TikTok. Is it for you?
By now, everyone has likely heard about TikTok. After all, tiktok.com was the #1 most visited website last year. Yes, even beating out Google and Facebook. The video-focused social networking platform hosts a variety of short-form vertical videos. There are so many different types of videos. Everything from music and tutorials to dance videos and animal videos. The videos all differ in duration from a few seconds to a full ten minutes, but total watch time is so important when it comes to TikTok’s algorithm.
But is TikTok right for your business?
Well, it depends. If you have ever complained about not having organic reach then I would say, it’s worth spending some time on. However, you have to be prepared to immerse yourself in TikTok’s culture before you start creating content. More importantly, you need to have a strategy in place in order to be successful with capturing, posting and engaging with the right audience on TikTok. This strategy shouldn’t be confused with having a big production budget or having a high posting cadence but instead, having an understanding of what videos do well on TikTok and how users consume content and use the app. Think of it this way. Have you ever been in the middle of a conversation with another person and then a third person chimes in but completely misses the mark on what you two were talking about? That’s sort of the feeling users get when they see content on TikTok that just doesn’t fit in.
Depending on your resources, TikTok might not be best suited for you. First, be honest with yourself, how much time can you set aside to forecast trends, do keyword research, create content and engage with your community…all while focusing on your current responsibilities.
While TikTok can be great for reaching new audiences, if you do not offer an option for online shopping or are limited to the customers you can serve due to certain limitations it might not be the best decision if other areas of your business or other platforms are being neglected.
A lot of views on your video won’t translate into a high volume of sales if your website is not mobile-friendly or doesn’t feel trustworthy. But TikTok will get your brand in front of a new audience.
Let’s zero in on paid ads quickly. If you decide to advertise on the platform, you can get specific on the demographics of those who will see your ad. This can help ensure those within your target audience are most likely to see the ad. TikTok says, “Don’t Make Ads. Make TikToks,” and what that means is your video should feel like it’s a TikTok. This could include trending audio, a trending effect or just be filmed in a perspective that is different than other video ads you might have set up before. The video in the ad should feel organic, it should fit in and look, feel and be consumed no different than an organic piece of content.
So be honest with yourself. Are you already trying to juggle other social media platforms, your website, newsletter marketing and running a business?
Do you have the time required to create unique and engaging content that will perform well on TikTok?
Maybe it is time to get support with your marketing by hiring a professional who can take some of the work off your plate so that you can show up on various platforms.
Brent Colmer, Founder
April 4, 2022
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