Ought to My Enterprise Be on TikTok? Your Burning Questions Answered


There’s one query we get requested ALL the time: Ought to my enterprise be on TikTok?

The brief reply to this query is “sure.” This weblog submit wouldn’t be very useful if we left it at that although, would it not?

Learn on for a extra nuanced reply, the place we offer you a framework for evaluating whether or not TikTok is best for you and supply examples of organizations—from the monetary providers trade to native authorities—who’ve discovered devoted audiences on this distinctive platform.

Inquiries to ask your self earlier than becoming a member of TikTok

You’re in all probability already managing a number of social media platforms on your model. New ones crop up on a regular basis, so what’s so particular about TikTok? Quite a bit really, however we’ll get to that later.

First up, check out the questions we put collectively that can assist you consider TikTok and determine whether or not you must give it a attempt or give it a cross.

graphic of white and hot pink text on a black background reading "5 questions to ask when evaluating any new platform"

1. Is my viewers on the platform?

Do your analysis by signing up for a private TikTok account and lurking round to see who’s utilizing the platform and the way.

Take note of who’s lively in your trade or verticals and verify to see in case your opponents are there. Simply because they’re doesn’t imply you ought to be, after all, nevertheless it could possibly be an indication that it’s price testing.

It’s also possible to discover a ton of knowledge about TikTok customers in Hootsuite’s Digital Report collection.

2. Can I present worth to my viewers on TikTok?

When you’ve decided your viewers is on the platform, it’s good to work out if you happen to may give them one thing they need or want.

TikTok isn’t like different platforms—you gained’t succeed by being overtly sales-forward or corporate-sounding. Take into consideration the content material that works finest on TikTok, then take into account whether or not it’s one thing you and your group can ship.

3. Is the time and useful resource funding price it?

It doesn’t matter what you’re posting or who’s chargeable for posting it, there’s a price by way of time, cash, and different sources.

Whereas TikTok customers favor genuine, low-production content material, there’s nonetheless an funding concerned in executing intelligent and fascinating movies.

Take into account what sources you’d want to speculate on this new channel and when you have the expertise in-house to dedicate to it.

4. Can I do issues on TikTok that I can’t do on my present channels?

TikTok gives a chance to do one thing new that would delight your viewers. It has popularized short-form vertical movies with a really totally different tone than different platforms.

Is there a chance so that you can do one thing totally different along with your model voice or model? Undoubtedly. But additionally ask your self if one thing new could be invaluable for your corporation.

5. Does TikTok and the alternatives it gives align with my social media objectives?

Your objectives are the center of your social media technique and your social community decisions must be in service of them.

You might have heard that TikTok is superb for its natural attain. However that’s not all. It’s additionally an excellent channel to help the consideration stage of the client journey, drive conversions, and construct buyer loyalty. Be taught extra in a weblog submit concerning the TikTok alternative—we’ve laid all of it out for you there.

Do TikTok’s biggest strengths line up with what you’re attempting to realize along with your social media technique?

The TikTok alternative

For social entrepreneurs, TikTok is turning into more and more laborious to disregard. It was the most downloaded app of 2021 with 656 million downloads (over 100 million greater than its closest rival, Instagram), bringing the whole to over 2 billion downloads globally.

Opposite to standard perception, TikTok isn’t just for Gen Z, which means entrepreneurs can attain different age teams on this platform. Living proof: American TikTok customers aged 35 to 54 have greater than tripled yr over yr.

One other widespread false impression is that manufacturers don’t belong on TikTok. There’s a big alternative for manufacturers and organizations of all styles and sizes on TikTok. With the launch of in-app buying, it’s grow to be much more important to manufacturers trying to join instantly with clients—70% of TikTokers say they’ve found new merchandise and types on the platform that match their existence and virtually half of TikTok customers say they purchased one thing they noticed within the app.

TikTok isn’t only for client manufacturers, both: 13.9% of B2B determination makers who use social for work analysis say that TikTok influences their buy selections. Whereas it will not be the obvious platform for direct B2B gross sales conversions, TikTok gives an excellent house to construct model belief and loyalty:

graphic of white and hot pink text on a black background reading "There's a home for every type of business on TikTok"

Surprising organizations which might be smashing it on TikTok

To exhibit that manufacturers and organizations of every kind can discover a house on TikTok, we’ve compiled an inventory of TikTok accounts making waves in seemingly sudden locations.

Native authorities

Native government-run organizations like libraries, colleges, hearth departments, parks, and transit suppliers could doubt that TikTok is a platform the place they’ll have an effect, however there are numerous examples of native authorities organizations doing simply that.

Fowlerville District Library, positioned in Livingston County, Michigan, joined TikTok in Might 2021 and has constructed a stable following of 96.6K. That is notable because the village has a inhabitants of solely 2,886 folks!

The library’s account options movies of its affable workers reviewing books, having enjoyable with TikTok developments, and selling inclusion and social justice via their love of books.

@fowlervillelibrary Reply to @ktempestbradford Right here’s an inventory of queer books with BIPOC characters! 😁 #library #librarytiktok #booktok #lgbt ♬ Life Goes On – Oliver Tree

Sioux Falls Hearth Rescue positioned in South Dakota joined TikTok in February 2020 and has gained an unimaginable following of 178.7K with its humorous, genuine movies that function its workers, mascots, and trending audio tracks.

This video alone had 3.4 million views and over 8,000 feedback.

