Why businesses shouldn’t ignore TikTok

iPhone with TikTok on
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Tik Tok is just for teenagers, right? Wrong! Read why businesses shouldn’t dismiss TikTok as a fad. TikTok is for businesses too.

It’s all about the algorithm and pace

Most of us are guilty of being a bit sceptical of TikTok. Until recently, I thought it was an online youth club jam-packed with teenagers smashing dance challenges and jumping (literally) on trending music. If you’re still thinking this, you’re missing a trick.

I was also a non-believer until I delved into it properly. What I found was frighteningly good. Once the clever algorithm attaches itself to your likes and dislikes, you discover a tailored feed of engaging content that is nothing short of addictive.

In this world where we demand snackable content, TikTok is the King and as yet, no one has replicated the formula. Tik Tok works and it works incredibly well. There is nothing else out there that’s like it.

Paid advertising on TikTok

I recently attended the Entrepreneurs Circle ‘Getting & Keeping Customers Convention’ in Birmingham where there was a session about how businesses can utilise TikTok and in particular what you can achieve via their paid ads. TikTok’s paid advertising options feel new and exciting. It reminds me of how Google Search Ads used to be at the start. Back then, those who dared to take Google Search Ads on board did actually win.

Today you may be surprised at just how many brands are achieving massive success on TikTok. And we’re talking about luxury brands here, not just those who are after the attention of Gen Z. This platform is a fantastic advertising opportunity if you go about it in the right way.

The data

Over the past few years, TikTok has reached 3 billion global downloads with users spending an average of 1.5 hours a day posting and scrolling.

Tik Tok has over 1 billion monthly active users around the world.

I’m Gen X and I know many of my peers are now on TikTok.

This is not a fad. TikTok is here to stay.

How I discovered the reach and potential of TikTok

I hadn’t truly realised TikTok’s potential until I started a TikTok diary of my new hobby (DJing if you’re interested). When I went to tag some of the organisations who had supplied my DJ gear, I was astounded to find many of these were absent from the platform.

I could not believe it!  Since I started posting 2 weeks ago, most of my posts about the tech I have purchased have hit about 3,000 with one reaching 11,000 views and all with high engagement from these brands’ ideal demographic. Just think about the potential markets that these companies are missing out on by ignoring TikTok.

The challenge to operating successfully on Tik Tok is in finding your customers’ ‘vibe’. Nobody wants to be overtly sold to; instead it requires a more collaborative approach. That’s where your influencers come in so they can encourage your customers to organically share and review their purchases.

I’ve already bought a gold skirt (don’t judge) and a face cream because #TikTokmademebuyit

Go and check TikTok out

The message here is don’t write off TikTok as a fad because it is so much more than that. Your brand may be the topic of conversation right now on TikTok. Yet if you are not on this exciting platform yourself how do you even know? How can you engage with thousands of potential customers who are using TikTok as their prime social media outlet if you’re not even aware of TikTok so are unable to engage with them?

If you are stuck at the “how” you might use TikTok, create an account and do some social listening yourself (that’s what I call getting lost down a rabbit hole for 3 hours!).

And if you’d like to see what I am up to on TikTok, I’m @lucyb_uk – see you there!

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