In the ever-evolving landscape of social media, TikTok has emerged as a formidable player. Launched in 2016 as a lip-sync app for Gen-Z users, it quickly evolved to become a global hub where businesses engage with both current and potential customers. Boasting a user base of more than 1 billion, TikTok is now the third-largest social network, trailing only Facebook and Instagram. With such staggering numbers, the real question is, can your business afford to miss out on using this platform? Here are four questions to help you determine if TikTok should be part of your digital marketing strategy.
1. Is Your Target Audience on TikTok?
The bedrock of effective marketing lies in reaching your audience where they hang out and interact with each other. TikTok is a youthful arena, with almost 50% of its users being under the age of 30. If your brand “vibes” with a younger demographic, this platform could be a goldmine.
2. Are You in the eCommerce Space?
TikTok has proven to be more than just a place for trending dance videos—it’s a driving force for commerce. In fact, 49 percent of TikTok users say they have purchased a product after seeing it reviewed, promoted or advertised on the app. Here’s why eCommerce brands are thriving on TikTok:
Direct Shopping Features: With “Shop Now” buttons and shoppable links, the path from discovery to purchase is shortened.
Personalization: The TikTok algorithm tailors content to user preferences, making it easier to reach your ideal audience.
Influencer Collaborations: Teaming up with TikTok influencers can boost your brand’s visibility and credibility.
3. Can You Infuse Fun into Your Products or Services?
For optimal performance on TikTok, videos need to be fun, creative, and attention-grabbing.
However, this style of content may not suit all brands, nor align with every business goal.
For instance, manufacturers and other B2B businesses often use infographics or blogs to detail their offerings. The short-form videos on TikTok are probably too restrictive for companies that require more complex content.
Also, TikTok’s raw, entertaining, and not-explicitly-promotional content style allows many brands to market in an authentic way, but it may not be the right fit for highly regulated industries or conservative brands. In fact, a brand’s reputation can suffer when content, forced to conform to TikTok’s informal tone, comes off as cringey or offensive.
4. Can Your Budget Accommodate Experimentation?
TikTok is a relatively new player in the marketing world, which means it may take some trial and error to find the right message and call to action. Be prepared to budget for multiple videos and ad campaigns to find what resonates with the audience. TikTok requires a minimum spend of $500 per ad campaign, so be sure the marketing budget can accommodate this experimentation before diving in.
Navigating the dynamic world of social media marketing, especially on rapidly evolving platforms like TikTok, requires a strategic approach. TikTok holds a treasure trove of potential for the right businesses, but unlocking it necessitates a deep understanding of the platform and a marketing strategy created exclusively for it. By evaluating your target audience, eCommerce capabilities, brand capacity for fun, and budget leeway, you can make an informed decision about whether TikTok is the right platform for your business. And remember, the digital marketing landscape is vast and varied—TikTok is just one of many platforms where your brand can shine.
Fortunately for you, Baer Performance Marketing specializes in crafting customized digital marketing strategies. Our team of experienced marketing professionals is adept at evaluating the social media landscape and identifying the platforms that align with your business goals.
Connect with Baer Performance Marketing today, and let’s embark on a journey to amplify your brand’s digital presence and drive tangible results.
