TikTok is still considered a newcomer to the social media world, having launched in late 2016. In a quick amount of time, they’ve gained over 1 billion monthly active users, demonstrating just how much it has taken the internet by storm. Despite what you might think, it’s not just teenagers who are using TikTok. In reality, the app is popular with people of all ages. So that begs the question, should your small business be on TikTok? The answer is maybe. While there’s no doubt that TikTok has a huge amount of potential, it might not be the right fit for every company. In this blog post, we’ll take a look at some of the pros and cons of using TikTok to help you decide whether or not it’s right for you.
There are a lot of reasons why your small business should consider becoming active on TikTok. As we mentioned earlier, there are over 1 billion active users on the platform, with that number only set to continue growing. This puts TikTok up there as one of the most popular social media platforms in the world. What does this mean for your business? That your potential audience is huge!
TikTok is also incredibly engaging. Its users spend a lot of time on the app every day, averaging over an hour and a half of use a day! That’s a lot of time spent watching videos! Additionally, TikTok users are notoriously receptive to marketing messages—likely because they’re used to seeing ads on the app. In fact, TikTok users are reported to have an 80% higher purchase intent than users of other social media platforms.
Finally, TikTok is a great way to build brand awareness and connect with potential customers on a personal level. Most TikTok videos are filmed in the first person, giving them a very personal feel. In addition, highly produced, “professional” videos actually don’t perform well on the platform. This makes it achievable for anyone – even a video novice – to be successful. The more laid-back and unedited the video looks, the more relatable you become to potential customers.
One downside of TikTok for small businesses is also one of its biggest assets – its audience. Some businesses only operate in a small geographic area. In that case, reaching users who live across the world won’t be of any benefit. Instead, your time and efforts would probably be better spent on platforms with more local audiences.
TikTok might also not be a great fit for your small business depending on your product or service. If you need to convey a lot of information to get someone to understand what you’re offering, the short-form nature of TikTok probably isn’t right for you. It also tends to not be as effective for B2B companies. If you are a B2B company, you might want to focus your efforts somewhere else.
So, should your small business be on TikTok? There’s no easy answer. Certain companies, products, and services simply won’t connect with the typical audience on TikTok. However, it is always worth giving it a shot. If you’d like to try out TikTok, 98 Buck Social can take over posting to your other social media accounts. This will give you more time to focus on this new platform and how you can get it right.