Trending: Tik Tok’s Battle to Stay in the US
Have you heard? Tik Tok has decided to sue the United States government for neglecting to give them proper due process, after President Trump issued an executive order stating that they had 90 days to sell the company to a US business or be banned. Considering there are currently 7.5 million downloads of the app in the US in June and 100 million active US users, this is a big deal and would be incredibly damaging to the company.
Some media outlets report that this lawsuit could be Tik Tok’s way of stalling the sale of the US branch of the company until after the 2020 election, when there may be a new President in the Oval Office who could be willing to negotiate.
Whatever happens, the question for us is: What does all this mean for us marketing professionals? Is it worth investing the time into developing a Tik Tok strategy for your organization, or should you just leave it to the teens?
Honestly, it’s going to be a waiting game for at least the next few months. But there are three things you should be asking yourself before deciding whether or not to adopt Tik Tok as a part of your marketing strategy.
Is your target demographic on the app?
Do you have the resources and interest to create engaging content?
Do you have the time to invest?
Let’s break it down.
Your Target Demographic
As with every new platform or a new tactic to market your business and build your brand, it is essential to know whether your target market is going to see your content.
While the pandemic has boosted Tik Tok’s audience and expanded the age range of users, most users on Tik Tok are between the ages of 10-39, so essentially millennials and Gen Z. Not all that surprising! But the age range will keep changing as long as the app sticks around.
As a marketer or business owner, it is crucial that you have a firm understanding of who it is you are targeting and why. If you’re looking to connect with 10 to 39-year-olds, Tik Tok could be a great place to spend your time, but if you’re focused on connecting with anyone older than 39, it may not be the right platform for you right now.
So set your goals and objectives appropriately. If you think your target audience may show up on the app soon, start playing around with it now and see how it goes, but keep your expectations realistic. Plus, with the constant threat of a ban and litigation, the app could be gone before your older audience catches up with the trend.
Can You Make Good Content?
Here’s the thing with Tik Tok: It’s not like any other platform we currently have. Not only in the way the algorithm works, but in the kind of content that performs well. Many users spend hours on this app because it’s a distraction from their struggles and a pick-me-up in a stressful world. Creators share silly dances, outrageous stories, and ridiculous sketches designed to make you laugh and share with your friends. It’s a place for positivity, authenticity, and an unpolished life.
Is that the kind of content you are ready to make?
The content that performs well on Tik Tok is often outside the box, simple, and a little silly. Does that fit your brand?
Tik Tok is also ALL video. While you don’t need any special equipment to make a decent video, many users improve their production quality with extras. Ring lights, phone stands, and mics are popular tools to help make videos higher quality, but remember that this isn’t supposed to be polished. Consider what kind of videos you want to make, who will be in them, and how they would be created. The Washington Post hired a Tik Tok expert who creates incredible videos, but that’s all he does because a great video takes a lot of time and effort - even if it’s 15-60 seconds long. (He’s pretty awesome. You should check him out!)
Expectations are high when it comes to videos on social media now. There are lots of tools available to use to make great videos, because anything less than great will be pushed aside and forgotten. Consider and budget for the time and money it would take you to create an excellent Tik Tok account, if it’s something you want to do.
Do You Have the Time?
Lastly, remember that your account will take time to grow, especially if it is new territory for you and your team. While it is completely possible to make a video and go viral, and use that clout to gain followers quickly, that’s not the norm. Understanding what works well for your unique brand on the platform will take some time, and getting a strong strategy in place will require a lot of trial and error - as with most things, right?
So consider the amount of time you want to dedicate to learning and developing this platform for your organization. It could be the next best thing to happen for you, but it could also take a long time to return real results. Our advice? Have a plan for how you want to approach Tik Tok, and play around with it before you start pushing a lot of content out. See what works and what doesn’t. Research other brands similar to yours and see what they are doing and if it’s working. Think outside the box and get creative. And, as always, once you start posting, keep posting consistently.
Tik Tok could be the next big thang for your business, but it could also disappear within the next few months. Like with most things in 2020, we just don’t know what’s coming next. Make sure to stay informed on how Tik Tok and the US government are working through their issues and how that impacts your decisions around using the app.
Good luck!