Should Your Business Be on TikTok?
Like many businesses, you may be looking for a new platform to connect with your audience – and TikTok, being the fast-growing social phenomenon it is, seems like a great option.
Before you start chasing the coveted viral status, here are some things to consider when deciding if TikTok is right for your business.
1. What is your end goal?
As with any social platform, it’s important to know what you’re hoping to achieve. Are you trying to convert leads and sales? Build brand awareness? Or are you trying to recruit and showcase your amazing workplace culture?
TikTok can certainly be a driver for success for any of these goals – but setting them first will ensure you can not only monitor performance and ensure the needle is moving, but will also help determine the type of content you post.
2. Who is your target audience?
TikTok has 3.2 million active monthly users in Canada, with the vast majority of those users (70%) being under the age of 40. If your target audience includes younger demographics like Gen Zs and Millennials, TikTok could be a goldmine for your business.
Perhaps your current customer base doesn’t fit this demographic – this could be an opportunity to reach new audiences. Again, this depends on your overarching objectives.
3. What will you post about?
The platform allows businesses to showcase their personality, tell their story and connect with customers on a more personal level. Sales-y, traditional types of content that may work well on platforms like LinkedIn will fall flat on Tiktok. Its algorithm is designed to amplify content that’s authentic, entertaining and engages the end user.
This means that the more content you share, the better, especially if it’s casual and entertaining. Do you have an idea of what types of content can capture this, while remaining on brand?
4. Is it worth the investment?
Like other social platforms, TikTok should be looked at as an investment – an investment of resources, time and energy. Its fast-paced nature requires a consistent stream of creative content. If you’re not up for that challenge, it might not be the best fit for you.
Also, measuring ROI on TikTok can be tricky. While brand awareness and engagement can soar, direct conversions might not be as immediate.
If you’re willing to explore & be creative, target a younger audience, and try a different style of content, TikTok could be a game changer for your business.
The choice is yours – just remember, every platform requires a tailored approach to meet your business goals.