TikTok is an absolute juggernaut, that has grown to over a billion active users worldwide in just 4 years with copycat products from Instagram, Facebook, and Youtube.

Despite the popularity of the platform, very few brands in the cycling space have embraced the potential of TikTok.

I believe that the reluctance of brands to leverage the platform underscores the insular nature and limited resources that are common in the industry.

Misconceptions

I want to address some common misconceptions about TikTok which will provide a better understanding the reasons for its slow adoption.

TikTok is for Teens  – One of the most prevalent misconceptions is that TikTok is exclusively for teenagers. While the platform does have a significant younger user base, it also attracts users of all ages, including adults, celebrities, and professionals. As of October 2023, 63% of all users on TikTok are over the age of 25.

It’s Only for Dance Videos – TikTok gained initial fame for its dance challenges, but it offers a diverse range of content. Users create comedy sketches, educational content, cooking videos, and much more. The platform is a creative melting pot with content that extends far beyond just dance.

All Content is Silly or Trivial – While TikTok is known for its lighthearted and entertaining content, it also hosts informative and thought-provoking videos. Many users share knowledge on various topics, from science and history to personal development and life hacks.

So, why aren’t cycling brands on TikTok?

Traditional Marketing Mindset:

Cycling has a long-standing history and culture, and many cycling brands still rely on more traditional forms of marketing. The shift to digital platforms, especially those with a younger demographic like TikTok, may seem like uncharted territory. Brands often find it challenging to adapt to new trends, and this reluctance to break from tradition might be holding them back from TikTok.

Perceived Audience Mismatch:

Cycling brands might be underestimating the potential of TikTok’s diverse user base. While it’s true that TikTok is popular among a younger audience, it also attracts users of all ages. The cycling community itself is diverse, ranging from seasoned professionals to weekend enthusiasts, and TikTok offers a platform to reach a broad spectrum of potential customers.

Content Creation Challenges(This is a big challenge):

Creating engaging content for TikTok requires a different approach compared to other social media platforms. TikTok’s short-form, highly engaging video format differs significantly from traditional marketing approaches, such as long-form blog posts or social media images. Brands may struggle to adapt their content creation and messaging to fit this dynamic, fast-paced environment.

Limited Resources:

TikTok’s unique video format and algorithm require specific skills and knowledge to effectively navigate. Brands may not have the internal expertise or resources to create high-quality, engaging TikTok content on a consistent basis.

Lack of Awareness about TikTok’s Power:

Some cycling brands might not fully understand the power of TikTok as a marketing tool. With its massive user base and viral potential, TikTok has the ability to catapult brands into the spotlight in a short amount of time. Cycling brands that fail to recognize TikTok’s influence may be missing out on valuable opportunities to connect with a wider audience.

Uncertainty About ROI:

While TikTok’s advertising potential is undeniable, the platform’s metrics and analytics can be complex to interpret. Brands may struggle to measure the true return on investment (ROI) of their TikTok campaigns and gauge their effectiveness.

Who will take the plunge?

Often when it comes to innovation, brands wait until there is a critical mass of adoption before jumping in. It seems we are still early and TikTok continues to have potential for growth in the cycling sector. Who will take plunge and who will get left behind? We shall see.