TIKTOK'S 5 BIGGEST MYTHS: DEBUNKED

Like any popular kid in the class, the more attention TikTok receives, the more rumors exist.

So you think you can separate fact from fiction? Let’s dive in.

Myth 1: TikTok is a Gen Z platform

While it’s true that TikTok was primarily a Gen Z platform when it first grew to fame in the US, it has aged up faster than any other platform in history. By April 2020, 65% of users were over 25 years old, and that figure has continued to grow rapidly. What does this mean? 

2020 has presented a huge opportunity to brands focused on older generations. We’ve been helping millennial-focused brands engage their customers on TikTok. In 2021, for most brands, it will no longer be a question of “whether” you’re on TikTok, but just how good your TikTok presence is.

Myth 2: TikTok is just for dancing and lip synching

TikTok initially sprung from Musically, a platform for short dance and lip sync videos. However, as TikTok attracted a more diverse audience, the types of content rapidly diversified as well. You can find videos about anything from crafts to makeup to sports. In fact, there’s likely a community that’s already talking about your brand on TikTok. Do you know what they’re saying? 

Myth 3: TikTok’s music is free for brands to use

While TikTok does have a vast music library, it’s licensed for non-commercial use only. Business profiles have access to a special library of commercially-licensed music. Or you can bring your own music you’ve licensed from a label or royalty-free library. 

At Movers+Shakers, we also create a lot of original music to help brands spur virality on TikTok. Picking the right music helps your fans connect with your brand and can drive success - just look at e.l.f. Cosmetics’ #eyeslipsface viral TikTok challenge, whose song took on a life of its own.

Myth 4: Going viral means I’ll drive sales

While going viral on TikTok will build awareness and equity, it does not necessarily generate sales. The anatomy of a TikTok viral campaign doesn’t easily lend itself to CTAs or other lower-funnel tactics, but it sure can drive participation and brand lift. SOME of our viral challenges have driven direct boosts in sales, but this is definitely the exception, not what we recommend planning for. 

Myth 5: I don’t need a brand channel

TikTok has experienced explosive growth that shows no signs of slowing down, even despite the news headlines. By next year, we expect most brands to not only be on TikTok, but also have an engaging, always-on presence. Now’s the time to get onboard. Claim your TikTok handle and start creating regular content.

The world is full of uncertainties, but TikTok isn’t one of them. It’s time to join the conversation your customers are already having about you.

Ready to get started? Download our TikTok e-book for everything you need to get your channel up and running today, or reach out to us at TikTok@movershakers.co.