In this guest post, Shannon O’Neill (lead image), digital and social director at Icon Agency, asks arguably the question of our times – is TikTok worth the risk for brands?
With the rise and rise of social media platforms, it’s a question that every social media or marketing manager has heard or at least thought about recently.
TikTok can be polarising. Those who use it, love it. Those who don’t use it have varying degrees of dislike or misunderstanding. So, the question was asked at The Content Garden and we ultimately decided to take the plunge and create a brand TikTok account. But before jumping in, we asked ourselves several important questions—and any brand considering TikTok should do the same.
Is our audience on TikTok?
TikTok is no longer just about Gen Z doing dance challenges. With over 1 billion active users, the demographic of the TikTok user is increasingly broad. Even so, it’s still worth carefully considering whether TikTok is an effective way to reach your target audience.
While TikTok may not be the first platform that comes to mind for B2B brands, it can still be a valuable tool for reaching and engaging with potential customers. The key is to adapt your approach and content to the platform while staying true to the brand’s message and values.
Working in the world of video and content production, TikTok felt like a natural fit for our studio’s brand.