Should I put my business on Tik Tok?

We’ve been asked this question more lately and we love that our fellow small business owners are always researching and looking for new and innovative ways to reach their audience.

Answering this question always begins with, “well it depends!”

Whatever tool you use, the goal is the same: to reach a targeted audience and achieve a specific marketing goal.

So that means your business and the audience that USES that platform must connect and create value.

 

Some background on TikTok

  • TikTok is available in 150+ countries and boasts 1 billion users
  • The phone app has been downloaded 1.5 billion times globally
  • There are about 680-800 million monthly active users
  • Users spend an average of 52 minutes per day!
  • A user opens the app 8 times per day

 

Should I use TikTok then? 

In our opinion, here’s what it “depends” on:

  1. What is your goal?
  2. Who is your target market?

 

What is your goal?

Our marketing goals can fall into these broad categories

  • Sales Conversion
  • New leads
  • Brand awareness
  • Community growth

Each goal comes with different tactics and digital marketing strategy! 

 

Who is your target market?

Understanding and segmenting your target audience plays a critical role in any marketing campaign. There’s no point spraying ads or content into the ether if no one is watching or listening!

Here’s a general guideline on understanding and pin-pointing your target audience’s characteristics:

  • General demographic: age group, gender, location, marital status, income levels, possible job titles
  • Interests that relate to your business: hobbies, brands, tv shows, movies, adventure, travel, exercise etc
  • Consumer behaviour: purchasing behaviour, times most active on social media, types of content they favour
  • Answering the question: what problems are they facing and how can you solve this?

 

To make TikTok a valuable digital marketing tool, we feel your target audience should fit these general criteria:

Younger audience segment.

  • 60% of TikTok users are Gen Z – Ages between 7-22, born between 1997-2012
  • There are currently 4.6 million Gen Zs in Australia
  • The minimum age requirement for Tik Tok is 13 years old

If your target audience is within Gen Z, we would agree that TikTok could be a powerful tool for your brand!

Content that interests the younger audience.

If you don’t ‘talk that talk’ or rather don’t know how to do the “renegade”, your message will most likely go over their head.

TikTok videos range from a few seconds to 60 seconds. Usually, the content is humorous and slapstick which means that the content for your business needs to have a face or faces to it.

The video content on TikTok has a very unique style and takes a lot of time and practice to get it right. It may seem very low-quality, however, adding text, audio, visual effects and immaculate timing for your jokes is not an easy task!

 

Here’s the most popular TikTok videos this week! (Third week of February 2020)

 

Here are great examples of brands with successful TikTok content!

 

As much as creating content for Instagram, Facebook, LinkedIn and other social media channels take time and effort, learning a new language (and lots of dance) and creating video content for a younger audience will take practice and patience too.

If a humorous (and sometimes inappropriate!) tone is part of your brand, and your target audience is majority Gen Z, we would say go for it! If not, keep maximising the channels you’re on… and as always if you’re not sure… drop us a line!