Is TikTok Worth It?
A No-Nonsense Guide for Brands Thinking of Taking the Plunge
If you’re still on the fence about TikTok, let’s cut straight to the chase: yes, TikTok is worth it. The app isn’t just for dancing teens and viral trends anymore; it’s a powerful platform for businesses looking to engage, entertain, and build genuine connections with audiences. But don’t just take our word for it.
Let’s break down why your company should be there, what kind of content you could (and should) be creating, and how it can actually benefit your bottom line.
Why Should Your Company Join TikTok?
Access to a Huge, Engaged Audience: TikTok is no longer a fringe social platform; it’s a mainstream powerhouse. With over a billion active users worldwide, including millions in the UK alone, you’re looking at a huge potential audience. And unlike traditional social platforms, TikTok’s algorithm is generous. If your content resonates, it’ll push it far and wide, even to users who don’t follow you. There are currently almost 1.5 million business TikTok accounts in the UK, with £1.6 billion being contributed to the UK’s GDP in 2022 alone.
Brand Personality on Full Display: TikTok is where brands come alive. It’s not about polished, corporate-speak videos – it’s about authenticity, personality, and a touch of humour. This makes it perfect for brands looking to humanise themselves and connect with audiences on a more personal level. Whether you’re a law firm, a bakery, or a tech startup, TikTok lets you showcase your brand in a way that feels less like an ad and more like a genuine interaction.
Stay Relevant: If you’re not on the platform, you risk missing out on cultural moments that could skyrocket your brand visibility. Think of TikTok as a digital wave where you either ride it or you’re left paddling on the shore, watching your competitors sail past.
If you’re thinking TikTok isn’t the right fit for your business, you’re not alone. Many businesses initially believe the platform is only for teenagers doing dance challenges, but they couldn’t be more wrong. Some of the biggest brands in the world, like Nike, Gymshark, and even the BBC, are killing it on TikTok. They’ve embraced the platform’s fun, creative nature to engage with audiences in a way that traditional advertising can’t.
But it’s not just the big players benefiting, lots of small businesses have exploded purely because of TikTok. From independent clothing brands to local cafés, some companies have gone viral and grown their customer base overnight, thanks to the platform’s reach and algorithm.
What Content Can You Create on TikTok?
The beauty of TikTok lies in its flexibility. There’s no one-size-fits-all content approach. But here are some of the most effective types of content you could explore:
Behind-The-Scenes: Show off your process, your people, your quirks. Audiences love a peek behind the curtain, and this can make your brand feel approachable.
Quick Tips & Tutorials: This works wonders for service-based businesses. Got a secret hack? A quick tip? Share it in a 15-second clip.
User-Generated Content Challenges: Create a challenge related to your brand and encourage your followers to join in. Remember the eight-dollar screen protector? Yeah, that’s the power of user-generated content on TikTok.
Product Demos or Explainers: If you’ve got a product that needs a bit of an explanation, show it off in action. TikTok is great for short, snappy product demos.
Trends, But Make Them Yours: While it’s tempting to jump on every trend, focus on the ones that align with your brand’s identity. Give them your own twist and use trending sounds for a bit of algorithmic magic.
What TikTok Will Actually Do for Your Business
1. Boost Brand Awareness
TikTok’s huge, active audience gives your business a chance to be seen by thousands, even millions. The algorithm lets even small accounts go viral, so with the right content, your brand could explode in visibility overnight. Posting consistently and creating engaging content ensures your business stays top of mind with potential clients.
2. Drive Traffic to Your Website
TikTok can funnel viewers straight to your website. Whether it’s through a link in your bio or a strong call to action in your videos, TikTok’s audience can become website visitors. Creative content plus a clear CTA will encourage users to click through to your site and learn more about your services.
3. Establish Authority and Trust
TikTok is great for showing off your expertise in a relaxed, approachable way. Share tips, tutorials, or insights to position your brand as an industry leader. This helps build credibility and trust, encouraging your audience to see you as the go-to expert.
4. Generate Leads and Sales
Beyond brand awareness, TikTok can actually drive real sales. By creating entertaining or educational content that shows off your services or products, and adding clear CTAs, you’ll turn viewers into leads.
Next Steps to Start Your TikTok Journey
Create a Business Account — Set up a TikTok business account for access to analytics and the ability to run ads. It’s simple, and it’ll give you access to insights that will help fine-tune your content strategy.
Spy on Your Competitors (In a Nice Way) — Before you start posting, check out what others in your industry are doing. What’s working for them? What isn’t? Use that as your starting point but don’t just copy – bring your own flair.
Post Consistently — TikTok’s algorithm loves consistency. Aim to post at least 3-5 times a week when you’re starting out. This will help you figure out what resonates with your audience.
Play with Trends, But Stay Authentic — Sure, jumping on trends is a great way to get visibility, but only if they make sense for your brand. Pick the ones that align with your values and personality.
Engage with Comments and DMs — TikTok is a social platform, so be social! Responding to comments, interacting with other videos, and engaging with users can help build a loyal community.
Bottom Line: TikTok Is a Risk Worth Taking
It takes time to get the hang of it, but the potential rewards make it worth the investment. If you’re not afraid to get creative and embrace the unpredictability of it all, TikTok could be the platform that helps your brand go from zero to viral.
In the words of TikTok itself:
“Don’t make ads, make TikToks”.