Small But Mighty
With over a billion users and a growing influence on global buying trends, TikTok has become one of the most talked-about platforms in recent years. For Melbourne businesses wondering whether to join the trend, the decision should be driven by more than just popularity. It needs to align with your content creation, complement your existing content marketing strategies, and fit into your broader digital marketing strategy.
What Makes TikTok Different?
TikTok is not just another social media channel. It thrives on short-form video content that is entertaining, authentic, and often trend-driven. The platform’s algorithm makes it possible for even small businesses to go viral with a single video, offering a level playing field rarely found on other platforms.
Unlike traditional platforms that reward polished content, TikTok celebrates creativity and relatability. That’s a huge win for businesses that may not have large marketing budgets but excel at storytelling through effective content creation.
Is Your Audience on TikTok?
Before diving into TikTok, ask yourself: is your target audience active on the platform? TikTok’s user base is predominantly Gen Z and Millennials, but that is slowly broadening. If your products or services appeal to younger consumers or if you want to inject fresh energy into your brand, TikTok could be a great fit.
Your digital marketing strategy should always be aligned with audience behaviour. If you’re spending time and money on content marketing strategies that don’t connect with your demographic, TikTok might offer the engagement you’re missing.
TikTok and Content Creation
TikTok can be a game-changer for businesses that have a strong storytelling voice or a visually appealing product. Whether you’re sharing behind-the-scenes moments, product demos, how-to videos, or day-in-the-life content, TikTok rewards creativity and consistency.
If your business already invests in content creation, TikTok may be a natural extension of that effort. Repurposing video content for multiple platforms can streamline production while maximising reach.
Just ensure your content fits TikTok’s unique style. This might mean loosening up, being a bit more playful, or focusing on community challenges and popular audio trends to amplify your message.
Aligning TikTok with Your Content Marketing Strategy
Your TikTok presence should support and amplify your wider content marketing strategies. Use it to build brand awareness, generate leads, or showcase customer testimonials. Don’t treat it as a standalone channel; it should feed into your website traffic, email lists, and other digital assets.
Track performance through analytics and engagement metrics. If a particular type of video performs well, double down on that theme. Consistent performance analysis helps keep TikTok aligned with the rest of your digital marketing strategy.
Potential Challenges
TikTok requires agility. Trends shift fast, and keeping up requires time, creativity, and consistency. If you don’t have the capacity for regular video content creation, it might become a drain rather than a driver.
Also, some businesses may find the platform too informal or unrelated to their industry. In that case, it may be better to focus your energy on more suitable platforms while applying the creative spirit of TikTok to refine your other content marketing strategies.
Is TikTok Right for Your Business?
If your business values storytelling, has visual appeal, and wants to connect with a younger or highly engaged audience, TikTok can be a valuable part of your digital marketing strategy. Its virality potential and low production barrier make it an exciting playground for brands willing to think creatively.
However, success on TikTok requires more than occasional posts. You need a content plan that fits the platform, supports your broader content marketing strategies, and prioritises consistent content creation.
In short, TikTok isn’t for every business, but for the right brand, it could be the missing link in your digital presence.