Why TikTok Deserves a Spot in Your Marketing Strategy
TikTok is no longer just a platform for teenagers and trending dances. It’s become one of the fastest-growing digital spaces for storytelling, education, brand discovery, and buying behavior. With over 1 billion active users and skyrocketing engagement rates, TikTok is influencing how people think, shop, vote, donate, and interact with brands.
Businesses, nonprofits, and associations that once thought TikTok wasn’t “for them” are starting to realize this platform has serious marketing potential—and you don’t need to go viral to make an impact.
The Stats That Should Get Your Attention
- 1 billion+ monthly active users
- Average user session: 10.85 minutes (longer than Facebook, Instagram, and YouTube)
- 67% of users say TikTok inspires them to shop
- 45% of users feel “more connected” to brands that show up on TikTok
That last one is big: TikTok users aren’t just passive viewers—they’re highly engaged and emotionally connected to what they see.
But Is TikTok Right for Your Organization?
Here’s the truth: not every business needs TikTok, but many more could benefit from it than currently realize.
If you’re a local business looking to reach new customers, an association trying to grow awareness, or a nonprofit hoping to connect with a younger audience, TikTok can offer:
- Low-cost reach
- Authentic engagement
- User-generated content opportunities
- Unique ad formats that don’t feel like ads
You don’t have to abandon your existing channels to make room for TikTok—you just need to decide if your audience is there (spoiler alert: they probably are).
You Don’t Have to Go Viral to Win
TikTok’s algorithm is based on interest, not follower count. That means even small accounts can see big traction. The brands seeing the most consistent success are the ones that:
- Show behind-the-scenes content
- Share useful tips or stories
- Speak directly to their audience with purpose and clarity
- Repurpose content from other platforms with a TikTok-friendly twist
No dance required. 😄
Real-World Use Cases That Work
1. Member or Donor Growth for Associations & Nonprofits
Use TikTok to break down big ideas into relatable, bite-sized content. Storytelling through short videos can create an emotional connection and expand your reach, particularly with younger audiences who are less likely to watch traditional media.
2. Local Brand Visibility
For small businesses, location-tagged videos and local hashtags help you show up in front of real people nearby. TikTok can highlight customer experiences, share specials, or just show what makes your business different.
3. Event Promotion
Got a fundraiser, expo, or membership event? TikTok’s native video tools make it easy to create short, engaging promos that feel personal, not pushy.
4. Advocacy and Awareness Campaigns
Associations and advocacy groups can use TikTok to bring attention to important causes through voiceovers, trending sounds, or personal testimonies—humanizing the issue instead of just listing facts.
Advertising on TikTok: Is It Worth It?
Yes, and here’s why:
TikTok ads don’t look like ads. The platform’s native ad tools (In-Feed ads, Spark ads, Branded Content) blend into the user experience, which means higher engagement, lower ad fatigue, and better performance.
Even better: ad costs are still relatively low compared to Meta or YouTube, and the ability to target by interest, behavior, and location makes it easy to find your niche.
We help clients develop short-form video strategies that feel authentic, use real people (not polished scripts), and drive measurable action.
Common Myths About TikTok (And Why They’re Wrong)
- Myth: “It’s just teens dancing.”
Truth: The fastest-growing age group on TikTok is 25–34. And users over 35? Growing every month. - Myth: “Our brand is too serious for TikTok.”
Truth: Some of the most successful content is educational, mission-driven, or thought-provoking. It just has to be real. - Myth: “We have to be funny or viral to succeed.”
Truth: You just have to be consistent, purposeful, and audience-aware.
How to Know If TikTok Is a Fit
If your organization:
- Has a story to tell or a mission to share
- Wants to connect with a broader, younger, or more diverse audience
- Can create short videos (or is willing to try)
- Is open to showing a little personality
…then TikTok is absolutely worth exploring.
Even posting once or twice a week with simple, authentic content can build brand awareness and trust.
The Wrap
TikTok isn’t just for viral dances and Gen Z—it’s a thriving platform where businesses, nonprofits, and associations are finding real results. With its robust algorithm, low barrier to entry, and unmatched engagement, TikTok can help you grow your visibility, build stronger connections, and tell your story in a whole new way.
Whether you’re a small business owner or a statewide association, TikTok is the platform you didn’t know you needed.
Ready to explore what TikTok could do for your brand? We’re here to help you show up the right way.
RBOA is a digital marketing agency with a 40-year legacy of creativity, innovative strategy, and fresh thinking that delivers award-winning communications and successful results. We provide clients with a unique, omnichannel blend of advertising, social media, digital marketing, and web design services.
If you are interested in learning more about digital marketing for your organization, we hope you will reach out to RBOA to schedule an exploratory call.
FAQs
- Do I need a big budget to advertise on TikTok?
No. TikTok ads remain affordable compared to those on Meta or Google, and organic reach is strong, particularly with smart targeting and authentic content. - How often should I post?
Consistency matters more than frequency. Even 1–2 posts per week can be effective if they’re engaging and aligned with your brand. - Can I repurpose content from Instagram or YouTube?
Yes—but give it a TikTok twist. Make it feel native to the platform (vertical video, captions, trending sounds, etc.). - What kind of businesses perform best on TikTok?
Those who are open to being honest and relatable. Service businesses, nonprofits, retail, education, hospitality, and even healthcare have found firm footing. - Is it too late to start using TikTok?
Not at all. The platform continues to grow, and there’s still plenty of room for new voices, especially from organizations with a story to tell.