When discussing brands that utilize social media for their benefit, it is important to focus on one platform at a time and develop a campaign tailored to that platform, as each platform can serve a different purpose for the brand. If I were given a brand and had to develop its social media platforms from the ground up, the first platform I would focus on currently is TikTok. TikTok is one of the more popular platforms today. And it can lead to a high return on investment for brands if they use the platform effectively. 

The first reason I would recommend that a brand utilize TikTok for its social media is the reach it provides through its algorithm. TikTok’s For You page feature enables broad reach among potential customers/followers of the brand. Another reason I would recommend TikTok first is its ability to target a specific demographic, as it typically has a younger audience.

I would also recommend TikTok because of its recent addition of the TikTok Shop, which allows users to shop directly on the app. This allows for more sales without leaving someone’s social media platform, whereas other platforms make users leave the app and may cause a loss of attention from their followers. Some users have even developed a QVC-like shopping show, displaying items on a carousel with special deals and offerings exclusive to TikTok users.

In the final reason, I recommend TikTok when all these other aspects are combined. It enables cost-effective advertising and broader reach for the brand. It is important to utilize all social media platforms, but when trying to grow and reach a desired audience, it is important to narrow down to what platforms are already popular with social media users