Should You Consider Using Tik Tok?
TikTok! Maybe you’ve heard of it, maybe you haven’t, but TikTok is a massive app that has taken the younger generation (mostly under 30) by storm. The numbers are insane and the diversity of the users is just as huge. Once called Musical.ly, TikTok was the most downloaded app from January 2019 – March 2019.
People from multiple countries and languages populate the TikTok platform. However, larger brands are starting to hop on the platform as well. Brands like Chipotle, Guess, The Washington Post, and more are hopping on the TikTok bandwagon.
Believe it or not, the NBA is using TikTok and has acquired over 5.5 million followers. Specific teams like the Chicago Bulls even have their very own TikTok accounts as well, with an account for their mascot Benny the Bull!
Chipotle started their own challenge for people to post videos of themselves accomplishing. The goal is to spread awareness for chipotle and help Chipotle seem more fun and relevant. Basically, a “challenge” is where someone creates an initial post, and other TikTok users are challenged to make their very own version of the original. Take a look at the initial challenge post from Chipotle below. This was to get the word out for National Guac Day – where guacamole was free at all stores.
Between all of the submissions, #GuacDance got almost a billion views! And here’s the thing: There is no reward given for this “challenge,” it just generates attention from the people that who may view these responders videos. Scroll down to see someone doing the #GuacDance with their family.
You may be wondering – how is this relevant to marketers? Keep reading to see the huge opportunity that TikTok offers.
The growth of TikTok is incredible!
However, this rapid growth does not necessarily mean that it is too late to capitalize on this growth. On the contrary, the app is still in its early days. There are so many people to organically reach, while also building brand awareness and shaping your brand’s image. But, it is important to think about if this platform will be beneficial for your business.
Before spending the next two work weeks creating TikTok videos with your staff, there are a few things that you should consider. If your brand meets most of the following criteria than maybe you should start using TikTok as another social platform for your business:
- Most of your target customers are younger than 35. While the app is starting to age up, the majority of users are Generation Zers and younger Millennials.
- Your products are visually appealing and demonstrative.
- You’re a musician or artist.
- Your brand is trendy with a casual, fun, and “cool kid” vibe.
- You have the resources (staff, budget, etc.) to be able to add another channel to your mix.
Beneficial Features of Tik Tok
The Ability to Download and Share Other people’s videos – TikTok has made it very easy to download and share other people’s content on other social media sites and text messages. You even have the ability to make GIFs out of the content, and all of this is all watermarked. This feature gets the word out organically.
Pro-Tip: If you use the Stories feature in any of your social platforms, exporting a TikTok video could be a nice way to spice up the type of posts that your followers are seeing in these stories.
TikTok Uses AI to Present Relevant Content – Like some other social platforms, TikTok uses AI to create a personalized feed based on what you have searched, liked, etc. to give you the best experience on the platform. The feed is the first thing you see when you login, and it gets smarter the more that you use it. This keeps TikTok addictive and very fun.
Customization – TikTok gives you the option to use your own videos that you’ve edited outside of tiktok or you can use their video recording interface with tons of customization options. These options include music, sound fx, filters, special fx, and text.
Reaching Your Audience
A great way to reach new people in TikTok is similar to how you would on many of the other popular social platforms: hashtags. Like Twitter, they only give you a limited number of characters for your description and hashtags so do your research ahead of time to make the most of your hashtag choices.
Pro-Tip: Use broad and specific hashtags to reach a niche group of people as well as reach a larger demographic of people. This combination can get you in front of more people and simultaneously get you in front of an audience that is more inclined to love your content!
I wanted to try TikTok out for myself and one of my videos in the first couple weeks got featured on the home page and climbed to 160k views. I had only a few followers but it didn’t seem to matter. So, be very intentional about the hashtags you choose and the content that you are sharing – it might garner a lot of attention!
As you start to brainstorm your first TikTok posts, here are a few tips to help you get you going:
- Embrace the filters and musical overlays.
- Don’t be afraid to be funny.
- Use hashtags and reply to challenges for more engagement.
- Come up with creative ways to show off your brand, product, service — or even a company jingle.
- Consider using videos to give fans a behind-the-scenes look at your work.
Pro-Tip: Challenges are all over TikTok, and are frequently on the discover page. Stay up to date with those challenges and see how your brand can participate.
Check out Washington Posts TikTok below!
Let’s Wrap it Up
TikTok is being used by lawyers, bakeries, national sports teams, and everyone in between. If you need a little inspiration, go search and explore all of what TikTok offers. There is such a diverse group of people, with tons of categories within the platform for you to check out and model some of your posts after.
Start thinking if TikTok can work for you and what that would look like for your company! It could be a great avenue to garner attention for your brand. Don’t forget to stay in the loop for all our blogs. Check out more ways to build your business here!