TikTok is a hugely popular social media platform that has made recent headlines both for its short viral videos and its potential security risks for users. In fact, the clock is ticking on a possible TikTok ban unless an American company purchases the Chinese-owned enterprise.
If you’re not already on TikTok, it’s understandable that you might be reluctant to get on board with a social media platform that may or may not be available for use in the United States. But there is definitely value to be gained by creating short videos for social media. Let’s take a look at how this platform could benefit your real estate investing business.
TikTok first emerged on the scene years ago as Musical.ly, an app that allowed users to post lip sync videos that could be shared. The app had a decidedly younger base of users. Today, TikTok is still wildly popular with Gen Z users, but the base is growing to include millennials -- who are in the market to buy homes. That alone should make you want to set up an account.
Video as a medium is no longer for aspiring filmmakers alone. With TikTok, it’s for anyone, because you don’t need a film crew to make a 3- to15-second video (you can loop them together for up to a minute). For a real estate investor or agent, it could be a golden opportunity to grow your brand.
Consider this: The TikTok hashtag #realestateinvesting has 68.5 million views. That’s a huge audience, and while it’s unlikely you’ll get all those eyes on you -- unless, of course, your lip sync skills are on another level -- you have a chance to leverage a good deal of them.
It’s not all lip-syncing
While TikTok has gotten much play because of hilarious lip sync videos and viral dance numbers, you can use your 3- to 15- second video clips for just about anything. Entrepreneurs have capitalized on this in a big way, especially in the real estate realm.
For example, there are investors like @seamlessproperties and @tampahomeflippers, who show brief clips of properties they’ve flipped for big profits. Then there are @realmarxx, who talks about how to get free real estate leads (70,000+ views), and @sharontseung, who walks you through how she made a profit on her four-plex(149,000+ views). User @kriskrohn created a video called “How to Buy Your First House Intelligently,” which has garnered over 167,000 views.
If you're looking to grow your business, get leads, and become well-known in the real estate investing space, then TikTok is a great community. So fire up the video and start talking. Camera shy? Focus on your properties. Show off a recent flip, or entice potential renters to your apartment complex with a glimpse of your brand-new fitness facility. Your videos will be watched and shared, and soon enough, you'll gain some traction. Just be sure to drive viewers back to your other platforms, like your website or Instagram channels, so you don’t lose your audience if and when TikTok taps out.
The potential ban has caused many TikTok users to push pause on their own videos, fearing there might be another debacle similar to Vine, when the platform owned by Twitter (NYSE: TWTR) simply disappeared and influencers lost all their content and followers. If that has you wary, it might be better to look to Instagram Reels.
Instagram, which is owned by Facebook (NASDAQ: FB), has enjoyed much success with Instagram Stories, and now Reels is looking to take over the market if TikTok’s time is up. If you're already on Instagram, Reels would be a natural progression for your content.
However, If you're already on TikTok and are concerned about the outcome of the pending ban, then make sure you're driving viewers to your website and other social media channels. You want to ensure you'll still be in their feeds should TikTok be banned.
The bottom line
Just like diversification is good for your investment portfolio, it’s also good for your social media presence. If the Vine situation a few years back has taught us anything, it’s that you shouldn’t put all of your efforts into building a single platform that could disappear along with all of your hard-earned followers. Time will tell if TikTok gets to stick around in the U.S., so Instagram Reels is a better option for those concerned with their social media staying power.