It is important to evaluate all potential platforms when developing your social media marketing strategy. One of the main considerations should be where your target audience invests the most time and attention. While TikTok continues to grow in popularity, it still lags behind other established platforms. The key question to consider is whether short-form video aligns with your brand’s voice and objectives.
The once go-to spot for uploading dance and lip-sync content has gotten a complete makeover and now even includes TikTok Shop, which allows users to make in-app purchases. The lines between content and commerce have become less defined, and more brands are considering TikTok in their marketing plans.
Facebook, YouTube, WhatsApp and Instagram rank higher in use, but you can’t ignore the nearly 1.6 billion monthly active users on TikTok craving short-form content. But will your audience find value in this type of content?
Consider the Demographics
TikTok was once dominated by young users, but the teenagers are now outnumbered, as the bulk of users are between the ages of 25 and 34. If your target audience is 45 or older, the statistics do not encourage using TikTok, as 45- to 54-year-olds make up only 9.2% of the users, and the 55 and older crowd makes up 8.4% of users.
18- to 24-year-olds account for 30.7% of the audience, and 35- to 44-year-olds come in at 16.4%.
Pros and Cons
You can use TikTok in an organic fashion, utilizing highly targeted content, but if you’re looking to establish an actual social media marketing campaign and your budget is limited, TikTok may not be your best investment, as the minimum amount you can spend on a campaign is $500.
Is your audience in love with short-form video? If so, this is definitely the place for them, but if your content is more suitable in long form, your preferred platform might be YouTube.
An obvious benefit in using TikTok is that your creative license is virtually unlimited. But if you’re not careful, you can stray too far from your brand’s image. Companies receiving the most views are those that do everything they can to fit in with the playful style of the site. But this can backfire on your brand if that style is not befitting of your company culture.
Know Your Path
Reaching new audiences is exciting, but first you have to ask yourself if TikTok is the best path to get content in front of the people who will be impacted by it. It’s possible that your potential leads hardly ever use TikTok, which is why the planning phase includes doing a deep dive into where your audience goes for content.
Sleek and slick corporate content won’t fly on TikTok, which is a relief for most social media marketing managers lacking the tools and budgets for that level of production. Rather, TikTok users flock there for authentic, humorous and relatable content, so if you can consistently create that, you could be a good fit.
Seek Assistance
The best results in social media marketing almost always come via a measured, structured and well-planned approach. That’s what we offer at SJC Marketing. From TikTok to Facebook and Instagram, we know where content fits best. Contact us and let’s get started on a campaign for your brand.