TikTok is the fastest growing social network today. The site is confidently catching up with the same Instagram in terms of the volume of the global audience, if it has not already surpassed it. Also, during the pandemic, the service has increased the age audience. If earlier TikTok was considered a social network for schoolchildren and the poor, now we can say that everything is there.
Due to such popularity of the resource, many entrepreneurs have a logical desire to promote their business in it. But don’t rush. Not all niches will benefit from TikTok, and here are the reasons:
Audience age
Although now the service has a more diverse audience, the core of users in Russia remains young – 25-34 years old. Therefore, there is no point in promoting products for the older generation. Only if you offer it as a gift to your parents or in some similar format. But for this it is enough to use advertising from bloggers, and not create a page and spend resources on maintaining it.
Format limitations
There is no way to create long-lasting content on TikTok. The social network is clearly not about texts, and the duration of the video is only 15-60 seconds. Not everything can be described in detail in such a short timing. You can try to split a large topic into several videos, but this does not always work. Especially if a new person gets to know your profile through an intermediate video of such a series. He simply will not understand anything and will pass by.
Poor perception of serious content
It’s not about the topic, but about the presentation of a serious topic. There are enough useful or even popular science publications on the social network, but they are all filmed in a dynamic entertainment format. This is done so that the viewer does not get bored from the very first seconds and does not scroll through the video. The popularity of the service began with sketches, dances and challenges, so users have already formed the usual dynamics of content. A standard lecture or reading of the text will collect less coverage than about the same information presented in a more entertaining format. But not everything can be told with jokes or vivid effects in the video, although some craftsmen try.
B2B products
It is definitely not a good idea to promote goods and services for businesses on TikTok. There is probably an audience of entrepreneurs on the site, but there is no opportunity to target exactly to it yet. Therefore, creating content for this social network will be comparable to firing a cannon at sparrows – every post can potentially hit someone it needs, but not a fact and with the least effect. Here again, advertising from bloggers who have collected your target audience for some time will help, but it is definitely not worth maintaining an account of a conditional supplier.
Lack of geo targeting
This already applies more to local regional businesses. It still makes sense to create a page on TikTok as a platform for collecting an offline audience, but it is almost useless to attract an audience to your store or cafe through this social network. The reason for this is the organic promotion of your publications, which are shown throughout Russia. And most local businesses do not even need the entire city in which they are located. For some, the key benefit will be location or distance from home. Therefore, on Instagram and VKontakte it is possible to set up geotargeting, which covers users close to a specific address. At the time of this writing, there is no such possibility on TikTok, which makes it pointless to promote here as a regional hairdresser or coffee shop.
Outcome
TikTok is a great marketing tool for those who are not tied to a specific location or niche. If you understand how to talk about your business is not boring and are ready to experiment, then this social network is definitely suitable. The main thing is to be prepared for the experiment to fail. Well, for those for whom the site is not yet suitable, we recommend that you follow its innovations and development, since the toolkit inside it is actively replenished with new features and some of the updates can serve you as well.
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