Still think you can't hang with the Gen Z crowd and implement TikTok into your social media strategy? Think again. TikTok does require a different strategy than Instagram, but we're here to guide you in making the decision if TikTok is right for you.
1. ARE YOU SEEKING TO GROW BRAND AWARENESS?
TikTok is a great tool for discoverability. If you are looking to expose yourself to new audiences, this might be the place for you. And if so, you are definitely going to want to play by the rules of the landscape. In other words, what works for Instagram might not resonate with a TikTok audience.
2. WHO IS YOUR PRIMARY DEMOGRAPHIC?
If you cater to a predominantly older audience, TikTok might not be your top channel for reaching them. Heading into 2023, over 30% of users were 40 years of age and up, however this number seems to be increasing with time with more and more mature creators and users getting into the platform. That said, it is important to balance the cost-benefit in terms of resource allocation, if your audience skews a bit older.
3. WHAT DOES YOUR IDEAL CUSTOMER’S SOCIAL MEDIA BEHAVIOUR LOOK LIKE?
Consider how your ideal customer is using social media. What platforms are they using and who are they following? Are they using social media to connect with creators and brands they love; to be entertained; to learn; for inspiration? Once you have a clear understanding of this, you will have a better idea of how you can meet these needs on social (TikTok or otherwise).
4. HOW MUCH CREATIVE CONTROL ARE YOU WILLING TO GIVE UP?
Arguably, no social media platform is more conducive to showing up authentically than TikTok. For most users, it is about having an authentic experience with the content they engage with, and they are quick to call out what they perceive as pandering or BS. For brands coming to hang on this playground, they are best served by being down with these rules, and that can mean letting go of the brand guidelines a bit, and being okay with taking yourself a bit less seriously than you might on other channels. The brands that lean into the TikTok culture the most, tend to be the ones that do the best.
Looking at your brand through the lens of a TikTok user is key to knowing whether you need to adopt a unique TikTok strategy for the platform — one that differs from how you show up on your website, in email marketing, or on Instagram — or whether it makes sense to show up there at all. If you want to Tik-talk to us about what this means for you, our inbox is always open.
