TikTok is infamously known as the home of singing and dancing teenagers. but do corporate businesses also have a space?
We asked Joshua Snoddy, the owner of multiple award-winning digital marketing agency Ripely, if he believes there is a space for corporate businesses on TikTok.
Before I go into the pros and cons of TikTok for corporate businesses, I think it’s important for me to cover why a corporate business might want to use TikTok to advertise on in the first instance.
TikTok may be known as the app for teens, but that doesn't mean businesses should write it off. With over 30.8 million daily active users worldwide (Statista), there's a good chance your target audience is on TikTok.
In addition, the age of active users may surprise you.
25% of users are ages 10-19
22.4% of users are ages 20-29
21.7% of users are ages 30-39
20.3% of users are ages 40-49
11% of users are ages 50+
(Statista)
TikTok has grown far beyond its early days of just dance challenges and funny fail videos. It’s now a platform that educates and inspires as well as entertains. And with this increasing range of content, the user demographics are growing as well.
So, what are the advantages of TikTok for businesses?
- Awareness: TikTok has over 1 billion active monthly users. The best part is users do not have to like or follow your business to view your content, unlike other social media platforms.
- Engagement: TikTok provides businesses with a platform to market themselves and interact with customers on a more personal level. This is why TikTok’s engagement is the highest of any social platform — 15-18% on average. (Shopify)
- Purchasing: Video has a much higher retention rate than normal text. Conveying your business’s messages through videos will stick in your consumer’s minds for a long time, increasing their chances of making a purchase.
Are there any disadvantages?
- Content creation: To create engaging content on TikTok, you need to get creative. This not only requires a lot of research, but it will, most likely, involve moving outside your business’s comfort zone.
- Messaging: The messaging features on TikTok are unlike other social media platforms. To message another account or for them to message you, you must follow each other; Not great for businesses.
- Website Links/shops: TikTok’s aim is to keep its users on the platform. So, you’ll need a considerable number of followers (1000) before you can add a link to your website or apply for a ‘TikTok shop’.
My experience? TikTok has enabled many of my ‘corporate clients’ to explore and expand their business voice and values. The app has also enabled them to keep up with their current audience’s interests whilst also captivating new ones.
That being said, it’s not easy creating content, especially at the pace TikTok requires. TikTok’s algorithm moves quickly, and many social media marketers, including myself, recommend posting a minimum of once every other day.
To summarise, TikTok may be known as the home of teenage influencers, but that doesn't mean that corporate businesses don't have a place on the app. In fact, there are plenty of opportunities for corporate businesses to make use of TikTok's unique features to reach out to new audiences and promote their products or services. In terms of resources, TikTok won’t take much of your marketing budget, but it will take up your time. Either way, if you're looking for a new way to market your business, I would ask you to consider giving TikTok a try!
Social media link: https://instagram.com/think.network?igshid=YmMyMTA2M2Y=
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Company Name: Joshua Snoddy
Contact Person: Media Relations
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Country: United States
Website: https://www.ripely.co.uk
