Written by: Torie Mathis, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
TikTok has emerged as the cool kid on the social media block, making waves with its short, catchy videos. But before you, as a small business owner, jump on the TikTok bandwagon, let's tap the brakes and consider why this platform might not be your ideal marketing partner.
It's not that TikTok isn't great; it's just that it might not be great for you. So, grab a cup of coffee, and let's chat about why TikTok and your business might not be the perfect duet.
1. The age game
TikTok is like that trendy nightclub where the younger crowd hangs out. The platform is dominated by Gen Z and younger millennials. If your business caters to a more mature audience, you might find yourself hosting a party where none of your guests show up. It's like trying to sell orthopedic shoes at a high school prom!
However, it's worth noting that the demographic landscape of social media is ever-changing. While TikTok currently skews younger, the age range could broaden over time, as seen with platforms like Facebook and Instagram. If you're keen on future-proofing your business or tapping into a younger market for long-term growth, giving TikTok a try might not be a bad idea.
A tip? Start by observing the platform's trends and how businesses similar to yours are engaging with younger audiences. This way, you can dip your toes in the TikTok waters without diving headfirst into the unknown.
2. Content creation marathon
TikTok demands creativity and consistency. Producing engaging, original content that stands out is akin to cooking a five-star meal every day. If you're running a small business, you're already wearing multiple hats. Do you really have the time to be a chef in the kitchen of viral content?
However, let's not forget that sometimes, simplicity wins the race in the TikTok universe. Not all viral content is a gourmet dish; some are more like a perfectly toasted sandwich – simple yet satisfying.
If you decide to give TikTok a try, remember that authenticity often trumps high production value. A behind-the-scenes look at your business, a quick DIY tip related to your industry, or even a simple, heartfelt message to your customers can resonate well. The key is to be genuine and relatable. You don't need a Hollywood budget; sometimes, a smartphone and a genuine smile are all it takes to connect with the TikTok crowd.
3. Short attention spans
On TikTok videos are short, and attention spans are even shorter. If your product or service needs more than a fleeting moment to shine, you might find TikTok's fast-paced environment more challenging than explaining Twitter to your grandma.
However, this brevity can also be a hidden blessing. The constraint of short videos encourages creativity and forces you to distill your message to its essence. If you decide to embrace the TikTok challenge, think of it as crafting an elevator pitch for your business. The trick is to capture attention quickly and make an impact in those few seconds.
A tip for navigating this landscape is to focus on one key feature or benefit of your product or service in each video. This approach not only makes content creation more manageable but also helps in building a series of videos that collectively tell the broader story of your brand. Remember, sometimes the most memorable messages are those delivered swiftly and succinctly.
4. Brand inconsistency risks
TikTok's quirky, informal nature might not jive with your brand's voice, especially if you're in a more serious industry. Imagine a funeral home trying to create a dance challenge. It's a delicate balance between being relatable and maintaining professionalism.
However, this doesn't mean TikTok is entirely off-limits for more solemn or traditional brands. The platform's diverse content offers a unique opportunity to humanize your brand in a way that other platforms may not. If you're considering dipping your toes into the TikTok waters, the key is to find a tone that respects your brand's ethos while still engaging with the platform's audience.
A tip for this balancing act is to focus on educational content. For instance, a law firm could share quick legal tips or a medical practice might debunk common health myths. This approach allows you to provide value, establish authority, and engage with a younger audience, all while staying true to your brand's serious nature. Remember, even in a sea of dance challenges and lip-sync videos, there's room for content that educates and informs.
If in doubt, check out the Bentist on TikTok. Who thought a dentist would be so popular with the kids, like over 14 million followers popular.
5. Algorithm mysteries
Understanding TikTok's algorithm can be as puzzling as figuring out why kids eat Tide Pods. There's no guarantee your content will reach your intended audience, making it a risky bet for your marketing dollars and efforts.
