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Ought to My Enterprise Be on TikTok? Your Burning Questions Answered

There’s one query we get requested ALL the time: Ought to my enterprise be on TikTok?

The quick reply to this query is “sure.” This weblog put up wouldn’t be very useful if we left it at that although, would it not?

Learn on for a extra nuanced reply, the place we offer you a framework for evaluating whether or not TikTok is best for you and supply examples of organizations—from the monetary providers business to native authorities—who’ve discovered devoted audiences on this distinctive platform.

Inquiries to ask your self earlier than becoming a member of TikTok

You’re in all probability already managing a number of social media platforms to your model. New ones crop up on a regular basis, so what’s so particular about TikTok? Rather a lot really, however we’ll get to that later.

First up, check out the questions we put collectively that can assist you consider TikTok and resolve whether or not it is best to give it a attempt or give it a move.

graphic of white and hot pink text on a black background reading "5 questions to ask when evaluating any new platform"

1. Is my viewers on the platform?

Do your analysis by signing up for a private TikTok account and lurking round to see who’s utilizing the platform and the way.

Take note of who’s lively in your business or verticals and test to see in case your rivals are there. Simply because they’re doesn’t imply you have to be, after all, however it could possibly be an indication that it’s price testing.

You may also discover a ton of information about TikTok customers in Hootsuite’s Digital Report sequence.

2. Can I present worth to my viewers on TikTok?

When you’ve decided your viewers is on the platform, it’s essential to work out when you can provide them one thing they need or want.

TikTok isn’t like different platforms—you gained’t succeed by being overtly sales-forward or corporate-sounding. Take into consideration the content material that works greatest on TikTok, then think about whether or not it’s one thing you and your group can ship.

3. Is the time and useful resource funding price it?

It doesn’t matter what you’re posting or who’s accountable for posting it, there’s a price by way of time, cash, and different assets.

Whereas TikTok customers favor genuine, low-production content material, there’s nonetheless an funding concerned in executing intelligent and interesting movies.

Think about what assets you’d want to take a position on this new channel and in case you have the expertise in-house to dedicate to it.

4. Can I do issues on TikTok that I can’t do on my present channels?

TikTok supplies a chance to do one thing new that would delight your viewers. It has popularized short-form vertical movies with a really totally different tone than different platforms.

Is there a chance so that you can do one thing totally different along with your model voice or fashion? Undoubtedly. But in addition ask your self if one thing new could be invaluable for your small business.

5. Does TikTok and the alternatives it supplies align with my social media objectives?

Your objectives are the guts of your social media technique and your social community selections should be in service of them.

You’ll have heard that TikTok is wonderful for its natural attain. However that’s not all. It’s additionally an amazing channel to assist the consideration stage of the customer journey, drive conversions, and construct buyer loyalty. Be taught extra in a weblog put up concerning the TikTok alternative—we’ve laid all of it out for you there.

Do TikTok’s best strengths line up with what you’re attempting to attain along with your social media technique?

The TikTok alternative

For social entrepreneurs, TikTok is changing into more and more arduous to disregard. It was the most downloaded app of 2021 with 656 million downloads (over 100 million greater than its closest rival, Instagram), bringing the overall to over 2 billion downloads globally.

Opposite to fashionable perception, TikTok isn’t just for Gen Z, which means entrepreneurs can attain different age teams on this platform. Living proof: American TikTok customers aged 35 to 54 have greater than tripled yr over yr.

One other frequent false impression is that manufacturers don’t belong on TikTok. There’s a big alternative for manufacturers and organizations of all sizes and styles on TikTok. With the launch of in-app procuring, it’s turn into much more important to manufacturers seeking to join instantly with clients—70% of TikTokers say they’ve found new merchandise and types on the platform that match their life and nearly half of TikTok customers say they purchased one thing they noticed within the app.

TikTok isn’t only for client manufacturers, both: 13.9% of B2B resolution makers who use social for work analysis say that TikTok influences their buy choices. Whereas it is probably not the obvious platform for direct B2B gross sales conversions, TikTok supplies an amazing house to construct model belief and loyalty:

graphic of white and hot pink text on a black background reading "There's a home for every type of business on TikTok"

Surprising organizations which can be smashing it on TikTok

To exhibit that manufacturers and organizations of every kind can discover a residence on TikTok, we’ve compiled a listing of TikTok accounts making waves in seemingly surprising locations.

Native authorities

Native government-run organizations like libraries, colleges, hearth departments, parks, and transit suppliers could doubt that TikTok is a platform the place they will have an effect, however there are numerous examples of native authorities organizations doing simply that.

Fowlerville District Library, positioned in Livingston County, Michigan, joined TikTok in Could 2021 and has constructed a strong following of 96.6K. That is notable because the village has a inhabitants of solely 2,886 folks!

The library’s account options movies of its affable workers reviewing books, having enjoyable with TikTok traits, and selling inclusion and social justice by means of their love of books.

@fowlervillelibrary Reply to @ktempestbradford Right here’s a listing of queer books with BIPOC characters! 😁 #library #librarytiktok #booktok #lgbt ♬ Life Goes On – Oliver Tree

Sioux Falls Fireplace Rescue positioned in South Dakota joined TikTok in February 2020 and has gained an unbelievable following of 178.7K with its humorous, genuine movies that function its workers, mascots, and trending audio tracks.

This video alone had 3.4 million views and over 8,000 feedback.

