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Here’s What You Need to Know About TikTok

Digital Marketing
John Carothers
March 27, 2023
(3 min.)
Here’s What You Need to Know About TikTok

One rule of thumb for businesses and nonprofits in the year 2023 is that social media sells. Whether that’s physical or digital products, or social justice campaigns and awareness, social media is a powerful tool to sell your brand. According to Statista, nearly 5 billion social media users are predicted worldwide for 2023, along with a projected $268 billion spent on social media marketing. When the topic of social media marketing comes up, your mind may naturally drift toward one or two specific platforms. This may be limiting your potential.

Make no mistake - TikTok is every bit as viable a marketing platform as Instagram or Facebook. In fact, it’s actually the fastest-growing social platform with a 100% user increase between 2020 and 2022. As the threat of legal action against TikTok grows, it’s more important than ever to take advantage of this tool and tap into its marketing potential while you can.

TikTok is more than just an app for Gen Z

As noted above, TikTok is the fastest-growing social media platform. Additionally, it’s the most used social media platform, with an average of 23.5 hours per month according to DataReportal. With over 1 billion users worldwide, it’s hard to ignore the potential this platform holds for marketing power. The nature of the app creates unique engagement marketing opportunities, allowing for a more holistic relationship with customers and advocates. It’s also conducive to the rapid growth of reach and impressions, helping you connect to more people at a faster rate.

A TikTok business account has a number of built-in add features - each one accomplishing a different purpose. You can choose from TopView, In-Feed and Brand Takeover Ads, as well as Branded Effects and Branded Hashtag Challenges. With a simple and intuitive user interface, as well as powerful metric reporting, TikTok makes it easier than ever to create organic and sustainable growth for your business or nonprofit.

Be aware of the political controversy surrounding TikTok

In case you haven’t heard, TikTok is embroiled in political controversy due to its nature as a Chinese-based app. Both the Biden and Trump administrations have voiced concerns over data safety for Americans. However, the current administration has bipartisan support in pursuing a potential stateside ban on TikTok unless it’s sold - an idea that has been met with resistance from Chinese officials.

The Committee of Foreign Investment for the United States appeared to be previously satisfied with TikTok’s security protocols regarding American data. They have since changed course and demanded that the app be sold, as TikTok CEO, Shou Zi Chew, was scheduled to testify before the House Energy and Commerce Committee last week. As of now, its ultimate fate is uncertain.

TikTok still remains powerful

Despite the controversy, organic content through TikTok is still arguably the most powerful form of social media around, and its marketing potential speaks for itself. Don’t waste time or sleep on this awesome opportunity to leverage TikTok with marketing to create rapid, organic growth.

Don’t feel like you have the time or resources to figure out yet another marketing channel? Not sure what TikTok content will work? Confidant can help with that. By partnering with Confidant, you’ll have access to professionals that can help you strategize a social media campaign, create high-quality content, and stay up-to-date on the latest trends. We know the demand of running a business or nonprofit, so let us take some off your plate

It’s our desire to see your organization succeed. Let us meet your content, organic strategy and advertising needs. In the meantime, have someone on your staff take the plunge - film and see how much organic traffic you get off one post!


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Mallory Walker
John Carothers
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Leslie Gonzales
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