Every few years, a new social platform seems to pop up, capturing the attention of users and marketers alike. TikTok is the latest example, but it won’t be the last. While platforms like TikTok offer exciting potential to reach new audiences, they also come with a trap—a rush to invest resources without a clear strategy or measurable goals. Many brands jump on board simply to “stay relevant,” only to find themselves investing time, money, and energy with little to show for it.
So, how do you approach new platforms like TikTok wisely and avoid wasting valuable resources? In this guide, we’ll walk through a step-by-step approach that helps you assess a platform’s potential for your brand, test the waters effectively, and make informed decisions about scaling.
Step 1: Define Clear Goals and Expectations
Clarify What You Hope to Achieve
Before jumping onto any new platform, ask yourself why you want to be there. Simply having a presence on TikTok or another emerging platform won’t necessarily help your brand unless it serves a specific purpose. Are you looking to raise brand awareness, drive traffic, engage a younger audience, or increase conversions?
For example, if your goal is to connect with Gen Z customers, TikTok’s massive reach among younger users might make sense. However, if you’re a B2B brand targeting decision-makers in established industries, TikTok may not align with your key audience. Defining clear goals ensures that you’re joining the platform with intention rather than getting swept up in the hype.
Set Realistic Expectations for Growth
Once you have your goals in mind, set realistic expectations. New platforms often require a different approach and may not deliver immediate results. Decide what success looks like for your brand on this platform: it might be a follower growth benchmark, a set engagement rate, or specific metrics like click-throughs or sign-ups.
For instance, rather than expecting a viral hit right away, set a goal to consistently achieve a certain level of engagement. By setting realistic, measurable expectations, you create a focused approach that guides your team and avoids unnecessary pressure.
Step 2: Research and Understand the Platform’s Audience
Analyze the Demographics and Content Preferences
Each platform has its own unique culture, audience, and style of content. For TikTok, users tend to be younger, often Gen Z, with a preference for short, engaging, and visually creative content. To determine if this aligns with your brand’s audience, look at the platform’s demographic breakdown and content trends.
For example, TikTok’s content is fast-paced and often humorous or trendy. If your brand has a fun, approachable personality, you might find TikTok’s style compatible. But if your brand is more formal or caters to a niche professional audience, other platforms like LinkedIn or YouTube might serve your needs better. By understanding who uses the platform and what type of content performs well, you can assess whether it’s a natural fit for your brand.
Observe Competitors and Similar Brands
One of the best ways to learn about a new platform is by observing how similar brands or competitors are using it. Look for brands with comparable audiences or goals and analyze their content, engagement levels, and posting frequency. Are they getting traction? Are they using unique features like TikTok’s challenges, sounds, or effects?
For example, if you see that competitors in your industry are experimenting with TikTok and getting strong engagement, it might indicate that your audience is there too. However, if similar brands aren’t investing in TikTok, it may be a sign that the platform’s audience doesn’t align well with your industry.
Step 3: Start Small with a Test Phase
Plan a Low-Risk Pilot Campaign
Once you’ve done your research, consider launching a small, low-risk pilot campaign to test the waters. This can be as simple as creating a few TikTok videos to gauge audience reaction. By starting small, you gather valuable data without committing too many resources upfront.
For instance, if you’re an e-commerce brand, your pilot campaign could include a series of short videos showcasing product use, customer testimonials, or a behind-the-scenes look at your brand. Set a specific timeframe, like one month, for your pilot and decide on a manageable posting schedule, such as two to three times per week. A low-risk approach lets you explore the platform’s potential without overextending your team or budget.
Track Key Metrics to Measure Impact
During your test phase, focus on a few key metrics that align with your goals. If your goal is awareness, track metrics like reach, views, and engagement rate. If you’re looking for conversions, monitor link clicks, sign-ups, or website traffic from the platform. These metrics will help you understand if the platform is delivering value.
For example, if you’re getting good engagement but no significant increase in website traffic, it may indicate that TikTok is effective for brand awareness but less impactful for direct conversions. By measuring results, you’ll have concrete data to inform your next steps, helping you avoid pouring resources into a platform that doesn’t align with your objectives.
Step 4: Assess Resource Requirements and ROI Potential
Estimate the Time and Effort Needed
Creating content for new platforms often requires a dedicated approach, especially with formats like TikTok’s short-form videos. TikTok content typically needs to be highly visual, creative, and sometimes humorous. Assess whether you have the skills and resources in-house to create this type of content consistently or if it would require outsourcing.
