Today, you can’t read anything social media-related without the mention of TikTok, the short-form video app that has taken the digital marketing world by storm. 

TikTok saw record-breaking growth during the COVID-19 pandemic, with a rise so rapid it set the record for the most downloads in a single quarter for a social app, at 315 million installs. Since then, its snappy content and impeccable algorithm, demonstrated by the captivating ‘For You’ page, has captured the attention of users with 90% accessing the app daily.

Despite this, many businesses are hesitant to get involved, clinging to the safety of tried-and-tested platforms and disregarding the TikTok hysteria as a passing phase. These companies are at risk of missing out and here’s why…

TikTok is not just for Gen Z

If you’re a business targeting a non-Gen Z audience, you might question the relevance of this post, but you’d be greatly mistaken to do so. Though true the majority of TikTok users are 16-24, you may be surprised to learn that 59% of the platform is made up of Millennials, Gen X and even Baby Boomers. This makes TikTok is the ideal place to gain exposure and generate sales. 

Anyone can go viral 

Gone are the days of needing a high follower count or influencer involvement to get your brand out there. Rather than the usual feed consisting of content from accounts a person follows, TikTok users have the ‘For You’ page where videos are suggested following your past activity on the app. This means videos are often reached by an audience with a pre-existing interest in the subject matter. The TikTok algorithm means the right video with a trending sound can gain huge traction regardless of followers, gaining maximum exposure with minimal effort and expenditure. 

TikTok creates sales 

Not only are consumers seeing brands on TikTok, but they’re also buying from the brands they see there – sometimes even in-app. Amazon even has a section on the website called ‘TikTok made me buy it’, with some items like books racking up huge waiting lists after going viral on the app. Research from Adweek revealed that nearly half of users have made purchases from brands they’ve seen on TikTok.

To conclude, TikTok is the future of social media marketing for all businesses. Whether you’re B2C or B2B, you can find your niche on TikTok and capitalise on it. TikTok users are looking for entertainment, inspiration and education, so make sure your content is centred around these three pillars.

But remember it’s a FUN app (trust us, have a scroll), so don’t take yourself too seriously! Humour and authenticity are paramount. 

If you’re looking for a social media agency in Birmingham, get in touch today to find out how TikTok can benefit your business.