TikTok, is it interesting for VSEs / SMEs*?

The TikTok social network needs no introduction. But for those who don't know yet, it is an application that is the playground of Generation Z. Since its launch, it has embraced dazzling success with more than a billion downloads and is positioned in 3rd place in the most used social network behind Facebook and Instagram.
Pep, rhythm, creativity, and virality are all words that define this social network. Its features? Short, unique, and spontaneous videos are 3 to 60 seconds long. In Europe, there are more than 100 million users who are potential customers for VSEs/SMEs if their targets are under 35 years old. As you will have understood, TikTok is “THE PLACE TO BE” if you want to activate levers in your influence marketing.

What are the benefits of using it?

VSEs/SMEs can offer original, relevant content with high added value. The platform does not require very elaborate content with pharaonic budgets. The more authentic your content is, the more people will talk about you. Just keep your identity and share it in an original way with TikTokers.
The engagement rate of Internet users is higher on the platform than on other social networks such as Facebook.
Although TikTok is growing at high speed, the competition there is still weak. This is why it is advisable to start your implementation on this network to get ahead of your competitors.

TikTok, for what type of VSE / SME?

Considering the average age of TikTok users, your target must be below 35 years old. Your way of communicating must also meet the criteria of the social network: authentic, natural, and spontaneous. If you fill all these boxes, you have your place on TikTok.
Moreover, the social network is not just for B2C markets, but also for B2B companies. Even though the users are mainly Generation Z, B2B-oriented communication can find its happiness there.
In November 2019, LinkedIn published a study that shows that marketers must consider the emotions of their prospects to build a relationship of trust. On TikTok, all the elements are available to you to easily trigger this decision-making lever.

* VSE: Very Small Enterprise
* SME: Small and Medium Enterprise