“Should we be on TikTok?” It’s the question brands and companies in all industries are asking themselves as the platform continues to grow. TikTok is available in more than 150 countries, has over 1 billion users and has been downloaded at least 200 million times in the United States alone, according to Wallaroo Media.
For many marketing experts, it’s a no-brainer to give it a go.
“It’s almost imperative for brands to be on it because now is the time to capture that organic growth,” said Aliza Licht, founder and president of consultancy firm Leave Your Mark. “TikTok is ripe for the taking.”
What sets TikTok apart from other social media platforms is its overall virality, according to marketers. TikTok has a knack for connecting people around shared interests through discovery because it is not based on who you know or follow, but rather on the content. With that, users with small followings can often receive views in the hundreds of thousands to millions. User Anna DeCarlo, for instance, has a modest 9,000-person TikTok following and she received nearly 115,000 views on a video that showed off her shoe closet.
It’s not just about singing and dancing either, which is a common misconception. Content is created within a variety of different…