In 2021, we became painfully aware of TikTok. For many of us non Gen Z-ers, the new-kid-on-the-block video app felt like Facebook and Instagram’s annoying younger brother: the unexpected child that nobody planned for.
But as the saying goes:
“if you always do what you’ve always done, you will always be what you’ve always been.”
In the last twelve months, TikTok grew by 173% and saw over 1 billion monthly users worldwide. By comparison, Instagram Reels (the short form video functionality launched by the app in 2021) only grew by 22% and Instagram Stories even decreased by 33%.
Facebook’s aging user base is beginning to look problematic, too. Since 2019, the app’s teenage user base has declined by 13% and is projected to drop by 45% in the next two years, driving an overall decline in daily users and in the company’s profitable ad market.
So what does all this mean for you and your business? Is it time to start paying attention to TikTok’s exponential growth? The answer isn’t entirely black and white. Here are some of the common statements we bet you’re guilty of saying–or at least thinking–when it comes to embracing TikTok. Let’s delve in and assess their validity.
“Gen Z isn’t our target audience.”
Though it is true that over 47% of TikTok users fall into the Gen Z age bracket, it’s important to note that 53% of users between the ages of 30-50+ are also signed up to the app. Not only are we starting to see more millennials download the app, but we also need to remember that the young, brazen-faced video editors of today will, at some point, fall into our target demographic.
“We don’t have the resources to start up another social media account.”
TikTok might not be as burdensome as you’re imagining it to be. It’s never been easier to cross-purpose and repurpose content. If you’ve been using Instagram Reels, consider reposting the same file to TikTok as a way to kick off your account. Similarly, any video used for Instagram grid posts or for Facebook could likely be reused within TikTok.
Beautiful photos often go viral when edited well with a catchy music snippet, so consider searching through your archives for static content that could be brought to life. Be sure to dip your toes in the app by using the resources you have, before diving in headfirst.
“TikTok is just for dancing videos. It won’t work for our business.”
The dancing shoes can stay in the closet. A common misconception about TikTok is that it is just for dancing, funny or shocking videos. Whereas in reality, it plays host to a plethora of content including tutorials and educational content. It allows businesses to break down the fourth wall like never before, creating life-like, “unstaged” content that reaches audiences on a more personal level. Think step-by-step tutorials, interviews or even breathtaking footage of destinations.
Try to brainstorm methods of presenting your content that won’t cause conflict with your brand voice and identity.
Are you struggling with social? Posts not having an impact? Together we’ll transform your social savviness so you can reach your goals and have fun along the way. You’ll get the tools, direction and support you need to see real change, get those sales get outside! Ready?