Which Minnesota-based companies are active on TikTok (and which aren’t)?
With the recent momentum around TikTok being banned in the U.S. (I still don’t think it’ll happen, but you never know!), I got curious: How many Minnesota-based companies are really ON TikTok? In other words: How many companies would this potential ban really affect if TikTok went dark in the U.S.?
For the last few years, we’ve heard a steady drumbeat of advice from social media experts encouraging brands to hop on TikTok. However, I’ve always thought that was foolish advice–at least broadly speaking–for a couple key reasons.
First, legal. We’re seeing this right now with the banning conversation. Many legal teams with big companies simply won’t allow it due to security risks. So, the conversation never even gets started at these organizations.
Second–the time issue. Social media teams are so stretched, asking them to add another platform, especially a time-consuming one like TikTok, is next to impossible. Right now, for most social teams, this just isn’t realistic. A lot would have to come off these teams’ plates for TikTok to become a viable channel.
So, given that backdrop, I went to researching which Minnesota-based companies were truly active on TikTok. What I found didn’t really surprise me. Only 22% of Minnesota-based companies (only really counting mid-sized to large companies based on a list I found on Wikipedia) have active TikTok accounts.17% had accounts but rarely, or never, posted. And, a full 55% of Minnesota-based companies have no TikTok account at all.
Here’s the full list of companies I researched.
I think the takeaway here is pretty clear. If you don’t have an active TikTok account, you’re not alone. The majority of businesses do not. And, I also don’t think that’s a terrible thing–considering the two factors we talked about above.
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Don’t let the “experts” dictate your social media strategy. You know your audience. You know where they show up. And you also know your company and the resources available to you. You can’t be everywhere–and in many cases, you don’t want to be. And clearly, most companies in Minnesota have said: TikTok isn’t somewhere we need to be (or can’t be).
Minnesota companies that don’t have a TikTok account at all (55%; 43 total accounts)
Minnesota companies with a TikTok account but no, or very few, posts (17%; 13 total accounts)
Minnesota companies with an active TikTok account (28%, 22 total accounts)
Social Media Consultant & Strategist | Content Marketer | ForbesBLK | Top 40 Under 40 Professionals in NWLA | I simplify social media processes & implement "out of the box" social strategies.
1 年Very cool to see this. Check out RZ Industries? TikTok account ??
Head of Digital Marketing @ Midnight | Former Director @ Circle | Social Media Leads @ Fiserv & US Bank | Web3 & Blockchain | Digital Marketing Strategy | Demand Generation | Brand & Integrated Marketing
1 年It would be a great value add to this conversation to breakdown the Active TikTok account with how much appears to be brand generated video content vs. UGC Influencer Generated.
Missed the work the Uponor team is doing to promote its premium PEX-a pipe... https://www.tiktok.com/@uponorna. Nearly 1.3K users, 21.1K likes, and some pretty entertaining content courtesy of Natalie J., Brooke Roberts, Stephanie Alles, and Rose Reubish. Definitely worth including as players in this space for Minnesota-based companies.
Social Media Specialist at Varsity Spirit
1 年Very interested to see if we do see a ban here in the US!
Marketing Manager @ Bobcat Company | Paid Social, Display & Lead Generation
1 年Northern neighbor Bobcat joined TT last year ??