Is TikTok Worth It? The Pros and Cons of TikTok for Brands

As a brand, you’ve probably been asking yourself for some time now: Should I finally start creating content on TikTok to promote my brand? Is TikTok worth it? What are the pros and cons of TikTok for brands like mine?

The answer is yes and no. Whether marketing your business on TikTok will benefit your brand depends on many factors. 

Depending on your target audience, niche, brand personality, and many other things, TikTok can be a great place to engage with your audience, improve brand awareness, and gain visibility. On the other hand, it may also be a waste of resources. 

To help you decide whether you should start investing your time and money into TikTok marketing, we’ve outlined some pros and cons of using TikTok for brands.

The Pros of TikTok Marketing

In 2022, TikTok gained the title of the most popular social media and entertainment app, with 672 million downloads. Aside from seeing literally everyone around you get on TikTok, you’ve surely heard of brands like Ryanair and Chipotle that have seen massive success on the platform. 

It’s only natural you’d want the same! Here are some advantages of using TikTok for your brand. 

1. You Can Reach Many People Very Fast 

Did you know that TikTok has over 46.2 million active users every day? That’s enough people to fill several stadiums! There’s no doubt that TikTok gives users unparalleled access to a vast and diverse audience. 

With its powerful algorithm that promotes content based on engagement and relevance rather than follower count, even new accounts have the potential to go viral and reach a massive audience in a short amount of time. 

This makes TikTok an invaluable tool for brands looking to leverage video marketing to increase brand awareness, drive engagement, and, ultimately, grow their business.

Although jumping on dancing trends and other TikTok challenges is a great way for brands to piggyback off viral content, TikTok isn’t just a platform for following trends. It’s also a platform for setting them. On TikTok, your brand has the chance to start fun content trends that catch the eye of TikTok’s massive audience.

By staying one step ahead and setting trends on TikTok, your brand can stand out from the crowd, build deeper connections with your audience, and make a real impact on its audience. 

3. It Offers Opportunities for Viral Content 

TikTok’s algorithm is designed to amplify content that elicits strong reactions from users. This means that even brands with relatively small followings have the potential to go viral and reach a massive audience overnight. 

By tapping into TikTok’s viral potential, brands can catapult themselves into the spotlight, increase brand awareness, and attract tons of new followers in record time. 

Whether it’s through clever storytelling, unexpected humor, or heartfelt authenticity, TikTok offers endless opportunities for brands to create content that resonates with users on a deep emotional level and inspires them to hit that “share” button.

4. You Can Build a Tight-Knit Community

TikTok provides the perfect platform for brands to interact directly with their audience, responding to comments, participating in duets, and hosting live streams to engage in real-time conversations. 

Through these interactions, brands can humanize their image, build trust, and deepen relationships with their followers. 

Whether it’s sharing behind-the-scenes glimpses of your brand’s culture, highlighting customer testimonials, or leveraging user-generated content, TikTok allows brands to interact with their community in authentic, genuine ways that inspire trust and build an emotional connection.

5. You Can Collaborate with Influencers 

Sure, being successful on TikTok can be a great way to boost your brand visibility and grow your business. 

But you don’t have to have millions of views on every single video to harness the power of TikTok to make more sales. You can leverage other people’s success on the platform by collaborating with successful influencers within your niche or industry. 

Collaborating with TikTok influencers can provide your brand with instant access to their engaged audience, allowing you to reach potential customers who are already interested in your niche or industry. You can ask them to share their experience with your product or service, show your product in their videos, or even create dedicated sponsored content that highlights your brand.

Aside from that, you can also leverage user-generated content, which is essentially free marketing created by your customers. Encourage your followers to create videos featuring your products or services and share them on TikTok using a branded hashtag. 

This not only increases brand awareness but also builds a sense of community around your brand, fostering trust and loyalty among your audience.

The Cons of TikTok Marketing 

Although TikTok offers a huge opportunity for brands to reach wider audiences and gain massive brand visibility, it’s not all smooth sailing. Some of TikTok’s challenges and limitations may be significant enough for some brands not to consider it in their social media content marketing strategy.

Here are some of the main disadvantages of using TikTok for your business.

1. Short Attention Spans of Users

TikTok Brain” is real. If you haven’t heard of it, it’s essentially a phenomenon where users develop a preference for short, snappy content and struggle with longer-form content after spending significant time on TikTok.

With the rise of TikTok and its 6-second-long videos, our attention spans have been conditioned to consume information very quickly. If you’re a TikTok fan, you may find yourself easily scrolling through your For You page for an hour but having trouble sitting through an entire Netflix episode without getting distracted. 

This presents a challenge for brands on TikTok, as they need to grab users’ attention within seconds. Failing to do so could result in users quickly scrolling past their content, making it difficult for brands to make a lasting impression or convey complex messaging. 

2. Potential for Content Oversaturation

It’s estimated that 707 million videos are posted each month on TikTok. In 2021, there were over 8.6 billion videos on TikTok, a slight decline from 9 billion in 2020. 

Standing out among over 700 million videos every month is not an easy task! This means that brands must be extremely creative to stand out or follow proven viral trends within their niches. 

So before you jump on the TikTok train, research whether your competitors are active on TikTok and how successful they have been. If your competitors are leveraging TikTok effectively and gaining traction, it could indicate that there is potential for your brand as well. 

On the other hand, if your competitors are absent on TikTok or are struggling to make an impact, you may need to assess whether it’s worth investing resources into the platform.

3. Content Style & Format 

TikTok is known for its particular content style. Although you don’t see as many few-second-only videos as before, TikTok is still known for its short-form content.  Aside from that, the content you’ll find on TikTok is often very casual, raw, and lo-fi. 

If your brand can adapt its messaging and content style to fit what TikTok’s audience wants to see, you may find great success on the platform. However, if your content is better suited for longer-form or more traditional formats, TikTok certainly isn’t the platform for you. 

4. It’s Mostly Young Demographics 

TikTok is the preferred social media platform for the younger generations. According to statistics, 47.4% of US TikTok users are under 30. 

So, if your audience consists mostly of younger demographics, such as Gen Z and millennials, TikTok could be a great platform to reach and engage with them. But if your target audience is predominantly older demographics that aren’t as active on the platform, using TikTok for marketing won’t bring you results. 

5. TikTok Marketing Is Time-Consuming

Although we often don’t see the behind-the-scenes, most TikTok creators who gain millions of views and followers on the platform dedicate hours each day to brainstorming, filming, and editing their content. 

For brands, continuously creating creative content for TikTok can be more challenging. Individual creators who make their living from TikTok often make it their full-time job. 

However, brands with limited resources and personnel may be unable to allocate the same time and effort to TikTok marketing. This can result in difficulty maintaining a consistent presence on the platform and keeping up with the demand for fresh, engaging content. 

What’s more, unlike individual creators who have the flexibility to experiment with their content, brands may face additional layers of approval processes and brand guidelines, which can slow down the content creation process. 

So, Is TikTok Worth It for Brands?

Whether you should or shouldn’t do TikTok marketing for your brand isn’t a one-size-fits-all decision. Although TikTok can be a great platform to boost your brand’s visibility and place yourself in front of millions of people, it may not be a great fit for all brands. 

Despite the pressure you may be feeling to join the hottest social media platform right now, the best digital marketing strategy for you is one that best aligns with your brand’s objective, target audience, and overall marketing style. 

If you’re not sure how to create a digital marketing strategy that is tailored to your brand, we can help. 

At Dorothy House, we specialize in crafting customized marketing solutions that drive results. Get in touch with our team today to learn how we can help you design a digital marketing strategy that works for your brand.

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