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Is TikTok good for business?

Written by Dan Gable on Monday, 18 April 2022. Posted in Online, Audience, Sales & Marketing

Ok, so I have a confession to make. I am addicted to TikTok. I first went onto the platform a few months ago just for research, as we were planning an integration.

Is TikTok good for business?

Ok, so I have a confession to make. I am addicted to TikTok. I first went onto the platform a few months ago just for research,  as we were planning an integration. 

The best way to describe my initial experience is, well well, imagine accidentally walking into the wrong party, and it’s a party filled with teenagers. For the first few minutes it felt very ‘wrong’

However, it didn’t take long for the algorithm to kick in and suddenly I was at a fantastic party and nearly every video was incredibly watchable and the content was relevant to me. Entrepreneurs, investment advice, management theory and tons of interesting psychology and spiritual stuff combined with some classic comedy clips. There are even videos showing pictures of stuff from my childhood, a real trip down memory lane. 

As a marketing channel I think TikTok is really interesting. Once you understand the grammar of the videos , making content is pretty easy. You can even use other platforms like shoutout.social to make your videos and automatically share them to TikTok. This is really useful for companies who want to be able to approve videos before posting and who want more of a desktop editing experience.

Like all platforms,  the key to using TikTok for marketing is the content itself. Aim to inform and entertain rather than sell, unless your product can be demonstrated in a few seconds. If that is the case do a quick demo! There is even a trend called ‘TikTok made me buy it’ aimed at exactly those compelling short demo videos. 

For me, TikTok is a serous marketing channel and a fantastic sales platform, especially if you have an easily demonstrable product. 

About the Author

Dan Gable

Dan Gable

Dan Gable is founder of ShoutOut, the ground-breaking automated video creation and distribution platform. ShoutOut enables you and your business to create episodic branded video formats, with no editing skills required. You can then distribute them to your social media channels with just one click. During the past 35 years, Dan has worked on hundreds of TV programmes such as The Word, The Brit Awards, Big Brother and Top Gear. He also founded Sprat, a leading video production agency.

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