Should Your Business Be on TikTok? Pros & Cons

If you’ve been even slightly keeping up to date on internet trends, whether it’s because you’re a content marketer with your finger on the pulse or your teenaged niece is doing it for you, chances are pretty high you’ve heard of TikTok. Since its appearance on the scene in 2016, TikTok has grown to be massively influential, with its user base of nearly 700 million users collectively selling products out of shelves and propelling music by unknown artists to become number one hits.

So chances are you’re wondering what the hype is all about and whether it might be time for you to jump on the bandwagon. In this article, we’ll help decode this whole TikTok thing and whether or not it’s worth your time to get on it.

What Is TikTok?

TikTok is a social media application from China that has gained worldwide popularity, becoming the seventh-largest social media network in just five years of existence. It’s based on short-form video sharing with users being able to interact with one another by creating their own videos with the sound from another user’s clip. It’s also possible to “duet” another TikTok, creating a video of your own that will play side-by-side with the one you’re duetting. As a result, TikTok has a lot of engagement and is particularly known for its ability to create trends and viral challenges.

Why Is TikTok so Popular?

Projected to reach a billion users by next year, the fact that TikTok is popular is indisputable. But what is less clear-cut is why exactly it’s blown up the way that it has. After all, with the social media market nearly dominated by giants like Facebook, Instagram, and YouTube, finding success in the space is no easy feat. So why do people flock to the Tok?

First, there’s the algorithm, which is exceptionally good at serving you up content that you’ll enjoy and want to see more. It’ll only take a day or two of using the app to start seeing exactly the type of videos you want to, which is very effective at keeping people on TikTok.

There’s also the trend factor that we mentioned above. With all of its challenges and communities, TikTok is great at making people feel like they are a part of something and – on the contrary – like they are missing out on something if they don’t participate.

Is My Audience on TikTok?

The stereotype is that TikTok is mostly popular amongst Gen Z, but who is really using it?

Well, it is true that young people particularly love TikTok; 41 percent of TikTok users are between 16 and 24 years old. 53% of TikTok users are male and 47% are female. The most popular categories of content on the app are entertainment, dance, pranks, fitness/sports, DIY, beauty, fashion, and cooking.

Does My Business Need to Join TikTok?

Now here comes the key question: as a business owner, should you put your brand on TikTok?

As you can imagine, the answer is more nuanced than a simple yes or no. If you want to and have an interest in trying out TikTok, by all means, go for it, as it can be very good at giving your brand new exposure. But the most important thing is to reach your customers and your audience, and depending on who they are, they may or may not be on TikTok.

If your target market is teenage dancers in America, TikTok might be a crucial part of your marketing strategy. But if you’re aiming to reach Gen X auto mechanics, TikTok might be skippable.

If you’re curious, trying to see if you can find engagement on TikTok may be well worth the experiment. But if you don’t have the time, resources, or personality to be regularly posting short-term, engaging video content, don’t feel pressured to jump on TikTok. Stick with the marketing channels that are working for you is just fine.