We held another great webinar yesterday with social media experts and influencers, where we discussed the role of TikTok in building brand awareness at the upper end of the sales funnel and whether businesses should utilise this fast-growing video-sharing app.

Our CEO John Readman chaired the panel and was joined by Maayan Gordon, TikTok & LinkedIn Coach, Inigo Rivero, Former TikTok EMEA Strategy and Partnership Manager and Jamie MacDonald, Social Media Manager & Influencer.

As one of the fastest-growing social media platforms with over 800 million active users worldwide, should your business be on TikTok? Since the lockdown, TikTok’s popularity has grown even further, expanding its audience from under 25’s to all ages, making it a viable platform for advertisers.

The platform allows users to create short dance, lip-sync and comedy videos, which are around 15 seconds in length. A large majority of businesses question whether TikTok is suitable for their audience and if it’s possible to maintain professionalism whilst conforming to the nature of the app.

We shared a poll at the beginning of the webinar, questioning attendees on whether they use TikTok and If they are planning to use the app in the next six months. Only 23% said that their brand is on TikTok and over 50% said they plan to start using the platform.

This poll and thought-provoking questions from our host incited an interesting and informative debate, exploring how businesses can approach this emerging platform and whether it will work for their brand – including some best practice guidance from our social media specialists who work on the platform with influencers or are influencers themselves, with a combined following of over 2 million on TikTok.