Why TikTok offers tremendous opportunities – Maybe you’re not confident in your dancing abilities. Perhaps you don’t consider yourself “cool” enough. Maybe you can’t keep up with the never-ending trends and challenges that emerge and fade just as quickly. Maybe you’re not sure where you fit in.
TikTok can be intimidating and, dare we say, overwhelming. But would you believe us if we told you that’s also part of what makes it exciting? It’s true: the same thing that makes you sweat is also what makes this app so exciting. And strong. And powerful.
That is where the true value of your company lies. Not sure if you’re on board? We looked at some of the most common concerns about using TikTok for Business and explained why they’re actually huge opportunities.
Continue reading to learn more about TikTok’s true potential.
The social media strategies you use on other platforms will not work on TikTok. None of your hard-won insights are applicable.
You’ve spent hours figuring out exactly what you need to do on each network, and now you’re afraid you’ll have to throw it all away. (Can you imagine treating TikTok the same way you treat Twitter?)
Why is it actually an opportunity?
Tok is vastly different from every other social media platform. That, however, is NOT a bad thing. It also means that the issues you’re having on other social media platforms don’t apply here.
Is organic reach dwindling? I’ve never heard of her.
The number of followers you have on TikTok is far less important than it is elsewhere. That’s because the TikTok algorithm is a recommendation engine, designed to show you videos it thinks you’ll like based on user interactions (such as previous videos you’ve watched or liked), categories you’ve marked as interesting, and other factors.
According to TikTok, “the TikTok algorithm is based on content engagement rather than social connections.” That’s all there is to it.
What should we do about it?
To put your business on TikTok, you don’t have to completely reinvent the wheel, but you do need to return to the fundamentals of good social strategy.
What does your target audience want?
TikTok can reach your target audience as long as your content is relevant to them. This is your opportunity to try something new. Nerve-wracking? Yes, but it’s also exciting.
Why TikTok Offers Tremendous Opportunities – Reason #2: TikTok is operated by cultural tastemakers
TikTok is where cool lives and dies. And a large part of that is due to the young demographics that comprise the majority of the user base.
As a result, TikTok has become a cultural and trend engine, dictating not only what’s cool on social media, but also in real life: in fashion, food, music, pop culture—everywhere.
This can be frightening because marketing to these demographics is notoriously difficult. Your brand can be loved one minute and despised the next.
Why is it actually an opportunity?
Yes, TikTok is Gen Z’s home base (which makes it the ideal place to reach them, by the way), and they are responsible for much of the app’s cultural influence, but they aren’t the only ones there: TikTok users in the United States aged 35 to 54 have more than tripled year over year. (Reread that.)
Furthermore, older adults are increasingly using TikTok to defy stereotypes and define what’s cool—and they’re being welcomed with open arms.
So you can reach the “cool” people in any demographic on TikTok, but more importantly—no it’s longer just the “cool” people who get to be tastemakers. TikTok has made it possible for random hobbyists, eclectic subcultures and aesthetics, and traditionally “uncool” or uncelebrated communities to not only gather, but thrive.
There is no such thing as cool anymore.
Users organize themselves around niches, of which there are many. Yes, truly. Even technology. Finance, too. Even the law. Even business-to-business. And even [insert your industry here].
TikTok is suitable for all types of businesses.
You don’t have to force yourself into a box where you don’t belong. So, test what you think is cool. Because TikTok is open to things that aren’t traditionally or mainstream cool—as long as they appear genuine.
What doesn’t work is pretending to be cool or attempting to be cool when you’re not.
What should we do about it?
All of this is good news for your company. It means you don’t have to pander to superficially cool things in order to be popular. You simply need to find the right people and deliver your content in the proper manner.
First and foremost, understand the essence of your brand and embrace it wholeheartedly. TikTokers will throw you to the wolves if you try to be someone you’re not.
Second, determine where your target audience spends their time on the app.
Are they familiar with #BookTok? Growing in #PlantTok strength? Do you like #CottageCore? To find your niche, do some digging and watch some TikTok videos. (We’ll call it research.)
However, don’t stop there.
Make videos about their interests that they can relate to, that entertain them, and that even teach them something new. Comment on videos posted by others in the subculture. And, if possible, collaborate with other creators in your field.
Why? They boost results: 42 percent of users discover new products through creators’ brand-sponsored TikToks, and creators drive a 20 percent increase in purchase intent.
Looking for a TikTok cheat code to figure out what the f@*! is going on? Make it Make Sense: A TikTok Culture Guide is your one-stop-shop for learning about top creators, popular subcultures, and more.
Why TikTok Offers Tremendous Opportunities – Reason #3: TikTok trends change at breakneck speed
TikTok is the birthplace of trends. It is culturally avant-garde. But everything moves so fast that it’s difficult to keep up, let alone create content that works.
And there are so many trends that you couldn’t possibly do them all even if you could keep up. You can’t blame yourself for wondering, “What’s the point of even trying?”
Why is it actually an opportunity?
Every social media manager’s eternal struggle (which we are all too familiar with): what the hell do I post today? And what about tomorrow? What about the next day? And the list goes on…?
One of the most difficult aspects of the job is filling a calendar with content that feels new, clever, and entertaining.
The dizzying speed and sheer volume of TikTok trends may be intimidating at first, but consider this: it’s also an ENDLESS fountain of content ideas.
The platform is built around the concepts of recycling, remixing, and collaboration. As a result, there is always something to post on TikTok.
What should you do about it?
Take advantage of TikTok’s abundance of content ideas.
But, and this is critical, don’t feel obligated to jump on every passing trend. In addition to the fact that we are fairly certain it is not humanly possible, we would not recommend it.
Trying to do everything will result in you spreading yourself too thin. Not every trend will be YOUR trend, and that’s fine. Getting caught up in the wrong trend can often make your brand look worse than if you did nothing at all. You’ll recognize the correct one when you see it.
Instead, concentrate on consistently producing high-quality, valuable content. Consider trends to be your personal idea bank.
The good news is that even if you never participate in a single trend, simply staying informed about them will put you ahead of the game.
Why? Because TikTok trends are at the forefront of the cultural zeitgeist, what you see there will be what everyone else is seeing in about two weeks.
Even if you don’t have the time or resources to jump on a trend as it happens on TikTok, you’ll at least get the references and be ready to play off of them later on your other social channels (if appropriate, of course).