A client recently asked me to start promoting her business on TikTok, the popular video-based social media platform.
My response was “Why?”
I admit, it was somewhat of a trick question to see if she had valid reasons to invest marketing resources…or, as I suspected, because she heard, “It’s the social media app everyone is using.”
Um, no.
With approximately 1 billion users, TikTok is currently ranked the 6th most-used platform globally.
I would have been onboard if, instead, she had said because:
- TikTok gets the highest organic engagement rate of any platform.
- TikTok’s largest user group is women between 18-34.
- TikTok makes selling products free and easy for small businesses.
- I love creating videos for my business (said no client ever!).
My point is that you must do due diligence before diving into a new social media platform. I recommend no more than three to my clients.
Although I’m focusing this message on TikTok, these questions should be at the center of your overall social media strategy:
1. Is your audience there?
If your target customer is not the typical TikTok user, then it’s a no-brainer.
2. What type of content do you want to share?
TikTok is a video platform, so if you don’t like filming yourself, you should use more text or photo-based channels.
3. Do you have enough time/resources?
If you don’t have the bandwidth or budget to add another social channel to your marketing, it’s best to wait.
4. How does this fit into your overall brand?
There should be consistent messaging and image across all of your marketing. If your business is fun and quirky, your videos cannot be boring. Conversely, if you offer a professional service, you probably shouldn’t show up on TikTok dancing in your bathrobe.
Bottom line: Your business does NOT need to have a presence on all social media channels.
Which social media platforms are you currently using for your business? Why? Click here and let me know.
Tracy
