Should Your Home Services Business Be on TikTok?
TikTok may be an untapped marketing goldmine. The app has over 500 million active users, yet only 4% of social media marketing firms have begun to take advantage of this massive, built-in audience.
Part of this is due to the presence of older, more recognizable social media giants. After all, we've been using Facebook as a marketing tool for over a decade. More recently, Instagram and Twitter also joined the ranks.
It is no secret that TikTok has become one of the hottest social media platforms lately, but that doesn't mean that it makes sense for every type of business to jump on the bandwagon, especially businesses in the home services industry.
The question we keep getting asked: is TikTok good for business? What about for a home services business? What are the advantages and disadvantages of creating a TikTok advertising strategy?
If you have ever wondered if your HVAC business should be posting on TikTok, read on.
For Starters - How Does TikTok Work?
Traditionally, TikTok videos are 15 seconds long. However, in recent months, the app has added a feature that allows users to string together multiple clips to create a 60-second video. In addition, you can upload long-form videos that were recorded outside of the app, itself.
We've discussed the best video marketing practices in the past, and TikTok has great short-form video marketing potential. That being said, there are a few things users expect from TikTok videos. Even if you're using the app for marketing purposes, there are three cardinal rules you should always follow.
1. Use Music
Music has been built into the app's use since the beginning. In fact, the original purpose of the app was to create fun or humorous music videos to popular songs. While it has come a long way since then, you still need to incorporate music--preferably something popular--into your videos.
2. Go For Humor and Candidness
While some use TikTok to create educational content, businesses should stick to lighter, more humorous videos. The idea is to jump straight to the point since you are limited on time. You also want to make sure that you are showing the fun side of your brand in the process.
3. Don't Use TikTok for Your Hard Sell
Anything that feels like an overt ad is not going to perform well on TikTok. As of right now, the app is designed for entertainment purposes. Incorporate your product or service into your video but try to avoid the obvious call to action we're used to in traditional marketing.
Advantages and Disadvantages of Using TikTok for Business
You've now got a sense of how TikTok works. Like Instagram, your content should be image-focused, as captions are considered secondary. Other users can interact with your content through things like following, liking, and ranking, not unlike most other social media platforms we're used to.
It's important to look beyond TikTok's similarities to existing, familiar platforms. What are the pros and cons of TikTok for business purposes? Let's take a look.
Advantage: TikTok Videos Are Easy to Make and Easy to Share
The app is considered extremely user-friendly. You can create videos either on your device or through the app's filming and editing tools. Plus, TikToks transfer well to other social media websites, which means you can cross-market your TikToks and other users can easily share your work.
Disadvantage: Minimal Linking Opportunities
Unlike Twitter and Facebook, TikTok does not allow you to place links in your individual posts. In other words, users won't have the quick satisfaction of clicking through to your website from the post they're looking at.
However, you can place a link in your bio. Websites like Linktree create the opportunity to link to multiple service pages or product pages from a single parent link.
The Youth Factor
Who, exactly, is using TikTok right now? A recent report found that while only 4% of the total US population is using TikTok, a whopping 47% of US teenagers have downloaded the app. The primary age range of users on TikTok is between 16-24 years old.
So if your target demographic includes teens, sure the platform could be extremely valuable to sell your products, but if you are in the home services or HVAC industry, you know that this demographic falls below the demographic of homeowners and people who are making home service based decisions.
Is TikTok Good for Business or Do the Social Media Giants Win?
Where does TikTok rank amongst the social media giants? Which platforms are best for business?
The truth is that Facebook is still the top contender, with more adult users than platforms like Instagram, Twitter, and, yes, TikTok. Plus, people spend more time on average scrolling through their Facebook feed than any other platform.
So if you are looking for the best social media platforms to market your heating, cooling or plumbing business, you can breathe easy knowing you don't need to make the jump to yet another platform. Instead, stick to Facebook as it remains the #1 social media platform for home services business.
On top of Facebook's winning statistics, Facebook's format makes it arguably the best for any business. Facebook allows you to switch between a video, photo, graphic, and text block seamlessly. If you want, you can combine all of these formats in a single post.
Plus, Facebook has a more interactive interface. Customers and clients can do more than follow your page. They can leave reviews that inform future customers' purchasing decisions.
As you know in the HVAC world, online reviews are extremely important and Facebook is the first place consumers are going to leave and read reviews.
Does that mean that you should ignore all other social media platforms? Absolutely not! In fact, Facebook allows you to share just about any other social media post on your Facebook page, maximizing the views and success rate of all of your social media marketing campaigns.
How to Boost Your Social Media Presence
Sometimes, trying to answer questions like, "Is TikTok good for business?" is difficult. The answer depends on everything from your product or service to the amount of time and resources you can devote to social media.
But when it comes to companies in the home services industry, the answer is easy. Instead of worrying about how you can become the next biggest TikTok influencer, focused your efforts on growing your reviews and recommendations on Facebook where you will see the biggest benefit to your business.
As a full-service marketing agency specializing in the home services industry, Optic Marketing Group can take a look at your business and your current digital marketing plan, overall. We can put together a custom social media strategy that makes the most sense for your business.
Interested in how our business can help your business? Contact us today to find out more.