However, the enigmatic nature of TikTok's algorithm also means that sometimes, content from even the smallest creators can go viral overnight. If you're willing to experiment with TikTok, the unpredictability could work in your favor.
A tip for navigating these waters is to engage actively with current trends and challenges on the platform. This doesn't mean you have to jump on every viral bandwagon, but aligning your content with popular themes or sounds can increase your visibility. Additionally, using relevant hashtags and posting at optimal times can help your content get the initial traction it needs. Remember, on TikTok, sometimes it's less about cracking the algorithm and more about riding the wave of what's trending.
6. Ad spend can add up
While creating TikTok videos can be cost-effective, but running ads on the platform isn't always cheap. For small businesses with tight budgets, this can be a significant consideration. You don't want to spend half your marketing budget only to get a virtual pat on the back.
However, the silver lining here is that TikTok's organic reach can be quite powerful. Even without a hefty ad budget, well-crafted content has the potential to go viral and reach a vast audience. If you're considering giving TikTok a try, focus initially on organic growth strategies.
A tip for this is to really understand what makes TikTok tick - its trends, its humor, its style. Create content that resonates with these elements. Engage with your audience, collaborate with other creators, and use the right hashtags to increase your visibility. Remember, on TikTok, creativity and relatability often outweigh big-budget ads. Your unique brand story told in an authentic and engaging way, can be just as powerful as any paid advertisement.
7. The trend factor
Today's viral sensation is tomorrow's old news. TikTok thrives on trends that come and go faster than a teenager's mood swings. For a small business, building a lasting brand presence on such a transient platform can be as challenging as teaching your cat to fetch.
However, this constant flux of trends also presents a unique opportunity for businesses to showcase their adaptability and relevance. If you're considering giving TikTok a try, use these fleeting trends to your advantage.
A tip here is to keep a keen eye on what's trending and quickly adapt it to fit your brand's message. This doesn't mean you need to jump on every viral dance or challenge. Instead, find ways to integrate trends in a manner that highlights your products or services, perhaps with a creative twist that sets you apart. Remember, the key is not just to follow trends but to use them in a way that reinforces your brand's identity and values. This approach can help you stay relevant and memorable, even in the fast-paced world of TikTok.
Is TikTok a pass or a smash?
In wrapping up, while TikTok offers a dynamic and engaging platform, it's not necessarily the magic bullet for every small business's social media strategy. It's essential to weigh its characteristics against your business goals, audience demographics, and resource availability. Remember, social media marketing is not about being everywhere at once but about being effective where it matters most.
If TikTok aligns with your business needs, dive in with creativity and authenticity. If not, there's no harm in sitting this dance out and focusing on platforms that better suit your brand's rhythm. After all, the best marketing strategy is the one that resonates most authentically with your audience and your brand's unique story.
Torie Mathis helps entrepreneurs, like you, use digital marketing to grow your business without wasting time, money, or your sanity. She is a best-selling author, Army veteran, speaker + trainer, and your digital marketing coach. You don't need crazy tech skills, buckets of cash, or dedicated staff to market your business. In fact, you don't even need a lot of time. What you need is to be SMART. Torie hosts SMART AF, a show for non-techy entrepreneurs looking to grow their small business, with her husband Sean Mathis, and is the creator of SMART AF Magazine. Learn digital marketing for your small business at toriemathis.com
Torie Mathis, Executive Contributor Brainz Magazine
Torie Mathis helps entrepreneurs like you use digital marketing to grow their businesses without wasting time, money, or sanity. She is a best-selling author, Army veteran, speaker + trainer, and digital marketing coach. She'll show you how you don't need crazy tech skills, buckets of cash, or dedicated staff to market your business. In fact, you don't even need a lot of time. What you need is to be SMART. Torie hosts SMART AF, a show for non-techy entrepreneurs looking to grow their business, with her husband Sean, a fellow entrepreneur and founder of the Miles Through Time Automotive Museum. She is also the creator of SMART AF Magazine and Smart Arsenal. You can learn digital marketing for your small business with Torie at toriemathis.com
