TikTok: A Fad for Kids or A Powerful Business Tool?

About 20 years ago I worked for a large organisation primarily selling print advertising. I was in a conference room one day listening to the CEO speak when they actually said the words “that Google thing will never catch on!”. (A red flag if I've ever heard one!)

Whilst they’re still a successful business, I believe they had missed a great opportunity to be ahead of the curve and the market leader because they were scared of change. They were unable to accept that there was a new, and better way of doing things.?

When change is thrust upon us, it can be easy to stick with what you know. Like sand in a funnel, it’s easy to choose the path of least resistance, that’s our brain’s natural response. The truth is, however, if you are not moving with the times you are going to be left behind.?

We’ve all known that video has been the top-performing content for years, so it wasn’t going to be long before a platform solely focused on short-form video content took the world by storm. I have two sons and I have a young team, so TikTok is not hot off the press news for me. I know it’s been around for a little while now, but it’s no longer a social media platform filled with dancing videos and people baking bread during lockdown. No sir - TikTok has evolved, and I’m just opening my eyes to the world of possibilities the platform holds.?

According to Statista, TikTok is the most engaging social media app - by far. The average user session is 10.85 minutes, which is almost twice as long as the runner-up, Pinterest, and three times as long as users spend on Instagram. There are over 1 billion monthly active users, and it’s the 6th most-used social platform.?

Some more powerful TikTok stats, if you’re not yet convinced:

• 68% of TikTokers remember a brand better if they feature a song they like in their videos
• 45% of users feel more connected to brands that offer value on the platform, such as by teaching users something new or simply giving information about themselves
• Nearly 50% of TikTok users said the platform helped them decide what to buy after seeing the product advertised or promoted on TikTok

So what does that mean for you??

To put it bluntly, TikTok poses an opportunity because the more time people are spending on an app, the more likely they are to see your content. Arguably, it’s the biggest tool for building your brand, especially if you opt for more organic social strategies (aka, you aren’t paying for ads). Amongst those 1 billion monthly active users, chances are your target market is hanging out there (and if they’re not there yet - I’m sure they will be!), and it’s clear that it’s a huge opportunity to connect on a deeper level and add value to your audience.?

Jumping into a new platform is always going to be a bit scary, and whilst we’ve been dabbling in it for a while, we’re now making it our mission as a team to make TikTok happen.

If you want to see what I’m up to, give me a follow @thealisonedgarmbe