Should my brand be on TikTok?

Years ago I let a friend sway me to join TikTok. It was the biggest waste of time for my brand. Here’s how to know if it’s a good investment for your brand or not.

The Pros and Cons: Considerations to help you determine if TikTok could be right for your brand:

• Video completion is huge on TikTok. When users watch a video in full, the TikTok algorithm becomes more likely to suggest that video to other users' feeds. Thus, the more users who finish the video, the more feeds that video appears on.

• If you’re in B2C and have a visual product, TikTok’s entire content feed is short-form video. Perfect for showcasing a product. Part two of this is your value prop - if it’s easy to digest in a few seconds TikTok could be a good option.

• Your audience is on TikTok - 50% of users are under 25 and 32% are 30-45.

• The hashtags you select can have a significant impact on the “discoverability” of your video. Ask yourself, are the keywords and hashtags in my marketing strategy found on and engaged with on TikTok? You should try to choose hashtags representing your video’s theme or central ideas.

• Competition - are there players in your industry that aren’t on TikTok? There could be a good opportunity to beat them to it. Just make sure you have done the research to ensure your brand can reach your target audience and that you aren’t wasting time on content that had no reach.

• Are you an ecomm biz? Mobile is your thing? TikTok is all about short-form mobile videos so if this is how people are finding and interacting with your business this could be a nice fit.

If you’ve been wondering how to incorporate TikTok into your digital marketing strategy, or contemplating if it's even worth doing - I hope this blog helped to get you thinking through what is right for your biz. If have questions contact me - happy to chat!