Should My Business Be on TikTok? Your Burning Questions Answered
There’s one query we get requested ALL the time: Should my enterprise be on TikTok?
The quick reply to this query is “sure.” This weblog publish wouldn’t be very useful if we left it at that although, wouldn’t it?
Learn on for a extra nuanced reply, the place we give you a framework for evaluating whether or not TikTok is best for you and supply examples of organizations—from the monetary companies business to native authorities—who’ve discovered devoted audiences on this distinctive platform.
You’re in all probability already managing a number of social media platforms on your model. New ones crop up on a regular basis, so what’s so particular about TikTok? Quite a bit truly, however we’ll get to that later.
First up, check out the questions we put collectively that can assist you consider TikTok and determine whether or not you need to give it a strive or give it a move.
Do your analysis by signing up for a private TikTok account and lurking round to see who’s utilizing the platform and the way.
Take note of who’s energetic in your business or verticals and verify to see in case your rivals are there. Simply because they’re doesn’t imply you have to be, in fact, nevertheless it may very well be an indication that it’s price testing.
You too can discover a ton of knowledge about TikTok customers in Hootsuite’s Digital Report series.
When you’ve decided your viewers is on the platform, you’ll want to determine in case you may give them one thing they need or want.
TikTok isn’t like different platforms—you received’t succeed by being overtly sales-forward or corporate-sounding. Take into consideration the content material that works finest on TikTok, then take into account whether or not it’s one thing you and your crew can ship.
It doesn’t matter what you’re posting or who’s chargeable for posting it, there’s a value when it comes to time, cash, and different assets.
Whereas TikTok customers favor genuine, low-production content material, there’s nonetheless an funding concerned in executing intelligent and fascinating movies.
Think about what assets you’d want to take a position on this new channel and when you’ve got the expertise in-house to dedicate to it.
TikTok supplies a possibility to do one thing new that might delight your viewers. It has popularized short-form vertical movies with a really totally different tone than different platforms.
Is there a possibility so that you can do one thing totally different along with your model voice or model? Positively. But in addition ask your self if one thing new can be precious for your online business.
Your targets are the center of your social media technique and your social community selections should be in service of them.
You’ll have heard that TikTok is superb for its natural attain. However that’s not all. It’s additionally a terrific channel to help the consideration stage of the client journey, drive conversions, and construct buyer loyalty. Be taught extra in a blog post concerning the TikTok alternative—we’ve laid all of it out for you there.
Do TikTok’s best strengths line up with what you’re making an attempt to attain along with your social media technique?
For social entrepreneurs, TikTok is changing into more and more arduous to disregard. It was the most downloaded app of 2021 with 656 million downloads (over 100 million greater than its closest rival, Instagram), bringing the whole to over 2 billion downloads globally.
Opposite to in style perception, TikTok isn’t just for Gen Z, that means entrepreneurs can attain different age teams on this platform. Working example: American TikTok customers aged 35 to 54 have more than tripled yr over yr.
Bonus: TikTok’s biggest demographics, key things you need to know about the platform, and advice on how to make it work for you? Get all the must-know TikTok insights for 2022 in one handy infosheet.
Another common misconception is that brands don’t belong on TikTok. There’s a huge opportunity for brands and organizations of all shapes and sizes on TikTok. With the launch of in-app shopping, it’s become even more essential to brands looking to connect directly with customers—70% of TikTokers say they’ve found new merchandise and types on the platform that match their existence and nearly half of TikTok users say they purchased one thing they noticed within the app.
TikTok isn’t only for client manufacturers, both: 13.9% of B2B decision makers who use social for work analysis say that TikTok influences their buy choices. Whereas it will not be the obvious platform for direct B2B gross sales conversions, TikTok supplies a terrific area to construct model belief and loyalty:
To display that manufacturers and organizations of all types can discover a residence on TikTok, we’ve compiled a listing of TikTok accounts making waves in seemingly surprising locations.
Native government-run organizations like libraries, colleges, fireplace departments, parks, and transit suppliers could doubt that TikTok is a platform the place they will have an effect, however there are lots of examples of native authorities organizations doing simply that.
Fowlerville District Library, positioned in Livingston County, Michigan, joined TikTok in Might 2021 and has constructed a strong following of 96.6K. That is notable because the village has a inhabitants of solely 2,886 individuals!
The library’s account options movies of its affable workers reviewing books, having enjoyable with TikTok traits, and selling inclusion and social justice by means of their love of books.
@fowlervillelibrary Reply to @ktempestbradford Right here’s a listing of queer books with BIPOC characters! 😁 #library #librarytiktok #booktok #lgbt ♬ Life Goes On – Oliver Tree
Sioux Falls Fire Rescue positioned in South Dakota joined TikTok in February 2020 and has gained an unbelievable following of 178.7K with its humorous, genuine movies that function its workers, mascots, and trending audio tracks.
