Launched in 2016, TikTok became a tremendous success on the social media scene by offering users the ability to post short-form videos. Far from a short-lived fad or gimmick, TikTok today boasts over 2 billion downloads and over 1 billion active users across over 150 countries — more than a worthy contender against the established social media sites like Facebook and Instagram. Its influence can also be seen in the way it has sparked trends like ‘Heard It On TikTok’ and ‘TikTok Made Me Buy It’. For content marketing, it’s become a must. So, if you’re still not sure whether to take the plunge, here are five important reasons why you should consider using TikTok for your business.

1) It’s not just for the young crowd

TikTok has now been downloaded over 3.5 billion times worldwide, making it only the fifth app to accomplish that feat. So while it’s true that TikTok is incredibly popular with Generation Z, with 60% of users aged between 16 and 24, there’s a lot more to this platform than just the latest dancing and music trends among the youngsters. In fact, around 1 billion people use TikTok every month, posting a wide range of topics such as cooking, sports, education, science, life advice and more.

Assuming you already know your main target audience, you can then begin conducting research like trending videos and hashtags that relate to your services. That way, when you come to produce your own videos, you’ll make it a lot easier for the right people to discover your content. If you’re not sure who exactly your audience is, check out our blog article: How to find your target audience and create content they care about.

Don’t be discouraged if your core demographic isn’t on this platform either! 56% of users feel closer to brands they see on TikTok, while 61% of users like brands more when they engage in the latest trends. So, by posting regular content, you’ll be building trust and recognition of your brand and remain one step ahead of the competition.

2) You can show your personality when using TikTok for marketing

While social media channels like Facebook and Instagram encourage a mixture of casual and serious content, TikTok is known purely for fun, light-hearted videos that, above all, are authentic. Even if you run a serious business, it’s worth considering how you can channel your creativity to create dynamic content that’s entertaining and informative.

Look at On The Tools for example, a construction and tradesmen-based channel that’s garnered over 900k followers. The secret to their success? Short, sharp videos of funny challenges, light-hearted pranks and observational comedy in the world of construction.

High-profile brands on TikTok like Adidas, Nando’s and BMW have also adapted their marketing to suit this platform. Rather than plug their products or services with an elaborate pitch, they instead opt to tell an interesting story or show off their brand’s personality by sharing useful tips relating to their industry, poking fun at customer stereotypes, showing a behind-the-scenes look at their facilities or even publicising the office dog.

More than anything, TikTok is about experimenting and enjoying yourself. If you can make someone laugh, they’re far more likely to share your message with others.

3) It’s incredibly easy to use TikTok for business

If the phrase ‘video editing’ has left you scratching your head, fret not! With TikTok, everything you need is right at your fingertips.

Simply hit ‘Record’ and once you’re done filming, you’ll be able to enhance your footage with filters, royalty-free music, captions, voiceovers as well as sound and voice effects – all in just a few taps. You can even edit and merge your clips together while on-the-go.

Although you could splash out on professional editing software to spruce up your videos, most users actually prefer a raw, realistic look that shows the real you. Furthermore, since videos are limited to either 15 or 60 seconds, you don’t need to spend a huge amount of time creating each one, allowing you to post more frequently and fervently.

4) It has great user engagement

Recent studies have shown that the average TikTok user opens the app 8 times every day and spends around 52 minutes browsing it. When compared to other platforms like Facebook (33 minutes) and Instagram (29 minutes), TikTok offers an unparalleled opportunity for your brand to be discovered.

Several large businesses have also come to appreciate the value of TikTok’s user-generated content. In one famous example, in October 2020, Nathan Apodaca filmed himself skateboarding to work while drinking Ocean Spray’s Cranberry Juice, which received over 46 million views. Although the video itself wasn’t endorsed by Ocean Spray, its popularity led to them receiving 15 billion media impressions within a month!

While it’s impossible to predict what the next big thing will be, it’s worth considering how you can promote yourself in a creative way that encourages others to share your content.

5) You can create a TikTok Business Account

Although TikTok is known mainly for its word-of-mouth marketing, upon setting up a free Business Account, you’ll be able to start creating your own adverts. This includes:

➤ In-Feed Videos – feature 15-second ads between user videos throughout the ‘For You’ page that links to a designated landing page

➤ Brand Takeover Ads – increase your brand awareness with a 15-second video that appears when users open their app

➤ TopView Ads – much like Brand Takeover Ads, albeit 60 seconds in length. These can also link through to an external page

➤ Hashtag Challenges – create your own challenge to help boost engagement and awareness of your brand

➤ Branded Lenses – create and design your own filter that users can insert into their videos

If you have a large enough budget, you can even combine multiple campaigns to create a unified presence that grabs people’s attention. Best of all, you’ll also be given access to performance metrics and audience insights so that you can see exactly how your content and campaigns are doing. If you’re not sure how to advertise on TikTok, check out their step-by-step guide that outlines the best way to get started.

Wrapping up

If you’re looking for a unique and effective way of making your brand stand out, there’s no better place than TikTok. Few platforms can match its impact, popularity or engagement rate, making it a clear choice for any aspiring digital entrepreneurs.

By adopting the right approach, almost any business can succeed. With enough hard work and the right timing, you might even go viral!