To TikTok Or Not To TikTok?

“Should we TikTok or not?” It’s a question that’s been creating a lot of buzz lately- and for good reason. For many of us, this question touches on deeper tensions like balancing time, effectively using resources, and relevance. With so many platforms fighting for our attention, how do you decide where to invest your energy? I hope this article will help you weigh out the good and the bad to make your own decision about TikTok.

Many of us share these common concerns when it comes to TikTok (or any new digital platform)

• “I don’t have time to manage another social platform.”
• “Do I have the bandwidth to make all those videos?”
• “If we’re not on TikTok, are we missing out?”
• “Everyone says we must TikTok, but is that true?”
• “Our audience is on Facebook. Isn’t that enough?”

These are valid concerns, and should not be ignored or kept to oneself. They each deserve attention and reflection. So before we begin to dive into this topic more, I want to encourage leaders to create a safe environment to discuss concerns like these with their content creators so you can address them together as a team.

The Good & Bad Behind TikTok

Is TikTok the Right Fit for You?

Let’s revisit the original question, to TikTok or not to TikTok? The key is to align your platform choices with your mission, your audience, and the resources you have at hand. Below are three questions to consider:

• Who is your audience? If most of your audience is engaging on Facebook, doubling down on that platform might be more effective. But if you want to reach younger generations, TikTok could be a platform to consider.
• What’s your team capacity? Can your team commit time to learning and experimenting with short-form video at the moment? If you have a smaller team, embracing short-form video creation may be too much during this season- or maybe it’s time to let go of some of the things that aren’t as effective any more to allow space to try something new.
• What’s your goal? If your goal is establishing brand awareness with a younger demographic, why not give TikTok a try? If your goal is deeper engagement with your current audience, then take into account what platforms they’re most active on. 
• (Bonus Insight) I know this article isn’t about YouTube, but it’s something to think about. If your goal is to reach Gen Z….you may want to consider YouTube according to statista.

Don’t feel locked into a decision. These platforms change quickly and your decision doesn’t have to be permanent. Think of it as an experiment: test, analyze, and pivot based on what works best for your business and mission. Set a date to review the performance and adjust as needed.

TikTok vs. Facebook: A Quick Comparison

For those of you looking for a quick comparison of TikTok & Facebook, below is a list to give you some more insight to base your decision on.

• Audience: TikTok has a younger audience, 36% between 18-24, according to Sprout Social. Facebook has a more diverse user base with users ranging from teenagers to seniors. Facebook tends to attract an older audience. FB’s largest age group is 25-34.

• Content Format: TikTok primarily features short-form videos, while Facebook supports various content types such as text posts, photos, videos, and live streams.
• Engagement: TikTok is known for its high levels of engagement as users are encouraged to interact with each other’s content through likes and comments. Facebook, while still popular, has been facing a decline in engagement as more users consume content passively.
• Algorithm: TikTok’s algorithm favors new and engaging content, meaning even accounts with a small following can go viral. Facebook’s algorithm prioritizes content from friends and family over brand or business pages.

5 Practical Steps to Consider Before Adopting Any New Digital Platform

Before jumping headfirst into TikTok or any new social platform, take a thoughtful, strategic approach. Consider these five practical steps to evaluate its potential, and ensure your efforts align with your mission and audience.

1. Experiment and Observe: Start small by creating a few TikTok videos. Use existing resources, like repurposed clips from your broadcasts, to test the waters.
2. Repurpose Content: Maximize efficiency by adapting content you’re already making for Facebook or Instagram Reels. TikTok thrives on creative storytelling, so let your existing material shine in a new format.
3. Ask Your Audience: Poll your current listeners to understand their habits. Would they engage with you on TikTok? Their feedback can clarify your priorities.
4. Set a Trial Period: Dedicate one to three months to experimenting with TikTok. Monitor its impact on your ministry goals. If it aligns with your mission, continue. If not, you’ve gained valuable insight into what works for your station.
5. Measure the Right Metrics: Avoid getting stuck on vanity metrics like views, which can inflate your ego without offering real insights. Instead, focus on engagement metrics that reveal how your content resonates:

• Likes, Comments, and Shares: Indicate that viewers are connecting with your message.
• Retention Rates: Shows whether people are watching your videos all the way through.
• Community Growth: Highlight the quality of new interactions and relationships.

Always remember, it’s not about the numbers- it’s about the people. Every view represents a person who had the chance to hear your message. Stay focused on your purpose, keeping your approach human and mission-driven. After all, if you lose the trust of your audience by chasing higher numbers, what have you really gained?

Ask More Meaningful Questions

Instead of simply asking, “To TikTok or Not To TikTok” take time to reflect on deeper questions like:
“Where can we make the greatest impact? Where can we meet our audience where they are? How will we stay true to our mission and message on this platform?”

The platform matters, but it’s secondary to the mission. When you focus on your purpose, the right tools and strategies will become clear. Stay faithful to your calling, and let God guide the path forward.

🤖 This article is based on our own experiences, reflections and thoughts. AI was used to help research and gather additional data and insights.