Is TikTok Right for Your Brand? Analyzing the Positives, Negatives, & Decision Points

A man capturing the perfect TikTok shot with a ring light.

Table of Contents

  • Ayah
  • May 8, 2024

In today’s digital world, figuring out where to invest your marketing efforts can feel like finding your way in a crowded room. One of these is your social media strategy. You’ve probably heard the saying, “If your brand isn’t on social media, then it’s as good as dead.” You’ve tried it all—LinkedIn, Facebook, and even industry forums.

But maybe there’s one social media platform you haven’t dipped your toes into yet: TikTok. Now, TikTok is famous for its catchy dances and viral crazes, so it might not immediately spring to mind as a natural fit for your tailored services. But before dismissing it, let’s dive in and see if TikTok advertising could be a hidden gem or a rough wave for your business.

 

TikTok Marketing: Weighing the Benefits and Drawbacks

Like many respectable business owners, are you wondering if TikTok could be the missing piece in your social media strategy puzzle? As with any trend, it’s crucial to consider how TikTok aligns with your business and whether it can be integrated without compromising your brand identity.

Let’s explore whether TikTok is a platform your organization can easily fit into your social media marketing plan or if it’s better left on the sidelines.

 

Upsides to Using TikTok for Marketing

It’s time to flip the script! After peeking into the pitfalls, let’s explore the sunny side of TikTok for your business.

 

You Grow and Expand Your Audience

Boosting brand awareness is the name of the game for every brand, and TikTok is a pro at it. In recent news, TikTok smashed records as the first non-Facebook app with 3 billion downloads worldwide.1 That’s a massive pool of potential customers for businesses of every size.

Not only that, but these audiences are also highly engaged on TikTok compared to other platforms. So, if you want to reach a younger crowd and get your brand out there, you’re in luck with TikTok’s one billion monthly users.2

And the best part? TikTok covers many topics, so there’s something for everyone: job hunters, IT professionals, or even recent college graduates.

Here’s how you can make the most of this advantage:

To reach more people, you can try:

  • Collaborate. Teaming up with relevant influencers expands your reach and boosts your brand’s credibility with their unique audiences.
  • Make content that people want to interact with. TikTok users are engaged, making it the perfect platform for influencer marketing. Instead of just sharing information, create content that gives your audience a fun experience they can engage with. For example, you could create interactive videos where they showcase job interview tips in a fun and engaging way, allowing viewers to comment with their own experiences or questions.

 

Read More: Unleashing Brand Ambassadors to Supercharge Your Message

 

You Start on the For You Page

Ever noticed how TikTok greets you with the For You page right off the bat Unlike other platforms where you’re stuck in your bubble, TikTok’s For You page highlights content from people you don’t follow, putting new and interesting videos front and center.

This means that whether or not your target audience follows you:

  • You have an equal shot at reaching them as anyone else when they open the app.
  • It’s easier for them to discover new accounts or posts that cover topics they’re interested in.
  • In fact, 92 percent of TikTok users do something after watching a video, and 37 percent have bought something they found on the platform.3

Here’s how to make the most of this opportunity:

  • Get the most out of hashtags. They’re words or phrases you add to your caption to help organize your post into a specific topic page. Using hashtags tells TikTok you’re joining the discussion on that topic.
  • Use TikTok’s built-in music. It’s not just for adding catchy tunes to your videos but it also groups your video with others that use the same sound, so users can see who else used it.

 

People Can Interact in Many Ways

TikTok’s third benefit is closely tied to growing your audience. As mentioned before, TikTok is all about getting people involved. Its top creators and brands understand this and use it to boost awareness and engagement. TikTok offers several features to help with this, such as:

  • Stitch. This is mixing your videos with theirs. This feature lets them grab part of your TikToks and put their own spin on the story in their content.
  • Duet. These let you have a conversation with your audience. Use different colored captions to show which parts they can act, sing, or reenact.
  • Audio. Let others use your unique sounds in their videos. This is great for audio producers. When you upload catchy original sounds, users can include them in their videos for dubbing or storytelling.

 

Here’s how:

  • Add captions. Adding captions to your videos helps convey your intent right away. Encourage your audience to Duet, Stitch, or use your video sounds with on-screen captions.
  • Reply to the comments. Another cool feature on TikTok is interacting with users in the comments or responding with videos. When you feature viewers’ comments in a video reply, it encourages more comments and helps you brainstorm ideas for future content. For example, a comment from a user asking for advice on negotiating a salary. You could reply with a video sharing interview advice. This engages the user and provides helpful content for others in similar situations.

