Is TikTok the right channel for your social media marketing efforts? Should you be investing time and effort into the latest short-form video trend?
Several questions are revolving around TikTok, from how it operates, to its ownership, to how sticky it is, rising competition, etc. The answers on each of these fronts are not definitive, and will primarily come down to your perception and opinion based on reports.
The broader question is whether it's worth it for your brand if you are considering the platform within your digital marketing approach? Is your audience on TikTok? Does your brand messaging align with what works in the channel?
To help provide some perspective on these, TikTok has this week published a new set of audience insights, covering some fundamental usage trends to help brands understand what works.
The tips are somewhat generic, but they may provide some guidance for your approach.
