Selling with TikTok in the USA

Beyond Dances: Debunking Myths About TikTok in America

We’re publishing this article because we’ve noticed a significant amount of skepticism among Italian businesses and entrepreneurs regarding TikTok. Here are our insights on TikTok’s role, which we see as the perfect ally for companies aiming to establish themselves in the United States. [And yes, TikTok can now also be used for online sales.]

Internationalizing in the United States Through TikTok

The 7 Myths About TikTok Preventing Companies from Succeeding in America

In recent years, TikTok has become a marketing tool generating billions in economic impact. It has helped small and medium-sized Italian businesses increase their sales volumes with relatively modest investments. This proves that TikTok is much more than dances and entertainment. Several myths circulating online can hinder business development in the U.S. market. Read the list of common myths and our considerations to rethink selling in the U.S. with TikTok:

1) “TikTok is Only for Young People”

One of the most persistent myths is that TikTok is just a platform for teenagers or Gen Z. In reality, TikTok’s audience is highly diverse, including Gen X and Baby Boomers. Italian or European businesses active in the U.S. can therefore reach a much broader audience than they might imagine.

2) “TikTok is Only About Dances and Funny Videos”

There’s much more to TikTok than dances. The platform hosts a wide range of content, including educational, artistic, lifestyle, and business videos. Companies can use TikTok to showcase behind-the-scenes glimpses of their operations, share tips and product information, and tell their brand story in creative and engaging ways.

3) “TikTok Isn’t Suitable for Serious Marketing”

First, what does “serious” mean, and why shouldn’t TikTok marketing content be considered serious? Second, brands from various industries have already demonstrated that it’s possible to use this platform for effective marketing campaigns that align perfectly with their image and messaging.

4) “It’s Difficult to Measure ROI on TikTok”

With TikTok’s analytics tools, companies can accurately track engagement and audience reach. This tracking capability makes TikTok a strategic channel for those targeting the U.S. market, enabling them to evaluate promotional initiatives and optimize marketing strategies effectively.

5) “TikTok Isn’t Useful for B2B”

If you think TikTok is only for B2C, think again. TikTok is proving to be a valuable tool even for B2B. Creative and informative content can help businesses strengthen their brand and reach professionals and decision-makers within their target industries.

6) “Posting on TikTok Requires High Budgets”

The idea that big budgets are necessary to sell on TikTok is another myth to debunk. Authentic and creative videos can have a significant impact even with limited resources. In fact, these types of content are particularly appreciated by TikTok’s user community.

7) “TikTok Isn’t Suitable for Every Type of Business”

False. Regardless of the sector or size of the business, it’s always possible to find ways to use TikTok to your advantage, especially when targeting the U.S. market.

TikTok’s Numbers in the U.S. Market

If you’re still skeptical about TikTok’s power to reach new consumers and sell internationally, here are some recent statistics about the U.S. market that might change your mind:

• TikTok has approximately 143 million users in the United States alone.
• Breakdown of TikTok users in the U.S. by age group:
  • 10-19 years – 25%
  • 20-29 years – 22.4%
  • 30-39 years – 21.7%
  • 40-49 years – 20.3%
  • 50+ years – 11%
• The number of consumers shopping on TikTok increased by 72.3%, reaching a total of 23.7 million in 2023.
• 42% of all TikTok sales come from the U.S. market.

[Source: Social Pilot]