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Should Your Brand Use TikTok? Covid-19 and the Impact on Social Media

We’re several months into our “new normal” and we don’t need to be reminded of the numerous ways the Covid-19 pandemic has altered our normal work environment, how we do business, and where we do business.  Increasingly people are spending more time on their mobile devices – consuming content across various digital channels.  As a result, businesses are turning to digital marketing more than ever before as a way to build brand awareness and generate leads for their company.

Social media marketing in particular has become one of the most important tools for connecting with customers. While most businesses are already leveraging established social media platforms like LinkedIn, Twitter, and Facebook, the Covid-19 crisis has driven many to start taking a look at more creative and compelling apps like TikTok. 

What is TikTok anyways? 

Anyone with teenagers will likely have heard of this social media app.  It essentially allows users to create short 15 second videos (up to 60 seconds if linked with other clips) that can be set to music or other audio.  Many use the platform to create videos of themselves dancing, exercising, or trying to entertain others or themselves in some way. 

The growth of the app started with a younger demographic (mainly between the ages of 16-24) but it has seen a lot of recent growth within Millennials, Gen X, and even Baby Boomer generations.  Following the stay at home orders across the world, the app has reportedly seen significant rises of users and videos being shared.  Numbers released by mobile data and analytics company AppAnnie show that TikTok has grown to be the sixth largest social network and is one of the most downloaded apps of the last decade.  Accordingly, brands have started to take notice and are increasingly exploring the opportunities within the app.

How do I know if it’s right for my business? 

With TikTok's 800 million active users worldwide, it may seem like a no-brainer to start using this platform.  Before jumping in, however, we recommend you take some time to analyze if the app’s users are really in your target demographic.  It’s also important to spend some time reviewing the platform from all sides to determine whether it is the right place for your brand to be represented.

How can I use this platform? 

Coming up with a strategic plan before jumping in is strongly recommended.  Because of the overall younger demographic, the content of TikTok is more focused on creative, fun, and humorous videos.  It’s best to explore all the possibilities for your brand as well, including both an organic approach in addition to paid TikTok ads.  One or both of these approaches can yield the best results for you.  Creating ads through the platform, for example, can give you a wider and more impactful reach.

What content should my business post? 

That is where the fun and creativity comes in!  Many brands have leveraged humor, company mascots, animals, and popular music to try to capture their audience’s attention. The sky is the limit on this platform.  The most important thing to remember is to be authentic, creative and fun!  TikTok is not the place for a serious sales pitch of your company.



Looking for more advice on this platform? Do you need help with your business’s social media marketing?  Reach out to us and our team of digital marketing experts would love to discuss more ideas and help create a strategy to grow brand awareness and drive more traffic to your website. 

Alice Skiba is the Tradeshow Manager and a Marketing Communications Specialist at Americaneagle.com. She has 10+ years of experience implementing, managing, and executing marketing strategies in the fast-paced technology industry.

Outside of work, Alice enjoys all things pop culture, following the latest tech trends, traveling, and spending time with her husband and 2 young daughters.

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