TikTok is the latest social craze, as businesses and people alike are trying to understand the purpose of the media, as well as how to utilize it. Social Media still holds as a highly valuable medium to meet business objectives, however that doesn’t mean every business should be on every platform, popular or not. So, let’s try to answer the question, “Is TikTok right for your business?”
TikTok is a very interesting platform, as all of the content is video based. Users create video, where they have the ability to edit the video into multiple segments, add filters, music, along with other fun features. This takes content creation to the next level, which is why TikTok has been proven successful. Who does this content get shared with? Well, the content will be shared with people who follow your profile, along with your content being pushed to the entire TikTok user base, which involves a simple algorithm to push the content unlike other social platforms. The video will get pushed to a tier of 10 – 20 people to test, and if these viewers actually view the video or engage in some way, then the video will be pushed to another audience size of perhaps 50 – 150 people, and so on. If TikTok analyzes and understands your video, it will try to push it to people who they think will engage. If your video doesn’t catch on, then it basically dies, but still lives on your profile.
Understanding this process is important, because the kind of content that lives on TikTok isn’t for everyone. Majority of TikTok users are predominantly Generation Z and Late Millennials, who are very divulged into cultural trends and jokes that other generations might not understand. Because of this, it is very important to understand your business first. Who is your target audience? What products or services do you sell? What social media platforms can I best leverage to meet my business objectives?
The short answer to “Is TikTok right for my business” is currently dependent on who your target audience is, if you’d like to expand your existing audience, and/or what business objectives you currently have? A fantastic success story lies with The Wall Street Journal, and how they are leveraging a brand that identifies with Gen X and Baby Boomers to appeal to Gen Z and Millennials. If there is a will, there is a way to appeal and make something work, however is it worth time and resources if the return isn’t ultimately going to help your business in addressing current needs/objectives? That is something Force 5 cannot answer, but what we can answer is TikTok thrives off of quality content, entertainment, and a place where the younger demographics can be themselves. If this is applicable to your business and want to join the craze, the possibilities for your business to succeed on the platform is dependent on you.