Short answer, no. TikTok is definitely not just for kids. Here’s the age breakdown:
The largest age group is 10-19, however almost 70% of users are over the age of 20. That’s buying power! 🤯 But here’s the deal:
Your business should market on social media platforms that your audience spends time on.
Are your PCGs (Perfect Customer Groups) on TikTok? Do you have a captive audience there that you can start building relationships with? If the answer is yes, then this might be a good platform for you to start leveraging. And keep in mind, you can leverage it in many ways. You can post on your own store account, work with content creators and influencers, and use it to find marketing or product trends.
Now, I know that some of you out there are a one-person show and do NOT have someone helping you with social media. So, it may be challenging to successfully leverage TikTok through your own account since successful results (traffic, leads, sales) typically come from posting daily. Ideally, you’re posting multiple times a day. In fact, the influencers and brands who are posting 3-8 times a day are really seeing growth and activity. For small businesses, that’s challenging to do without help.
I’m seeing a lot of business potential with TikTok, especially for unique, trendy and/or custom products that can be purchased online. If you’re a brick-and-mortar and you don’t sell online, I don’t think it will be worth the time it takes to create TikToks. I think your time would be better spent on Facebook and Instagram; ideally also leveraging Facebook and Instagram Ads.
For brick-and-mortar retailers, Facebook and Instagram are still my top two platform picks. You’ll get a lot more traction and action from these sites, so it might make most sense to just focus here. Again, it just depends on your audience and resources.
A recent study showed that the majority of marketers are planning to leverage influencers through YouTube and Instagram moreso than TikTok. I think we’ll see more marketers use influencers and content creators on TikTok in 2022 and beyond. Here’s the breakdown:
What I want you to take away from this blog:
- TikTok is NOT just for kids. There is some serious buying power on this app.
- I wouldn’t be surprised if TikTok becomes the next YouTube. It needs some more time to grow, but I see these platforms being very similar. I think TikTok is stickier because it’s quicker content. Unless YouTube can master short form content, I think we’ll see a fight for consumer attention between these two platforms. Either way, I still predict TikTok will see explosive growth.
- With explosive growth, we could see some new tools within the app that cater to business, especially local businesses and/or retailers like we’ve seen in both Instagram and Facebook (ie Shops, event pages, local ads).
- Just because TikTok has been a big buzzword/buzz app, it doesn’t mean it makes sense for your business to spend time there. Like I always teach, show up where your audience spends its time and be clear on what you can reasonably manage with your resources.
Ok, over to you! I want to know…
Are you on TikTok? If so, follow us and share your handle in a comment below. We don’t post as often on TikTok as we do on Instagram and Facebook, but we do have an account there that we’ll be growing over time. Stay tuned!