TikTok combines the best of Instagram, Vine and Twitter by allowing users to create short-form, music- and dance-centered videos. Known initially as Musical.ly, TikTok has more than 500 million active monthly users and recorded its most significant month yet in December 2019 with 75 million new users.
If you’re not using TikTok, you’re potentially missing out on reaching a large audience that can be more difficult to reach on other social media platforms. But it’s important to remember that TikTok isn’t the right platform for every business. Before investing the time in creating an account and developing content, you need to decide if it’s the right move for your brand. To help you decide, we’ve created a few guidelines:
- Do your homework. Invest the time in learning more about TikTok. Understand the culture of the users and how they’re engaging with others on the platform. TikTok is designed for visually appealing content, and it’s not the proper place for sales pitches or product demos.
- Do it right or don’t do it at all. Because TikTok is different from other platforms, it will require you to create a separate set of content. If you’re going to be on TikTok, you have to be able to do it right; otherwise, it’s not worth investing the time, energy and resources.
- Determine your goals. Outline a list of objectives you’re looking to accomplish in establishing your brand on TikTok. Use your goals to shape your decision making.
TikTok has become an increasingly attractive social media platform for many consumer brands because it’s still uncharted territory. Brands are slowly starting to establish themselves on the platform, and, like any social media site, it takes time. If you’ve decided to invest the resources into building your brand on TikTok, we’ve outlined three practices to help you along the way:
- To reiterate a guideline above, do it right or don’t do it at all. You have to be active on TikTok to be successful, but you also have to know what you’re doing. Understand the type of content that will engage your audience, and produce that content on your channels.
- Content is king. While content is essential on any social media platform, it’s easy to say that content is most important on TikTok. Create a fun, memorable voice for your brand, and continue to mirror that in all of your content. When you produce consistent yet creative content, your brand awareness will increase over time.
- Invest in advertising campaigns. TikTok currently supports four types of advertising campaigns: native in-feed content, brand takeovers, hashtag challenges and branded lenses. Similar to print and digital advertising, each advertising method has its pros and cons. Revisit your original goals to determine which type of advertising makes sense for your brand.
Sometimes, to stand out, you need to think outside the box. TikTok provides a new opportunity to establish your brand in relatively uncharted territory for our industry. TikTok will continue to flourish, just as many of today’s social media platforms such as Facebook and Twitter did, and it could be the platform to fill the missing piece of the puzzle for your brand.