Should Your Brand Be Marketing on TikTok? Let’s Talk About It

In our digitally driven world, social media platforms are more than just places to have fun online – they’re also powerful tools for brand marketing. TikTok has become the latest “it” tool in marketing, with its growing global user base and innovative content options. But is it the right marketing tool for your brand?

Social media marketing trends come and go, and deciding whether or not to follow along can be tricky. We’re here to talk about some of the reasons you might need to jump on this trend, before the next one comes along. Your brand should likely be using TikTok if:

1. You Mostly Target Gen Z Customers

TikTok is Gen Z’s digital playground, with a staggering 60% of the platform’s user base falling between the ages of 10 and 29. To put it into perspective, this means that out of the app’s 1 billion monthly active users worldwide, approximately 600 million are from the Gen Z demographic. This age group not only drives TikTok content trends but also heavily influences purchasing patterns across various industries.

Conversely, TikTok may be less appealing if your brand’s target audience is 30 and above. With less than half of TikTok users falling into this age group, other social media platforms like Instagram, Facebook, or LinkedIn might be better suited for reaching older demographics.

In a nutshell, if your brand’s target audience is the tech-savvy Gen Z demographic, TikTok is an incredibly effective way to reach them. The sheer volume of active Gen Z users on the platform presents a huge opportunity for your brand’s marketing strategy.

2. Your Product Lends Itself to Video Marketing

TikTok primarily focuses on video content, and its most successful users are highly creative and use strong visual storytelling skills to capture their followers’ attention. So, if your product naturally lends itself to video marketing, TikTok will likely be an effective marketing tool for you.

There are many different types of products that translate well to user-generated content (UGC) video formats. For example, fashion and beauty products lend themselves naturally to ‘outfit of the day’ and ‘get ready with me’ videos. At the same time, tech gadgets and fitness equipment are often the focus of unboxing videos and reviews.

Many consumers gravitate towards UGC on TikTok, finding it more authentic and relatable than content generated directly by brands. In fact, Nilsen research indicates that 92% of consumers trust UGC more than they trust traditional advertising platforms.

However, products that are less visually appealing or require more in-depth explanations are less suited to UGC on TikTok. For example, suppose you’re marketing a complex B2B software solution or highly specialized medical device. In that case, your product might not shine as brightly within the confines of a quick, bitesize TikTok video.

You’ve Successfully Partnered with Influencers

If your brand has already dabbled in influencer marketing on other platforms like Instagram or YouTube, transitioning to TikTok will likely be a smooth process for you. Many influencers who have been successful on other platforms have expanded to TikTok to capitalize on its rapidly growing audience.

This trend is a testament to TikTok’s immense popularity and its potential as a marketing tool. These cross-platform influencers are able to maintain consistency in their messaging while also adapting their content to suit the unique characteristics of each platform.

The future of influencer marketing on TikTok looks particularly bright. TikTok accounted for 2.9% of all influencer marketing spend in 2019, and this percentage grew to 15.5% in 2022 and is still growing today. This growth is fueled by the high engagement rates and authentic connections that TikTok influencers have built with their followers.

If your brand has worked with influencers on previous marketing campaigns, you’ll already know how to find the right partners for your brand, negotiate a deal with them, and create content together. This will make for a natural transition to TikTok marketing.

You Have Access to High-Quality Video Equipment

The current TikTok landscape is highly competitive, and you’ll need to produce high-quality content in order to stand out. With users swiping through hundreds of videos daily, grainy, poorly lit videos simply won’t cut it.

If your brand has access to high-quality video equipment, you already have an advantage when it comes to producing standout TikTok content. Professional cameras, lighting, and sound equipment will make your videos more appealing and more likely to make users stop and watch.

However, equipment is only one part of creating quality videos. You’ll need to invest time in creative planning and storyboarding as well.

If video production isn’t your team’s forte, consider hiring a third-party agency or freelance videographer to help generate your content. Look for a partner with specific experience in creating video content to ensure you’re showcasing your brand in the best possible light.

You Have a Strong Marketing Team

To keep up with TikTok’s frenetic pace, you’ll need a dedicated, agile marketing team that can stay on top of content trends. Creating content, monitoring trends, and analyzing analytics are very time-consuming and requires a certain level of marketing savviness and know-how. That’s why we only recommend delving into TikTok marketing campaigns if you already have a robust marketing team or are working with a professional marketing agency.

Many businesses find that it takes 15 to 20 hours a month to build a strong presence on TikTok. Between brainstorming, filming, editing, and engaging with your followers, managing a TikTok account can easily start to feel like a full-time job.

While this may seem daunting, the potential rewards are significant. With a committed marketing team at the helm, your brand can harness the power of viral TikTok content to build a connection with thousands or even millions of potential customers.

Build Your TikTok Marketing Strategy with Ayokay

When it comes to deciding whether or not to market your brand on TikTok, there’s no straightforward answer. This decision hinges on factors like your target demographic, the nature of your product, and the strength of your marketing team. Ultimately, you’ll need to evaluate whether or not your brand aligns with the fast-paced, visual nature of TikTok content.

At Ayokay, we’re committed to helping our clients navigate these marketing decisions. Remember, the goal is not just to be present on every platform, but to make an impact where it matters most for your target audience. We’re a full-service digital agency that will help you find the right marketing strategies for your brand identity and bottom line.

Get in touch today to learn more about our services!