TikTok: Hidden marketing potential?

What exactly is TikTok?

Originally, what is now TikTok was musical.ly - a social media app that saw the light of day in the digital world back in 2014. But what exactly does it do? Basically, it's about creating creative videos with music, lip-sync and visual effects. As on all other social media platforms, users can like, comment on and share these posts. It's much more about content than followers, so even newcomers can achieve a lot here.

What makes it interesting for companies?

• It's still a relatively new platform that you can think of as a creative playground where you can let off steam. The target group is therefore relatively young and dynamic - almost 70% of all users on this platform are between the ages of 16 and 24.

• Extensive tools and features deliberately encourage users to try out and implement creative ideas. Particularly creative implementations are therefore also particularly well received by users and spread quickly.

• Unlike on Facebook, YouTube and the like, you can build up a very large reach very quickly on TikTok. The number of followers is of secondary importance here, meaning that even newcomers to this field can build up a large community very quickly.

Is TikTok suitable for my company?

As already mentioned, the community is relatively young. But this could change in the next few years (think of the transformation of Facebook).

• B2C companies

Companies in this sector - especially those with a younger target group - can benefit greatly from TikTok.
As a small example: the company we all know, Dr. Oetker:
Their TikTok campaign focused on frozen pizza, which is of course particularly popular with the young target group. However, the company did not follow any trends here, but set one itself: users were called upon to share their transformation from hungry to happy under the hashtag #tackledeinenhunger just in time for the Super Bowl, preferably with an original Dr. Oetker frozen pizza, of course. The hashtag has already been viewed over 915 million times.

• Employer branding

TikTok is also very suitable for recruiting employees. This is because companies can convey feelings about the workplace and show why the person in question should definitely work here.

Conclusion
Basically, you should answer the following two questions before getting started:

What goal am I pursuing with TikTok? -Which business objectives should TikTok help me achieve?

Which Target groups do I want to reach on TikTok - are they even on TikTok?

It is important for companies, especially with regard to a young target group, to break new ground and live out the latest trends. TikTok has become an indispensable platform for young target groups in particular. So if you familiarize yourself with the tools today and get excited about the community, you can give yourself a big advantage tomorrow.