As a business owner, what do you know about TikTok? Maybe you know it as the app causing some countries to have privacy concerns. Or perhaps it’s the answer your kids give you every time you ask why they’re making a video? Since 2018, the Chinese app has become a global phenomenon with 800 million active users. It’s full of original and entertaining videos that are made for a pandemic that’s made us hungry for distraction and a creative outlet. But is TikTok for you?
What is TikTok?
TikTok was created by ByteDance, a Chinese internet technology company. There’s a Chinese version of the app called Douyin, but the global version is a combination of the apps Douyin and Musical.ly. Users create short videos set to music on an app that’s kind of like karaoke with a social aspect. Clips range from three seconds to one minute and use a vertical content format and can be embellished with filters and movie clips. The app presents users with content that matches other videos they’ve watched plus promoted videos on their For You page.
The Users
So who’s using TikTok and is your target market in the mix? Mostly, it’s a lot of young people. Plus, there are a number of celebrities on TikTok and it has a strong global presence. Here are a few more facts and stats:
- Ranks #9 on a list of social network sites, ahead of LinkedIn, Twitter, Pinterest, and Snapchat
- Downloaded more than 200 billion times worldwide
- 41% of TikTok users are between 16 and 24
- The average user spends 52 minutes daily on the app
- Available in 155 countries and 75 languages
Business Examples
Some say the time to adopt TikTok for business is now. It’s been shown that getting in on a social media platform early and making the most of your presence means you can make your mark. TikTok is the fastest-growing social media platform in a decade, which is definitely something businesses are noticing. Although not as many small businesses are taking advantage of the app, many big businesses have already partnered with popular users to boost their brand image.
So what brands are using TikTok? Apple Music is using the platform to promote artists and new releases. They’re also asking musicians to participate in hashtag challenges. And then there’s Spikeball, that game you saw people play in parks all summer long that looks like handball with a mini-trampoline. Chipotle is muy caliente on TikTok, with a bio that reads “Less Tok, More Guac”. The NBA uses a lot of humour on their account and Canadian footwear brand Vessi has given away shoes to followers incorporating their products into videos.
@vessiWaterproof doesn’t have to be lame ##waterproofshoes ##vessi ##newshoes ##fallfashion ##fyp ##blackfridayshopping♬ original sound – Kaitlyn
Is TikTok for You?
Should you have a TikTok account for your business? Here are some questions to ponder that may help you decide. Do you have the time and skills to create original content for the platform? Does TikTok suit your brand? Is your target market using the app? Do you products and services skew younger or older? If you can create content that works on the app, works for your business, and reaches your audience—go for it! But if it’s not a good fit, your time and money is probably better spent elsewhere.
Speaking of money, organic reach isn’t the only TikTok option. There are also ads. The platform provides targeting, ad creation, insight reports, and ad management tools. Not to mention a substantial reach that spans the globe. Advertisers can opt for a brand takeover, branded AR content, in-feed video, hashtag challenge, and sponsored influencer content.
Give it a Try
This is a chance to show your business’s personality! Even if you don’t advertise on TikTok, you can still have a voice that garners a genuine following. But this means you’ll need to make engaging content worth watching. It takes work to incorporate your brand into a TikTok story, but the effort can pay off.
Challenges area a great way to generate interest for your business. Last spring, it seemed like all of TikTok was creating videos using Megan Thee Stallion’s song “Savage”. Could your team participate in a challenge like that while wearing branded t-shirts or otherwise incorporating your business? Or try a hashtag challenge that uses your brand and asks followers to create short videos that help you get noticed. This kind of user-generated content is huge on the app! Give people a reason to participate with a giveaway. Look how well Guess did with their #InMyDenim challenge
@ourfireDon’t you wish getting ready was this easy? 😂❤️🔥 ##inmydenim ##sponsored @guess♬ #inmydenim I’m a Mess – Bebe Rexha
Video Attracts Attention
TikTok is yet another example showing that video is an engaging medium people love to watch and share. Plus, any videos made for TikTok can be used on other social media platforms, stretching a single piece of content and enabling cross-promotion for your other accounts. Key West Video creates corporate videos for all kinds of businesses and is often asked to provide cut-downs for social media. Have a look at our services to learn more about how video can be good for business.
