Should your brand care about TikTok?
Unless you’ve been living under a rock, you’ll be more than familiar with TikTok. But are you still umm’ing and aah’ing about whether it’ll be any good for your brand?
Simply put, TikTok is a short-form video app that has become wildly popular amongst Generation Z. TikTok has 800 million active users worldwide, and the TikTok app has been downloaded over 2 billion times from the App Store and Google Play. And while people seem to associate TikTok with the younger generation and the younger generation only, you might be surprised to hear that only 41 percent of TikTok users are aged between 16 and 24. That leaves lots of room for millennials, Gen X and baby boomers. So, if you still think that there’s no place for you on TikTok…think again.
Statistics aside, there are still so many reasons your brand should care about TikTok. Allow us to talk you through some of the main ones…
You don't need to be a pro.
Perhaps you’ve got a friend who uploaded one video and is now ‘TikTok famous’. That could be you! Unlike other social media platforms, TikTok isn’t about polished feeds and perfected content; it’s about real, natural, behind-the-scenes insights into the brand and the people behind it. With one of the most advanced in-app editing interfaces, the beauty of TikTok lies in how DIY everything is. Content that isn’t native to the platform sticks out like a sore thumb, so the key is to be authentic and show off the ‘face behind the brand’ instead of an overly edited tiny little glimpse into it. Make use of the effects on TikTok and get creative; you don’t need to be an expert. In doing so, it’s a great way to build both brand loyalty and awareness.
Working with influencers is a walk in the park.
Influencer marketing on TikTok is huge. And because of the nature of the platform, there is so much more room for creativity, authenticity and ideas that genuinely resonate with the target audience. Why? Because TikTok is popular amongst a particular demographic – making it an easy win for brands with an interest in influencer marketing.
On top of this, TikTok influencer marketing ads enable brands to partner with TikTok creators to create and share sponsored content with their audience. The collaborations work particularly well when the partnership is authentic, and creators are given creative reign. After all, they know what their audience wants.
Position yourself as an industry leader.
Unlike heading to Facebook or Instagram to find out what people are saying about a brand, more and more people are now resorting to TikTok to discover more. And if a brand is both present and active on TikTok, it says a lot about them – especially if their competitors aren’t. Having a presence on TikTok gives brands the power to position themselves as an authority figure; one who keeps up with the times, knows what their audience wants, and does what they can to give it to them.
While TikTok might not be for absolutely everyone…after all, what social media platform is? But most brands, despite what they might initially think, will have something they can offer to the platform. That’s why TikTok (aka the black hole of time) should be a channel you seriously consider adding to your social media strategy. Oh, and if you think you’re already too late to the TikTok party. Trust us, you’re not.
