With the rising popularity and entertainment value of the video marketing platform TikTok, many marketers and brands are wondering whether they should jump on the bandwagon.

Before you jump in, though, you need to know some things about how TikTok works, who’s using it, and what the benefits are. Because adding another social media platform to the mix takes time, you want to make sure your time investment is going to be worth it. If your brand is a success on the platform, you stand a chance at growing your online presence exponentially.

So is TikTok marketing right for you? Read on to find out!

What Is TikTok Marketing?

TikTok is a social media platform that hosts short, vine-like videos. The platform’s tone tends to be fun and humorous, with many brands and influencers leveraging it to entertain their audience.

Until recently, videos on TikTok could only be up to 15 seconds long. Now, users can upload videos up to 60 seconds in length, giving them a bit more time to get their message across.

Some brands use TikTok purely for fun and brand awareness. Others use it for a mixture of brand awareness and affiliate marketing, in addition to marketing their own products and services. TikTok also offers targeted, paid advertising.