You don’t have to be up-to-date on every social media trend to know about TikTok promotion, the raging new video-based platform-based that has caught the attention of every average scroller and curious marketer.
If you’ve been using the internet at all these days, you’ve probably heard about all the waves TikTok has been making recently. And if you’re a business owner or marketer, you’ve probably looked into the platform from a promotional standpoint as well. TikTok promotion is big these days, and everyone who’s anyone is jumping on the bandwagon.
But if you’re still wondering whether TikTok promotion is a good fit for your brand, we can help you out. Here’s a comprehensive list of advantages and disadvantages of using TikTok marketing for your business.
The pros of TikTok promotion
1) You get access to a younger audience
It’s no secret that TikTok is Gen Z’s favorite pastime and hobby. The younger generation loves to sit back and scroll through countless fun videos to pass their time. So if you’re looking to engage a younger audience with your brand, TikTok is the perfect platform for you.
About 60% of TikTok users are between the ages of 16-24, and these numbers are expected to increase by next year, allowing TikTok to have a much larger younger audience than other platforms. So, if you’re looking to increase your user base, appeal to a younger, hipper crowd, or even center in on your already young enough target audience, TikTok promotion could be the right fit for your marketing strategy.
2) Influencer marketing is a whole lot easier
There has been a notable increase in influencers and influencer marketing ever since TikTok grew as a platform. A lot of influencers have either chosen to migrate to TikTok, make TikTok an addition to their influencer strategy, or focus solely on TikTok as their only source of fame or income.
Collaborating with TikTok influencers who have a large and engaged following can amplify your brand’s reach by a lot. Influencers can create content that seamlessly integrates your product or message into their videos, effectively promoting your brand to their followers, while also staying on trend!
Chipotle has done a great job of leveraging TikTok for influencer marketing. Their first campaign, the #LidFlipChallenge, featured popular influencer David Dobrik, while their second #GuacDance challenge was taken up by younger influencers like Loren Grey, who has a huge TikTok following. These tactics not only helped the brand market itself as a hip food spot, but also allowed it to reach out to lots of new followers through fun campaigns.
You can also work on your own TikTok influencer marketing campaign by using these special influencer marketing tips to help you out.
3) TikTok is the best place for user-generated content
If you’re a seasoned marketer, you probably already know about how useful UGC is to any business. It’s similar to getting free endorsements for your brand, and the best thing about it is that it comes straight from your own target audience.
With the rise of TikTok video trends, a lot of brands are taking advantage of UGC to get their products out there. Too Faced Cosmetics managed to go viral on TikTok by starting up a UGC hashtag challenge called #TFDamnGirl where a known influencer challenged makeup lovers to use TF products and show the results on TikTok using the hashtag. This campaign encouraged TikTok users to make their own content for the brand and resulted in the brand selling out of its key product in no time.
Another good thing about user-generated content on TikTok is that it can be personalized to fit your brand. You can use PosterMyWall’s range of TikTok templates and have your users integrate their content into these, to give your content a unified vibe.
The cons of TikTok promotion
1) Format limits
One big con about using TikTok for marketing is that the content format really limits what you can and cannot post on the platform. TikTok guidelines state that their videos cannot be longer than 60 seconds, which means you have to essentially condense your content and brand identity into a small, 1-minute video for everyone to see. TikTok’s focus on short-form videos can be limiting for a brand aiming to convey complex messages or showcase intricate products to its audience. It might not be the best option for all types of products or industries.
This might also lead to misconceived images of your brand if you’re not able to showcase your true message fully. To avoid this, try keeping your messages and content brief, quick, and engaging and opt for a multi-post format for longer content stories.
2) Over-saturation
Let’s be honest, TikTok might be the most popular platform right now, but that just might be the one reason your marketing might not work there. Everyone who’s anyone is using TikTok to their advantage right now, which means your content might just get lost in the shuffle and not be noticed as much.
To avoid this issue, you need to be consistent with your content, be creative with your ideas, and be relevant to your audience at all times so that your content doesn’t fall through the cracks of the ever evolving TikTok timeline. Here are a few growth strategies to help you figure out how you can make your content show up on all relevant TikTok pages.
3) Trends come and go
TikTok trends come and go rapidly. What’s popular today might be forgotten tomorrow. This means you need to have a constant commitment to staying up-to-date with the latest trends and adapting your content accordingly. If you miss out on a trend or hop onto the bandwagon too late, it might be counterproductive to your TikTok marketing efforts.
To avoid this, try sticking to a few ongoing conversations and trends that are here to stay, and avoid some of the smaller ones if you can’t keep up with them. The brand EOS does a great job of this by using their platform to keep up with already trending discussions on #BlackLivesMatter and making sure their audience knows where they stand. This allows them to set up a specific brand image and helps them stay relevant.
Plan out your own TikTok promotion strategy now
Overall, TikTok marketing presents both exciting opportunities and potential challenges. Its vast audience, creative freedom, and potential for virality make it a great place for businesses seeking to connect with a younger demographic. However, the platform’s unique characteristics, short-form limitations, and evolving trends mean that you need to be very careful when keeping up with TikTok’s ever-changing universe.
Success on TikTok requires a strategic approach that aligns with your brand’s identity and resonates with the platform’s culture. By weighing the pros and cons and making informed decisions, you can use the power of TikTok to create impactful marketing campaigns that keep you relevant and on top of your social media game.
Qasim is a senior editor at PosterMyWall. Qasim is a reader and writer during and after work, and likes to explore a wide range of topics and niches. Outside of work, he likes to meditate, listen to good music and journal.
