How to decide if the popular social media platform is a good fit for your organization
Trending dances. Viral moments. Influencers. It’s no secret that TikTok continues to skyrocket in popularity, and more and more organizations are joining the platform in hopes of increasing brand awareness.
5 questions to consider:
- Why TikTok? TikTok has grown to be the sixth most-used social platform in the world with more than 1 billion active monthly users. Many brands and content creators have achieved massive success on the app and are able to target audiences they may not have previously reached. TikTok’s sole devotion to quick clips of video content (15-60 seconds long) works well because our attention spans are growing shorter and shorter. TikTok has also stepped into the world of search engine optimization (SEO), with 40% of Gen Z utilizing it as the go-to for search. This means that when searching for a product or brand, they’re not going to Google—they’re going to TikTok. So just as you would optimize your website content for search, you can employ similar tactics for TikTok to boost your brand. With high levels of engagement, word-of-mouth marketing and SEO capabilities, the potential for garnering brand awareness and increasing reach via TikTok are significant.
- Is my target audience on TikTok? As TikTok develops into a newer form of marketing, many niche brands have had great success on the social media platform. Creators post anything from cars to financial advice and with more than 3.3 billion installations of the app, there are consumers searching for a wide range of content. Additionally, 62% of users are age 10-29, 37.4% are age 30-50-plus, and the average user watches around 24 hours of content on the app each month, making TikTok an important platform to consider when trying to reach a younger audience.
- What content goes on TikTok? TikTok is known for its trends, and these trends are what help a lot of content creators extend the reach of their brand and go viral. The TikTok algorithm is simple: Trends boost engagement. How well your video content performs is based on the use of audios (songs played within a video) and hashtags that have gone viral on the app. It is crucial to utilize content that users are already searching for. This not only keeps your brand looking relevant but allows for a higher opportunity for your content to be seen. To be successful on TikTok, you need to create engaging and attractive content. This requires time and dedication to not only create content but also stay connected to make sure you’re on top of TikTok trends. Keep in mind: Brands that are not willing to utilize trending audios and hashtags on the app will likely not have as much success on the platform.
- Is there a place for nonprofits on TikTok? Yes! 85% of users say they have discovered new content, products or brands from TikTok, so the platform is ripe for utilizing content marketing and word-of-mouth marketing to build brand awareness and engagement. TikTok can be the most effective platform to achieve reach and awareness, especially when looking for an interactive way to market your products or brand. Additionally, 93% of TikTok users have taken action after viewing a TikTok video, and users are more likely to tag a product after buying it from the app. As with other social platforms, TikTok allows brands to build connections with their audiences by offering a peek behind the curtain into their organizations. Nonprofits such as UNICEF and The American Red Cross use quick video content to share personal stories from their team and benefactors, or to provide information that educates viewers on how they can get involved with the organization or be prepared for a disaster. The platform’s donation tools and hashtags also provide important marketing functionality that nonprofits or ministries can utilize in their strategy. Even a simple branded hashtag strategy or use of trending hashtags would be easy wins to promote content.
- What if I don’t want to be on TikTok? If TikTok doesn’t seem like the best fit for your brand or if you don’t want to invest the time, there are other opportunities to be present on the platform. Partnering with content creators for influencer marketing can be a great way to tap into an existing audience and create brand trust and awareness. With these partnerships, an influencer can create videos that promote your brand without you even needing a TikTok account. With social media, everyone can be an influencer, and sometimes your existing audience can be your greatest promoters. If some of your audience is present on TikTok, they can create user-generated content (UGC) that organically and authentically promotes your brand. One study found that UGC on TikTok outperforms brand videos by 22%. A hashtag challenge is an easy way to encourage UGC, not just on TikTok, but across all social media.
So, should your organization be on TikTok?
It depends on who you are trying to reach. If your target audiences include those under 40, you likely should. As a social media platform, it far surpasses others in terms of user engagement and reach. TikTok is very accessible as a free platform and a user network, and offers numerous possibilities for engaging with audiences and generating word-of-mouth marketing. If you are looking for help getting started, our team’s social media experts are available to assist.
