareness, lead generation, or direct sales? Different platforms prioritize different objectives, so align your choice with your desired outcomes.

Remember: Don’t limit yourself to a single platform. Experiment with different options, analyze your results, and build a multi-pronged strategy that leverages the unique strengths of each platform to reach your target audience and achieve your marketing goals.

FAQ: Navigating the World of TikTok Alternatives for Businesses

Q: Which platform is the best alternative to TikTok for my business?

A: There’s no single “best” platform, as it depends on your specific goals, target audience, and content style. Consider factors like user demographics, content format strengths, and platform features (e.g., discoverability, monetization, shoppable links) to make an informed decision.

Q: Can I use multiple platforms for short-form video marketing?

A: Absolutely! Many brands successfully employ multi-platform strategies, leveraging the unique strengths of each platform to reach a wider audience and achieve diverse marketing objectives. Experiment with different platforms, analyze your results, and tailor your content to each platform’s specific audience and format.

Q: How can I adapt my existing content for different platforms?

A: While some content might need complete reworking, you can often repurpose existing assets for different platforms. Consider shortening longer videos for YouTube Shorts or Instagram Reels, creating Pinterest video pins showcasing key product features or DIY projects, and exploring live Q&A sessions or behind-the-scenes glimpses on Instagram Stories.

Q: I’m worried about the time commitment of creating short-form video content for multiple platforms.

A: Planning and efficient workflow are key. Utilize batch shooting or repurposing existing assets, schedule posts in advance, and consider collaborating with video editing freelancers or agencies to lighten your workload.

Q: How can I measure the success of my short-form video marketing strategy?

A: Track key metrics like reach, engagement (likes, comments, shares), click-through rates, website traffic, and conversions (depending on your goals). Analyze which platforms and content types resonate best with your audience, and adapt your strategy based on data insights.

Conclusion: Beyond the TikTok Hype

While TikTok offers undeniable potential, the landscape of short-form video marketing extends far beyond this single platform. By understanding your target audience, your content strengths, and the unique features of each platform, you can craft a multi-pronged strategy that captures attention, drives engagement, and ultimately achieves your business goals across multiple platforms. Embrace the possibilities, experiment, analyze, and adapt – the world of short-form video marketing awaits your creative endeavors!

For more information on the benefits of social media for your small business and how we can help check out our range of services or our YouTube channel.