TikTok is the latest sensation in social media with over 8.8 Millions active users. If you haven’t already seen it, it’s made up of 9 – 15 second videos. But should you jump on and start advertising your business or continue with Facebook, Instagram or YouTube? Let’s discuss how to choose the right platform for your marketing.

Photo by Sara Kurfeß on Unsplash

1. Choose your target audience

Before you consider whether TikTok or any other social media channel is right for you, you need to review your target audience. It is very expensive to reach everyone, so defining a smaller targeted group of people you can reduce your costs while improving results. The simplest target groups to review is age and gender. When TikTok was released in 2018, it was aimed at under 18’s. Now 41% of users are aged between 16 and 24 and 2/3 are under 30 with a larger percentage of females. If your target audience is a match to these demographics, it is worthwhile considering this rapidly growing platform. TikTok now has an advertising platform allowing you to create ads that appear like a video posted by a user. Consider creating your own channel and if your video content is good enough it will attract attention, or pay an influencer to promote your product in much the same way as Instagram.

Social Media Breakdown by Age

*Some figures are USA only but would be similar to those of Australia.

Facebook: 39.2% of users aged between 18 – 54 (chart below)

Instagram: 65% of users aged between 18 – 34 (chart below)

YouTube: The age distribution is very wide and even (chart below)