TikTok recently surpassed 3 billion downloads around the world- the only app not owned by the artist-formerly-known as Facebook to achieve this feat.
Its UK audience is estimated to be more than 13 million and with 67% of TikTok’s audience over 25s, it’s become far more than a playground for teenagers.
Which begs the question, why are so few corporate brands on there?
Is it caution about serious organisations sharing serious messages on what is- in TikTok’s own words – an entertainment platform?
Is it fear of the unknown, by an older generation of comms chiefs who grew up with Twitter, but haven’t yet joined the lip syncing revolution?
Or is it simply a question of resources- yet another new channel to chuck into an already crowded content merry-go-round.
The answer is probably a mixture of all three.
But with a host of social media executives facing just this dilemma, here’s some tips on how to make the case for adding the new kid on the digital block to your communication mix.
You CAN persuade your boss to join TikTok!
Serious needn’t mean sombre
Sure, you’ve got an important message to share. But that doesn’t mean you have to be solemn, pompous or self-important.
TikToK might not be right for every organization, but it might also the perfect place to let loose, be human and engage new audiences in your work.
As we wrote about here, the more serious your work is- the more important it is to be light hearted, funny and creative in order for your message to hit home.
After all, your audiences aren’t walking round all day with sad, serious frowns on their faces, are they?
Slap them in the face (with data)
Even for an app which trades off the notion that anyone can go viral, the numbers on TikTok are truly mind boggling.
Organisations from British Red Cross and RNLI, to South Wales Police and the Met Office have clocked up some monster follower numbers and millions of views- dwarfing their reach on other channels.
This data alone should be enough to prove that the app’s more than just a flash in the pan, whilst valuable Ofcom data on the UK’s online habits adds further ballast to your case.
Reallocation, reallocation, reallocation
No, it’s not the name of a brand new series by loveable property finders Kirstie and Phil – this one is being honest about where you spend your time as an organisation online currently, and whether it’s getting you results.
For example, you might spend lots of energy on Twitter knowing your content will get seen by your colleagues and your boss’ boss. But is it the right place to be reaching your target audiences?
It’s perfectly fine to reallocate where you spend your time online as a social media manager, as the world around us changes.
Do an audit
When was the last time you took a long hard look at each of your social media channels and asked yourself some basic questions, like:
- What are we trying to do on here?
- What are our key messages?
- Who are we trying to reach?
- What content performs the best?
Whilst a social media audit might sound big and scary, it needn’t mean months of work, or paying expensive consultants.
An afternoon spent lifting the bonnet on your key channels, might be all you need to identify a TikTok shaped gap in your digital game.
Think of the kids
Ask some folk whether they’re on TikTok and they’ll look at you like you’ve just passed them a wasabi flavoured ice cream.
But ask whether their children or younger relatives are on there, and you can bet the answer will be different.
In the words of a hot shot US attorney, I rest my case.
Just because you don’t personally use a channel, doesn’t mean it doesn’t have value and getting your peers to think about how their own friends and family members engage online, might just be enough to help flick a switch.
We’ll be exploring more about TikTok strategy, content creation and trends in our TikTok Crash Course on 27 September. Sign-up here to get involved!