For example, while you might be able to create some content with a smartphone, editing and staying on top of trends may demand extra time and skill. Ask yourself if your team can handle this workload without impacting other marketing activities. If not, consider whether outsourcing or working with influencers might make more sense.
Calculate the ROI Potential
A key part of evaluating any platform is determining the potential return on investment. While TikTok may help raise awareness, consider if this awareness will eventually lead to sales, sign-ups, or whatever your primary conversion goal is. Estimate the potential costs (time, production, paid ads) and balance these against the platform’s performance in your pilot.
For instance, if your test campaign generates high engagement but low conversions, assess if this aligns with your current business goals. Sometimes, high engagement can indirectly contribute to ROI by strengthening brand visibility and building an engaged community, even if direct sales are low. Balancing short-term gains with long-term impact helps you make smarter decisions about continued investment.
Step 5: Experiment with Influencer Collaborations for Added Reach
Partner with Micro-Influencers for Authenticity
If creating content from scratch is too resource-intensive, consider collaborating with influencers who already have an established following. Micro-influencers, in particular, are often more affordable and have a close connection with their audience. They bring authenticity and can help you tap into niche communities on new platforms.
For example, partnering with a TikTok creator who has a loyal, engaged following in your industry can provide instant visibility without the need for extensive in-house content creation. Ask influencers to share their honest experiences with your product or service rather than providing a script, as authenticity tends to resonate more on platforms like TikTok.
Set Clear Collaboration Goals and Metrics
When working with influencers, clarify your objectives and define specific metrics to track, such as engagement rate, reach, or website traffic. Communicate your brand values and goals clearly, but allow influencers the freedom to create content that fits their unique style.
For instance, if your goal is to drive website visits, ensure the influencer includes a clear call-to-action, like a link in their bio. Set a timeline for the collaboration, monitor the performance of their posts, and evaluate the impact on your brand’s visibility and engagement. By tracking these outcomes, you can determine whether influencer collaborations offer value and refine your strategy based on what works best.
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Step 6: Review and Adjust Based on Insights
Analyze Results and Draw Data-Driven Conclusions
After your test phase, review all results to see if the platform is delivering on your goals. Look at both quantitative metrics (like views, engagement, traffic) and qualitative feedback (comments, brand sentiment) to get a well-rounded view. If the platform shows promise, consider expanding your presence with a more defined strategy.
For example, if TikTok videos drove significant engagement but lower website traffic, you might choose to focus on building brand awareness and community on the platform rather than pushing hard for conversions. Conversely, if metrics are consistently low, it might indicate that the platform isn’t the best fit for your brand. A data-driven approach helps you make confident decisions on scaling or redirecting resources.
Optimize Future Campaigns Based on Feedback
Whether you continue on the platform or decide to scale back, use the insights from your test phase to refine your approach. If certain content types performed well, build on that success. If engagement was lower than expected, consider adjusting your content style, timing, or messaging to better align with the platform’s trends.
For example, if light-hearted, humorous content resonated with users, incorporate more of that style in future campaigns. Or if a specific hashtag or challenge gained traction, use it to inspire new content ideas. Regularly optimizing based on real feedback and performance keeps your approach agile, helping you get the most out of your presence on new platforms.
Step 7: Make a Strategic Decision to Scale or Move On
Evaluate the Platform’s Fit with Long-Term Goals
After testing, experimenting, and optimizing, it’s time to decide if the platform aligns with your long-term goals. Does it have a clear role in your brand strategy, or is it better suited as an occasional experiment? If the platform consistently meets your objectives, consider scaling your efforts with a full strategy and budget allocation.
For example, if TikTok has helped you connect with a younger audience and build brand awareness, decide if this aligns with your broader brand goals. If so, explore options to increase your reach, such as collaborating with more influencers, running paid ads, or posting more frequently. If not, it may be time to step back and focus on platforms that better serve your priorities.
Avoid Sunken Cost Fallacy: Know When to Move On
One of the biggest traps in adopting new platforms is the sunken cost fallacy—the idea that you’ve already invested too much to stop now. Don’t let initial investments keep you tied to a platform that isn’t delivering. If your results suggest limited potential for growth or ROI, it’s okay to step away and reallocate resources to more effective strategies.
For example, if your TikTok campaigns have consistently underperformed and shown little promise despite multiple adjustments, it may be more beneficial to invest your efforts in channels that consistently deliver value. Knowing when to walk away is just as important as knowing when to double down, helping you stay focused on high-impact strategies without wasting resources.
