Does Your Business Really Need To Be On TikTok?

Is TikTok Right for Your Business? Exploring the Potential

TikTok’s Popularity and Impact – TikTok has become a global sensation, capturing the attention of people from all walks of life. From governments vying for control to individuals of all ages engrossed in its content, the platform has sparked a curious question among businesses: Should they invest in creating larger-than-life representations of their brand on TikTok?

Between 2018 and 2020, TikTok’s user base skyrocketed by a staggering 1157.76%. This surge in popularity has led to the emergence of inside jokes and obscure references that have infiltrated everyday conversations, potentially leaving those not on the app feeling left out. Despite mixed sentiments surrounding this social platform, one undeniable truth remains: short-form video content is incredibly engaging.

The Power of Short Attention Spans

In a world where human attention spans have shrunk by approximately 4.25 seconds since the turn of the millennium (Y2K), marketers are left with a mere 8.25 seconds to captivate, inform, and hopefully engage their target audience. Given the limited timeframe and the plethora of social media platforms to choose from, the decision to invest time, resources, and funds into a platform like TikTok, which many are still trying to fully grasp, becomes a complex challenge.

Considering the Challenges

Beyond the immediate concerns about TikTok’s future in America, managing a social media account on a platform that thrives on dynamic, real-time content is no small task—it’s practically a full-time job. To delve into the behind-the-scenes reality of crafting TikTok videos for businesses, MarkMeets PR agency insights shed light on the intricate process of producing engaging TikTok content.

Researching and Understanding the Landscape

The journey begins with research. If you view your TikTok presence as a business endeavor rather than a personal pursuit, carve out dedicated time to scroll through the platform. By immersing yourself in the user experience, you gain insights into the content that brands similar to yours are creating and how they engage with their audience. Keep a keen eye out for ongoing trends, potential future trends, and fading trends. This vigilance ensures that the video style and soundtrack you choose are aligned with the platform’s prevailing interests. Failing to do so risks your video falling flat or even making your brand appear disconnected from the audience.

From Concept to Content

After brainstorming concepts for your next major video, pitching them to decision-makers, securing the green light, and obtaining any necessary props, it’s time for the content shoot. In Natalie’s case, she handles everything in a single day—filming, acting, and editing around 2-3 pieces of content. Each video production takes anywhere from 2 to 6 hours. During filming, she consults a shot-list that outlines essential talking points. Editing, on the other hand, is a distinct process. Using TikTok’s built-in editor, she polishes transitions, synchronizes audio seamlessly, and ensures that the text is accurate and readable.

Navigating the Approval Process

The moment of truth arrives when the content is submitted for approval. The term “finally” is a bit ironic, as getting a piece of content approved for initial posting (V1) feels like a stroke of luck. While awaiting feedback and possible revisions, Natalie collaborates with the data team to identify trending keywords and hashtags that can enhance the video’s caption for search engine optimization (SEO). Once her final edits are in place, the thumbnail gains approval, and closed captioning is integrated, the video is ready to go live.

Assessing Performance and Learning

A fresh 42-second video enters the digital realm, and this achievement stems from approximately 3 days of concerted effort. The subsequent step involves monitoring the video’s performance. Natalie compiles a report detailing successful elements and shortcomings, all with the goal of informing her future creative endeavors.

TikTok’s Enormous Potential

With over 97.6 million users exclusively in the United States, TikTok undeniably offers a platform to diversify your audience and expand your reach. Through strategic timing and a well-thought-out approach, many have turned TikTok into a primary channel for engaging and reaching new consumers. Remarkable success stories span various industries, encompassing beauty, fashion, health, home, and travel. These instances of sudden viral popularity prompt the inevitable question: Should your brand venture into the realm of TikTok?

Understanding Compatibility

To comprehend TikTok’s role, liken it to bringing a chocolate cake to a party. Even if you have the finest ingredients and follow the recipe meticulously, your efforts may falter if half the attendees prefer vanilla or if the other half has dietary restrictions.

TikTok, like any marketing tool, has limitations. While a well-crafted strategy, top-notch equipment, and a skilled professional can undoubtedly assist, the ultimate success hinges on your target audience’s embrace of the platform. If your intended audience isn’t actively using TikTok, your efforts on the platform might yield limited results.

Tailoring to Your Audience

To avoid squandering resources on irrelevant pursuits, take time to understand your audience—learning their social habits and preferred modes of connecting with brands. By aligning your approach with their preferences, you can effectively engage with them. This approach prevents you from baking a cake for people you barely know, metaphorically speaking.

In Conclusion

TikTok’s allure is undeniable, with its skyrocketing user base and captivating short-form content. However, determining its suitability for your business requires a nuanced evaluation. Through diligent research, strategic content creation, and a deep understanding of your target audience, you can harness TikTok’s potential to diversify your audience and enhance your brand’s reach. Just like any other marketing endeavor, compatibility with your audience remains the key to success.