There’s one query we get requested ALL the time: Ought to my enterprise be on TikTok?
The quick reply to this query is “sure.” This weblog publish wouldn’t be very useful if we left it at that although, would it not?
Learn on for a extra nuanced reply, the place we give you a framework for evaluating whether or not TikTok is best for you and supply examples of organizations—from the monetary companies business to native authorities—who’ve discovered devoted audiences on this distinctive platform.
You’re most likely already managing a number of social media platforms to your model. New ones crop up on a regular basis, so what’s so particular about TikTok? Rather a lot really, however we’ll get to that later.
First up, check out the questions we put collectively that will help you consider TikTok and determine whether or not you must give it a attempt or give it a move.
Do your analysis by signing up for a private TikTok account and lurking round to see who’s utilizing the platform and the way.
Take note of who’s energetic in your business or verticals and verify to see in case your opponents are there. Simply because they’re doesn’t imply try to be, after all, nevertheless it could possibly be an indication that it’s value testing.
You may also discover a ton of information about TikTok customers in Hootsuite’s Digital Report series.
When you’ve decided your viewers is on the platform, you should determine for those who can provide them one thing they need or want.
TikTok isn’t like different platforms—you gained’t succeed by being overtly sales-forward or corporate-sounding. Take into consideration the content material that works greatest on TikTok, then take into account whether or not it’s one thing you and your group can ship.
It doesn’t matter what you’re posting or who’s chargeable for posting it, there’s a price when it comes to time, cash, and different sources.
Whereas TikTok customers favor genuine, low-production content material, there’s nonetheless an funding concerned in executing intelligent and fascinating movies.
Take into account what sources you’d want to speculate on this new channel and you probably have the expertise in-house to dedicate to it.
TikTok supplies a possibility to do one thing new that might delight your viewers. It has popularized short-form vertical movies with a really totally different tone than different platforms.
Is there a possibility so that you can do one thing totally different together with your model voice or type? Undoubtedly. But additionally ask your self if one thing new could be priceless for your enterprise.
Your objectives are the guts of your social media technique and your social community decisions must be in service of them.
You’ll have heard that TikTok is wonderful for its natural attain. However that’s not all. It’s additionally an awesome channel to assist the consideration stage of the customer journey, drive conversions, and construct buyer loyalty. Study extra in a blog post concerning the TikTok alternative—we’ve laid all of it out for you there.
Do TikTok’s biggest strengths line up with what you’re attempting to realize together with your social media technique?
For social entrepreneurs, TikTok is turning into more and more onerous to disregard. It was the most downloaded app of 2021 with 656 million downloads (over 100 million greater than its closest rival, Instagram), bringing the overall to over 2 billion downloads globally.
Opposite to in style perception, TikTok is not only for Gen Z, which means entrepreneurs can attain different age teams on this platform. Living proof: American TikTok customers aged 35 to 54 have more than tripled 12 months over 12 months.
Bonus: TikTok’s biggest demographics, key things you need to know about the platform, and advice on how to make it work for you? Get all the must-know TikTok insights for 2022 in one handy infosheet.
Another common misconception is that brands don’t belong on TikTok. There’s a huge opportunity for brands and organizations of all shapes and sizes on TikTok. With the launch of in-app shopping, it’s become even more essential to brands looking to connect directly with customers—70% of TikTokers say they’ve found new merchandise and types on the platform that match their existence and virtually half of TikTok users say they purchased one thing they noticed within the app.
TikTok isn’t only for client manufacturers, both: 13.9% of B2B decision makers who use social for work analysis say that TikTok influences their buy choices. Whereas it might not be the obvious platform for direct B2B gross sales conversions, TikTok supplies an awesome area to construct model belief and loyalty:
To show that manufacturers and organizations of all types can discover a house on TikTok, we’ve compiled an inventory of TikTok accounts making waves in seemingly sudden locations.
Native government-run organizations like libraries, faculties, hearth departments, parks, and transit suppliers might doubt that TikTok is a platform the place they will have an effect, however there are lots of examples of native authorities organizations doing simply that.
Fowlerville District Library, situated in Livingston County, Michigan, joined TikTok in Could 2021 and has constructed a strong following of 96.6K. That is notable for the reason that village has a inhabitants of solely 2,886 folks!
The library’s account options movies of its affable employees reviewing books, having enjoyable with TikTok traits, and selling inclusion and social justice via their love of books.
@fowlervillelibrary Reply to @ktempestbradford Right here’s an inventory of queer books with BIPOC characters! 😁 #library #librarytiktok #booktok #lgbt ♬ Life Goes On – Oliver Tree
Sioux Falls Fire Rescue situated in South Dakota joined TikTok in February 2020 and has gained an unbelievable following of 178.7K with its humorous, genuine movies that characteristic its employees, mascots, and trending audio tracks.
