Should your brand be on TikTok?

May 9, 2023

Tiktok has a very special way of finding and popularising otherwise unheard of brands and shooting them onto whether it’s selling the company out of a customer favourite product in the span of 24 hours, or exponentially increasing the brands following and in turn, customer base.  

So the question remains, should your brand be on TikTok? There are a few factors to take into consideration, like: who’s your target audience, whats your marketing goals, and content strategy. Generally speaking, TikTok has a primarily younger audience, with 41% of its users aged between 16 and 24 years old. If your brand targets this age group or has a younger demographic, TikTok may be a very valuable platform to reach your audience.

Here are some factors to consider when deciding whether to use TikTok for your brand:

  1. Marketing goals: Consider your marketing goals and whether TikTok can help you achieve them. For example, if you aim to increase brand awareness and engagement, TikTok's highly engaging and shareable content may be a good fit.
  2. Content strategy: TikTok's unique format, which includes short-form videos with creative editing and sound effects, may not suit all types of content. Consider whether your brand has the resources to create engaging content that fits the platform's style and resonates with your target audience.
  3. Brand personality: TikTok is a platform that thrives on personality and humour. If your brand has a strong personality or can incorporate humour into its content, TikTok may be a good fit.
  4. Resources and budget: TikTok requires resources and budget for content creation, including filming, editing, and sound creation. Consider whether your brand has the resources and budget to create and maintain a strong TikTok presence.

Measuring the success of a TikTok marketing campaign involves tracking key metrics and evaluating whether the campaign achieved its marketing goals. Here are some metrics to consider when measuring the success of a TikTok marketing campaign:

  1. Views and engagement: Track the number of views, likes, comments, shares, and other forms of engagement on your TikTok videos. This can help you understand how many people are seeing and interacting with your content.
  2. Follower growth: Monitor your TikTok follower count before, during, and after the campaign to see if it had a positive impact on your overall follower growth.
  3. Conversion rates: If your TikTok campaign has a specific call-to-action, such as driving traffic to a website or promoting a product, track the conversion rates to measure the campaign's effectiveness.
  4. Brand awareness: Use surveys or social listening tools to measure the impact of the campaign on brand awareness and sentiment.
  5. Return on investment (ROI): Calculate the ROI of the campaign by comparing the cost of the campaign to the revenue or other benefits generated by the campaign.

All in all, TikTok can be an extremely valuable platform for brands looking to reach a younger audience and promote engaging content. It’s also a great way to build relationships with your audience and in turn trust.  However, it's important to carefully consider whether TikTok aligns with your marketing goals, content strategy, brand personality, and available resources before deciding to establish a presence on the platform.

Speak with The Atticism about a personalised Social Media plan for your business, and let us help you decide what platforms are best for you!

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