This video alone had 3.4 million views and over 8,000 feedback.
@siouxfallsfirerescueReposting this video nevertheless it didn’t get the hype it deserved🤷🏽♀️♬ original sound – Sioux Falls Fire Rescue
TikTok movies utilizing the #Finance hashtag have 6.6 billion views so there’s a huge viewers for monetary companies on the platform.
Revolut, the digital financial institution that has taken the UK and Europe by storm, has over 6,000 TikTok followers. It responds shortly to TikTok traits and will get tons of engagement. A few of its movies have gained tens of millions of views—the one below was watched 3.9 million instances!
@revolutapp My cash don’t jiggle jiggle, it folds. 💶 #Revolut #FYP #mymoneydontjiggle #jigglejiggle ♬ Jiggle Jiggle – Duke & Jones & Louis Theroux
However it’s not simply digital banks and fintech corporations that discover success on TikTok. Conventional banks are additionally connecting with totally different audiences by means of a spread of various methods.
The Royal Bank of Scotland companions with TikTok influencers to create user-generated content material (UGC) on a spread of money-related matters together with money-saving suggestions for college students, recommendation for getting your first residence, and methods to keep away from monetary scams.
The financial institution’s content material technique performs very well, with some movies gaining over 2 million views.
@royal_bank On The Cash | Saving up for a deposit. #onthemoney #firsthome ♬ original sound – Royal Bank of Scotland
State Farm supplies all of the proof you want that insurance coverage manufacturers belong on TikTok. The model revived a beloved character—Jake from State Farm—from a well-known 2011 TV advertisement and constructed a house for him on TikTok.
Jake is fast to leap on all the newest TikTok traits and is constant in referring again to the unique advert that made him well-known. (e.g., his response when requested what he was carrying, “Uh, khakis”?)
The reimagined character’s 424.5K TikTok followers and unbelievable engagement stats display how even manufacturers from conservative industries like insurance coverage can discover huge success on the platform.
@jakefromstatefarm With the title Jake from State Farm, I gotta be the primary character ☺️ Plead your case within the feedback @Boban Marjanovic @TheTraeYoung @Karl-Anthony Cities #NBA #NBAEdits ♬ original sound – Jake from State Farm
Intuit Quickbooks joined TikTok in November 2021 and has already earned 21.8K followers by means of its intelligent technique that includes content material from the small enterprise house owners who rely on Quickbooks to run their corporations.
@quickbooks Operating a small enterprise IRL isn’t all iced lattes and lip balm, however the arduous work pays off. 💪@gabrielfeitosagrooming #newbiznoproblem #smallbusinessowner ♬ original sound – QuickBooks
Sure, even dentists belong on TikTok. The Singing Dentist brings unbelievable humor to his discipline and has gained 217.9K followers because of this.
Along with his dental puns, humorous songs, and dance strikes, the Singing Dentist’s movies repeatedly go viral and produce smiles to tons of of hundreds of individuals on TikTok.
@dentistsinging Some Dental Dance strikes for you,,, you’re welcome!! #dance #dental #foryou #fyp ♬ Believe Me – Navos
Hopefully we’ve satisfied you of the worth TikTok can carry to your online business’s social media technique. Regardless in case you’re the most popular new retail model or a neighborhood library in a small city, you will discover a house on TikTok.
Right here’s how one can get began:
If you happen to haven’t already, obtain the TikTok app and safe your model’s deal with. Get suggestions from our TikTok for business blog about including extra info to your profile and accessing metrics and viewers insights.
Write a intelligent bio (take a look at your friends’ bios for inspiration) and add a hyperlink to your web site. Be certain to add a UTM to your link if you wish to observe the visitors TikTok’s sending your method.
For assist understanding navigate TikTok’s difficult-to-define parts, get your arms on Hootsuite’s TikTok Culture Guide. Studying it’s like sitting subsequent to a buddy who’ll clarify all the things in plain language. We promise it’ll carry you up to the mark very quickly.
Comply with your pursuits on the platform and watch some content material out of your rivals, adjoining business gamers, and creators to see what they publish and the way they have interaction with their audiences.
The feedback part of TikTok movies is a superb place to discover ways to converse TikTok. After we launched our model on the platform, we found that proactively commenting on different manufacturers’ posts introduced tons of visitors to our account. Be taught how Hootsuite grew our following to 11.5k in 10 months.
Consider a humorous sketch about your business, strive a dance transfer, or share a life hack. The movies don’t should be high-quality—65% of TikTok customers agree that professional-looking movies from manufacturers really feel misplaced or odd on TikTok (Advertising Science World Group and Self-expression Research 2021).
You’ll see from the examples above that the content material works higher if it’s genuine. Take a look at tips and tricks on our weblog to get began.
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