THE INS AND OUTS OF

TikTok isn’t just a social media platform, it’s a sensation. While it’s extremely popular among Gen Zers –the app’s stereotypical user is a young person watching dance videos – people from all demographics are scrolling through TikTok’s countless videos.

“Adults of all ages are using the platform, from teenagers to grandparents,” says Brandon Wilkes, a social media marketing expert and the marketing manager at The Big Phone Store. “And it’s not just for entertainment either –

By Anthony Stoeckert

businesses are using TikTok for marketing, and educators are using it for teaching. There’s something for everyone.”

That includes pool players – serious players, casual players, and people who are looking to buy games for their homes. And any billiard or home recreation retailer who isn’t sharing the word about their business on TikTok is overlooking a huge potential audience.

“In today’s social media-driven world, TikTok is quickly becoming one of the most popular platforms for businesses and brands,” Wilkes says. “With over 800 million active users, TikTok offers a unique and engaging way to reach a large and diverse audience. For businesses, TikTok can be used to create short, creative videos that promote products or services, or to simply raise awareness about their brand.”

That includes billiard store owners, so let’s get an idea of what TikTok is all about and how it can benefit your business.

WHAT IS TIKTOK?

Let’s start with the basics as to what TikTok is, and what makes it different from the social media platforms you are – or should – already be using (Instagram, Facebook, Twitter, etc.). As Wilkes describes it, TikTok allows users to share short videos where they lip-synch, dance, and share their creativity in myriad ways.

“It’s incredibly popular with people of all ages and has been a huge success in countries all over the world,” he says.

Alex Williams, an e-commerce business owner, says TikTok is “unlike any other social media platform. It allows users to express their inner creative genius with different features. They have the option to collaborate with celebrities and make their TikToks more fun.”

In fact, compared to Instagram and Facebook, TikTok is relatively new, which means it offers your store untapped potential for sales.

“Additionally, TikTok’s algorithm favors videos that are creative and original, which gives businesses an opportunity to stand out from the competition,” Williams says. “While TikTok may not be the most important social media platform for all businesses, it is definitely one to keep an eye on and consider incorporating into your marketing strategy.”

Brandon Walsh, founder of the Interly marketing agency, notes that different social media platforms serve different purposes, and that TikTok plays a different role than the platforms your store likely is already on.

“Facebook is used to increase direct sales, while Instagram is suited for engaging with your audience,” he says. “TikTok works best for spreading awareness and establishing identity.”

Kristi Smith, editor-in-chief and operational manager of Honest Brand Reviews , says billiard and home recreation retailers should definitely be active on TikTok if they want to achieve success.

“TikTok is heaven for home recreation retailers,” she says. “It’s the perfect platform where they can expand their customer base. Retailers can find clients beyond their locality, which can help improve their profit margin.”

Jessica Kats, an e-commerce and retail expert, says TikTok stands out from other social media platforms because it has a sole focus on shortform videos.

“Other social media platforms are fully established visual platforms,” she says. “Platforms like Facebook and Instagram do not just focus on video sharing. They also emphasize written content and photos.”

Who Is On Tiktok

While there is no doubt that TikTok is tremendously popular among young people, they aren’t the only ones using it – and there’s a lot more to it than funny dance videos.

“The majority of TikTok users are between the ages of 16 and 24,” says Kats. “Other age groups also use this app, but not as frequently as young people.”

She adds that TikTok provides billiard retailers an opportunity to enhance their brand identity, increase brand awareness, and reach new audiences.

“Social media users are no longer attracted to lengthy content, which is the case for Facebook and Instagram,” Kats says. “TikTok gives them the same information in a fraction of that time. This is why business owners give TikTok more importance. It encourages users to spend more time on the app.”

So while many people think TikTok is only for younger people, businesses that ignore the platform risk missing out on an opportunity to reach people who are interested in their products.

“It’s a popular misconception that TikTok only has young users,” Williams says. “But you can easily find millennials making fun content online. However, it’s not a popular platform among boomers.”