This video alone had 3.4 million views and over 8,000 feedback.
@siouxfallsfirerescueReposting this video nevertheless it didn’t get the hype it deserved🤷🏽♀️♬ original sound – Sioux Falls Fire Rescue
TikTok movies utilizing the #Finance hashtag have 6.6 billion views so there’s a huge viewers for monetary companies on the platform.
Revolut, the digital financial institution that has taken the UK and Europe by storm, has over 6,000 TikTok followers. It responds rapidly to TikTok traits and will get tons of engagement. A few of its movies have gained tens of millions of views—the one below was watched 3.9 million instances!
@revolutapp My cash don’t jiggle jiggle, it folds. 💶 #Revolut #FYP #mymoneydontjiggle #jigglejiggle ♬ Jiggle Jiggle – Duke & Jones & Louis Theroux
Nevertheless it’s not simply digital banks and fintech firms that discover success on TikTok. Conventional banks are additionally connecting with totally different audiences via a variety of various methods.
The Royal Bank of Scotland companions with TikTok influencers to create user-generated content material (UGC) on a variety of money-related matters together with money-saving suggestions for college students, recommendation for purchasing your first house, and methods to keep away from monetary scams.
The financial institution’s content material technique performs very well, with some movies gaining over 2 million views.
@royal_bank On The Cash | Saving up for a deposit. #onthemoney #firsthome ♬ original sound – Royal Bank of Scotland
State Farm supplies all of the proof you want that insurance coverage manufacturers belong on TikTok. The model revived a beloved character—Jake from State Farm—from a well-known 2011 TV advertisement and constructed a house for him on TikTok.
Jake is fast to leap on all the newest TikTok traits and is constant in referring again to the unique advert that made him well-known. (e.g., his response when requested what he was sporting, “Uh, khakis”?)
The reimagined character’s 424.5K TikTok followers and unbelievable engagement stats show how even manufacturers from conservative industries like insurance coverage can discover huge success on the platform.
@jakefromstatefarm With the title Jake from State Farm, I gotta be the primary character ☺️ Plead your case within the feedback @Boban Marjanovic @TheTraeYoung @Karl-Anthony Cities #NBA #NBAEdits ♬ original sound – Jake from State Farm
Intuit Quickbooks joined TikTok in November 2021 and has already earned 21.8K followers via its intelligent technique that includes content material from the small enterprise homeowners who depend on Quickbooks to run their firms.
@quickbooks Working a small enterprise IRL isn’t all iced lattes and lip balm, however the onerous work pays off. 💪@gabrielfeitosagrooming #newbiznoproblem #smallbusinessowner ♬ original sound – QuickBooks
Sure, even dentists belong on TikTok. The Singing Dentist brings unbelievable humor to his discipline and has gained 217.9K followers because of this.
Together with his dental puns, humorous songs, and dance strikes, the Singing Dentist’s movies recurrently go viral and convey smiles to lots of of 1000’s of individuals on TikTok.
@dentistsinging Some Dental Dance strikes for you,,, you’re welcome!! #dance #dental #foryou #fyp ♬ Believe Me – Navos
Hopefully we’ve satisfied you of the worth TikTok can deliver to your enterprise’s social media technique. Regardless for those who’re the most popular new retail model or an area library in a small city, yow will discover a house on TikTok.
Right here’s how one can get began:
In the event you haven’t already, obtain the TikTok app and safe your model’s deal with. Get suggestions from our TikTok for business blog about including extra data to your profile and accessing metrics and viewers insights.
Write a intelligent bio (take a look at your friends’ bios for inspiration) and add a hyperlink to your web site. Be sure you add a UTM to your link if you wish to observe the visitors TikTok’s sending your approach.
For assist understanding tips on how to navigate TikTok’s difficult-to-define parts, get your palms on Hootsuite’s TikTok Culture Guide. Studying it’s like sitting subsequent to a buddy who’ll clarify all the things in plain language. We promise it’ll deliver you on top of things very quickly.
Observe your pursuits on the platform and watch some content material out of your opponents, adjoining business gamers, and creators to see what they publish and the way they have interaction with their audiences.
The feedback part of TikTok movies is a good place to learn to communicate TikTok. After we launched our model on the platform, we found that proactively commenting on different manufacturers’ posts introduced tons of visitors to our account. Study how Hootsuite grew our following to 11.5k in 10 months.
Consider a humorous sketch about your business, attempt a dance transfer, or share a life hack. The movies don’t must be high-quality—65% of TikTok customers agree that professional-looking movies from manufacturers really feel misplaced or odd on TikTok (Advertising and marketing Science World Neighborhood and Self-expression Research 2021).
You’ll see from the examples above that the content material works higher if it’s genuine. Try tips and tricks on our weblog to get began.
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