Why TikTok Might Not Be The Right Fit For Your Business
We all have seen the various contents of the new golden social media –TikTok.
From cringey and funny to inspiring, informative and refreshing, people might have different opinions about the app. Meanwhile, there’s something no one can deny, which is how addictive TikTok can be.
This content flexibility, addictiveness mixed with the fact that TikTok remains the most downloaded social media app as of March 2021 sparks a new trend: TikTok Business Promotion.
I sense this shift myself as I attend meetings after meetings with our potential clients. A question previously not very frequently asked now often emerges. “Should we promote our business on TikTok as well?”, they’d ask. To this, Krona’s strategists often say that the answers vary.
It might seem tempting to use TikTok for Promotion, as it looks like more brands are using TikTok marketing as one of their strategies. Still, there are a few things to consider before you jump on the Tik Tok promotion ship.
Get to Know The New Kid On The Block
TikTok, arguably the most popular new kid on the social media block right now, almost needs no introduction. Nevertheless, it’s always fun to talk about the cool kids.
Let’s start with the obvious. TikTok is an app where micro-video content are often shared in vertical format. You navigate through the mobile application by scrolling up and down. The users have all sorts of tools at their disposal: filters, song search, and a “duet” feature. Such qualities allow users to get creative with their videos easier, making video creation and sharing more compact than ever.
Discoverability is also an intriguing mystery on TikTok. When you open the app, it will immediately show a page that says For You, filled with personalized algorithmic content that TikTok has learned from the previous videos you’ve watched and interacted with. Keeping you interested for, let’s admit it, hours.
Feedback is instant and often abundant. John Herrman of The New York Times even named TikTok as an app that will change the way social media works that would “assertively answer anyone’s what should I watch with a flood.” Such a fresh and interesting premise, isn’t it?
Before you start your own TikTok Business promotion, keep in mind that the last thing you want to do is join social media and look like you don’t belong. Avoid turning off the citizens of TikTok by studying the platform. What have people been up to over there? By learning what type of content works on TikTok, you can work around how your business can fit into the culture naturally.
The Boomers of TikTok
To decide whether TikTok Business Promotion is right for you, you have to know your audience. You might roll your eyes in a 90’s sitcom manner and say “Duh” to this particular tip. Isn’t that too basic? But hold on! there’s a twist.
While we often associate TikTok with younger audiences, actually roughly 50% of TikTok’s global audience is above the age of 34. Here’s the full age breakdown provided by marketingcharts.com:
- 18-24: 25.8%
- 25-34: 24.5%
- 35-44: 20.3%
- 45-54: 13.1%
- 55+: 13.0%%
- 65+: 3.2%
Though the 26% of Tik Tok audiences above 45 seem smaller than the respective 74% of younger audiences, we can’t necessarily say that it’s narrow. Out of all the billions of times that TikTok videos have been consumed, 26% is still worth considering. Simply put, don’t be too quick to decide that TikTok’s business promotion is not for you, even if your audiences consist of older citizens.
Sure, it’s imperative to identify your target audience to promote your brand on Tik Tok. But there’s one more step that you can’t miss; find out what content your audience’s age group usually watches on Tik Tok. You might not want to use TikTok’s business promotion for older audiences by posting a short video of a teen dancing with your product. Instead, engaging with influencers who target the same age group as your business would be more valuable. We can make it more educational or even wrapped up in classic jokes and old references.
There is a lot of different content on TikTok, indeed. You can start small by classifying those content and analyze the audience’s age group from each category. That way, it’ll be easier for you the next time you create business promotion content on TikTok.
See How Your Business Fit
Sadly, age is not the only important factor for deciding if TikTok business promotion fits you. The industry your business is running in also plays a significant role.
When people open TikTok they often want to relax and see entertaining contents to free their minds from their repetitive and often stressful daily lives. There are ways to work around this with whatever products you offer, but it’s a different story when it boils down to effectiveness.
Let’s say you’re selling a cloud management solution for offices; are you sure that that’s what TikTok Audiences want to watch in their spare time? You can create the most innovative or fancy video about it, but it just won’t sell as well as, let’s say – fashion or café recommendation content. We’re not saying that it obviously won’t work. It’s just better to invest your time and energy in a more suitable social media platform for your business.
Do You Have More Insights on TikTok Business Promotion?
Are you familiar with TikTok Business Promotion? How was your experience with it? Let’s discuss this in the comment section!
Get a free consultation with us today to see how we can help your brand grow through TikTok.