3 Myth-Busting Facts About TikTok for Business

Thinking of incorporating TikTok into your business’ digital strategy? Put off by talk of its ‘young audience’ or its ‘difficult’ style of content? Well, we’ve picked 3 myths we often hear in conversations around TikTok for (small) businesses, starting with that all-important audience question - and we’re busting them. 

1. “TikTok is exclusively a young people’s platform”

An all-too-common misconception about TikTok is that it’s a platform exclusively “for young people''. Not only is this not a true representation of TikTok’s user base, it’s also something that acts as a very real barrier for small businesses, who may feel like there’s no market for their content. Let’s be real, the app does have a large Gen Z user base, but the reality is that 67% of TikTok users are actually over 25. That’s data coming from TikTok themselves! Add to this that 18% of global internet users between the ages of 16-64 use the platform, and it becomes clear how big the potential audience awaiting your business actually is. While this may be shocking to many small businesses and marketers, to TikTok itself, these stats aren’t all that surprising; “The truth is we don’t silo different groups, because on TikTok, mindset trumps generations.” 

As if that wasn’t enough, a huge 3.7 million of these active users are based in the UK, a number that is expected to almost triple to reach 10 million in 2021. Though this still doesn’t reach Facebook and Instagram numbers, it’s still a massive potential market for small businesses.

2. “The only content that does well on TikTok is funny and light-hearted content”

While it’s true that comedic and light-hearted content certainly does well on TikTok and is in high demand by its audience, there is also a healthy appetite for serious, educational and promotional content too. TikTok is constantly expanding its partnerships with educational organisations (e.g. Quizlet), e-commerce platforms (e.g. Shopify) and data and insights platforms (e.g. Kantar) to help businesses maximise the effectiveness of their presence on the platform. TikTok is also unique in that it contains a huge range of users with wide-ranging interests, meaning there is a niche on the platform for almost anything. Plus, the algorithm does the hard work for you, as your videos will be shown to users who already watch the type of content you’re creating - thus, your ideal audience discovers you before you even identify them!

Another thing to note: Don’t let the fact that TikTok’s content is shorter in length put you off either. The fact that users consume such a high volume of content so quickly on TikTok often creates the illusion that they don’t spend as much time or pay as much attention as on other apps, however this simply isn’t true. The average time spent on TikTok is 52 minutes per day, which is higher than the average time spent on Facebook - a landmark that it surpassed earlier this year.

3. “It’s difficult for small businesses to build a following and make money on TikTok”

You’ll be glad to know that it’s actually now easier than ever for small businesses to make the most out of TikTok. Last year, the platform set up its SMB centre - a hub of resources to help small businesses start reaching new audiences, growing their following and generating sales. The centre also provides case studies of small businesses that have achieved huge success through TikTok, including Lancaster University, Princess Polly and Slate & Tell, showcasing just how many types of businesses and services the platform helps. Due to the unique style of TikTok’s content, the platform also allows you to get creative and market your products or services in new and exciting ways that you may not have considered before. E-commerce is also an area that TikTok is continuing to expand and invest more in, as it looks to secure its place in the ever-growing spaces of social commerce and influencer marketing.

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