Is now the right time to add TIkTok to your marketing toolbox? This social media phenomenon has more than 75 million users in the U.S., and is expected to continue growing rapidly. It’s known for easy follower growth, budget-friendly promotions and being one of the best ways to keep your company relevant. Media Relations Agency’s digital marketing team prepared three questions to ask yourself to determine if now is the best time to join the platform.
Is your market on TikTok?
Businesses and nonprofits of all sizes have recognized TikTok’s potential to reach significant audiences. The platform’s demographics might surprise you. It’s no longer just for kids and teens.
- Under 18 years of age: 28%
- 19-29 years of age: 35%
- Over 30 years of age: 37%
TikTok is one of the best ways to build brand awareness. Its algorithm is influenced by hashtags and user habits. Communities such as BookTok, SkinTok and BrandTok help deliver your message to the right audience. And most users spend more than 30 minutes a day on the app.
Here’s something else to ponder: The San Diego Zoo has more than 2 million TikTok followers. This is twice the size of its Facebook audience.
Will your messaging fit the app?
TikTok may seem like a trivial app, filled with kids dancing, dumb jokes and ridiculous drama, but truth be told, your content can be whatever you want. Any video between 15 seconds to 3 minutes can work on the platform.
Some companies take an untraditional approach and try to capitalize on TikTok trends. DuoLingo, a language learning company, has amassed 2.5 million followers this way. Its green owl mascot has offered break-up advice to international pop star Dua Lipa and is known to threaten followers who don’t do their daily language exercise.
However, you don’t have to publicly call actor Jake Gyllenhaal garbage, or twerk (both of which the Duolingo owl has done). Many organizations have found success with traditional social media content, such as promotions and product facts. Informational videos and how-to’s can do extremely well.
When it comes to ads, TikTok can’t be beat. ItsTopView ads can be up to 60 seconds long and appear a few seconds after the app is open. Its In-Feed ads are shorter but can include multiple calls to action, helping drive traffic to your website, an app or even Amazon.
Do you have the staff to produce videos and manage your community?
We recommend having someone dedicated to your TikTok account who can post regularly, capitalize on trends as well engage with other posts and creators. You’ll also need someone familiar with TikTok video production. TikTok videos have a more casual style, but still need to fit brand guidelines and have on-point messaging.
Have more questions about TikTok? Media Relations Agency’s team of digital experts would love to hear from you. Call us at 952-697-5269 or complete this form today.
“For more great marketing advice, check out The CEO’s Guide to Marketing!
