Is TikTok right for your business?
TikTok asked advertisers to ‘stop making ads’, which was a bold move but they have a point. Their challenge to advertisers: Push the boundaries of creativity. Don’t be boring. Think bigger. And the industry is responding. More and more brands flock to TikTok each week and they’re all eager to speak to this hyper-engaged audience with authentic, engaging content.
Even more importantly, audiences are responding. Growth on TikTok in the last 12 months has been staggering. And whilst there is still some analysis required to ensure the platform is the right fit for your brand, the audience is growing exponentially. Consumption has surpassed YouTube with users now spending more time in average hours per month on TikTok, according to a new report. TikTok is now the #2 app in Australia, behind Zoom.
Curious about TikTok and how it may work with your brand? Here are some questions you should be asking yourself:
Will it work with my budget?
One of the big benefits of promoting a brand through TikTok is that it’s budget-friendly, as content can be shot on a phone and totally lo-fi as long as it’s thoughtful and relevant. TikTok users are there to be captivated by spontaneous and original content. Brands need to play in this space that rewards ideas over flashiness and avoid content that’s too polished and stands out for the wrong reasons.
Can TikTok help me achieve my marketing objectives?
First you need to consider whether your goals are long-term or short-term, and what sort of relationship you want to develop with your audience. You need to think about the value of traditional social media channels vs new options like TikTok, and what you are trying to achieve. Are you building your brand or shooting for acquisition? Do you want to engage new customers? How do you think TikTok can help?
Who is my target audience and are they on TikTok?
If your audience skews a bit younger then chances are, yes, they’re on TikTok. As with most new apps, adoption tends to skew younger, with older audiences eventually catching on. However, this is happening at a faster rate on TikTok than with other social media apps and content apps.
What’s my competition doing on the platform and does my brand belong there?
A spot of healthy competitor analysis might ignite some ideas and also help with those internal conversations about developing your TikTok strategy. Do a deep dive and see what a wide range of brands are doing, as you never know where inspiration might come from.
Bear in mind, some product categories (such as alcohol, gambling and tobacco) are not allowed to advertise on TikTok. Visit TikTok for Business for a full list.
Do I need to launch a TikTok page or can I just do ongoing campaigns?
Don’t just think promos on TikTok. For real cut-through, you need to also have a brand page on TikTok that houses quality content. It’s advisable to launch your brand’s TikTok page with clear strategy and resourcing to ensure the page creates traction with your audience and continues to develop meaningful connections with them.
How does TikTok fit into my overall social media strategy?
Most companies use individual social media channels for different types of communication strategies with audiences. So it’s important to understand what the approach is right for TikTok and how the platform will fit with the rest of your strategy. Think about how it is different and what new conversations you can start with it.
How will I measure success?
Ultimately, your marketing goals will dictate what your measures of success will be. TikTok has a suite of 1st and 3rd party tools to ensure you’re able to track your brand’s progress and engagement with your audience on the platform.