Step 8: Monitor Platform Changes and Evolving Trends
Keep an Eye on Algorithm and Feature Updates
New platforms like TikTok are constantly evolving, often rolling out updates, new features, and algorithm changes that impact how content is shared and discovered. Staying updated on these changes is essential, as shifts in algorithms or features can directly affect your reach and engagement. Regularly checking for updates allows you to adjust your strategy and stay ahead of the curve.
For example, TikTok frequently introduces new editing tools, effects, and engagement features like “Duets” or “Stitch.” If you notice that TikTok’s algorithm is prioritizing interactive content, adapt by creating videos that encourage user interaction or participation. By staying informed, you ensure that your content remains relevant and aligned with the latest trends on the platform, maximizing your visibility without needing to constantly overhaul your approach.
Experiment with New Features to Boost Engagement
When new features are introduced, platforms like TikTok often prioritize them in the feed, giving early adopters an advantage. Take advantage of these opportunities by experimenting with new tools as they roll out. This can enhance your content’s discoverability and show audiences that your brand is current and adaptable.
For instance, when TikTok launched its “Q&A” feature, brands started using it to answer frequently asked questions directly within the app. By embracing new features early, you stay engaged with the latest user behaviors, and you position your brand as a responsive, forward-thinking player on the platform. Testing these features doesn’t require a large investment but can yield high engagement, especially in the initial stages.
Step 9: Leverage Insights for Cross-Platform Integration
Repurpose High-Performing Content on Other Channels
If your test campaign generates a piece of content that performs exceptionally well, consider repurposing it for other platforms. This saves you from having to create entirely new content and extends the reach of your best-performing pieces. TikTok videos, for instance, can easily be shared on Instagram Reels, Facebook Stories, or even YouTube Shorts.
For example, if a product demo video on TikTok receives high engagement, republish it on Instagram or Facebook where it can reach a different segment of your audience. Repurposing content provides additional touchpoints with minimal extra work, giving high-performing content the chance to resonate with a broader audience across multiple channels.
Use TikTok Data to Inform Broader Marketing Strategies
The insights you gain from TikTok aren’t limited to the platform itself; they can inform your overall marketing strategy. For instance, TikTok analytics can reveal popular topics, trending hashtags, and engagement patterns that might be relevant on other platforms. If you notice that certain content types resonate strongly on TikTok, consider integrating similar themes into your broader marketing efforts.
For example, if your TikTok audience engages heavily with “how-to” content, explore using this format on YouTube or in blog posts. The trends and insights gained from TikTok help you make data-backed decisions for content across channels, ensuring you’re creating what your audience wants to see, regardless of platform.
Step 10: Build a Community, Not Just a Following
Engage Directly with Your Audience
On platforms like TikTok, success isn’t just about follower count; it’s about creating a community that feels connected to your brand. Interact with your followers by responding to comments, participating in trends, and even replying to questions with video responses. Direct engagement builds loyalty, encourages repeat interaction, and makes your brand feel approachable and human.
For instance, if a follower comments with a question about your product, respond promptly with helpful information. You can even create a TikTok video answering common questions from your comments. This type of engagement strengthens relationships and makes followers more likely to advocate for your brand, driving organic growth through word-of-mouth.
Use User-Generated Content (UGC) to Foster Community Involvement
Encourage your audience to create content featuring your brand. User-generated content (UGC) on TikTok not only amplifies your reach but also fosters a sense of community among your followers. UGC allows customers to share their experiences, which can feel more authentic and relatable than traditional marketing.
For example, launch a branded hashtag challenge that invites followers to share their own creative spin on using your product. You could create a challenge where users post videos of how they use your product in their daily routines, tagging your brand for a chance to be featured on your TikTok page. When followers see themselves represented, they feel more invested in your brand, boosting both engagement and loyalty.
Final Thoughts: Stay Agile and Purposeful with New Platforms
Joining a new platform like TikTok can be exciting, but a successful strategy requires careful planning, testing, and adaptability. By setting clear goals, understanding the audience, and taking a measured approach, you can make informed decisions about whether the platform is worth long-term investment.
The key is to approach new platforms with intention, evaluating each move based on data rather than getting caught up in hype. Some platforms will prove valuable for your brand, while others won’t—but by following these steps, you’ll always be ready to pivot with purpose. Staying agile and purposeful allows you to adapt to new opportunities without stretching your resources thin, ensuring that every investment supports your brand’s growth and goals.
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