TikTok Can be a Great Tool for Franchises, and as Long as Your Target Audience Matches the Demographics
Launched in September 2016, TikTok has taken the social media world by storm during the last few years. With more than 1 billion users, it seems logical that all franchises should have a presence on TikTok, but is that really the case? The answer depends on your target audience, and how you can bend your brand to fit the platform.
What Exactly Is TikTok?
Like the name implies, seconds count on TikTok. This fast-paced platform is the leading destination for short-form mobile videos with posts averaging 1 minute in length even though the maximum length for a Tok is 10 minutes.
According to Music Business Worldwide, the average user spends 89 minutes daily on the app. TikTok reports that 88 percent of its users feel that the sound on the platform is central to the overall app experience, and 68 percent of users say videos using popular songs help them remember brands better.
TikTok’s Demographics
Before deciding if your franchise should be on TikTok, it’s important to understand its demographics. According to Statistica, 52.38 percent of TikTok users globally are between the ages of 18 and 24. Although TikTok is dominated by younger users, users aged 25-49 are the fastest-growing demographic. And while TikTok is notoriously quiet in its releasing its demographics, it is widely estimated that the platform’s users are roughly 60 percent women. If these are your target demographics, it could be worth giving TikTok a try.
Shopping on TikTok
According to TikTok, two out of three users are likely to buy something while on the platform, and are twice as likely as users of traditional social platforms to recommend a product or service they’ve discovered on the app.
Think of TikTok as microwave popcorn. Make it fun, fast, and keep it light.
What Types of Toks Do Well?
Users enjoy videos that inspire and inform set to catchy music. Think of TikTok as microwave popcorn. Make it fun, fast, and keep it light. And speaking of light, quality lighting is key to a well-produced Tok.
Remember that the overwhelming majority of users are watching Toks on their phones. If your videos have poor lighting and are difficult to see details, they will not perform well.
Informational Toks perform well on the platform. If your franchise sells buttons, for example, you might do well with a selection of videos teaching users how to sew on a button. If your franchise sells dog grooming, teaching users how to trim their dog’s nails could do well.
New product demos also perform well on TikTok. While focusing on the product benefits (how does your product make the users’ life easier or better), be clear and show your product in action. If you sell kitchen supplies, show your product in action while explaining its benefits.
TikTok offers an opportunity to explain your franchise’s product or service to a new customer.
TikTok is also known for its challenges. Some can be quite controversial, but dance challenges are always popular. Try having your staff create a TikTok taking on the latest dance challenge. Keep it light and fun or funny, such as having executives in suits perform a hip-hop challenge.
TikTok offers an opportunity to explain your franchise’s product or service to a new customer. Just remember that your customer is in a hurry and has no interest in sitting through a lecture: hit the highlights and be entertaining while you make your pitch.
What Franchises Need to Create Toks?
Even if the demographics align with your brand and you have ideas for explaining your product or service in a way that will work on the platform, it doesn’t necessarily mean you should be on TikTok. Anyone with a great mobile phone and a quality ring light (available at Amazon) can create TikToks, but the process can be time-consuming. Some people can create a Tok in 20 minutes or less, but longer and high-quality videos can take up to one day for the video shoot and editing. Like everything else, the more you create, the faster you’ll become.
To get started, you’ll first want to download the app and watch a selection of 20 Toks to get a feel for the platform. Then spend another few hours watching Toks from your competitors and other brands. When you’re ready to make your first Tok, think through your plan before you hit record and plan for a 15-second video. Once your words are the way you want them, play around with the effects tool, and finally move on to selecting the music. There are plenty of videos on YouTube that will teach you how to create stellar Toks for your franchise.
TikTok can be a great tool for franchises, and as long as your target audience matches the demographics and you have the time to devote to creating great content, it’s absolutely worth the time investment. Happy Toking!