Is TikTok worth using for business?
Since its launch in 2016, TikTok has grown exponentially to become one of the most-used social media apps today. Currently, it has over 1 billion users, with almost all of those remaining active at least monthly. TikTok has provided creators and businesses with an opportunity to gain exposure rapidly, with videos going viral regardless of follower counts. For businesses on social media, sometimes the best thing you can aim to achieve is gaining exposure. According to Forbes, TikTok can offer businesses access to an audience other platforms simply can not provide.
But how do you know if your business will be successful on TikTok? We’ve done the work for you! Read on to find out how TikTok can be utilised in varying sectors.
How are fashion brands using TikTok?
Fashion and styling content is seen on all social media platforms due to its vast popularity. But on TikTok, fashion brands have begun demonstrating just how influential this type of content can be.
In 2019, Fendi launched a TikTok account and to increase awareness and engagement, developed its ‘F is for…’ campaign. The campaign played on their values of ‘family, fearlessness, freedom, friendship and the future'. Running 5 separate ads corresponding to each value and directing fans to Fendi’s profile. The brand gained over 15,000 new followers and over 4 million views on the account from this marketing.
Another example of a fashion brand utilising TikTok is Louis Vuitton and its partnership with young content creator Emma Chamberlain. Although this collaboration has been broadcast across multiple channels, it presented an opportunity for the brand to demonstrate the power of TikTok and shorter, ‘experience-focused’ video content (for example, documenting getting ready for and attending a Louis Vuitton Fashion show). According to Neo Reach, influencer collaborations have been rapidly growing and now with the vast success of TikTok, brands need to tap into the market.
Are sports teams on TikTok?
Over the past few years, the number of sports teams creating TikTok accounts has been steadily increasing. With high profile teams like FC Barcelona using the platform to showcase players’ talent and give fans a closer look at behind the scenes action, exposure is guaranteed.
The Olympics recently joined the platform and have been developing lighthearted and fun content to promote the event and have already amassed over 4 million followers on the verified account. The American National Hockey League was even able to grow its following by 42% (over 150,000 new followers) in just one day thanks to a single video going viral in 2021 (see here).
There is no doubt that sports fans are on the platform and trends are easy to participate in. Most importantly, this relaxed style of content helps fans feel they have a more personal connection with the players they idolise.
According to Global Data Sport, in the context of fan engagement, ‘a successful two-way relationship generally means fans getting greater access to the content they want and more interactivity, while for rights-holders it’s about generating additional revenue and increasing their following’. Therefore, using a platform where it is so easy to interact with fans allows sports teams to reach their potential and increase support online.
Can government departments use TikTok?
Government departments/ figures present a more complicated opportunity on TikTok. The culture of the platform has resulted in highly critical and controversial comments and ‘duets’ of content. Meaning there is a high potential for the app to be a minefield of criticism for political figures.
If a government department was finding it difficult to market towards 16-24-year-olds on other platforms, TikTok may be a very useful tool if executed correctly. However, monitoring the backlash from content regardless of its nature would be very difficult and time-consuming.
Scott Morrison joined TikTok at the end of 2021. While he has gained over 55,000 followers. With a federal election due in the first half of this year, TikTok is seen as increasingly important to political leaders as a way of reaching and communicating with younger voters according to the ABC. Although, Scott Morrison has comments disabled entirely on the account. While this removes the issue of criticism on his page, it begs the question of whether the platform is worth using to reach a market only to avoid and silence those being reached.
Is TikTok useful for real estate?
Real estate content presents an amazing opportunity for TikTok content. With the right charisma and editing, property tours go viral regularly.
In early 2020 a property manager in New York going by the account name ‘TheNYCAgent’ began creating content with ‘no expectations whatsoever’. Within weeks she had days where she would receive ‘two to four hundred inquiries for one apartment’. She told CNN that ‘what TikTok did, I couldn't have expected or planned or calculated in my entire lifetime. It's completely changed my life’, she also declared that TikTok accounts for 100% of her business now.
How do non-profits use TikTok?
According to Robert Carnes, TikTok allows nonprofits to get intimate with followers as it offers a look into your organisation. Behind-the-scenes videos of volunteers and staff can be created easily and will perform well. TikTok has also created a feature allowing accounts to designate which non-profit they support to their profile, enabling users to donate directly to these organisations within the app.
An inspiring example of a non-profit utilising TikTok is the Aquarium of the Pacific. The California-based organisation makes regular content and now boasts over 2 million followers on the app. By posting a variety of content on the profile, with animal facts, days with staff members and tours of their facilities they can use their audience to help them in their mission.
Still unsure about whether TikTok is worth using for your business?
While you’re deciding, we recommend creating an account to save a suitable username for your brand in case you decide to use the platform in the future.
Ask yourself these questions:
Do you have the resources to commit to creating and editing content for TikTok?
Will my target audience be reached through TikTok?
Is my business suitable for TikTok trends?
What can TikTok content achieve for my business that other platforms can not?
TikTok is not going anywhere any time soon, content can be created and edited easily within the app and repurposed for other platforms.
For 2022, it is time to make video content a part of your business's social media strategy, and TikTok could be the way for you to do that.