Tackling TikTok for Business—The Pros and Cons

Unless you’ve been living under the social media radar, you’ve heard about TikTok, the platform that takes irreverent micro videos to engaging new levels.


While no one will win the debate over TikTok’s artistic value, we can’t ignore that it’s a phenomenon worth considering—especially for businesses competing in the race to stand out. If you’re one of them, here are some pros and cons of using TikTok as a marketing platform:


Pros of Using TikTok for Business


Large and Engaged User Base

TikTok has a massive user base with more than a billion users worldwide. This gives businesses a great opportunity to reach a wide audience and gain a large following.


Viral Potential
If your business creates a compelling video, it has the potential to go viral and gain widespread exposure resulting in increased brand awareness and greater traffic in person or online.


Creativity and Authenticity

TikTok lets businesses showcase their products and services in unique and engaging ways, thanks to editing tools that can be used to create visually appealing and entertaining content.


Influencer Collaborations
Influencers who’ve amassed large followings abound on TikTok. Collaborating with them can help you reach your target market more effectively by leveraging the influencer's credibility. Even a micro-influencer can make a big impact.


Cons of Using TikTok for Business


Brand Reputation Concerns
TikTok has faced scrutiny regarding tactics, data privacy and content moderation. Some businesses may be cautious about associating with a platform with this track record.


Demographic Limitations
TikTok's user base is primarily teens and young adults. If your target audience doesn't align with this demographic, it may not be the most effective platform for your business.


Short Attention Span Format
TikTok's content is typically short form, with videos lasting up to 60 seconds which limits the amount of time to engage users and convey your message. You need to be concise and creative.


Limited Linking Opportunities

TikTok limits the ability to include clickable links in video captions or comments, making it more challenging to drive traffic directly to your website or other external platforms. Try linking to your site in your bio.


If You Choose TikTok for Business


If you decide TikTok is right for your business, you’re not alone. The following strategies and tactics can help you succeed.


Influencer Partnerships
Many businesses collaborate with popular TikTok influencers to engage their sizeable audiences and increase their exposure. Again, consider a local or niche micro-influencer!


Branded Content

Some businesses create entertaining, educational, or engaging videos related to their products or services, incorporating the brand's message subtly or directly.


Hashtag Challenge
By encouraging users to participate and share their own videos using the brand's hashtag, businesses generate user-generated content and increase brand visibility.


Behind-the-Scenes Content
Businesses showcase behind-the-scenes footage to give users an exclusive look into their operations, product development, or company culture, adding a human element to their brand.


Product Demos and Tutorials
TikTok's short-form format is ideal for quick product demonstrations or tutorials. Businesses can showcase the features and benefits of their products in a visually appealing manner.


Native Advertising
TikTok offers native advertising options, such as in-feed ads, branded effects, and brand takeovers. These paid advertising formats allow businesses to reach a wider audience.


Collaboration With Musicians
Businesses can collaborate with musicians or license popular songs to create promotional videos, which can help increase brand awareness and appeal to TikTok's music-loving users.


Promotional Offers and Discounts
Businesses can offer exclusive discounts, promotional codes, or limited time offers specifically for TikTok users, incentivizing users to purchase or engage with the brand.


It's important to note that the effectiveness of these strategies depends on understanding the target audience, staying up to date with TikTok trends, and creating content that resonates with users in an authentic and engaging way. If you aren’t considering the medium and the message, your efforts could fall flat.


A Strong Wi-Fi Foundation


If your business is considering TikTok or other social platforms to drive engagement, a comprehensive review of your Wi-Fi capabilities is a must.


Not only will you have to upload large video files, but the ability to do so quickly is critical—and these demands will have to factor into your company’s other bandwidth considerations. Is your company prepared to accommodate the demands of a platform such as TikTok?

Get off on the right foot and find out now with a comprehensive assessment of your current needs and future goals for Wi-Fi. A Sparklight representative will be happy to facilitate this. Contact us today.

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