By Hana Farrag

Introduction

The average TikTok user is estimated to spend 2.3 years of their lifetime scrolling through the app. And that number is only expected to grow within the next few years. With the introduction of new platforms like Instagram Reels and YouTube Shorts, short-form content is becoming more and more popular by the day. So how can businesses take advantage of this new digital revolution?

History

TikTok was first released in China in September 2016 and launched internationally just one year later. With an algorithm designed to keep users entertained for as long as possible, it quickly became one of the most downloaded apps of the 2010s and continued to grow in popularity after the pandemic hit. TikTok now has over 1 billion monthly average users and is the #1 most downloaded app globally.

Taking note of TikTok’s fast-growing popularity, many existing social media platforms began implementing short-form content into their own apps as well. Instagram Reels was first launched globally in August 2020, followed by YouTube Shorts in July 2021. Yet, neither platform has been able to replicate TikTok’s success with short-form content.

TikTok Marketing

Realizing TikTok’s potential for attracting new customers, many businesses began using the app to market their products or services. Not only was this cheaper than buying traditional online ads, but it was easy to do and required minimal camera or editing skills. Just by using their phones, entrepreneurs could create viral content right from their offices, earning their businesses thousands of new customers each month. Videos showcasing order packaging, employee spotlights, warehouse restocks, business advice, and customer stories gained immense popularity on the app.

TikTok For Small Businesses

While TikTok has been an extremely effective strategy for increasing sales at major companies, it has completely changed the game for small businesses. With no initial cost or experience required, TikTok is an easy and accessible way for small business owners to reach new audiences.

But TikTok’s accessibility isn’t the only factor that sets it apart from traditional online ads. By posting short-form content on a consistent basis, business owners are able to keep their audience engaged over a long period of time, turning regular viewers into loyal customers. Furthermore, involving viewers in the daily operations of running a business allows them to better understand the company’s values and build a more personal connection with the brand.

Are Businesses Ready to Adapt?

Although many may simply view TikTok as an entertainment platform, the app’s potential for businesses is limitless. With such a diverse range of users, businesses are guaranteed to reach their target audience on the platform by posting content that reflects their brand. Whether or not they recognize it, every person scrolling through TikTok has a problem and is looking for a solution. By showcasing your product or service on TikTok, your business is providing solutions to those problems.

TikTok users are already supporting millions of businesses each day. So, are you ready to introduce your business to the world and hop on board this digital revolution?

Written by Hana Farrag

Hana is a student in Montgomery County Public School’s Summer RISE program.