The well-known platform, which was once a hub for entertainment content, has now become a powerful tool for brand promotion. Thanks to its dynamism, TikTok has gained the favour of over a billion active users worldwide, and this number is constantly growing. Although the majority of the platform's users are still Generation Z, millennials are also finding a lot to like on the platform.
Of course, there are different opinions about TikTok, but there is no denying its impact on modern society, especially on young people. Currently, a huge number of brands use this platform to promote their products and services. Marketers understand that TikTok offers great opportunities to increase awareness.
So what opportunities does the platform offer? What are its pros and cons? How do you know if TikTok promotion is right for your business? We will discuss all these questions in detail in this article.
Advantages of TikTok for business
Very active audience
Currently, TikTok's audience is more than 1.21 billion monthly active users. About 20% of internet users around the world use this platform. And the age of the most active users is on average between 18 and 24 years old, making TikTok ideal for businesses that target a young audience.
Huge viral potential
Virality is one of the biggest advantages of TikTok compared to other social networks. It is on this platform that you can become an overnight star by posting a video that goes viral. Such endless possibilities are very attractive to businesses, because with just one video, you can get more potential customers, more website visitors, more followers on other social networks and, as a result, more revenue.
Diversity of the audience
TikTok offers content for all tastes, from dancing and stand-up to scientific and informative videos. Thanks to the wide range of topics covered by TikTok, it's almost impossible not to find an audience, no matter what your niche is. The platform uses a machine learning algorithm that recommends content to users that they are likely to enjoy. This means that your videos will be seen by people who are really interested in what you
have to offer.
Increase brand awareness
Increasing brand awareness is critical for any business, as it allows you to attract more customers, increase turnover and improve competitiveness. TikTok offers unique opportunities to achieve this goal because, firstly, it is based on short, meaningful videos that capture users' attention faster than text or images. This allows brands to create creative and engaging content that is easy to digest and share
quickly. 46% of Generation Z TikTok users have bought a product because they saw it on TikTok in the last year. In addition, since TikTok has a global audience, it enables brands to attract customers from different countries and cultures.
TikTok has an active community of influencers, and working with them can help you reach a wider audience, increase awareness and build brand trust. It can be an effective way to showcase your products or services to real people and get feedback from them.
Love for creativity
A social network based on creativity and self-expression is becoming an ideal platform for businesses to reveal their unique identity. Engaging, creative content that evokes an emotional response from the audience leads to increased
engagement and strong brand loyalty.
Creating an ad on this platform may seem daunting, but don't give up! With a clear plan and an understanding of the key components, you can launch the most effective ad campaign possible. TikTok offers a variety of ad formats, which will allow brands to increase their chances of user engagement and conversion.
Disadvantages of TikTok for business
Short content format
The social network only allows you to upload videos of a certain length. There is no minimum limit, but the maximum length of a video is 60 seconds. The disadvantage for brands is that this may not be enough to demonstrate complex products or services.
Mismatch of the target audience
TikTok is a powerful marketing tool, but it can only be effective if you use it correctly. Creating content for TikTok that is not relevant to your target audience is a waste of time and resources, because if, for example, your target audience is baby boomers, TikTok promotion is definitely not for you.
Competition and oversaturation
Competition on TikTok is growing, and it is becoming increasingly difficult to stand out from other brands and content in general to attract the attention of the audience.
The likelihood of damaging brand reputation
TikTok is the platform where funny videos are most often uploaded to gain the attention of the audience. However, if your brand usually uses a serious tone of voice, then trying to make funny videos specifically for TikTok may not be the best idea for you.
Advertising can be expensive
Advertising on TikTok can be a powerful tool, but it's important to use your budget as efficiently as possible. Running an advert can be expensive for small businesses. Remember that a successful TikTok advertising campaign requires planning, effort, and continuous improvement.
Is TikTok right for your business?
To answer this question for yourself, you need to consider several things:
Firstly, is the format of short 60-second videos suitable for presenting your product or service? Can your brand offer content that is most easily shared on TikTok, such as entertainment, educational (life hacks, masterclasses), "from life" videos, etc. To determine this, you can research the content used by influencers in your field. You can also just observe what kind of content your competitors are creating.
Secondly, does your audience even have a presence on TikTok? Here again, your competitors will help you, because one way to answer this question is to look at their pages and note the activity of their audience. If there is a healthy interest, this is a sign that the platform might be right for you.
Thirdly, does TikTok meet your goals? You need to think carefully about how you could use this platform and how TikTok can support your brand.
How to use TikTok for business?
Before you start creating a video, do your research and analyse what topics and trends are relevant to your target audience. Develop an interesting video concept. Use a variety of creative effects, editing tools, and music to make your content more interesting.
Try to create content that demonstrates the uniqueness of your brand, share behind-the-scenes moments of your workflow - meetings with your team, product creation, etc. Interact with your audience as much as possible through comments and answer their questions. This will help you establish a strong connection.
Don't forget to use popular hashtags so that users can find your content more easily. You can also develop your own brand hashtags.
Find influencers who might be of interest to your target audience and approach them with a proposal for collaboration or sponsored content to engage their audience with your brand.
Consider the different ad formats on the TikTok platform and choose the one that best suits your target audience and the purpose of your campaign. Create engaging content that meets the platform's standards and captures the attention of users.
In summary, TikTok is a dynamic platform with unlimited potential for brand promotion, but it is not suitable for every small business owner. It's a great place to connect with a younger audience, but if you need older people to promote your brand, you'd be better off looking for other options. Therefore, before incorporating TikTok into your marketing strategy, you need to carefully analyse your target audience and understand whether TikTok is a good fit for your goals.