Facebook retains its title as the primary platform of focus for SMB promotions, but Tik Tok isn’t too far behind. As more businesses gravitate towards the app and the rising trend of short-form video, Tik Tok’s value as a promotional tool also rises, offering them better odds to expand their opportunities.
‘I Saw It on Tik Tok’
This new observation is according to a recent study by SMB support service Hello Alice. Taken from a sample of over 7000 small business owners, Hello Alice’s study aimed to glean more insight into how they approached their marketing this 2022. Before we proceed to the key details, you can read the full report here.
To start, as noted, the survey looked at which social platforms businesses are using to maximize their marketing and outreach, which looks pretty much as you’d expect. Facebook and Instagram remain the key platforms, respectively sharing an 87% and 75% weight, while Tik Tok comes under YouTube at just 26%.
The study also looked at how SMBs are gaining traction in each app. This time, Instagram comes out on top as the best option for organic promotion at 68%. Of course, not too far behind is Facebook at 66%, While Tik Tok overtakes YouTube, coming in third at 52%. Individual results will vary, but the reach and engagement potential of Instagram is undeniable, even if it has gotten a bit more cluttered as of late.
One thing is certain, Tik Tok is on the rise. In other elements, respondents even indicated that Tik Tok is the best app for creative expression and storytelling. Recent discussions have also put Tik Tok in the upper echelons of the ranking (43%), with more SMBs now considering Tik Tok based on other brand experiences.
TikTok is also driving new creative uses of social media, which is another key consideration:
- 63% say that Tik Tok allows them to better tell the story of their small business in new and efficient ways.
- 58% say that Tik Tok has helped them connect and learn from small businesses.
- 53% say that their skills as a digital marketer improved on Tik Tok.
The Wrap
There are some interesting notes here, nothing overly surprising, but clearly evident of Tik Tok’s growing influence over marketing approaches. In a way, Tik Tok has become more than just another rising and popular platform – when it comes to creative expression, the app is changing the way brands consider their efforts.
With projections that the app will surpass 1.5 billion users this year and the fact that Tik Tok has been increasingly changing user behaviors as a result of its engagement, all brands should at least be considering short-form content in their marketing, and how Tik Tok might help them better connect with their target market/s.
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