Do all brands need TikTok?

Author: Skye Cusack

The world is obsessed with social media juggernaut TikTok (and by the world, I mean me. Scrolling on TikTok counts as market research, right?).

But seriously, many brands are jumping on the TikTok bandwagon in an effort to reach its’ millions of users. 

… Even though there has been talk of certain governments attempting to ban the use of TikTok in their countries.

So, with all this going on, now is a good time to ask: do all brands really need a presence on TikTok? Let’s weigh the pros and cons.

Pros of having a TikTok account:

• The home of Gen Z

TikTok is particularly popular with the Gen Z audience. If you’re trying to reach a younger demographic, TikTok can be a great move. Luckily for you and your marketing budget, this demographic is more drawn to short form, authentic content, which is super cost effective.

• Showcase your brand’s personality

TikTok is all about authenticity and creativity, so it’s a great platform to showcase your brand’s personality. Don’t be afraid to get weird, or funny, or even lean into the cringe. By creating consistent, engaging content you can show your followers what your brand is all about and build a strong emotional connection with them.

• You get a fair shake

TikTok's algorithm is unique. Unlike other social media platforms that rely heavily on follower counts and popularity, TikTok’s algorithm prioritizes engaging content, regardless of the creator's status or number of followers. This evens the playing field. It could even make it the best platform to set up a funnel to your website or landing page.

Cons of having a TikTok account:

• Shady business

Even before all this political business, there were quite a few concerns about TikTok’s practices. This includes privacy and data concerns, misinformation, copyright infringement and even accusations that TikTok turns a blind eye to a child predator movement taking place on its’ platform. You might not want to get involved with all that, which is totally fair.

• Content can be time-consuming

TikTok is all about video/slideshow content. This can be much more time-consuming to make creative for this platform - especially if you want to create high-quality content that will resonate with your audience. This is a challenge for brands that have limited resources or are already busy enough maintaining their current digital presence.

• May not be relevant to your brand

If your brand doesn’t naturally lend itself to the TikTok platform, creating content that resonates with your audience can be a challenge. In this case, it may not be worth the time and resources to maintain a TikTok presence.

So, do all brands need a TikTok account? I think no. While TikTok can be a great platform for reaching certain audiences, it’s not a one-size-fits-all solution. Ultimately, the decision to create a TikTok account should be based on your brand’s target audience, values, and resources. And really, you won’t know until you try it out.