To TikTok or Not?

Technology is constantly evolving, and the rate of Internet use is not slowing down! In fact, Simon Kemp, the founder, and CEO of Kepios produced a data report which shows that more than 60% of the world’s total population is now online, and we can only assume that that number will keep growing.

During the pandemic, the internet has become an even more essential part of people’s lives. Social media in particular have been key resources for many around the world, and no platform has made as much of an impact in recent months as Tik Tok.

What is TikTok?

Tiktok is a popular social media platform that allows users to watch, create, and share 15-second videos. These videos cover topics as diverse as dance tutorials, storytelling, and political education.

In 2018, it was reported that the Tiktok app had 500 million monthly active users. And as of February 2021, it was estimated that it increased to 1.1 billion. Tiktok has been taking the internet by storm since its launch. Its popularity has been growing tremendously.

Given the app’s popularity, it’s no wonder that it can be used for business too! Many brands are now realizing the potential of TikTok for business as a marketing channel.

What are the Benefits of TikTok for Business?

Is trying TikTok worth it? Here are a few of the top benefits of using TikTok for your business:

1. Increase brand awareness

TikTok gives users a unique insight into a business. Informing and engaging customers increases brand awareness and brand identity.

TikTok videos that are made in the same country or city as a user are prioritized in the user’s feed. This can help a business uniquely connect with their local community.

The most effective TikToks humorous and lighthearted, letting users see your business’s personality and connect to you on a personal level.

2. Capitalize on user-generated content

With advanced features such as ‘duet’, ‘reaction’, and ‘hashtag’, user-generated content is a huge benefit of marketing on TikTok.

Hence, businesses can launch campaigns almost entirely on user-generated content! You only need to put in a small amount of time upfront, and then the TikTok community will do the work for you.

3. Marketing that doesn’t look like marketing

What are the Disadvantages of TikTok for Business?

While there are clear benefits of using Tiktok for your business, there are also downsides to consider:

1. Just a trend?

Each day, various trends pop up that may get thousands or even millions of likes, views, and shares. Whatever the trend is, that’s what usually gets the attention of the users. However, staying on top of these trends can be difficult, as they tend to be quick to emerge and quick to go out of style.

2. TikTok isn’t made for marketing.

The tone of the TikTok app is recreational and fun. If you want to increase your online presence and connect to your customers on a more personal level, TikTok is great! However, if you want or need to market something that you can’t fit into a 15-second meme-style video, TikTok isn’t ideal.

There also isn’t a function in TikTok that allows you to link to a website. Therefore, it can be more challenging and difficult to drive traffic and to directly convert video views into sales.


Should your business be on TikTok or not?

TikTok is a new platform, but we cannot deny the fact that it has surged in popularity since its launch. It may have flaws, but it also has the potential to connect your business and your customers on an entirely new level.

Today, TikTok may not be as big as other big social media platforms. However, it is a useful platform and if its current trajectory is an indicator, it may very well become the next big marketing platform for businesses.

Planning to have your business on TikTok? Here is a quick guide on how to use TikTok for business.