Five Valid Reasons to Use TikTok as Part of Your Social Media Strategy

Despite the current debates, the newest social media platform has powerful potential.

Sinem Günel
Aug 7, 2020 · 4 min read
Why should I use TikTok?
Photo by Jakob Owens on Unsplash

2020 has been quite the year. In the face of a pandemic that’s taken the lives of more than 150,000 in the United States alone, President Donald Trump seems more worried about the latest social media network.

According to President Trump, TikTok poses a risk to US national security. Yet, analyses of security researchers show that, in its current state, there’s no suspicious behavior of TikTok regarding data security.

With the ongoing debate marketers and entrepreneurs have three options on how to deal with TikTok:

  • Ignore it.
  • Remain skeptical but try to understand the behind-the-scenes.
  • Or, make use of TikTok as a valuable marketing channel.

Right now, TikTok has massive potential. It can allow you to reach thousands, if not millions of people with ease.

Even though new creators are joining the platform daily, standing out and building an audience is easier than on other channels.

Here, several other reasons why you might want to join TikTok rather sooner than later.

The demographics are changing

While TikTok became popular as an app mainly dedicated to a younger audience, the demographics are now changing. Similar to Facebook and Instagram, which also started as platforms for young people, but over time, older generations joined.

Surveys show that those who joined TikTok at a young age stayed on the platform when they grew older. Assuming this trend will last, the odds are significant that your ideal customer is already on TikTok, or at least soon will be there.

Even now, more than 30% of TikTok users are over the age of 30. Considering that more than 800 million people are using the app, 30% of users are a lot of people.

Additionally, TikTok is represented in 155 countries and 75 languages. That’s why the platform is particularly exciting for brands that want to reach potential customers across the globe.

Content creation is simple

Once you understand the basics, creating TikTok videos is easier than content creation for most other platforms.

Even though the maximum length of a TikTok video is 60 seconds, the average viral video is way shorter.

Additionally, TikTok favors in-app video creation and provides numerous features to record engaging content without the use of external apps or gadgets. That’s why content creation can be quicker and more straightforward than on other social networks.

Once you understand the basics, you can create your first TikTok video in less than 15 minutes. After your first trials, the process can even be much quicker.

Authenticity wins

While a few years ago, the perfectly staged Instagram image got lots of attention and engagement, people’s preferences are slowly shifting.

Instead of scrolling through staged images, people now want raw, authentic content.

That’s why TikTok is the perfect place to show behind-the-scenes and insights about your business, brand, or yourself.

TikTok’s video clips are the perfect format to deliver short and snappy insights combined with a little curiosity and value for the user.

If you’re looking for a way to connect with a new audience and turn followers into subscribers, buyers, and superfans, TikTok might be the ideal choice.

Untapped viral potential

The most significant difference between TikTok and established platforms such as Instagram is that on TikTok, your content might go viral relatively comfortably and often. This allows you to reach the masses quickly and to build an audience that you can later turn into subscribers or even customers of your business.

Recent studies show that the average TikTok user spends around 50–60 minutes on TikTok per day.

Yet, what’s even more impressive is the fact that they mostly spend 75% of that time on the For You page.

The For You page is similar to the Explore page on Instagram, but on TikTok, this page is of higher relevance. If you manage to be featured on the For You page, your video can reach thousands of people, even if you have zero followers.

As TikTok is still relatively new compared to the competition, the platform continually rewards creators by allowing them to reach more users than on any other social network.

While you need to pay to reach your actual followers on Facebook and Instagram, TikTok still rewards high-quality content organically.

Sponsored content is underpriced

Even if you decide not to tackle TikTok as a major channel for your social media marketing, you might want to tap into TikTok for influencer marketing.

As many creators with huge TikTok followings haven’t been influencers before, collaborating with them is not only more promising due to the potential of virality and higher levels of engagement, but it’s also cheaper.

According to Gary Vee, 95% of all TikTok influencers are underpriced if you’re targeting people younger than 25.

As a comparison, the top 20% on Instagram are massively overpriced.

Bottom line

Tapping into TikTok marketing is not only more promising in terms of virality and engagement rates, but it’s also cheaper than other opportunities.

At the end of the day, as an entrepreneur or marketer, you’ll need to figure out how to turn TikTok followers into subscribers and paying customers. Social media experts such as Rachel Pedersen are already doing that for months and generating significant amounts of revenue through their TikTok audiences.

While Pedersen is selling digital courses to those who are interested in starting their own business, TikTok actually bears a massive potential for most B2B businesses.

Beautiful products such as clothing, beauty, or household products can be easily promoted through visually appealing videos. Yet, at the same time, it’s also an excellent opportunity for anyone who wants to grow their personal brand, no matter if you’re an online marketing expert, doctor, or lawyer.

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Thanks to Niklas Göke and The Startup

Sinem Günel

Written by

Entrepreneur, Coach & Dreamer. I write about Personal Growth & Business. 🇦🇹 🇹🇷 Grab your Personal Growth Toolkit: I IG: sinem.guenel

The Startup

Get smarter at building your thing. Follow to join The Startup’s +8 million monthly readers & +724K followers.

Sinem Günel

Written by

Entrepreneur, Coach & Dreamer. I write about Personal Growth & Business. 🇦🇹 🇹🇷 Grab your Personal Growth Toolkit: I IG: sinem.guenel

The Startup

Get smarter at building your thing. Follow to join The Startup’s +8 million monthly readers & +724K followers.

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