Tik Tok is the topic of conversation in the marketing and social media industry. The same applies here: Not every company has to use the platform. That’s why we’re going to ask you four questions that you should ask yourself if you want to use Tik Tok successfully.

Just because a platform or network is popular, there is no reason to use it compulsively. This is a principle for companies, publishers, and their social media managers that has always applied. Nothing has changed in this regard at Tik Tok.

On the contrary: compared to Facebook, Twitter, LinkedIn and Co., the Chinese short video platform is not comparable to other channels. That starts with the format: 15-second upright videos with humor and self-irony are not part of the repertoire of a content department.

4 critical questions that you must ask yourself if you want to use Tik Tok successfully

Lisa Schreiber-Awuah knows that too. She works as a social media manager at the digital agency Cocomore and says: Tik Tok “requires companies to be curious and open for real exchange. Furthermore, “an open corporate culture with self-irony and closeness as well as committed employees contribute enormously to the success of the Tik-Tok appearance.

So before you rush to create your Tik-Tok account and produce content, you should develop a strategy. Lisa Schreiber-Awuah has been able to identify some of the key issues you’ll need to address in order to use Tik-Tok successfully.

These in turn can be reduced to a few simple questions.

1. who is your target group?

One reason for the popularity of Tik Tok is the young age group. Over 70 percent of users are under 25 years old. So you should ask yourself at the beginning: Is my target group even represented on Tik Tok?

For example, if your products only address the C-level level in industrial companies, you should invest your budget in other channels. However, even in this case, a well-managed Tik-Tok channel is still helpful for brand building among young people.

2 What content can you deliver?

Tik Tok lives – as already mentioned – from humorous videos. It’s not just a question of whether content is interesting, but above all that it is transported in the right format.

So if you can’t manage the “balancing act between entertainment and seriousness”, as Lisa Schreiber-Awuah calls it, you should wait to start your Tik-Tok account. Because in most cases no content is better than bad content.

3. who is your Tik-Tok face?

If you haven’t been on Tik-Tok, let me tell you: (almost) every video features a person or living thing. That means: If you want to use Tik Tok successfully, you have to be tangible and personally approachable.

That’s why you should also establish a fixed face for the launch of your Tik-Tok channel. If there is no such person in your company, you can also consider cooperating with influencers or other ambassadors, especially as a brand.

Because one thing is clear: without (corporate) influencers and proximity, your appearance is doomed to failure.

4. is your Tik-Tok strategy successful?

Once you have decided to become active on Tik Tok, it is essential to establish regular evaluation loops. You should ask yourself critical questions. These include:

  • Does the growth of your channel match your requirements?
  • Do you meet your one goal in terms of reach, followers, etc.?
  • Does the revenue justify the personnel expenses?
  • What is the conclusion of the Tik-Tok community?

If you answer all or most of these questions in the negative, you’d better tune up your Tik-Tok channel.

After all, it’s not only wrong from a business point of view to obsessively stick to a channel that doesn’t produce results. This is not only true for organic content, but also for your advertising campaigns.