The TikTok Boom – and how to use it to grow your business
Having surpassed one billion monthly active users in September, it should be no surprise that brands are slowly but surely building their social media strategies around TikTok. With 85% of businesses already using video in their social strategies, it’s a no brainer to make the transition across.
Ideas of TikTok being a short-term fad haven’t come to fruition, with it already surpassing the longevity of its predecessor, Vine. TikTok was also the seventh most-downloaded app of the 2010s, despite the fact it was only launched in 2017. TikTok is not going away.
“TikTok is still happening, and the ‘hockey stick’ reach stats are still skyrocketing up,” comments Chris Reeve, founder of Reeve Social Media. “Like all social channels, this will slow down eventually as more brands pile on, but you can still use it to improve trust now.”
With a booming audience that is largely comprised of a younger demographic to its competitors, TikTok can be a place for businesses to have a real impact and target potential high value customers. 63% of TikTok’s users in the US are under the age of 29, whilst Facebook’s same demographic sits at just 21%. That’s a huge opportunity for brands to be able to target a demographic that has massive spending power, as well as being able to use it to keep on top of trends.
This is the most technologically savvy generation ever, with more awareness towards advertising and marketing than ever before. As such, they tend to be the most expensive to reach, and also the most valuable.
Advertising is being kicked from pillar to post in the fight to reclaim personal data, but TikTok should be a prime stomping ground for brands to make their mark in a way that leaves a lasting impression. It’s the new home of influencer marketing.
Whilst utilising influencers isn’t always the first thing brands think of when building their social media campaign, it has become key in an age where video is king. Popular influences garner huge followings who feel a connection with them and value their opinion, so it can be an effective way of growing your own audience.
It needs to be remembered, however, that these are not algorithms or computers: they’re human beings who can make mistakes. As always, appropriate research needs to be done to ensure that the influencer and their audience are a correct fit for your brand.
There are plenty of brands nailing the tone on TikTok – you’ll find content that is funnier and more engaging than that on Facebook or Twitter, catering to the younger audience with an emphasis on memes and challenges.
Prime examples of this have been seen in the footballing sphere, with clubs and players getting involved. Bayern Munich striker Robert Lewandowski utilised the first lockdown to get involved with dance challenges, whilst Leicester City love to poke fun at opposition teams following a win.
Brands are also using it to deliver engaging, informative content, like that shared on The Washington Post’s account.
“Producing value-adding or ‘edutaining’ content can be enough to distinguish you from the crowd; build in call-to-actions and watch your brand soar,” Chris says.
Pivoting to TikTok shouldn’t be seen as a daunting task for brands – it needs to be treated as too good an opportunity to be missed. A properly thought out social media strategy for the platform can catapult your brand to the next level, captivating a younger, high spending audience that will likely carry that affiliation with your brand throughout their life.
“TikTok is no longer just for kids and viral dance trends. It’s a key brand across every sector. There are professionals amassing huge audiences via TikTok, growing their brand, and making some serious revenue through it. You wouldn’t refuse to use Facebook or Twitter, so why refuse to use TikTok?”