It is normal for companies to bet on being everywhere all the time, that is, in all possible social networks! But is TikTok the most suitable social network for all companies?
In a simple walk down the street, you can find countless people with their cell phones in hand.
The same goes for restaurants, shopping malls, and public transportation. Can you imagine the endless opportunities to present your company with so many connected people?
Nowadays, digital presence is essential for companies to secure more and more customers and close many more deals without having to invest in physical materials or staff displacement to advertise their products.
In this article, we focus on the network of the moment – TikTok. However, the principle is the same for all social networks.
TikTok in the lead
TikTok has dethroned Facebook as the world’s most valuable branded social network by 2023, according to a ranking by consultancy Brand Finance. Mark Zuckerberg’s company’s brand has lost 42% in value over the past year, while ByteDance’s social network brand has seen its value grow by 11.4%.
ByteDance is a digital technology company in Beijing, founded in 2012, and launched Douyin in September 2016 in China.
Today, this name remains in China. However, in 2017, ByteDance created the international version of Douyin for markets outside of China, naming it TikTok after the acquisition of Musical.ly.
TikTok is available in 155 countries, in 75 languages and offers a suite of tools for creating and sharing videos between 15 seconds and 3 minutes.
Overall numbers
- The social network gained a lot of popularity during the pandemic.
- It has 1 billion monthly active users.
- It has been downloaded more than 3 billion times worldwide.
- More than 100 million new users between October 2022 and January 2023.
- It led the list of downloads worldwide in the first quarter of 2023.
- A TikTok user spends an average of 23 hours per month on the app.
- The audience is (mostly) part of Generation Y and Z.
- 52% of users say they find new products in ads on TikTok.
- 88% of TikTokers love discovering new content while using the app.
Should your company use TikTok?
Before you start planning a TikTok marketing strategy you need to consider several factors:
- What are your goals?
- Is your target audience present on the platform?
- Is your brand capable of producing creative and entertaining video content?
- How can you differentiate yourself from your competitors?
TikTok is a social network famous for trends and dance videos capable of virilizing content in a few days. We can say that, nowadays, this social network influences the way we produce content. Great hits of the moment come from TikTok trends. For example, the singer Anita won the award for best Latin music video after her song Envolver went viral on a TikTok trend.
It is undeniable that the reach of this application is huge, but should your company invest in it or should it stay just for the entertainment of dances and trends?
First of all, it is necessary to understand what the consumers’ view of companies on TikTok is.
The presence of companies on this network has been positively received by users, as 56% follow some brand or company on TikTok and 65% agreed that TikTok is able to bring people and companies together.
As seen in the overall numbers above, 52% of users say they find new products in ads on TikTok, 88% of TikTokers love discovering new content while using the app, and 35% have already bought some product or service they found on this social network.
Reasons why companies choose to use TikTok
- Dynamic audience: users are very active on the platform and therefore get good interaction rates.
- Visual content: TikTok is a platform focused on short, visual videos, which can be useful for businesses that want to communicate their message in a concise and visually appealing way.
- Viral potential: TikTok videos can easily go viral and be shared on a large scale, which can give a company significant exposure.
For most companies, ensuring a good presence on social media is indispensable to get good results. That’s why TikTok for brands makes it possible:
- Increase visibility,
- Reach a new audience,
- Promote your products or services in video with original content,
- Impact, engage, and convert into sales,
- Easily interact with your (potential) customers.
Do market research before joining the social networks
Nevertheless, just because a social network exists doesn’t mean that your company must be present.
Before creating a profile on any platform, you need to know if it makes sense for your business and if your audience is present in that network.
After all, what’s the point of investing time and money in content to promote your brand if you’re not going to reach your customers?
When creating a profile on a social network, you should always analyze what the audience of that network is – are your consumers there?
Another important point, in the case of TikTok, is trends. Content should not be made to go viral, you always need to consider what makes sense with your persona. Also, we all agree that company content on social media needs to be more useful than interesting. So, if you want to know if TikTok fits into your marketing strategy, it is crucial to conduct market research. That way, you will have concrete information to know if your consumers are present on this network and what kind of content you should produce.
If you are looking for a digital marketing solution for your company, talk to our experts. In other words, we have the right team to guide and orient your company in a plan and in the choice of a solution that meets your company’s needs and budget.
