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/ #teamSociate / Is TikTok right for your business?

Is TikTok right for your business?


By Shifa Sarguru, SOCIATE’s Copywriting Intern


As a kid at a candy stall, it was hard to choose which ones would end up in your paper bag.

For me, that’s something I struggle with to this day.


At the end of the day, we have to choose. The same is true for your brand’s online presence. 


Meet Dave. Dave owns a bakery called Sweet Creations. It’s been four months since he launched it, and now Dave wants it to go digital. So Dave creates a Facebook and Instagram page. A friend recommends that Dave should create YouTube videos. Dave hires part-time support that offers to help him create a TikTok account. Now Dave creates short videos for TikTok with weird dances he doesn’t understand. 


Sweet Creations is now on Instagram, Facebook, LinkedIn, YouTube, Pinterest, TikTok…and the next emerging social media platform. On the surface, Sweet Creations is now available to its customers everywhere. 


Which is a good thing, right?


Probably not. Every social media platform is a stage. Your business can be presented on every stage but there’s a cost. When your brand is scattered across the internet, it is hard for it to grow. Because:


  • Your content needs to be customized for each platform and its audience. 
  • Not every social media platform will serve your needs. 
  • Having multiple social media accounts takes money, effort, and time.


Ask yourself three questions:


  1. Who and where is my target audience? 
  2. What type of content suits my business?
  3. What are my goals for social media marketing? 


Should your company be on TikTok? 


Target Audience 

TikTok’s core audience is 48% between 18 to 29 years old and 27% between 13 to 17 years old. If your brand is targeting a younger audience like GenZ and younger millennials, then TikTok is the platform for you.


Type of Content 


TikTok has the highest engagement rate (9.38%) for users with less than 1,000 followers. ByteDance, the company behind TikTok wanted to create an app for karaoke with a social aspect. Therefore, music is an important aspect of TikTok posts. 


TikTok is a platform for fun, light-hearted and creative content. Your ability to use trends and being creative with your content determine your engagement rate on TikTok. Remember that TikTok posts are generally well-received in a vertical format. 


Goals for Social Media Marketing 


“TikTok for Business” has introduced advertising for brands. TikTok is a platform that will increase your reachability to a younger audience, and when properly used, it is a powerful tool for getting your brand to go viral. TikTok videos are short and can be easily shared to other social media platforms such as Instagram, Pinterest, Facebook and Twitter. 


Before creating a business account on a social media platform, remember the three factors: your target audience, type of content and goals for social media marketing. Need help with choosing and managing your social media platforms? Contact our team of marketing specialists at [email protected] 

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