Shannon O'Neill, lead image, digital and social director at Icon Agency, asks if TikTok is worth the risk for brands.
With the rise and rise of social media platforms, it's a question that every social media or marketing manager has heard or thought about recently
TikTok can make people feel different. People who use it like it. The people who don't use it have differing opinions. We created a brand TikTok account after being asked the question at The Content Garden. We asked a lot of important questions before we jumped in, and any brand considering TikTok should do the same.
Is our audience on TikTok?
TikTok is more than just about Gen Z dancing. The demographic of the TikTok user is becoming more diverse. It is worth considering if TikTok is an effective way to reach your audience.
TikTok isn't the first platform that comes to mind for B2B brands, but it can still be used to reach and engage with potential customers. Staying true to the brand's message and values is the key to adapting to the platform.
TikTok was a good fit for our studio because of their work in video and content production.
What are our competitors doing?
It's great to be ahead of the curve. If you aren't the first in your industry to launch on TikTok, you have a chance to check out the competition and see what works for them. What type of content makes your competitor's target audience tick and what gaps you could fill are the things you need to analyse. Take advantage of what they're doing well after they've made a mistake.
How can you stay relevant?
It's important to stay up to date with the latest trends on TikTok. To stay relevant and engage with your audience, brands need to be able to change their content strategy quickly. According to TikTok, act like a creator.
We saw an opportunity to use our own spin on popular content formats. This will allow us to show off our production space while giving our target audience enough entertainment to enjoy.
Do you have adequate resources?
Time and resources are required to launch a TikTok channel. It is important for brands to have the resources they need to maintain a strong presence on the platform. Having the manpower, budget, and equipment to produce quality content on a regular basis as well as team members who are comfortable jumping in front of the camera is part of this. Success is dependent on consistency.
The squad of TikTok enthusiasts we appointed were regular users of the platform. We have a weekly meeting and a dedicated channel for bouncing ideas around. Two team members are assigned a certain amount of time to shoot and edit each week.
Not quite ready to commit?
If you don't have the time, resources or leadership buy-in to launch a brand account on TikTok, consider collaborating with creators on the platform so that your brand has visibility on the platform without the long-term commitment.
TikTok creator marketplace connects brands with popular TikTok content creators The marketplace makes it easy for brands to find, collaborate with, and pay TikTokinfluencers to create content that promotes their brand. It is an easy way to see how the audience reacts to brand-related content.
Businesses can engage with their customers in a fun and creative way with TikTok. It is important to consider the unique aspects of the platform before launching your channel. The Content Garden is where we are going to embark on our journey. We're going to see what we get up to.
icon agency Shannon O’Neill
