Should My Brand Be on TikTok? A Strategic Guide
As TikTok continues to rise in popularity, here at Gem Socials, we’re often asked: "Should my brand be on TikTok?" The answer largely depends on whether your target audience is active on the platform. Let's delve into TikTok’s demographics, the platform's reach potential, and some important considerations to help you decide if TikTok is the right fit for your brand.
TikTok's Audience: Who's Really There?
TikTok has over 1 billion monthly active users, making it one of the fastest-growing social media platforms globally. A significant portion of TikTok's user base consists of younger audiences, particularly Gen Z and Millennials. Here's a breakdown of TikTok’s user demographics as of 2023:
25% are aged 10-19 years: This demographic is highly engaged with the platform, often participating in trends and challenges.
22% are aged 20-29 years: Young adults use TikTok to discover new brands, products, and content creators.
21% are aged 30-39 years: This group is growing rapidly, and they engage with content related to lifestyle, parenting, and professional tips.
20% are aged 40-49 years: Users in this age range are also increasing, showing interest in DIY projects, cooking, and educational content.
12% are aged 50+ years: Older users are becoming more active on TikTok, often engaging with health, fitness, and leisure content.
Reach and Engagement: TikTok vs. Facebook
TikTok's algorithm is designed to surface content based on user interest, which means even accounts with a small following can have a video go viral. Unlike platforms like Facebook, where reach is often tied to the size of your following, TikTok offers an organic reach potential that is hard to match.
TikTok's Algorithm: The "For You" page (FYP) curates content for each user based on their activity, interests, and engagement. This means that a video can be viewed by millions, even if the creator has few followers.
Facebook's Reach: Facebook’s reach is more reliant on your existing audience. While it has a robust ad platform, organic reach is often limited, especially with the platform’s ongoing adjustments to its algorithm prioritizing content from friends and family over brands.
What Does "Viral" Mean on TikTok?
"Going viral" on TikTok means that a video spreads rapidly across the platform, reaching hundreds of thousands or even millions of users in a short time. Viral content on TikTok often:
Trends with Hashtags: Engaging with trending hashtags can boost the chances of your content being featured on the FYP.
Uses Popular Sounds: Audio plays a crucial role on TikTok. Using trending sounds or music can increase the likelihood of your video being picked up by the algorithm.
Is Short and Engaging: TikTok videos are typically short, with a maximum length of 3 minutes, though most viral content is under 60 seconds. The key is to capture attention quickly and keep the viewer engaged until the end.
Should Your Brand Be on TikTok?
To determine if TikTok is the right platform for your brand, consider these factors:
Is Your Target Audience on TikTok?: If your target demographic falls within TikTok's core age groups (10-39 years), then the platform could be a great fit.
Content Style: TikTok thrives on creativity, authenticity, and entertainment. If your brand can create content that aligns with these values, you’ll likely see success.
Resources and Commitment: Success on TikTok often requires a steady stream of content. Consider whether you have the resources to produce and post regularly.
Boosting TikTok Content with TikTok Ads
While organic reach on TikTok is impressive, boosting your content with paid ads can further extend your reach. When using ads to promote TikTok content, consider the following:
Can I reach my target audience geographically with TikTok? There are new changes to the TikTok ads structure. Prior to 2024, we could not target Port Macquarie as a town. So, ads for a local greengrocer would have to go to all of NSW. Not great to pay for an ad to reach people that cannot purchase. Note that the ads platform is changing and we’re hoping for a more granular approach similar to meta’s location targeting.
Ad Format: Choose formats that mimic the organic TikTok experience, such as vertical video ads.
Music and Restrictions: Be aware of music restrictions when promoting TikTok videos. Not all trending sounds can be used in ads due to licensing issues.
Performance Metrics: Track key metrics such as views, engagement, and click-through rates to optimize your campaigns.
Conclusion
In summary, TikTok offers an unparalleled opportunity for brands to reach a vast and engaged audience, even without an existing following. However, the decision to join TikTok should be based on whether your target audience is active on the platform and whether your brand can consistently produce engaging content. By leveraging TikTok's unique features and boosting your efforts with strategic ads, your brand can create meaningful connections and potentially go viral.
