TikTok exploded into the social media game during 2020. Since then we’ve seen a range of businesses using the platform to their advantage. But is it worth it? This blog will consider the advantages of including TikTok in your marketing strategy and evaluate whether it’s worth your business to invest time and money in the platform.
Considering using TikTok to promote your brand? Here are four of the most significant benefits of using the platform:
As one of the newest social media platforms around at the moment, TikTok’s user base is growing rapidly. In a short space of time, the app has had over 2 billion downloads and currently houses 800 million active users worldwide. Furthermore, with 32.5% of TikTok users in the US being aged between 10 and 19 years old and 29.5% between 20-29 years old, TikTok’s main demographic of users are teenagers and young people.
The large user numbers and the rate of growth on the app mean posting on TikTok could help your business reach a huge audience. Not only that, but if your brand’s target audience is young people, then it’s a “no brainer”, as this is a platform seething with young people from around the world.
TikTok is also one of the easier channels to navigate. Uploading 15-second videos with accompanied music couldn’t be more simple. The opportunity to create video content that goes viral and reaches thousands of people seems to be much easier on Tiktok than using other more traditional forms of social media.
So the audiences are BIG on TikTok, but they are also international. The app is used in over 150 different countries all over the world. From a business point of view, the opportunity to reach global audiences is hugely beneficial. Your product could be super popular in France, but you wouldn’t know it! TikTok is a powerful platform for connecting with different audiences in foreign countries.
Video is hugely popular, and research has shown that 86% of people would like to see more video content from brands. TikTok is a great way for businesses to expand their reach and diversify their video content. Most TikTok videos are made simply using a smartphone, so if you aren’t already using video content, or don’t have a camera to work with, TikTok is fairly accessible and a great platform to use while starting out.
There are many features on TikTok that will help you as a brand to connect with your audience. The use of hashtag challenges, the comments section and specific TikTok features such as ‘Stitch’ and ‘Duet’ will allow you to interact with customers.
TikTok’s informal trends and comedic tone of communication could also help increase interactions with your brand and encourage engagement. As younger TikTok audiences are likely to identify with brands that create video content that makes them laugh.
Although the platform won’t be suitable for everyone and every business, TikTok offers a lot of benefits and opportunities for those seeking to expand their marketing channels. Here are a few examples of businesses that are thriving in the TikTok landscape:
The cleaner at a small pool cleaning business, ‘The Pool Guy’ has quickly become a TikTok sensation. What started as a couple of satisfying pool #cleaning videos, @thep00lguy better known as Miles now has 5.9 million followers on TikTok and millions of people tune in to watch him transform dirty pools into clean ones. Miles ends each video with his well-known catchphrase: ‘Holla your boy for the pool work” and people have done just that. The Pool guy has gained new clients through creating video content on TikTok and even cleaned TV star Stacey Soloman’s pool as a result of his videos.
RyanAir is the perfect example of a big brand using TikTok to its advantage. The low budget airline has perfectly captured TikTok audiences by creating funny video content all about flying, planes etc. RyanAir can take TikTok trends and make them work to fit their niche. Young audiences on TikTok are so impressed with the content that the comments section on their videos is filled with praise for the marketing team and their efforts. Check out their work here:
Doughnut Time is a UK Doughnut brand with a variety of stores across London. They were so determined to use TikTok for marketing purposes that they hired Hannah Lowther (the Tesco girl) to run their account. Hannah is an existing TikTok creator, who before being hired by Doughnut Time would often make popular videos on her personal account about her interest in musical theatre and her job at Tesco. Doughnut Time now successfully create video content promoting their freshly made products, with the help of Hannah and their marketing team.
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