TikTok can be polarising. Those who use it, love it. Those who don’t often find it confusing or aren’t sure how it could fit into their social media strategy. So, how do you know if your brand should be on it?
To help you decide if TikTok should be part of your social media mix, we’ve put together some key questions to ask yourself or your marketing team.
1. Do you have the time and resources to invest in creating video content?
A TikTok account requires consistent time and resources to build a strong presence. You’ll need manpower, a sufficient budget and equipment to produce content regularly.
TikTok’s trends shift fast, sometimes within days. Success on the platform means staying adaptable and adjusting your content strategy quickly to keep up. As TikTok says, “Think like a marketer, act like a creator.”
The good news? You don’t need polished or overly produced content. TikTok thrives on authenticity; users love content that feels genuine and relatable. A simple video filmed on an iPhone can go a long way.
2. Is your leadership team comfortable on camera?
Consumers prefer to connect with an individual over a brand. This draws back to our earlier point around being genuine and relatable. Is your team comfortable jumping in front of a camera?
If the answer is no, there are workarounds if you have the resources.
Build a personal brand account
If being the face of the brand doesn’t feel comfortable, consider creating a personal brand account. This allows your audience to get to know you and what you stand for, without being directly linked to the brand. An excellent example of this is the owner of FAYT The Label, Brittney Saunders.
Brittney has her own personal channel where she shares her own narrative and connects with followers on a personal level. Meanwhile, her brand’s account focuses on behind-the-scenes content, showcasing their team and product highlights in a fun, engaging way.
@brittney_saundersLook, not everything needs to be about the aesthetics
@faytlabelThings in our warehouse that just MAKE SENSE!!!
Partner with Creators and Influencers
If your team isn’t comfortable on camera, engaging creators or influencers to represent your brand is another option. This can save time and resources, although it does come with the cost of partnering with these creators.
3. Do Gen Z and Millennials make up a portion of your target market?
TikTok is a hotspot for Gen Z and Millennials, who make up nearly 70% of its users and spend an average of 52 minutes per day on the app. If these demographics are part of your target audience, not being on TikTok could be a missed opportunity.
Consider Paid TikTok Ads
If you’re short on time or resources but still feel TikTok’s audience is a match, exploring paid campaigns can help. With paid ads, you can gain exposure without needing the constant flow of content required for organic growth. This can be a great short-term approach to leverage TikTok’s reach.
What if I answered “no” to the above questions?
If TikTok doesn’t align with your current resources or comfort level, that’s OK. Other platforms like Instagram and LinkedIn offer a broader range of content types that may be a better fit.
Even as a digital marketing agency, TikTok challenges us, and we’ve answered “no” to some of these questions ourselves. So, if you’re not ready for TikTok, don’t worry – you’re not missing out. There’s a whole world of digital opportunities out there.
Ready to review your social media strategy? Book a call with our team to help get your brand on the path to digital success.
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