There’s one query we get requested ALL the time: Ought to my enterprise be on TikTok?
The quick reply to this query is “sure.” This weblog put up wouldn’t be very useful if we left it at that although, would it not?
Learn on for a extra nuanced reply, the place we offer you a framework for evaluating whether or not TikTok is best for you and supply examples of organizations—from the monetary providers trade to native authorities—who’ve discovered devoted audiences on this distinctive platform.
You’re in all probability already managing a number of social media platforms on your model. New ones crop up on a regular basis, so what’s so particular about TikTok? Quite a bit truly, however we’ll get to that later.
First up, check out the questions we put collectively that will help you consider TikTok and determine whether or not it is best to give it a strive or give it a go.
Do your analysis by signing up for a private TikTok account and lurking round to see who’s utilizing the platform and the way.
Take note of who’s lively in your trade or verticals and examine to see in case your rivals are there. Simply because they’re doesn’t imply try to be, in fact, however it may very well be an indication that it’s value testing.
You can even discover a ton of information about TikTok customers in Hootsuite’s Digital Report collection.
When you’ve decided your viewers is on the platform, it’s good to determine in the event you can provide them one thing they need or want.
TikTok isn’t like different platforms—you received’t succeed by being overtly sales-forward or corporate-sounding. Take into consideration the content material that works finest on TikTok, then contemplate whether or not it’s one thing you and your group can ship.
It doesn’t matter what you’re posting or who’s answerable for posting it, there’s a value when it comes to time, cash, and different assets.
Whereas TikTok customers favor genuine, low-production content material, there’s nonetheless an funding concerned in executing intelligent and fascinating movies.
Think about what assets you’d want to take a position on this new channel and when you’ve got the expertise in-house to dedicate to it.
TikTok gives a chance to do one thing new that would delight your viewers. It has popularized short-form vertical movies with a really totally different tone than different platforms.
Is there a chance so that you can do one thing totally different together with your model voice or fashion? Positively. But in addition ask your self if one thing new can be precious for your enterprise.
Your targets are the center of your social media technique and your social community selections have to be in service of them.
You might have heard that TikTok is wonderful for its natural attain. However that’s not all. It’s additionally a terrific channel to help the consideration stage of the client journey, drive conversions, and construct buyer loyalty. Study extra in a weblog put up concerning the TikTok alternative—we’ve laid all of it out for you there.
Do TikTok’s best strengths line up with what you’re making an attempt to attain together with your social media technique?
For social entrepreneurs, TikTok is turning into more and more exhausting to disregard. It was the most downloaded app of 2021 with 656 million downloads (over 100 million greater than its closest rival, Instagram), bringing the overall to over 2 billion downloads globally.
Opposite to in style perception, TikTok is not only for Gen Z, which means entrepreneurs can attain different age teams on this platform. Working example: American TikTok customers aged 35 to 54 have greater than tripled 12 months over 12 months.
Bonus: TikTok’s greatest demographics, key issues it’s good to know concerning the platform, and recommendation on the best way to make it be just right for you? Get all of the must-know TikTok insights for 2022 in one useful infosheet.
One other widespread false impression is that manufacturers don’t belong on TikTok. There’s a enormous alternative for manufacturers and organizations of all sizes and styles on TikTok. With the launch of in-app buying, it’s turn into much more important to manufacturers trying to join immediately with prospects—70% of TikTokers say they’ve found new merchandise and types on the platform that match their existence and nearly half of TikTok customers say they purchased one thing they noticed within the app.
TikTok isn’t only for client manufacturers, both: 13.9% of B2B resolution makers who use social for work analysis say that TikTok influences their buy choices. Whereas it is probably not the obvious platform for direct B2B gross sales conversions, TikTok gives a terrific house to construct model belief and loyalty:
To reveal that manufacturers and organizations of all types can discover a house on TikTok, we’ve compiled an inventory of TikTok accounts making waves in seemingly surprising locations.
Native government-run organizations like libraries, faculties, hearth departments, parks, and transit suppliers could doubt that TikTok is a platform the place they will have an effect, however there are lots of examples of native authorities organizations doing simply that.
Fowlerville District Library, positioned in Livingston County, Michigan, joined TikTok in Could 2021 and has constructed a stable following of 96.6K. That is notable for the reason that village has a inhabitants of solely 2,886 folks!
The library’s account options movies of its affable workers reviewing books, having enjoyable with TikTok tendencies, and selling inclusion and social justice via their love of books.
@fowlervillelibrary Reply to @ktempestbradford Right here’s an inventory of queer books with BIPOC characters! 😁 #library #librarytiktok #booktok #lgbt ♬ Life Goes On – Oliver Tree
Sioux Falls Fireplace Rescue positioned in South Dakota joined TikTok in February 2020 and has gained an unimaginable following of 178.7K with its humorous, genuine movies that function its workers, mascots, and trending audio tracks.
