Optimizing Ecommerce: Should You Be on TikTok?

By: Emilia Vieni

One of the conversations we continue to have with our clients is if they should be on TikTok. It’s no secret that TikTok is now one of the fastest-growing social media platforms globally, and its popularity is spreading within more demographics than just dancing teens! So to answer this popular inquiry, we put together some information and questions to ask yourself before you make an account for your brand. This will help you to see your brand as a whole and understand some of the mentality that goes into creating content for TikTok:

1. Is your target audience using TikTok?

Teens are currently the largest demographic on TikTok, but they are far from the only users! Looking at TikTok’s current statistics: 3.2 million Canadians are on TikTok and use the app up to 18 hours per week. Compared to the average Canadian, TikTok users spend an extra 6 hours on their phones! In addition, 32% of Canadian TikTok users are between ages 25 and 34, 57% are female, and 3.4% of the audience is above 55 years old. So, if your age demo is 25 - 34, that is approximately 1 million users you can reach nationwide. Globally, the app boasts over 1 billion users. With such a broad range of users, taking the time to research and define your target audience will help set your brand up for success when it comes time to share your first video.

2. What type of content do you plan on creating?

TikTok became popular for two main reasons: it’s entertaining and interactive. Song and dance challenges are the core of TikTok’s viral hall of fame. Other popular categories include lip-syncing, comedy, transition clips, tutorials and educational videos. Other users can also engage with your content with comments and video replies of their own. TikTok is all about entertainment, so your brand needs to find a way to make content that is brand relevant while being light-hearted and fun.

3. Can your brand commit to creating consistent content?

When it comes to mastering the platform, TikTok requires consistency. Even with one viral hit, you may soon find your account dropping in views and engagement if you cannot stay consistent with new content. TikTok and other social media platforms like Instagram reward users who engage with the app. This is where having a dedicated social media team or outsourcing a social media agency can come in handy! With one team focusing all their energy on making sure you create nothing but the best content, you will set your brand up for success with the right strategy.

4. An open mind is required!

Being open to experimentation and new ideas is what TikTok is all about. Remember, what works for one brand may not work for every brand. Understanding what makes users interact with your content is the key to success and requires some trial and error. If everyone knew how to make a viral video every time, it would certainly make things easier, wouldn’t it? This also means stepping away from the usual content you may be putting up on Instagram or Facebook, which appeals to a different type of audience. Each platform works in its particular way, so approach TikTok with an open mind and fresh ideas, and it may just reward you!

So if you ask us if we think TikTok is worth using with your brand, we always suggest reviewing the above points and understanding where you can fit into the platform. Overall, TikTok is a dynamic platform that can help brands promote their products and services in fun, engaging ways! Social media and technology are constantly evolving, so learning to adapt and try new things is key to your brand's success.