TikTok is a certified phenomenon in nearly every country in the world, so it’s no surprise that marketers are curious about this platform as a profitable social media channel.
Not only does TikTok have a massive user base already, but it also has certain features that make it ideal for marketing, including a growing toolkit for ads, analytics, and more.
Here’s the million-dollar question for 2022: should TikTok be a substantive part of your marketing plan moving forward, or is it just a passing fad not worth a second look?
Here is what the pros are saying about TikTok and whether it should be on your radar for marketing in 2022 and beyond.
Benefits of TikTok for Marketing
The upsides of TikTok are clear to businesses already on the platform, but here are some facts to convince everyone else to get on board.
1. 1 Billion Users
You read that correctly – that’s a ton of users that know and love the platform in 2022. That number alone should convince skeptics that TikTok is real and here to stay.
“There’s an enormous amount of people watching right now,” says Serial Entrepreneur Gary Vaynerchuk. “I took advantage of the moment in time that TikTok is in right now, which is a little more positive, pro, happy, lighthearted, and I thought the momentum would build. When new platforms come, new influencers emerge – no different than when HBO pops up and who becomes famous changes, or cable, or pay-per-view. It’s a shift in attention that leads to opportunity.”
2. Ideal for Advertising
It wasn’t long ago that TikTok fell short on the advertising front, but that is quickly turning around before our eyes.
“The platform has done a great job of adding features for advertisers in the past couple of years, so it’s definitely worth digging around and seeing what’s possible,” said Andrew Ferenci, CEO and Founder of Comrad Socks. “You now have the option to create still images, embed custom videos into user feeds, and run spark ads that let you elevate organic content for more visibility. There is also a growing range of analytics features and plenty of data to crunch with feedback to fuel your next campaign. These features make TikTok a legit contender in the social media advertising space, so don’t ignore it.”
3. Direct Audience Engagement
Don’t forget that TikTok is a social environment by nature, which means that brands can engage with audience members directly and make lasting impressions that lead to sales.
“The dynamic on TikTok is very back-and-forth, with people one-upping each other and using existing content as launchpads for their own stuff,” said Craig Carter, President and CEO of Jack Mason. “This can be used to your advantage as a brand to leverage meme culture and build some hype around your products that others will carry forth. Also, be sure to interact with users and reply to comments or questions, building a more direct connection.”
4. Influencer Central
Thousands of popular influencers can be found on TikTok. If you know where to look, your brand can benefit from making these connections and coordinating effective campaigns.
“Any brand avoiding influencer marketing is really missing out, especially on a platform like TikTok which is driven by personalities,” said Luca Capula, CEO of Son of a Barista. “You don’t need to spend tons of cash to team up with influencers and make a serious impact. It’s more about picking the right people in a niche and forming real connections.”
Downsides of Marketing on TikTok
Marketing on TikTok comes with its fair share of downsides as well, so keep these in mind before you dive into the fray.
1. Reputation and Credibility
TikTok is still struggling with security and credibility issues after some not-so-great publicity. Businesses might want to think twice about how this can impact reputation.
“Younger people are on TikTok and they aren’t as preoccupied with issues like this,” said William Schumacher, Founder and CEO of Uprising Food. “However, if your brand is going for the squeaky-clean reputation that you need in something like financial or legal services, it may not be the place to focus your efforts at the moment.”
2. Not Always Affordable
Just because TikTok is a bit smaller than Facebook, doesn’t mean it’s cheap to promote your brand on the platform. Costs can still pile up if marketers aren’t smart with their approach.
“Trust me, it’s just as easy to burn through cash on TikTok ads as it is on Facebook or Insta,” said Mike Clare, CEO of Mood Health. “Don’t let the fun and friendly exterior fool you! You need to track your spending and know whether you’re getting the ROI you need. As always, more targeted advertising will save you some cash and help ensure your message gets to the right people.”
3. Limited Ecommerce Integration
Shopping on TikTok is still far from perfect, which means that brands might not get the quick conversions they expect from their social media marketing spend.
“It’s more of a long game with TikTok at this point, because the infrastructure isn’t quite there for instant browsing and checkout on-site,” said Chris Cronin, Co-Founding Partner at Kitanica. “Keep this in mind when you’re creating calls to action and running promos for certain products. It may be smarter to work on building familiarity with audiences, then pushing the CTAs on other channels with better ecommerce features.”
4. “Big Three” Still On Top
Reaching the 1-billion-user mark was certainly a big win for TikTok. However, the leaders of the pack in social media marketing are still taking the lion’s share of business for marketers.
“We all see the potential for TikTok as a massive marketing channel, but you can’t deny the fact that Instagram, YouTube, and Facebook are still the big three in terms of social media for business,” said Derin Oyekan, Co-Founder of Reel Paper. “That’s why I don’t suggest anyone goes ‘all-in’ on TikTok quite yet. Try it out and get established on the platform, but in terms of actual marketing spend, don’t give it more than you can afford to lose.”
Remember Marketing Fundamentals
Understanding the pros and cons is the first step to succeeding in TikTok marketing, but ultimately, brands must utilize the platform like any other.
“The fundamentals of marketing don’t just fly out the window when a new social media platform shows up on the scene,” said Ryan Brown, Integrated Marketing Director at Kenra Professional. “Keep in mind the principles you’ve learned from the start and don’t let the hype override your rational thinking. All of the same rules still apply, so proceed with care and focus on what actually moves the dial for your company.”
After the initial excitement of being on TikTok wears off (it will), marketers need to buckle down and form a solid game plan.
“It’s tempting to jump into a platform like TikTok and start posting random, goofy stuff for your brand without much thought, but you really need to approach this as a legitimate marketing tactic and take it seriously,” said Justin Chan, Growth Manager at JuneShine. “That means mapping out your target audience, planning content ahead of time, coordinating everything with your brand template, and executing just as you would on email, paid ads, or anywhere else. The companies who stay true to these fundamentals will find success on TikTok and elsewhere.”
Starting small is always smart. As more marketers are finding out, TikTok may be the best place to repurpose content and maximize the long-term value of each asset.
“Content repurposing is about getting the maximum return from every single piece of content you create,” said Amy Woods, Founder of Content 10x. “Content repurposing can take many forms, and there are lots of different and creative ways that you can repurpose your content, but every content creator must repurpose. TikTok may not be the place to put the majority of your marketing budget at the moment, but it’s a great channel to feature repurposed content and reach new audience segments that you might be missing currently.”
Don’t Forget to Have Some Fun
Like Facebook, YouTube, and other social media giants, TikTok is yet another place to showcase creativity and connect with people.
At the end of the day, fun is the X-factor that gets clicks, likes, and sales.
“The vibe on TikTok is much more carefree and fun than other social media platforms, so this is a chance for marketers to showcase a different side of their brand and take some chances,” said Ari Sherman, Co-Founder of evo hemp. “Even if your brand is aiming for a more polished and professional look, you can still find a way to make TikTok work in a profitable way. If anything, it’s a good way to test ourselves as marketers and think beyond the typical formula for once.”
We have a feeling TikTok will be here for the long haul, so set up that business profile and start making moves.
