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The truth hurts sometimes: Tik-Tok might not be the best move for your brand. Sure, Tik-Tok is one of the hottest apps out, and I do think most brands should integrate Tik-Tok. However, I can’t say it’s for everyone. Here’s why:

Your Target Demographic is Older

If your target demographic is older than 46, it might not be worth targeting on TikTok. 80% of Tik-Tok users are between the ages 0f 18-34 and 26% are between the age of 25-46. If you are marketing a product for Gen-X and Baby Boomers, Tik-Tok might not be the best place for you.

If you can, try to do market research to see if Tik-Tok is the right place for you. Understanding who you are marketing to will help you be on the right platforms.

You won’t make engaging Tik-Tok content

Well, this should be given, but just because you can doesn’t mean you should. No matter the platform, your content should be highly engaging, especially on TikTok.

People want to see fun and engaging Tik-Toks, so if you’re just planning on showing the inside of your store with no real entertainment value, you’re better off keeping your content to other platforms.

Obviously, quality is always key so be sure your social media people (maybe you) are well-equipped to handle Tik-Tok and the ever-changing trends before you jump into it.

Your brand will thrive on other platforms

Know your brand personality. If you are already engaged on other social media platforms, TikTok just might not be for you. You don’t have to be on every single social platform. In fact, it’s impossible to do good content on every social platform out there.

Chose 2-4 social platforms that you can be on well rather than just putting random stuff on every platform. Instagram and Facebook are almost always viable and then fill out with Twitter, Reddit, Tik-Tok and other platforms as they pop up.

You can’t keep it consistent

Tik-Tok needs consistency to be successful. If you can’t keep a steady stream of Tik-Tok content, it might be time to put it aside.

Tik-Tok is one of the more time-consuming platforms. It will take your social media team (that might just be you!) much more time than other platforms if you do Tik-Tok right.

Consistency is not just about constant content. Your Tik-Tok content should help you elevate your brand personality, so be sure to stay in line with your overall messaging, even on Tik-Tok.