I keep hearing that every business needs to be on TikTok, but we sell high-end cybersecurity software to IT Directors. I feel like my target audience isn't scrolling TikTok to find enterprise solutions. Is there a way to make "Serious" IT content work on a platform built for dances and memes, or should I just stick to LinkedIn and Google Ads for our 2024 social media budget?
3 answers
Don't underestimate the "Edu-tainment" value of TikTok. While the demographic started young, many IT professionals are now using the platform for quick tips and tech news. The key is to avoid the "Corporate" feel. Instead of a sales pitch, show a day in the life of a cybersecurity analyst or do a "Stitch" with a video of a famous hack to explain how your software would have prevented it. The TikTok algorithm is interest-based, not just follower-based, meaning if you use the right hashtags like #TechTips or #CyberSec, your content will land directly on the "For You" page of the very professionals you are trying to reach.
Are you planning to use "TikTok Spark Ads" to boost your organic videos, or are you hoping for purely viral reach for your software demos?
Use TikTok as a "Top of Funnel" awareness tool. Don't expect direct sales, but expect people to recognize your brand when they see your LinkedIn ads later.
Exactly, Nancy! We call it "The Halo Effect." Our TikTok presence made our cold outreach emails 20% more likely to get an open because the prospects "saw us somewhere."
Joseph, I hadn't considered Spark Ads yet. I'm still trying to figure out if I have the "personality" to be on camera or if I should hire a creator to do it for us. Is it better for the face of the brand to be a real employee, or does a professional "influencer" carry more weight on TikTok? I want to make sure the content feels authentic to the platform's culture while still maintaining the authority required for a cybersecurity brand. It feels like a very difficult balance to maintain without looking cringey.