Why You Should Be On Tiktok

You’re already devoting your valuable time and resources to posting videos and other content on your Facebook, Twitter, and Instagram – do you really need to post videos on yet another social media app? In short, the answer is “yes.”

Walsh says TikTok is different because it’s based solely on short-form videos, as compared to other platforms that fo- cus on text and still images. He added that effectively using TikTok can help a billiard business increase its brand awareness; establish a brand identity; increase web traffic; and enhance your target audience.

“The best way to introduce TikTok to billiard and other retailers is to show them the business benefits,” he says. “Businesses care a lot about return on investment. They’re investing money, so they do need to see the returns on it. If you show how TikTok has helped other businesses in their marketing, they’re more likely to be convinced of it”

Several experts note that TikTok offers retailers a platform with more than 800 million active users, and they point out that audience is vast and diverse. That’s too big a group of people to ignore. Furthermore, a lot of TikTok users are difficult to reach through more traditional channels.

“TikTok is a highly engaging platform, with users spending an average of 52 minutes per day on the app,” Walsh says. “This presents a unique opportunity for businesses to connect with potential customers in a way that is both fun and interactive.”

Additionally, TikTok can help retailers reach new customers by building brand awareness and driving sales.

“TikTok allows businesses to showcase their products and services in a creative and engaging way,” Walsh says. “For example, retailers can create short videos highlighting their latest products, special offers, or even just fun behindthe-scenes footage. This can help to increase brand awareness and encourage potential customers to visit the retailer’s website or store.”

As if that isn’t enough, Wilkes says TikTok not only can help you find new customers, it allows you to build and maintain relationships with them.

“By interacting with users and responding to comments, businesses can create a sense of community and connection with their target audience,” Wilkes says. “This can help to build trust and loyalty, and ultimately lead to increased sales.”

Building A Tiktok Presence

Like with any other social media platform, it’s important to think about how often you want to post videos to TikTok. If you post too few videos, people might not notice you, and too many posts can become overkill. You want your channel to be active enough that people find your videos and share them.

Wilkes says deciding how often to post videos depends on such factors as your channel’s goals, your target audience, and the content you post.

“For example, a channel that is focused on promoting a product or service might want to post new videos on a daily basis, while a channel that is focused on entertainment might want to post new videos on a weekly basis,” he says. “Ultimately, it is up to the channel owner to decide how often videos should be posted on TikTok.”

Smith recommends posting videos three times a week, and he offers suggestions for videos that can boost sales.

“Tutorials should be posted on the platform, showcasing the best way to use a certain product,” Smith says. “The videos should be educational and should add value to your brand. Retailers can make use of TikTok by hosting live Q&As and making use of social media to understand the diversity of audience members.”

And don’t be put off by the fact that a lot of young people are on TikTok. Paul Mallory, social media expert and co-founder of ConsumerGravity, says a major reason billiard retailers should be on TikTok is because it gives them an opportunity to attract a younger clientele.

“Its main difference is its short-form video content,” he says. “No other popular platform solely focuses on that. In an age where consumers’ attention spans are short, apps like TikTok are a must.”

There is one other important reason to create a TikTok presence for your billiard and home recreation store –and that’s because your competition is likely already on it. Oberon Copeland, founder and CEO of Very Informed, says that as TikTok grows in popularity, businesses of all kinds are discovering its benefits as a marketing platform.

“For billiard and home recreation retailers, TikTok offers a unique opportunity to reach a new audience,” Copeland says. “The app’s users are primarily young adults, who are more likely to be interested in active forms of recreation such as pool and Ping-Pong. In addition, TikTok’s focus on short, creative videos provides an ideal format for showcasing products and demonstrating their use.”

He notes that creating fun and engaging videos that share the excitement and fun of billiards and other table games is a great way to catch the attention of potential customers who aren’t familiar with what you offer. Make videos that showcase the games and target different videos to specific types of customers, such as people who are looking for a fun game for their family.

“With its large and growing user base, TikTok provides an invaluable opportunity for businesses in the billiard and home recreation industry to reach a new generation of customers,” Copeland says.

And those new customers can help keep your store successful for years and years to come.