@siouxfallsfirerescueReposting this video however it didn’t get the hype it deserved🤷🏽‍♀️♬ authentic sound – Sioux Falls Fireplace Rescue

Monetary providers

TikTok movies utilizing the #Finance hashtag have 6.6 billion views so there’s a large viewers for monetary providers on the platform.

Revolut, the digital financial institution that has taken the UK and Europe by storm, has over 6,000 TikTok followers. It responds shortly to TikTok traits and will get tons of engagement. A few of its movies have gained tens of millions of views—the one beneath was watched 3.9 million occasions!

@revolutapp My cash don’t jiggle jiggle, it folds. 💶 #Revolut #FYP #mymoneydontjiggle #jigglejiggle ♬ Jiggle Jiggle – Duke & Jones & Louis Theroux

Nevertheless it’s not simply digital banks and fintech corporations that discover success on TikTok. Conventional banks are additionally connecting with totally different audiences by means of a variety of various methods.

The Royal Financial institution of Scotland companions with TikTok influencers to create user-generated content material (UGC) on a variety of money-related matters together with money-saving suggestions for college students, recommendation for purchasing your first residence, and methods to keep away from monetary scams.

The financial institution’s content material technique performs very well, with some movies gaining over 2 million views.

@royal_bank On The Cash | Saving up for a deposit. #onthemoney #firsthome ♬ authentic sound – Royal Financial institution of Scotland

Insurance coverage

State Farm supplies all of the proof you want that insurance coverage manufacturers belong on TikTok. The model revived a beloved character—Jake from State Farm—from a well-known 2011 TV commercial and constructed a house for him on TikTok.

Jake is fast to leap on all the newest TikTok traits and is constant in referring again to the unique advert that made him well-known. (e.g., his response when requested what he was carrying, “Uh, khakis”?)

The reimagined character’s 424.5K TikTok followers and unbelievable engagement stats exhibit how even manufacturers from conservative industries like insurance coverage can discover large success on the platform.

@jakefromstatefarm With the identify Jake from State Farm, I gotta be the primary character ☺️ Plead your case within the feedback @Boban Marjanovic @TheTraeYoung @Karl-Anthony Cities #NBA #NBAEdits ♬ authentic sound – Jake from State Farm


Intuit Quickbooks joined TikTok in November 2021 and has already earned 21.8K followers by means of its intelligent technique that includes content material from the small enterprise house owners who depend on Quickbooks to run their corporations.

@quickbooks Operating a small enterprise IRL isn’t all iced lattes and lip balm, however the arduous work pays off. 💪@gabrielfeitosagrooming #newbiznoproblem #smallbusinessowner ♬ authentic sound – QuickBooks


Sure, even dentists belong on TikTok. The Singing Dentist brings unbelievable humor to his subject and has gained 217.9K followers consequently.

Along with his dental puns, humorous songs, and dance strikes, the Singing Dentist’s movies repeatedly go viral and convey smiles to tons of of hundreds of individuals on TikTok.

@dentistsinging Some Dental Dance strikes for you,,, you’re welcome!! #dance #dental #foryou #fyp ♬ Consider Me – Navos

The best way to get began on TikTok

Hopefully we’ve satisfied you of the worth TikTok can convey to your small business’s social media technique. Regardless when you’re the most popular new retail model or an area library in a small city, yow will discover a house on TikTok.

Right here’s how one can get began:

1. Obtain the app and snag your deal with

In case you haven’t already, obtain the TikTok app and safe your model’s deal with. Get suggestions from our TikTok for enterprise weblog about including extra info to your profile and accessing metrics and viewers insights.

2. Write your bio

Write a intelligent bio (take a look at your friends’ bios for inspiration) and add a hyperlink to your web site. You’ll want to add a UTM to your hyperlink if you wish to observe the visitors TikTok’s sending your means.

3. Get tips about TikTok etiquette

For assist understanding easy methods to navigate TikTok’s difficult-to-define components, get your palms on Hootsuite’s TikTok Tradition Information. Studying it’s like sitting subsequent to a buddy who’ll clarify every thing in plain language. We promise it’ll convey you in control very quickly.

4. Watch, pay attention, study

Observe your pursuits on the platform and watch some content material out of your rivals, adjoining business gamers, and creators to see what they put up and the way they have interaction with their audiences.

5. Touch upon different manufacturers’ movies

The feedback part of TikTok movies is a good place to discover ways to converse TikTok. Once we launched our model on the platform, we found that proactively commenting on different manufacturers’ posts introduced tons of visitors to our account. Be taught how Hootsuite grew our following to 11.5k in 10 months.

6. Strive making a fast video

Consider a humorous sketch about your business, attempt a dance transfer, or share a life hack. The movies don’t should be high-quality—65% of TikTok customers agree that professional-looking movies from manufacturers really feel misplaced or odd on TikTok (Advertising and marketing Science International Group and Self-expression Research 2021).

You’ll see from the examples above that the content material works higher if it’s genuine. Take a look at suggestions and tips on our weblog to get began.

7. Join it to your favourite social media administration platform (Hootsuite, after all!)

That’s proper: TikTok is now on Hootsuite! Get linked and handle TikTok alongside all of your different social media content material.

Schedule your TikToks, get beneficial put up occasions, have interaction along with your followers, and measure your outcomes—all from one central dashboard.

Strive Hootsuite’s TikTok Instruments Free

Develop on TikTok sooner with Hootsuite

Schedule posts, study from analytics, and reply to feedback multi function place.



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