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 submit 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 trade 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 most likely 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? Quite a bit truly, however we’ll get to that later.

First up, check out the questions we put collectively that will help you consider TikTok and determine whether or not it is best to give it a attempt or give it a go.

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 energetic in your trade or verticals and verify to see in case your rivals are there. Simply because they’re doesn’t imply try to be, after all, nevertheless it might be an indication that it’s price testing.

You too can discover a ton of information about TikTok customers in Hootsuite’s Digital Report series.

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 if you happen to can provide them one thing they need or want.

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

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

It doesn’t matter what you’re posting or who’s liable for posting it, there’s a value when it comes to time, cash, and different sources.

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

Contemplate what sources you’d want to speculate on this new channel and you probably have the expertise in-house to dedicate to it.

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

TikTok gives a chance to do one thing new that might 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 type? Positively. But additionally ask your self if one thing new could be invaluable for your small business.

5. Does TikTok and the alternatives it gives align with my social media targets?

Your targets are the guts of your social media technique and your social community decisions must be in service of them.

You might have heard that TikTok is superb for its natural attain. However that’s not all. It’s additionally an ideal channel to help the consideration stage of the client journey, drive conversions, and construct buyer loyalty. Be taught extra in a blog post concerning the TikTok alternative—we’ve laid all of it out for you there.

Do TikTok’s biggest 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 exhausting 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 full to over 2 billion downloads globally.

Opposite to well-liked perception, TikTok isn’t just for Gen Z, that means entrepreneurs can attain different age teams on this platform. Working example: American TikTok customers aged 35 to 54 have more than tripled 12 months over 12 months.

Another common misconception is that brands don’t belong on TikTok. There’s a huge opportunity for brands and organizations of all shapes and sizes on TikTok. With the launch of in-app shopping, it’s become even more essential to brands looking to connect directly with customers—70% of TikTokers say they’ve found new merchandise and types on the platform that match their life and nearly half of TikTok users say they purchased one thing they noticed within the app.

TikTok isn’t only for client manufacturers, both: 13.9% of B2B decision makers who use social for work analysis say that TikTok influences their buy selections. Whereas it will not be the obvious platform for direct B2B gross sales conversions, TikTok gives an ideal 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 are smashing it on TikTok

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

Native authorities

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

Fowlerville District Library, positioned in Livingston County, Michigan, joined TikTok in Might 2021 and has constructed a stable following of 96.6K. That is notable for the reason that village has a inhabitants of solely 2,886 individuals!

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

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

Sioux Falls Fire Rescue positioned in South Dakota joined TikTok in February 2020 and has gained an unimaginable following of 178.7K with its humorous, genuine movies that characteristic its employees, mascots, and trending audio tracks.

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

@siouxfallsfirerescueReposting this video nevertheless it didn’t get the hype it deserved🤷🏽‍♀️♬ original sound – Sioux Falls Fire Rescue

Monetary providers

TikTok movies utilizing the #Finance hashtag have 6.6 billion views so there’s a huge 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 below was watched 3.9 million instances!

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

But it surely’s not simply digital banks and fintech firms that discover success on TikTok. Conventional banks are additionally connecting with totally different audiences by way of a spread of various methods.

The Royal Bank of Scotland companions with TikTok influencers to create user-generated content material (UGC) on a spread of money-related subjects together with money-saving suggestions for college kids, recommendation for getting your first residence, and methods to keep away from monetary scams.

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

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

Insurance coverage

State Farm gives 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 advertisement 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 unimaginable engagement stats display how even manufacturers from conservative industries like insurance coverage can discover huge success on the platform.

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


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

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


Sure, even dentists belong on TikTok. The Singing Dentist brings unimaginable humor to his subject and has gained 217.9K followers because of this.

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

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

Tips on how to get began on TikTok

Hopefully we’ve satisfied you of the worth TikTok can carry to your small business’s social media technique. Regardless if you happen to’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 the event you haven’t already, obtain the TikTok app and safe your model’s deal with. Get suggestions from our TikTok for business blog about including extra data 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. Make sure you add a UTM to your link if you wish to observe the visitors TikTok’s sending your method.

3. Get recommendations on TikTok etiquette

For assist understanding methods to navigate TikTok’s difficult-to-define parts, get your palms on Hootsuite’s TikTok Culture Guide. Studying it’s like sitting subsequent to a pal who’ll clarify all the things in plain language. We promise it’ll carry you on top of things very quickly.

4. Watch, pay attention, study

Comply with your pursuits on the platform and watch some content material out of your rivals, adjoining trade gamers, and creators to see what they submit 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. After 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 trade, attempt a dance transfer, or share a life hack. The movies don’t must 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 World Group and Self-expression Research 2021).

You’ll see from the examples above that the content material works higher if it’s genuine. Try tips and tricks 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 connected and manage TikTok alongside all of your different social media content material.

Schedule your TikToks, get really useful submit instances, have interaction along with your followers, and measure your outcomes—all from one central dashboard.

Try Hootsuite’s TikTok Tools Free

Develop on TikTok sooner with Hootsuite

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

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