In brief …
- “Lots of people” doesn’t mean “lots of your people.”
- One company’s success might be an outlier.
- Consider the opportunity cost before you invest in TikTok.
From time to time we get a new dose of “everybody’s doing this, we should do it too.” Such advice stems from a laudable desire to notice what’s going on in the world, and a slightly less laudable desire to chase the shiny new object.
Yes, there are lots of people on TikTok. There are also lots of people at a football stadium. That doesn’t mean you should advertise there.
Ask yourself …
- Are they my target market?
- Are they the sort of people who like my product, and pay for such things?
- Are they in the mood to buy something when they’re in this environment?
That last one is key. I remember seeing a preacher on the DC Metro one day, and I thought “even if somebody wants to hear your message, they don’t want to hear it here and now.”
We often hear stories about a company that’s making a killing on TikTok. Yes, and Michael Jordan made a lot of money playing basketball. That doesn’t mean you will.
I’ve been encouraged to try it, and I might.
But before you jump into the latest thing, consider the opportunity cost. What will you not do in order to play with TikTok?
