TikTok was the most downloaded app in 2021 — and it has held this title for the past three years.

The app began in 2014 as a platform for short lip-sync videos. It made its way back around the world as TikTok in 2017. It has since exploded into a multipurpose platform that reaches a wide range of audiences.

According to marketing experts, TikTok is definitely an app for businesses — but it’s not the right fit for everyone.

Forbes expert Jon Simpson listed a few signs a business may want to hop on TikTok, including:

• Expanding awareness of a business to a younger audience
• A willingness to try new things, experiment, and have fun
• Ability to easily share information or products in a video format

Market research has found that TikTok users spend an average of 52 minutes on the app per day. 90% of all users access the app on a daily basis.

As of March, videos can be as long as 10 minutes, which is in line with emerging trends to use the platform for in-depth and education purposes.

According to the Digital Marketing Institute, many TikTok creators are using the platform to campaign for change and educate their audiences on everything from healthcare topics to finance and investments.

Experts say TikTok also is in line with another of this year’s biggest marketing trends: creating genuine connections with audiences.

TikTok users generally prefer raw, truthful angles, according to experts, rather than other social media platforms that portray a more polished perspective.

TikTok also offers a “level playing field,” marketing experts say because even accounts with zero followers can reach millions of views thanks to the algorithm. 

Some of the most popular categories on the app include home renovation, DIY, life hacks, and advice.

The wide range of categories and interests leave a lot of room for many types of businesses, brands, and experts to find a place on the platform, experts say.

For example, lawyers can break down complex topics and cases, or offer broad advice in a way a younger audience can easily digest.

Mortgage lenders or brokers can offer tips for first-time homebuyers or explain their loan products.

If entering the TikTok world seems confusing or intimidating, experts say businesses should first just give it a try. Explore topics similar to the ones they would create.

Using TikTok should be one piece of a larger content marketing strategy. Businesses should brainstorm which types of content will fit onto the specific platform.

Fortunately, TikTok’s casual approach allows for a lot of safe experimentation and room for growth. Businesses can discover what types of content their audience likes, experts say.