Business Strategy and Planning

Is TikTok the Right Platform For Your Business?

With over 1 billion active monthly users online, TikTok has become a platform for businesses to effectively leverage their marketing efforts. As a business owner, you may be wondering whether leveraging TikTok for your business is a worthwhile investment.

See whether it fits your business goals

Typically, it will fit, but deciding whether to use TikTok for your business depends on a few key factors. TikTok has over a billion users who spend a lot of time watching and sharing videos. People of all ages and interests use TikTok, so it can reach a wide audience. To decide if TikTok is right for your business, think about your target customers, how you plan to create content, and what you hope to achieve.

For businesses such as B2B, it can be a challenge to reach their target effectively, but there are some successful B2B companies such as Semrush and that effectively utilized TikTok to engage with a broader audience. These companies use TikTok’s platform creatively, using educational content, behind-the-scenes insights, and collaborations with influencers to connect with their target audience and establish thought leadership within their respective industries. If you want to connect with a large, active audience and try new ways of marketing, TikTok could be a good fit for your business strategy.

Enhance brand awareness

Users spend an average of 52 minutes daily on TikTok, making it ideal for enhancing brand awareness through viral content. TikTok’s algorithm supports the dissemination of viral videos, benefiting both new and smaller accounts. Businesses can make use of this by creating content with viral potential, leveraging TikTok’s algorithm to amplify reach. Collaborating with influencers and celebrities further boosts brand visibility. Trendy or valuable content has the potential to go viral, increasing brand visibility, engagement, and follower count. This can lead to higher sales and foster a stronger community around the brand. Viral content can also enhance brand credibility and attract media attention, expanding its reach and impact.

Making authentic connection with audience

If your business is looking to build a strong connection with its audience, then this is the right platform. Through storytelling that triggers emotions, which in turn drives engagement, it can help their audience feel seen and relatable. This overall creates trust, authenticity, and strengthens the connection. For instance, brands could do this by sharing relatable, real-world experiences. This would humanize the brand and make it more relatable to viewers. Viewers are more likely to connect emotionally with the brand, as they see it as understanding their own challenges, aspirations, or daily lives. This can lead to stronger brand loyalty, increased engagement, and followers who feel a genuine connection with the brand’s values and mission.

It performs better than TV ads

TikTok has proven to be more effective than traditional TV ads in boosting business results for brands. According to a study by TikTok’s partner NCS and TikTok itself, consistently, TikTok delivers a higher return on ad spend and sales efficiency across various global markets, especially in consumer goods. For example, TikTok ads in the US achieved 96% higher ROAS compared to other digital media and nearly tripled offline sales efficiency. It also revealed TikTok campaigns generate significant sales lifts, with ads performing twice as well as industry norms. Despite fewer ad exposures compared to TV, TikTok ads generate similar incremental dollars per 1,000 views. This efficiency makes TikTok a compelling platform for businesses looking to reach engaged audiences and maximize marketing impact through interactive and viral content strategies.

Not only Gen Z but also Baby Boomers are increasingly joining the platform.

So, what does this mean? Boomers generally have higher purchasing power compared to younger generations. This is because many boomers are in their peak earning years or are already retired with accumulated wealth. They often have more disposable income to spend on various products and services, making them a valuable target audience for brands. Hence, this is a perfect, not-missed opportunity for brands to leverage TikTok for their marketing efforts.


Many businesses are joining TikTok, and they see great potential to gain traction on the platform. Leveraging TikTok for your business can be a highly effective strategy, especially if it aligns with your target audience and marketing goals. However, it still depends on your marketing objectives. By evaluating these factors and leveraging TikTok’s unique strengths, businesses can unlock new opportunities for growth and success.

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