Should My Business Be On TikTok?

September 15, 2022


Rebecca Batisto
Should My Business Be On TikTok?

Running your own business is hard, so you never want to take on more work than is necessary. With that in mind, let’s talk about TikTok. 

What is TikTok? 

TikTok is a social media platform that started in September 2016. It is primarily a video-based app, with over 1 billion active users monthly. That puts it 4th in line of the most used social networks, behind Facebook, YouTube, and Instagram. Most of the videos are posted by individuals, with Business-to-Consumer companies, like food and fashion retailers, also finding great success on the platform. 

Who is the TikTok audience? 

TikTok attracts younger users, with 62% of users aged between 10 and 29, according to Adweek. Often, they are attracted by fast-paced and funny videos. In general, this audience is less likely to be looking for workers’ comp insurance, so that is the first con we would like to mention about this social media platform. 

Should Insuarance Agents Be On TikTok? 

Pro: No Competition

There is no harm in marketing your services on TikTok. It’s not considered a normal place to talk about insurance, and the benefit of that is there is little to no competition for you. If you enjoy making videos on a regular basis, it could be a great way to stand out from the crowd. 

Con: Small Audience

As we’ve mentioned, the audience is generally younger than the target audience for insurance. With 62% of users under 29, though, 38% of users still fit into the typical age range for needing insurance. 

Con: Videos Are Expensive

It’s become more manageable with cell phones and apps to create videos quickly and edit them on the go. To become popular on TikTok, you need to create videos and post them 1 - 4 times every day!

If a video takes 10 minutes to record, it will take 15 minutes to set up and 30 minutes to edit, plus 5 minutes to write the post and hashtags, and upload it to TikTok. Now, you’re at one hour for each video. 

In a “time=money” way, TikTok is expensive. This needs to be something you enjoy doing enough to keep up the hard work enough to be consistent! 

Pro: You Can Use The Videos Elsewhere

When posting to TikTok, you can also share the post on Instagram, Instagram Stories, and any other network using the direct link option, or the download option. This lets you also share it on your own website or as a form of a newsletter. 

By doubling your marketing this way, you can start to cut down the cost of each video. 

So, should you be on the fastest-growing social media platform? 

The answer is “Yes! If you can commit the time and have the energy and creativity to keep it going.”

For more marketing advice for insurance agents, stay tuned to this blog, or check out Normandy Insurance’s special resources page. And, if you’re writing commercial insurance, contact us for appointment information.

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