@siouxfallsfirerescueReposting this video nevertheless it didn’t get the hype it deserved🤷🏽‍♀️♬ unique sound – Sioux Falls Hearth Rescue

Monetary providers

TikTok movies utilizing the #Finance hashtag have 6.6 billion views so there’s a huge viewers for monetary providers on the platform.

Revolut, the digital financial institution that has taken the UK and Europe by storm, has over 6,000 TikTok followers. It responds rapidly to TikTok developments and will get tons of engagement. A few of its movies have gained tens of millions of views—the one beneath was watched 3.9 million occasions!

@revolutapp My cash don’t jiggle jiggle, it folds. 💶 #Revolut #FYP #mymoneydontjiggle #jigglejiggle ♬ Jiggle Jiggle – Duke & Jones & Louis Theroux

But it surely’s not simply digital banks and fintech corporations that discover success on TikTok. Conventional banks are additionally connecting with totally different audiences via a spread of various methods.

The Royal Financial institution of Scotland companions with TikTok influencers to create user-generated content material (UGC) on a spread of money-related subjects together with money-saving suggestions for college kids, recommendation for purchasing your first house, and methods to keep away from monetary scams.

The financial institution’s content material technique performs rather well, with some movies gaining over 2 million views.

@royal_bank On The Cash | Saving up for a deposit. #onthemoney #firsthome ♬ unique sound – Royal Financial institution of Scotland

Insurance coverage

State Farm gives all of the proof you want that insurance coverage manufacturers belong on TikTok. The model revived a beloved character—Jake from State Farm—from a well-known 2011 TV commercial and constructed a house for him on TikTok.

Jake is fast to leap on all the most recent TikTok developments and is constant in referring again to the unique advert that made him well-known. (e.g., his response when requested what he was carrying, “Uh, khakis”?)

The reimagined character’s 424.5K TikTok followers and unimaginable engagement stats exhibit how even manufacturers from conservative industries like insurance coverage can discover huge success on the platform.

@jakefromstatefarm With the identify Jake from State Farm, I gotta be the principle character ☺️ Plead your case within the feedback @Boban Marjanovic @TheTraeYoung @Karl-Anthony Cities #NBA #NBAEdits ♬ unique sound – Jake from State Farm


Intuit Quickbooks joined TikTok in November 2021 and has already earned 21.8K followers via its intelligent technique that includes content material from the small enterprise homeowners who depend on Quickbooks to run their corporations.

@quickbooks Operating a small enterprise IRL isn’t all iced lattes and lip balm, however the laborious work pays off. 💪@gabrielfeitosagrooming #newbiznoproblem #smallbusinessowner ♬ unique sound – QuickBooks


Sure, even dentists belong on TikTok. The Singing Dentist brings unimaginable humor to his subject and has gained 217.9K followers consequently.

Together with his dental puns, humorous songs, and dance strikes, the Singing Dentist’s movies repeatedly go viral and produce smiles to a whole bunch of 1000’s of individuals on TikTok.

@dentistsinging Some Dental Dance strikes for you,,, you’re welcome!! #dance #dental #foryou #fyp ♬ Imagine Me – Navos

The way to get began on TikTok

Hopefully we’ve satisfied you of the worth TikTok can deliver to your corporation’s social media technique. Regardless if you happen to’re the most popular new retail model or a neighborhood library in a small city, you could find a house on TikTok.

Right here’s how one can get began:

1. Obtain the app and snag your deal with

If you happen to haven’t already, obtain the TikTok app and safe your model’s deal with. Get suggestions from our TikTok for enterprise weblog about including extra info to your profile and accessing metrics and viewers insights.

2. Write your bio

Write a intelligent bio (try your friends’ bios for inspiration) and add a hyperlink to your web site. You’ll want to add a UTM to your hyperlink if you wish to monitor the site visitors TikTok’s sending your means.

3. Get recommendations on TikTok etiquette

For assist understanding the best way to navigate TikTok’s difficult-to-define components, get your palms on Hootsuite’s TikTok Tradition Information. Studying it’s like sitting subsequent to a good friend who’ll clarify the whole lot in plain language. We promise it’ll deliver you on top of things very quickly.

4. Watch, pay attention, be taught

Comply with your pursuits on the platform and watch some content material out of your opponents, adjoining trade gamers, and creators to see what they submit and the way they have interaction with their audiences.

5. Touch upon different manufacturers’ movies

The feedback part of TikTok movies is a good place to discover ways to converse TikTok. Once we launched our model on the platform, we found that proactively commenting on different manufacturers’ posts introduced tons of site visitors to our account. Be taught how Hootsuite grew our following to 11.5k in 10 months.

6. Strive making a fast video

Consider a humorous sketch about your trade, attempt a dance transfer, or share a life hack. The movies don’t must be high-quality—65% of TikTok customers agree that professional-looking movies from manufacturers really feel misplaced or odd on TikTok (Advertising and marketing Science International Neighborhood and Self-expression Research 2021).

You’ll see from the examples above that the content material works higher if it’s genuine. Take a look at suggestions and methods on our weblog to get began.

7. Join it to your favourite social media administration platform (Hootsuite, after all!)

That’s proper: TikTok is now on Hootsuite! Get linked and handle TikTok alongside all of your different social media content material.

Schedule your TikToks, get really useful submit occasions, have interaction along with your followers, and measure your outcomes—all from one central dashboard.

Strive Hootsuite’s TikTok Instruments Free

Develop on TikTok sooner with Hootsuite

Schedule posts, be taught from analytics, and reply to feedback multi function place.


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