Think TikTok is just a bunch of teenagers looking for the latest dance trend or viral challenge? You couldn’t be more wrong. For starters, a whopping 37.5% of TikTok users are age 30 or older. It’s also increasingly being used as a search engine. At the FORTUNE Brainstorm Tech conference last year, a Google Senior Vice President admitted that “something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”
So after months of wavering, we took the leap onto TikTok. Here’s why:
1. TikTok makes sense for our brand. If you know Imprint at all, you know we’re not shy about showing off our individual and collective personalities. TikTok is a great channel for candid, personal and high-energy content.
@imprint_content Meet some of our team members here at Imprint! Stay tuned for part 2! 🧑💻🤝📝 #marketing #smallbusiness #meetthegroup #imprintcontent ♬ original sound – IMPRINT
2. It was a chance to test and learn. Rather than philosophize all day, we took action. We filmed the first few and published them as quickly as possible to see what people engaged with the most.
@imprint_content Andy answers a cruical question in the content marketing world: what’s the difference between B2B and B2C content marketing? Is there any difference…🧐? #marketingtips #b2b #b2c #smallbusiness #education ♬ original sound – IMPRINT
3. We had the right people. We’re always looking to capitalize on team members’ skills, so we leaned on our interns’ expertise and recommendations while we had them (shout out to Oliva and Tal!). Their foundational knowledge will be key for our TikTok efforts going forward.
4. We saw a content gap. TikTok is a great platform for educational content, and Google execs have admitted that the platform is eating into the search giants’ numbers. Our savvy interns noticed there was relatively little educational content on TikTok related to content marketing, so it seemed like an obvious opportunity.
5. It’s time to prove that engaging video doesn’t have to be expensive. We filmed four TikToks in a day with nothing but a team member’s iPhone. We didn’t even need a script because we were comfortable with the subject matter. We so often hear, “We’d love to do more video, but we don’t have the budget.” These videos aim to dispel that entirely.
6. The numbers are too compelling to ignore. Nearly a third of people who have installed TikTok use it daily, for an average of 90 minutes a day. Fifty percent of Gen X’ers and older use TikTok to research to learn more about new products or brands. Fifty-six percent of all users say they spend time on TikTok to discover something new or interesting. We could go on.
@imprint_content Content marketing misconceptions with Imprint’s CEO 🔎✍🏼 #marketingtips #contentmarketing #smallbusiness #imprintcontent ♬ original sound – IMPRINT
If you’re interested in what TikTok content could look like for your business, contact us here or send us an email at imprint@imprintcontent.com! We’d love to partner with you to develop and execute a TikTok strategy that is lean, attainable and effective.
