TikTok – An Untapped Resource

If you are anything like me, you probably downloaded TikTok as a joke towards the end of 2019. I was a senior in college, and everyone kept joking about this application, TikTok. I had no idea what TikTok was, so on a slow day, I downloaded it. Fast forward to a year and a half later, and the platform has grown to 689 million active users (Oberlo, 2021). On this platform, you can watch anything, from cooking videos to dance tutorials. But most importantly, you can promote your business on this app.

The best advantage of using TikTok to market your business is everyone has the opportunity to go viral. Unlike Instagram’s algorithm, TikTok will display all varieties of content, viral or not, on your feed. TikTok will present videos from people all around the country. If people consistently watch the same category of videos, more similar content will appear on their feed. So, what does this mean for you?

Let’s put it into perspective: I am a young prospective first-time homebuyer who has no idea where to start in the home buying process. I spend a lot of time on social media and watch TikTok every evening before going to bed. One account, Randy the Realtor, appears on my feed and explains what homeowners insurance entails within 60 seconds. That content is relevant to my questions concerning the home buying process, so I visit his profile. There, I binge-watch every video on his page because he’s relatable to my generation and teaches me more about the process of buying a home! Although I don’t know Randy personally, I feel like I do and want him to become my real estate agent.

You may be wondering, “Are there any real-life examples that this has worked?” The answer is yes, there are!

One of my favorite TikTok stars who went viral by chance is lawyer Brandon C. Pettijohn (@portcityattorney). Not only does Pettijohn share tips for people seeking legal advice, but he also makes hilarious and relatable content! Lawyers typically get a bad reputation for being serious all the time. Pettijohn has seen success because he shows a side of himself that is so relatable. He will crack a joke about being a lawyer but follows it up with an update about legislation. Pettijohn is the perfect example of how you can successfully market yourself on TikTok.

While starting a new social channel can seem like a daunting task, if you post enough meaningful and entertaining content – you will see results! TikTok is more than kids dancing and random memes. It can be a way to resonate with potential buyers, build your credibility, and expand your reach.