If you happen to haven’t downloaded TikTok or discovered any trending dance strikes for the reason that platform’s launch in 2016, then you definitely’re most likely within the minority. The app has skyrocketed in reputation, with over 1 billion active users, based on Hootsuite — and it doesn’t appear to be that quantity goes down anytime quickly.
However, simply because individuals are head over heels for the social media app doesn’t imply it’s a wholly very important advertising and marketing platform for promoting professionals to implement into their social technique. The app has suffered from privacy concerns lately because of its knack for gathering customers’ private information. However has that stopped manufacturers from utilizing the social media platform?
We needed to see how entrepreneurs really feel about TikTok and whether or not or not the social sensation is a tactful (and secure) place to publish model content material. To reply our burning questions, we performed a survey that was despatched to and answered by 100 B2B digital advertising and marketing professionals — with stunning outcomes.
Right here’s what we found:
Key Findings:
- TikTok has been broadly adopted by many corporations as a part of their advertising and marketing technique, even with potential security considerations current. 61% of respondents stated their firm has a TikTok channel. The opposite 39% of individuals claimed the principle purpose their enterprise doesn’t use the platform is that the app’s demographics don’t align with their goal audiences.
- Whereas there are a number of the explanation why corporations use TikTok, the most typical are to increase attain and enhance model consciousness, making the social media app an amazing place to attach with beforehand unreached prospects.
- Though 60% of respondents stated the most important advertising and marketing benefit of TikTok is reaching new teams of individuals, the highest problem of utilizing the app for advertising and marketing functions is measuring ROI (39% of individuals responded that they’ve points monitoring success).
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Who Did We Ballot?
To get a full view of our key findings, let’s take a better have a look at who our respondents are:
Though Brafton companions with a number of varieties of corporations throughout numerous industries, all of our respondents have been advertising and marketing professionals working throughout the B2B area. They’re additionally working all around the globe, with nearly all of respondents based mostly within the U.S. (71%), the U.Okay. (26%) and Australia (3%).
Able to see what these promoting professionals take into consideration TikTok? Let’s bounce into our key findings.
Takeaway 1: 61% of Responders’ Firms Have a TikTok Channel
When requested if their firm has a TikTok account, 61% of individuals stated sure — and that’s a pretty big proportion. The app has come underneath warmth for posing a risk to American information, however massive numbers of corporations proceed to make use of TikTok to push their model in entrance of viewers — and it’s working! The truth is, 72% of the 61 respondents who use TikTok stated they’re reaching the objectives they initially set as an organization.
Although these individuals all work in numerous varieties of advertising and marketing jobs, most stated they don’t even have a hand in managing the account. 65% of the businesses that use TikTok job their social media workforce with creating and posting content material; 31% have their accounts managed by their advertising and marketing, communications or PR workforce; and the remaining 3% of companies depend on different administration strategies (e.g., outsourcing). One attention-grabbing truth to focus on is that nobody on this survey outsources their TikTok channel content material creation.
As for the 39% of respondents whose corporations don’t use TikTok, 51% of them stated the reason being that the app’s consumer demographics don’t line up with their audience. That stated, there are a number of different components conserving corporations off the platform:
- 18% – The corporate’s workforce lacks crucial sources like funds, time or individuals.
- 10% – The app conflicts with firm values.
- 10% – The enterprise has privateness considerations.
- 3% – TikTok doesn’t have the performance they want.
- 3% – Workers are afraid TikTok might be banned.
That stated, simply over 40% of those that don’t use TikTok but stated they deliberate on organising an account within the subsequent few months.
That brings us to our second takeaway …
Takeaway 2: The Important Causes Firms Use TikTok Are To Increase Attain and Enhance Model Consciousness
Respondents stated the principle causes they use TikTok is to increase attain (31%), enhance model consciousness (30%), showcase merchandise (25%) and join with their viewers (15%).
In addition they stated that the highest benefit of utilizing TikTok for advertising and marketing is its capacity to attach corporations to new audiences. As a result of TikTok customers spend a median of 1.5 hours on the app every day, companies that publish video content material have a excessive probability of showing on the screens of extraordinarily energetic viewers.
Survey responders stated different invaluable advantages that TikTok supplies embrace its cost-effective outreach and straightforward content material creation course of.
Takeaway 3: Though TikTok Gives A number of Advertising Advantages, 39% of Responders Have Points Measuring ROI
TikTok comes with its fair proportion of points, the principle one being its issue with measuring ROI. The truth is, 39% of respondents stated this was the most important problem with utilizing TikTok for advertising and marketing functions.
Of the businesses utilizing TikTok as a part of their social media advertising and marketing efforts, 13% stated they haven’t any documented TikTok technique. It may be particularly onerous for corporations that make content material and not using a clear, measurable final result in thoughts to know in the event that they’re really receiving optimistic outcomes, which can be why figuring out success on TikTok is troublesome. That is significantly true when you think about model consciousness is the principle objective for thus many B2B corporations utilizing TikTok — model attain is notoriously troublesome to measure meaningfully.
Different reported issues with the social platform embrace an absence of concentrating on choices (29%) and low engagement (20%).
Suggestions for Utilizing TikTok for Advertising
Now that you recognize entrepreneurs’ trustworthy ideas about using TikTok to flow into model content material, it’s possible you’ll be able to create an account in your firm. Use this info as you get began:
Know what metrics to measure: TikTok’s algorithm could also be a bit elusive, however your metrics don’t need to be. Some key numbers to trace to refine your social technique embrace:
- Engagement price by view.
- Engagement price by follower.
- Engagement whole.
- Hashtags per video.
- Month-to-month follower development price.
- Movies by mentions.
- Movies per week.
- Views per follower.
Present worth to viewers: Folks usually don’t wish to be straight offered services or products whereas they’re utilizing social media. Use TikTok as a chance to offer your viewers necessary info in order that they consider your model after they do must make a purchase order.
Use trending content material whereas nonetheless providing unique work: If you happen to’ve been on TikTok, then you definitely’ve almost certainly heard or seen the identical track, dance or sound chunk used again and again in numerous movies. To get in entrance of extra individuals, incorporate these developments in your personal movies, however make sure you’re bringing one thing distinctive and helpful to the social media desk.
In Conclusion
Even with the privateness considerations that TikTok faces, the app remains to be thought-about a invaluable advertising and marketing device by a stunning variety of B2B corporations — particularly amongst those who have a set technique in place and perceive the platform’s strengths. If TikTok wasn’t severely in your B2B crosshairs prior to now, it could be time to rethink.
