Most businesses fall into one of two camps; they’ve either jumped on board the TikTok bandwagon and have made an account for their business or they haven’t yet and are not sure if they want to (there is a third camp - the camp that does not know or care about TikTok - but we figure they won’t be reading this article anyway).
There are a myriad of valid reasons why a business owner might be hesitant to set up a TikTok - the obvious one being the all added social video work it will create for your team. Some companies may even necessitate a new hire just to look after the profile and create content for it. Others may feel that the platform would be a waste of time for their business, in that perhaps their target demographic doesn’t use the app, or it wouldn’t be a significant sales driver.
The thing is, there’s a whole host of benefits to establishing your brand’s presence on TikTok; the community is growing exponentially every day with influencers, trends, products and brands organically reaching viral status and achieving booming success, all thanks to their presence within the app. Read on as we go through the key benefits of having your business on TikTok and why you should consider getting started on your TikTok journey.
When it comes to getting eyeballs on your brand and content, the bottom line is that the audience pool on TikTok is almost undefeated. Reporting over 1 billion active monthly users earlier this year, the platform shows no sign of slowing down, with the social video app being available in over 150 countries across the globe. While the app may have been known as the premier Gen Z destination, it no longer accurately describes the user base, with communities like #MomTikTok blowing up. The TikTok algorithm is also famously known for favouring content from smaller accounts, effectively blowing up an everyday post and thrusting unknown brands into the spotlight - meaning that all that potential reach is actually available to you.
Of course, many attribute TikTok’s success to its primary form of content - short form social videos. Video has been steadily increasing in popularity over the last 10 years on social media, winning out over static images, text posts and the like. We’ve seen this preference travel over to consumer attitudes towards brand content as well, with one study showing that 86% of respondents would like to see more videos from brands. TikTok is the best platform to break into this area of content if your brand has it already; not only is it’s delivery algorithm more primed to show your content to users than other platforms, but the authentic, fast-paced nature of the app and intuitive in-app editing features make it an easy way to create content that makes an impact without demanding high production value.
Branded content opportunities
If your business has found success in social media marketing before, wait ‘til you see what’s on offer at TikTok. With 5 different ways to advertise your brand on the platform (TopView ads, In-Feed ads, Brand Takeover ads, Branded Hashtag Challenges and Branded Lenses), you’ll be spoilt for choice when it comes to creating your next advertising or marketing campaign. Whether you get creative by commissioning an artist to design an Augmented Reality Lens for your brand, making it available for TikTok users to have in their own content, or want to stick with some intuitive anti-marketing style ads and slide in some in-feed social videos for users as they scroll, TikTok has the options and flexibility for you to design a campaign that works for your brand and your goals. And hey - don’t even get us started on influencer marketing in TikTok!
Lastly, it all comes down to the fantastic community interaction on TikTok. We talked about the platform's exposure and reach already, but the engagement is where it really shines. It's also the more significant metric when it comes to fostering brand loyalists and repeat customers. Early research has found that the average TikTok user will spend 52 minutes on the app per day, and as time has passed and the app has continued to adapt and optimise for longer watch time, you can bet this duration has skyrocketed.
Ready to get a batch of professional social video and social photography content made to kickstart your brand presence on TikTok? Take a look at our content creation packages here to book in a shoot!