(Last Updated On: March 27, 2024)
Should your business be on TikTok? I asked industry leaders to chime in with their thoughts. Here’s what they shared.
7 Reasons Your Business Should (or Shouldn’t) Be on TikTok
In the fast-paced world of social media, businesses are constantly evaluating their presence on platforms like TikTok. I’ve gathered insights from CEOs and marketing experts to explore this phenomenon. From aligning with strategic audiences to prioritizing content depth on other platforms, discover the top seven reasons these leaders have for either embracing or steering clear of TikTok for their businesses.
- Strategic Audience Alignment
- Expanding Brand Presence
- Amplifying Reach Through Virality
- Showcasing AI Features Creatively
- Targeting Niche Investment-Focused Audience
- Prioritizing Content Depth on Other Platforms
- Demonstrating Product Value Visually
Strategic Audience Alignment
From my diverse background in technology, entrepreneurship, and digital marketing, I’ve learned the importance of leveraging various social media platforms to align with business goals and audience demographics. While the business I’m associated with does not currently have a presence on TikTok, this decision is driven by a strategic evaluation of our targeted audience’s behavior and our content’s nature.
Our primary audience consists of startups and enterprise clients in sectors where the decision-making process relies heavily on detailed insights, strategic partnerships, and discussions that platforms like LinkedIn and specialized webinars cater to more efficiently. The intricate details of cloud communications strategies or D2C marketing approaches we specialize in often require a level of depth that short-form video content platforms like TikTok may not effectively accommodate.
However, acknowledging the power of TikTok, we continuously assess its evolving landscape and its potential to serve as a valuable touchpoint for certain audience segments in the future. Analyzing trends and the platform’s expansion into various demographic groups, we remain open to adapting our strategy. For example, if leveraging TikTok can enhance our visibility or offer a novel avenue to engage with tech-savvy entrepreneurs or marketing professionals, integrating it into our multi-platform approach would be a strategic move, mirroring our adaptability in serving clients’ evolving needs in the digital ecosystem.
Gary Gilkison, Principal Analyst, Riverbase Cloud
Expanding Brand Presence
We at CarePatron recently hopped onto using TikTok because we acknowledge its relevance in reaching a wider audience. It’s an interesting avenue to offer informative yet accessible content with the help of its algorithm. It’s definitely challenging but significant in resonating with today’s SNS users, meeting our long-term goals, and simply strengthening our brand presence on all possible bases.
Jamie Frew, CEO, Carepatron
Related: Also check out the post “How to Get Famous On TikTok.“
Amplifying Reach Through Virality
As the founder of That Local Pack, a digital marketing and SEO agency focused on local service providers, I have a deep understanding of the importance of social media platforms, including TikTok, in driving visibility and engagement. Our business on TikTok serves a strategic purpose, leveraging the platform’s massive, engaged audience to amplify our reach and connect with potential clients in a compelling, visual, and timely manner.
The main reason for our presence on TikTok lies in its potential for virality and its powerful algorithm that can surface content to a broad audience, even those not following you directly. By creating content that resonates with local businesses looking to increase their online presence, we not only showcase our expertise in SEO and digital marketing but also provide value through tips, insights, and success stories from our clients. This strategy aligns with trends and preferences in content consumption, where users crave quick, actionable insights presented in an entertaining way.
From my prior experience as a Senior Content Marketing Manager at a leading tech platform, where my work significantly increased online visitors and engagement, I’ve learned the impact of adapting to new platforms and content formats. This background gives me a unique vantage point on utilizing platforms like TikTok. For instance, we’ve seen a particular TikTok campaign boost awareness for a local plumbing business by highlighting quick DIY fixes, driving significant traffic to their website, and increasing their service calls.
While I advocate for a multi-channel approach, TikTok offers a unique advantage for local businesses to create a personal connection with their audience. It’s not just about dancing or trends; it’s a platform where creativity, expertise, and even a glimpse into the day-to-day operations can help demystify SEO and digital marketing for our target audience.
In conclusion, our presence on TikTok is a calculated move to reach a segment of our audience where they spend a significant amount of time. It allows us to convey our message in an engaging format while positioning us as forward-thinking and in tune with the latest digital marketing strategies, essential for winning in the competitive local SEO space.
Ken Fortney, Founder, That Local Pack
Showcasing AI Features Creatively
Yep, our business is definitely on TikTok, and the main reason is to tap into the dynamic and creative community there, especially those excited about AI and productivity. TikTok gives us a unique platform to showcase Taskade’s AI features in action, like AI agents and automation, through engaging, bite-sized content. It’s all about connecting with the audience in a fun and relatable way, demonstrating how our tool can seamlessly fit into and enhance their daily lives and workflows.
