By Kylie Stanley, PR Technician
Over time, we have seen many social media platforms rise and gain in popularity. TikTok has risen to be the third-largest social media platform out of the big five worldwide (Facebook, Instagram, TikTok, Snapchat and Twitter). TikTok is a short-form, video-sharing app that allows users to create and share short videos on any topic. Many tradespeople have turned to TikTok to connect with existing and new customers to talk about their specific trade.
TikTok first launched in 2016 and started to grow rapidly in 2020, mostly due to the Covid-19 pandemic as people were stuck at home and needed entertainment. Over the past couple of years, not only has TikTok continued to grow, but we can see a variety of content on the platform. On TikTok, we see videos about plumbing, tools, construction, automotive and much more! With TikTok still on the rise, it’s important for the trades to be highlighted and for companies to be promoting their products. In this blog post, we will discuss why you should be on TikTok and the pros and cons of doing so.
Like every social media platform, you do have some limitations when it comes to posting and the type of content you can post. TikTok is video platform that utilizes videos from 15-seconds to a minute. Since TikTok only allows videos to be posted and not static photos then you can’t use the platform like other social media sites. Because of this, you will need to reuse or produce videos, which your company might not have the budget for.
Labor and Quality of Videos
Short form videos are easier to produce than long form videos. When producing videos, you will need to think of everything this entails from potential scripts, shooting the video, editing and publishing it. Your videos are a form of storytelling, which means they need to be high-quality videos that are engaging with your audience. If you’re worried about shooting videos then check out our other blog post where we discuss five tips for video. Although TikTok has content limitations, it allows users to be creative in their content. The way TikTok has transformed over time, it provides a great way to experiment with your videos.
One con for some businesses might be the China ownership of the TikTok app. With ByteDancebeing the parent company of the app, they are able to access the basic information on each user. Although nothing has happened between the parent company and the US, this is definitely one piece of information to keep in mind.
Increase Your Audience
On social media, one of your goals should be to increase your followers so you have more people viewing your content and engaging with it. TikTok mainly targets a younger audience so you can increase your brand awareness with younger people in the trades. TikTok content also feels more organic. It’s an effective way to increase brand awareness without feeling salesy.
Because we can closely connect with our audience, it’s easier to get your content in front of people who are interested in it. As a company, you can freely post any appropriate video which means you can have endless possibilities to promote your products or services. In fact, 49% of TikTok users have purchased something because they saw it on the app.
While TikTok has grown and a lot of businesses have joined the app, you still have less competition than Facebook, Instagram and Twitter. Other popular social media apps have been around for a while and have become supersaturated with other brands. Because of this, it’s much harder to grow organically on these platforms. Due to TikTok’s algorithm, it’s much easier to target your audience and grow your business.
Although you want to be careful before jumping on the latest marketing trends, TikTok is definitely a platform you will want to consider. Sit down with your company and review the pros and cons and see if TikTok is something you are willing to invest in. Sonnhalter believes now is the time for manufacturing companies who target the trades to join TikTok to grow your brand and marketing strategy.