This video alone had 3.4 million views and over 8,000 feedback.
@siouxfallsfirerescueReposting this video however it didn’t get the hype it deserved🤷🏽♀️♬ authentic sound – Sioux Falls Fireplace Rescue
TikTok movies utilizing the #Finance hashtag have 6.6 billion views so there’s a huge viewers for monetary providers on the platform.
Revolut, the digital financial institution that has taken the UK and Europe by storm, has over 6,000 TikTok followers. It responds rapidly to TikTok tendencies and will get tons of engagement. A few of its movies have gained tens of millions of views—the one under was watched 3.9 million occasions!
@revolutapp My cash don’t jiggle jiggle, it folds. 💶 #Revolut #FYP #mymoneydontjiggle #jigglejiggle ♬ Jiggle Jiggle – Duke & Jones & Louis Theroux
But it surely’s not simply digital banks and fintech corporations that discover success on TikTok. Conventional banks are additionally connecting with totally different audiences via a spread of various methods.
The Royal Financial institution of Scotland companions with TikTok influencers to create user-generated content material (UGC) on a spread of money-related matters together with money-saving ideas for college kids, recommendation for getting your first house, and methods to keep away from monetary scams.
The financial institution’s content material technique performs very well, with some movies gaining over 2 million views.
@royal_bank On The Cash | Saving up for a deposit. #onthemoney #firsthome ♬ authentic sound – Royal Financial institution of Scotland
State Farm gives all of the proof you want that insurance coverage manufacturers belong on TikTok. The model revived a beloved character—Jake from State Farm—from a well-known 2011 TV commercial and constructed a house for him on TikTok.
Jake is fast to leap on all the newest TikTok tendencies and is constant in referring again to the unique advert that made him well-known. (e.g., his response when requested what he was carrying, “Uh, khakis”?)
The reimagined character’s 424.5K TikTok followers and unimaginable engagement stats reveal how even manufacturers from conservative industries like insurance coverage can discover huge success on the platform.
@jakefromstatefarm With the title Jake from State Farm, I gotta be the primary character ☺️ Plead your case within the feedback @Boban Marjanovic @TheTraeYoung @Karl-Anthony Cities #NBA #NBAEdits ♬ authentic sound – Jake from State Farm
Intuit Quickbooks joined TikTok in November 2021 and has already earned 21.8K followers via its intelligent technique that includes content material from the small enterprise homeowners who depend on Quickbooks to run their corporations.
@quickbooks Operating a small enterprise IRL isn’t all iced lattes and lip balm, however the exhausting work pays off. 💪@gabrielfeitosagrooming #newbiznoproblem #smallbusinessowner ♬ authentic sound – QuickBooks
Sure, even dentists belong on TikTok. The Singing Dentist brings unimaginable humor to his area and has gained 217.9K followers consequently.
Along with his dental puns, humorous songs, and dance strikes, the Singing Dentist’s movies frequently go viral and convey smiles to a whole lot of 1000’s of individuals on TikTok.
@dentistsinging Some Dental Dance strikes for you,,, you’re welcome!! #dance #dental #foryou #fyp ♬ Imagine Me – Navos
Hopefully we’ve satisfied you of the worth TikTok can deliver to your enterprise’s social media technique. Regardless in the event you’re the most popular new retail model or a neighborhood library in a small city, you could find a house on TikTok.
Right here’s how one can get began:
When you haven’t already, obtain the TikTok app and safe your model’s deal with. Get ideas from our TikTok for enterprise weblog about including extra info to your profile and accessing metrics and viewers insights.
Write a intelligent bio (try your friends’ bios for inspiration) and add a hyperlink to your web site. You’ll want to add a UTM to your hyperlink if you wish to monitor the site visitors TikTok’s sending your approach.
For assist understanding the best way to navigate TikTok’s difficult-to-define components, get your arms on Hootsuite’s TikTok Tradition Information. Studying it’s like sitting subsequent to a good friend who’ll clarify all the pieces in plain language. We promise it’ll deliver you in control very quickly.
Observe your pursuits on the platform and watch some content material out of your rivals, adjoining trade gamers, and creators to see what they put up and the way they have interaction with their audiences.
The feedback part of TikTok movies is a good place to discover ways to converse TikTok. After we launched our model on the platform, we found that proactively commenting on different manufacturers’ posts introduced tons of site visitors to our account. Study how Hootsuite grew our following to 11.5k in 10 months.
Consider a humorous sketch about your trade, strive a dance transfer, or share a life hack. The movies don’t have to be high-quality—65% of TikTok customers agree that professional-looking movies from manufacturers really feel misplaced or odd on TikTok (Advertising and marketing Science International Neighborhood and Self-expression Examine 2021).
You’ll see from the examples above that the content material works higher if it’s genuine. Try ideas and tips on our weblog to get began.
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