This week’s Ask An SEO question is about whether small brands should prioritize TikTok over Google to grow their audience:
“I keep hearing that TikTok is a better platform for small brands with an easier route to an audience. Do you think that Google is still relevant, or should I go all in on TikTok?”
The short answer to your question is that you do not want to pigeonhole your business into one channel, no matter the size. There’s also no such thing as an “easier” way. They are all hard.
I’m going to get the obvious out of the way so we can get to something beyond the usual answers to this question.
Your brand should be where your audience is.
Great, now that we didn’t spend four paragraphs saying the same thing that’s been said 100 times before, let me tell you something you want to consider beyond “be where your audience is.”
It’s Not About Channel, It’s About Traction
I have a lot of opinions here, so let me just “channel” my inner Big Lebowski and preface this with … this is just my opinion, man.
Stop thinking about channels. That’s way down the funnel (yet marketers make channels the seminal question all the time).
Start thinking about traction. How do you generate the most traction?
When I say “traction,” what I really mean is how to start resonating with your audience so that the “chatter” and momentum about who you are compound so that new doors of opportunity open up.
The answer to that question is not, “We will focus on TikTok.”
The answer is also not, “We will focus on Google.”
The answer is also not, “We will focus on YouTube.”
I could go on.
Now, there is another side to this: resources and operations. The question is, how do you balance traction with the amount of resources you have?
For smaller brands, I would think about: What can you do to gain traction that bigger brands have a hard time with?
For example, big brands have a very hard time with video content. They have all sorts of production standards, operations, and a litany of people who have a say, who shouldn’t even be in sniffing distance of having a say.
They can’t simply turn on their phone, record a video, and share something of value.
You can.
Does that mean you should focus on TikTok?
Nope.
It means you should think about what you can put out there that would resonate and help your audience, and does that work for the format?
If so, you may want to go with video shorts. I’m not sure why you would limit that to just TikTok.
Also, if your age demographic is not on TikTok, don’t do that. (“Being where your audience is” is a fundamental truth. Although I think the question is more about being in tune with your audience overall than “being where they are.” If you’re attuned to your audience, then you would know where they are and where to go just naturally.)
I’ll throw another example at you.
Big brands have a hard time communicating with honesty, transparency, and a basic level of authenticity….
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