Should Small Brands Use TikTok for Audience Growth?
â–Ľ Summary
– Avoid focusing on a single marketing channel, as it can pigeonhole your brand and make it vulnerable to changes in that platform.
– Instead of prioritizing channels, focus on generating traction by resonating with your audience and building momentum.
– Consider your resources and seize opportunities that bigger brands struggle with, such as authentic video or text content.
– Maintain your brand voice and avoid letting channel-specific demands dilute your authenticity or long-term flexibility.
– Build traction to become a destination that audiences seek out, reducing reliance on any one channel and easing transitions if needed.
Small brands often face the dilemma of choosing between TikTok and Google for audience growth, but the real answer lies in a more strategic approach. Rather than fixating on a single platform, the focus should shift toward building genuine traction and resonance with your target audience. This means creating content that truly connects, regardless of the channel, and leveraging the unique advantages smaller businesses have over larger competitors.
It’s not about which platform is easier or more popular, it’s about where you can make the most meaningful impact. Big brands often struggle with agility and authenticity, especially in formats like video or transparent communication. Smaller brands, on the other hand, can move quickly, experiment freely, and speak directly to their audience without layers of corporate approval. This flexibility is a significant advantage, but it doesn’t automatically mean TikTok is the answer.
Instead of asking “Should I use TikTok or Google?”, consider what kind of content will resonate most with your audience and where they are most engaged. Authenticity and value should drive your content strategy, not platform trends. If short-form video aligns with your message and audience preferences, then produce it, but don’t limit yourself to one app. Share it across multiple platforms to maximize reach and reduce dependency on any single algorithm.
Another critical consideration is sustainability. Relying too heavily on one channel can be risky. Algorithms change, user behavior evolves, and platforms can even decline in popularity. If TikTok were to disappear tomorrow, would your brand still have a recognizable voice and a loyal following? Building traction means creating a brand people seek out, whether through search, social media, or direct visits. This approach makes your business more resilient and less vulnerable to platform shifts.
Think about the weaknesses of larger competitors in your niche. Maybe they’ve mastered TikTok but neglect written content or community engagement. That’s an opportunity for you to fill the gap and attract an audience hungry for something different. By focusing on what makes your brand unique and valuable, you naturally draw people in rather than chasing algorithmic approval.
Ultimately, the goal is to become a destination, a brand that people know, trust, and actively look for. This doesn’t happen by optimizing for a specific channel; it happens by consistently delivering value and building real connections. Whether through video, blogs, social posts, or search content, your efforts should work together to strengthen your overall presence.
Remember, your audience should guide your choices, but your strategy should be broader than any single platform. Stay adaptable, keep your brand voice authentic, and always prioritize resonance over reach. By doing so, you’ll grow a loyal community that follows you wherever you go, not just where the algorithm sends them.
(Source: Search Engine Journal)
