On May 9, 2024

Is TikTok the right social network for your company?

Selecting the appropriate social media for your business is paramount when aiming to effectively communicate online. Among the plethora of platforms available, TikTok stands out due to its meteoric rise to popularity and its ability to captivate a vast audience. Launched in 2016, this short-form video sharing platform has become a global sensation, renowned for its entertaining content and viral trends.

Is TikTok the right social network for your company?

TikTok provides a personalized experience to each user, thereby fostering adoption by a diverse audience. Today, TikTok transcends being merely an entertainment platform; it has evolved into a powerful tool for businesses. In this article, we'll delve into whether TikTok is the right choice for your business, examining its pros and cons, and the factors to consider when integrating it into your online communication strategy.

TikTok: the numerous benefits for businesses

Considerable average time spent on TikTok

The substantial amount of time spent on TikTok surpasses that of other social media platforms. French users spend, on average, slightly over an hour per day on the platform, which can significantly benefit businesses looking to enhance their online visibility. The short and engaging formats used on TikTok contribute to users' prolonged engagement, with the algorithm seamlessly making content addictive.

Enhanced visibility on the social network

TikTok provides businesses with significant organic visibility, courtesy of its advanced recommendation algorithm. Videos can be discovered by a wide array of users, even without prior subscriptions. This increased exposure enables businesses to reach new audiences and significantly bolster their online presence. Notably, the social network's algorithm facilitates the promotion of accounts with few followers on users' feeds, showcasing the potency of visibility on TikTok.

Audience engagement

TikTok distinguishes itself with its remarkable ability to captivate and engage its audience. With dynamic short-form content formats and trending challenges, businesses can create impactful videos that grab attention and pique users' interest. The platform's interactive nature, including features like challenges and duets, fosters engagement and promotes content virality.

Reasons against leveraging TikTok for communication

Primarily entertainment-oriented platform

Content on TikTok tends to have a relatively short lifespan, primarily focused on entertainment and information dissemination. It can therefore be difficult to achieve the communication goals you have set yourself by producing content on this social network if your company's activity is in a complex and technical field.

Youthful audience

While TikTok enjoys popularity across diverse demographics, its user base predominantly comprises young individuals. If your business targets an older or professional audience, TikTok may not be the optimal choice for your online communication strategy, as its formats tend to resonate more with teenagers and young adults.

Creative content creation challenges

TikTok is a platform that rewards creativity and originality. To thrive on this platform, businesses must continually innovate and offer fresh, captivating content. If your business lacks the resources or creativity to consistently produce quality content, maintaining an effective presence on TikTok can be challenging.

How to determine if TikTok is the right social network for your business?

Assess your target audience's activity on TikTok

Before deciding to integrate TikTok into your communication strategy, it's essential to clearly identify your target audience. If your primary audience is active on TikTok and likely to engage with your content, then this platform could be an excellent choice for your business.

Align communication goals with platform-specific formats

Determine your goals and whether TikTok can help you achieve them. If you aim to increase brand awareness, boost audience engagement, or generate leads, TikTok could be an effective tool, especially with its LIVE feature, which users consider an excellent sales channel.

Evaluate your content production capabilities

Lastly, assess whether your business has the resources and skills required to produce TikTok-compatible content. Ensure you have a clear understanding of the platform's culture and trends, along with the means to create content that resonates with your target audience.


TikTok presents unique opportunities for businesses of all sizes. However, it's crucial to weigh the pros and cons before deciding to integrate this platform into your online communication strategy. By understanding your target audience, clearly defining your goals, and evaluating your resources, you can determine whether TikTok is the right choice for your business.