For most small businesses, the advent of social media platforms a marketing tool came as something of a surprise. For that reason, social media penetration among small businesses took until 2017 to reach 75% leaving many scrambling to catch up even as the major social channels became saturated. It was a costly delay.
But now, small businesses have a rare opportunity to get in early on a young social media platform before its overwhelmed by messaging from well-funded big brands. The platform Im talking about is TikTok. And unless youve been living under a rock somewhere for the last year or so, youve probably heard of it.
But what you may not know is that TikTok is one of the fastest-growing social media platforms to come around since Facebook. Launched worldwide in 2018, its already amassed a user base of 800 million people If youre keeping score, thats more than double the users of Twitter, which still serves as an anchor for almost every small business social media marketing strategy today.
And its not slowing down. TikTok regularly bests its competitors on monthly mobile app download lists, topping the charts in Julyand every other month this year (except for one when the COVID-19 pandemic vaulted Zoom to the top). All of that download activity points to TikTok having a record second half that could see it overtake Instagram in total active users.
And best of all, there arent very many businesses that have figured out how to use TikTok as a marketing vehicle. Its still in a user growth phase and hasnt yet evolved any integrated marketing tools or features. That means it cant yet be exploited by big businesses that rely on marketing automation toolsto manage their complex multi-platform campaigns. That also makes it perfect for small, nimble hands-on marketing efforts of the type that small businesses excel at.
But for a small business to get started with marketing using TikTok, they have to