This presence on TikTok is our way of keeping up with the trends and reaching out to a younger, tech-savvy audience that values innovation and efficiency. Plus, it’s a fantastic channel for visual storytelling, allowing us to visually demonstrate the impact of our AI-driven features, making it clear why Taskade stands out in the crowded space of productivity tools.
John Xie, Co-Founder and CEO, Taskade
Targeting Niche Investment-Focused Audience
My business hasn’t taken the leap onto TikTok. The primary reason is a strategic choice to concentrate on platforms where my target demographic—seasoned investors and potential homebuyers—spends the most time.
While TikTok offers vast outreach potential, platforms like LinkedIn and specialized real estate forums align more closely with my goals of engaging a more niche, investment-focused audience. This approach allows me to tailor content that resonates deeply with their specific interests and needs.
Mike Wall, CEO, EZ Sell Homebuyers
Prioritizing Content Depth on Other Platforms
Our business’s absence from TikTok is a strategic choice, reflective of our focus on content depth and detailed engagement strategies that currently align better with other platforms. The fast-paced, trend-driven nature of TikTok doesn’t mesh well with our brand’s emphasis on in-depth, educational content.
We’re all about fostering long-term relationships with our audience through detailed blogs, in-depth videos, and forums for open discussion. While we recognize TikTok’s value in brand promotion and audience engagement, we’re currently investing where our content can thrive and resonate deeply with our audience.
Cyrus Partow, CEO, ShipTheDeal
Demonstrating Product Value Visually
Our product inherently shines brightest when demonstrated. It’s one thing to tell someone about its features and benefits, but it’s another to show it in action, making them see its value firsthand. This is where TikTok becomes not just a platform for us, but a stage—a place where we can vividly showcase what our product does and how it seamlessly fits into the lives of our users. The dynamic, visually driven nature of TikTok content aligns perfectly with our need to demonstrate our product in a way that is both engaging and informative.
TikTok’s format encourages creativity and authenticity, which are key in crafting compelling narratives around our product. Through short, captivating videos, we can demonstrate our product in various scenarios, highlighting its versatility and ease of use. This not only helps in educating our audience but also in building a stronger, more relatable brand presence.
Moreover, TikTok’s algorithm is designed to push content to viewers who are most likely to find it relevant, making it an efficient tool for reaching our target demographic. The interactive nature of TikTok also allows us to receive immediate feedback through comments, shares, and likes, giving us valuable insights into our audience’s preferences and how they perceive our product.
By tripling down on our TikTok efforts this year and integrating performance influencer marketing, we’re leveraging the platform’s strengths to not just reach but resonate with our audience. Influencers, with their ability to connect and build trust with their followers, can demonstrate our product in authentic, relatable ways, further amplifying its appeal.
This strategic emphasis on TikTok is rooted in our understanding that in today’s fast-paced digital world, showing is better than telling. By bringing our product to life on this vibrant platform, we’re not just selling; we’re engaging, educating, and entertaining, which makes all the difference.
Matt Goren, Head of Marketing, Tom’s Key Company
So – Should Your Business Be On TikTok?
The decision to establish a presence on TikTok ultimately depends on your business’s unique goals, target audience, and content strategy. While some businesses thrive on the platform, leveraging its vast reach, virality potential, and creative opportunities, others may find their resources better allocated to platforms that align more closely with their niche audience and in-depth content requirements.
If your business can effectively showcase its products, services, or expertise through short, engaging videos, and your target audience is active on TikTok, it may be a valuable addition to your social media strategy. The platform’s visual nature and potential for organic reach can help you expand your brand presence, connect with younger, tech-savvy audiences, and demonstrate your offerings in a relatable and authentic way.
However, if your business relies heavily on detailed, educational content or targets a more niche, professional audience, platforms like LinkedIn, specialized forums, or your own website may be more effective in fostering meaningful engagement and establishing thought leadership.
Ultimately, the key is to evaluate your business’s unique needs, resources, and audience preferences. By understanding the strengths and limitations of each platform and aligning your content strategy accordingly, you can make an informed decision on whether TikTok is the right fit for your business. Remember, a well-executed multi-platform approach that adapts to your audience’s evolving needs and preferences is often the most effective way to maximize your social media presence and achieve your business goals.
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