 

The Flip Side of TikTok Social Media Marketing

Perhaps TikTok isn’t the best match for your needs – no social media platform is perfect. Here are some factors to consider when exploring alternative platforms and reasons to swipe left.

 

Restrictions on Content Format

While video content thrives on platforms like TikTok, it’s important to note that digital marketing encompasses various content types beyond videos. TikTok might not align with your needs if your strategy includes sharing diverse content like blog articles on career advice or job market trends.

If you’re considering marketing on TikTok, you must know you can’t just post static ads. Nope, it’s all about videos here, and that could strain your budget.

Marketing on TikTok means embracing video content exclusively, which could strain your budget. However, adapting to user preferences for authentic, DIY-style videos can mitigate this challenge. Consider repurposing existing content such as slideshows or incorporating graphics strategically to optimize your TikTok ads.

Read More: From Bland to Brand: 8 Secrets to Stellar Content Creation

 

Creating Content Takes a bit More Time and Effort

Some users are all about high-production-value videos. Short videos on platforms like YouTube are just as challenging to make as longer ones. Content creators pour their hearts, souls, and resources into creating entertaining content for their audience.

Shooting videos involves a lot of prep work behind the scenes. It’s not just about filming and posting – it’s about telling a story visually. Making a 15-second video isn’t as simple when you’re doing it solo compared to having a team to help. Filming eats up time you could spend on other parts of your business. While some simpler productions on TikTok succeed, it’s not a guaranteed strategy for everyone.

 

Advertising Expenses Can Skyrocke

Besides the expense of creating high quality videos, advertising on TikTok can be pricey. Here are the types of ads they offer:4

  • Brand takeover: $50,000/day
  • In-feed: $10/impression
  • Hashtag challenge: $150,000/week

 

Before launching your ad, ask yourself:

  • Does it check all the boxes on your social media marketing checklist?
  • Are your visuals and messages persuasive?
  • Do they address your audience’s needs and concerns accurately?
    Following through on those answers will help you stay within your budget and avoid overspending.

 

What’s Your Bottom Line?

While TikTok presents exciting opportunities for brand exposure and engagement, weighing these benefits against potential challenges is essential. You should consider whether TikTok aligns with your firm’s goals and values.

If diving into TikTok feels like the right move for your staffing firm, seize the opportunity to connect with a broader audience and show off your brand’s unique personality. However, if TikTok doesn’t seem like the best fit for your business model or target audience, that’s perfectly okay too. There’s no uniform approach to social media marketing; ultimately, the choice is yours.

 

LET’S MAKE YOUR BRAND THE TALK OF THE TOWN WITH ALLIED INSIGHT

In TikTok’s busy and chaotic world, everyone’s trying to be heard over each other. With so much noise competing for their focus, it’s easy for your brand’s message to get lost in the shuffle. That’s where Allied Insight comes in. Through careful planning and creative execution, we’ll help your brand cut through the noise and capture your target audience’s attention.

We’re here to provide insights and options to empower your decision-making process. Whether you embrace TikTok or explore other avenues, the key is making informed decisions that align with your staffing firm’s objectives and resonate with your audience. Call us today, and let’s make your brand the ultimate sensation!

References

1 Hodge, Rae. “TikTok Becomes First Non-Facebook App to Hit 3 Billion Downloads.” CNET, www.cnet.com/tech/services-and-software/tiktok-hits-3-billion-downloads/.

2 Doyle, Brandon. “TikTok Statistics – Everything You Need to Know.” Wallaroo Media, 5 Jan. 2024, wallaroomedia.com/blog/social-media/tiktok-statistics/.

3 TikTok. “TikTok Works: How TikTok Drives Business Impact for Advertisers | TikTok for Business Blog.” TikTok for Business, 9 May 2023, www.tiktok.com/business/en-GB/blog/tiktok-works-driving-business-impact.

4 Geyser, Werner. “How Much Do TikTok Ads Cost?” Influencer Marketing Hub, 16 Aug. 2022, influencermarketinghub.com/how-much-do-tiktok-ads-cost/.

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