When you spend a lot of time online, it can be really tempting to follow all of the latest trends. And over the past couple of years, it’s been tough to go very long without seeing a video from TikTok shared online or in the news.
So you might be wondering: should my organization be on TikTok?
The answer really depends on the culture of your organization. Every social network has its own personality – and that’s especially true for TikTok. While TikTok can be an amazing fit for some organizations, it definitely isn’t a great match for everyone.
Points to consider
There are a few key points to keep in mind when you’re asking whether TikTok is right for your organization.
- TikTok are short. You’ll have at most three minutes for each video. (If you’re looking for a place to put longer videos, try YouTube!)
- TikTok often involve humor or personal stories. Authenticity is big here, so it might not be the best place for a professionally-produced video talking about your mission or impact.
- TikTok thrives on trends, and it’s really self-referential. There are a lot of “in” jokes on TikTok that are based on… other TikTok videos. The most popular videos hop on “trends”, where a lot of different creators put their own spin on the same concept or joke.
- TikTok is focused on discovery rather than people you know. Unlike a lot of other social networks, you’ll mostly see videos from people you don’t know. As a result, if you’re looking to reach people you already have as connections, there may be better options.
And finally, there’s the risk of looking like your organization is trying too hard to fit in. Think about whether the brand of your organization fits TikTok’s personality. (For example, ask if being formal is a big part of your brand.) If it’s not a match, you might want to skip the platform all together. That’s fine!
If you decide TikTok is a good place for your organization, choose someone to be in charge of your account. This person should have the flexibility (and time!) to get a pause of what’s happening on TikTok. That will let them find ways for you to add to the conversation in fun, engaging, and memorable ways.
Photo by Hello I’m Nik on Unsplash
