Don’t Call This A Blog

Lately, I’ve been having a lot of conversations with different creatives, entrepreneurs, and creative entrepreneurs. One that continues to come up is the prompt “Do I need a TikTok for my business?” In fact, I had this conversation twice in the course of three hours last week. 

As someone who closely watched TikTok’s migration from China to the US in 2019 while I was working at the [China-obsessed] NBA, I struggled since day one with my adoption of the channel as a human. After quarantine solidified its place in Western culture, I have struggled to see how to naturally insert a brand into the conversation on TikTok. Natural in the way we — as brands — evolved our social strategies when new channels and formats emerged in the past.

That is not to say that some brands aren’t doing TikTok well. Some are completely KILLING IT, but not in ways easily replicated by small, founder-led brands. First of all, TikTok requires its own content strategy: a fresh perspective that is relevant to the channel. This also means different scripts, pacing, camera angles, lighting. Not to mention the whole gaggle (murder?) of trending audio that has not made its wait onto the Meta. TLDR; those Reels are going to cut it on TikTok. 

In addition to bigger social teams to create diversified content, in most cases these bigger brands have the kind of audience who feeds their content machine without compensation. We called it UGC back in the day — User-Generated Content — and we would have to beg fans to post their personal POV with a campaign hashtag. Nowadays, bigger audiences are willing to lend their creativity (for free!) to be a part of something. If you’re thinking “That doesn’t sound fair,” it isn’t. The bigger the brand and budget, the more they’re likely to get FREE publicity? It’s pretty exhausting.

So my response to every client who asks if they need TikTok presence now that an influencer’s video has blown up their brand is the same every time: not at all, let them talk. Influencer engagement is driving that awareness. Customers will find you — make it memorable where they do. 

If the platform speaks to you then you absolutely should be there. But if it isn’t already a “hell yes” then it’s going to be a “hell no.” Feel like learning a new platform while perfecting your craft? IN THIS ECONOMY?

I think a lot about Liberty Kitchen, the deli in my neighborhood with a viral sandwich over the summer. Lines stretched around the block for weeks because they hit the influencer lottery — with ZERO TikTok presence of their own. 

Focus on what you do best (your craft) and telling the best version of your brand story where it feels most natural. Treat influencers like the naked emperors they are and give them the access they need to generate your brand awareness… in exchange for what you can afford, because nothing is ever free. But don’t waste any time on fitting your amazing peg into yet another hole. That’s what she said.

Unless you have a bonkers idea for a content strategy that will blow the roof off of TikTok. In which case, call me. Coffee is on me.