Should You Jump on the TikTok Bandwagon?
Before you open an account, ask yourself three questions.
TikTok is huge. As of early 2022, it had 1 billion active users. Not just sign-ups — active users.
They spend more than 14 hours a month on the app.
That kind of attention is rare. But before you chase it, think it through.
Start by asking yourself three simple questions:
1. Do you have the time to do it right?
TikTok isn’t a “post and hope” platform.
It takes consistent effort to make video content that feels native and valuable.
Worse than not starting is starting and then disappearing.
If you’re going in, plan for the long game. Create a system for publishing.
2. Is your audience even there?
If your target is 18–24 year olds, TikTok is your place.
They make up over half the user base.
25–34-year-olds are the next largest group.
But only a small percentage are 55+.
Know who you’re trying to reach before you spend your time.
That said, platforms evolve. Getting in early may pay off later as the user base matures.
3. Do you get TikTok?
Not just how it works — but how it feels.
This isn’t the place for buttoned-up corporate content.
It’s fast, creative, weird, and funny.
You need to understand the culture before you can participate.
Watch content. See what works. Then decide if you can show up in a way that fits.
You don’t need to be everywhere.
But if TikTok fits your goals, your audience, and your bandwidth — it might be worth it.
Just be sure it’s a strategic move, not FOMO.
