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Let me guess. You just got out of a meeting with a marketing agency, and within five minutes, they were raving about how you could “blow up” on TikTok. They’ve got this grand vision of you lip-syncing, busting out dance moves, and maybe even doing a duet with your cat. Sounds cute, right? Wrong.
Listen, it’s 2024, and apparently, if you’re not throwing up jazz hands in a 15-second video, you might as well close up shop. But here’s a little secret: not every business needs to become a TikTok influencer.
Yep, I said it. Someone had to.
Spoiler Alert: TikTok Isn’t for Everyone
Let’s get real for a second. TikTok is a blast—no arguments there. But does your company selling high-end sprinkler systems really need to get in on the latest dance challenge? I mean, unless your goal is to reach the 16-year-old who still doesn’t know how to load the dishwasher, you might want to rethink your strategy.
The thing is, marketing agencies have a one-size-fits-all obsession with TikTok. It’s like they assume everyone’s out here dying to become the next viral sensation, even when your audience might not know what TikTok is—or worse, couldn’t care less.
Step 1: Know Thy Audience
Before you even think about hitting record on that cringe-worthy dance video, let’s start with a reality check. Who’s actually buying from you right now? Because unless your key demographic is teenagers and people with way too much free time, maybe you should focus on the platforms where your customers actually exist.
Let’s be honest—if you’re running a B2B company, your clients are not out here doing the renegade. They’re probably more interested in reading an insightful LinkedIn article or getting an informative email. Yeah, it’s not as flashy, but it works.
Step 2: Future Audiences—But Make it Make Sense
Now, I get it. You want to grow. You want to reach more people. And yes, future audiences matter. But chasing after every shiny new platform without a clue if it’s a good fit is a straight-up waste of time.
For example, if you’re a luxury brand, do you really want to dilute your image by hopping on every TikTok trend that pops up? Or maybe you're a nonprofit. Is a silly viral video really the best way to build long-term supporters? Future audiences are important, but so is keeping your brand’s dignity intact.
The Golden Rule: Don’t Be Trendy, Be Smart
Look, I’m all for using social media to grow your business, but let’s be clear: just because a platform is trendy doesn’t mean it’s right for you. It’s not about keeping up with Gen Z; it’s about finding the right way to connect with your customers, new and old.
How to Choose the Right Platform (Without the Embarrassment)
Check Yourself (and Your Audience): Where are your current customers spending their time? If you’re not sure, ask them! Or better yet, do a little research. Spoiler: they might not be anywhere near TikTok.
Stalk Your Competition: Take a peek at what other businesses in your industry are doing. If none of them are on TikTok, there’s a reason—and it’s not because they don’t know it exists.
Content Is Queen: Let’s be real, if you’ve got killer blog content or are amazing at explaining things on camera, maybe YouTube or LinkedIn is where you’ll shine. If photos are your thing, say hello to Instagram or Pinterest. TikTok? Eh, maybe not.
Say No, and Say it Loudly: Just because that marketing agency is dead set on turning you into a TikTok star doesn’t mean you have to be. Be strong. Be firm. And tell them, “No thanks, I’ll stick to what works.”
Wrap-Up: It’s Okay Not to Be TikTok Famous
Sure, TikTok is fun (I mean, where else can you see a dog skateboarding to Fleetwood Mac?). But it’s not the be-all, end-all of marketing. Your brand’s value isn’t tied to the number of viral videos you produce. Focus on where your people are, and you’ll build way more lasting success than a 15-second clip ever could.
Now if you’ll excuse me, I’m off to figure out how to market my sprinkler repair business—on LinkedIn.
Stay sassy, stay strategic!
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