This Business News Story Was Uncovered By Us From: https://blog.eonetwork.org/2022/07/the-business-case-for-tiktok-from-a-gen-x-skeptic/
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Contributed by Roger Patterson, an EO Vancouver member and the founder and CEO of visual marketing platform Later, and co-founder of accelerator Launch Academy. His insights on leadership, social commerce and mental health have been published in outlets such as Fast Company and Entrepreneur.
My first impression of TikTok wasn’t atypical for a Gen Xer: To me, the platform seemed like a hub for tweens to flaunt dance moves and indulge in pre-adolescent narcissism. But after participating in a company hack week where the mission was to build an integration with TikTok, my eyes opened to the possibilities it presented as a serious business tool.
With more than a billion monthly active users globally, TikTok has become the fastest-growing social media platform of the decade — but with 63 percent of its users under the age of 30, executives are quick to disregard it as a juvenile app best leveraged to keep kids quiet after dinner.
And while increased screen time among the under-15 demographic during the pandemic contributed to its growth (kids aged four to 15 now spend 80 minutes a day on TikTok), the platform is more than short-form dance videos — it’s the next generation of content creation.
With its suggestive algorithm, musical navigation and brilliant editing tools, TikTok has mastered compelling, short-form video as a service in a way legacy platforms like YouTube and Instagram have not. The latter may have secured more placement in marketing budgets for now, but TikTok has created a legitimate new content channel that is forcing brands to re-evaluate how they engage consumers.
If you’re a Gen Xer, Boomer or traditionalist doubting the ROI TikTok can bring to your business, here are three reasons you should reconsider:
1. Branded entertainment has become a must-have
First and foremost, TikTok is about entertaining its users. Entertainment has become a new form of brand currency, and it’s no longer … Read More
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