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Whether You Like It or Not, TikTok Is Here to Stay

TikTok is projected to surpass 1 billion users by the end of 2023. Investing in the platform means valuing an audience with growing decision-making power.




THE STAYING POWER of social media platforms has a complicated history. Remember when MySpace reigned supreme and Facebook was only for college kids? The online landscape is ever-changing, often in the blink of an eye. So when marketers suggest that eyecare practices should invest their ad dollars in TikTok, it’s easy to understand the skepticism.

But TikTok has proven it’s more than a flash in the pan. With the right strategy, it has the power to generate brand visibility and meaningful engagement that leaves a lasting impression.

TikTok is more than just the birthplace of viral challenges like NyQuil Chicken. Baby Boomers may not flock to the app, but you will find booming businesses. Studies have found that nearly half of TikTok users make purchases from brands they discover on the app.

The Millennial and Gen Z demographic have embraced TikTok as a space for creative expression. That’s a range from 8-year-olds to 40-year-olds, resulting in a vast audience that could potentially engage with your brand. In fact, TikTok is projected to surpass 1 billion users by the end of 2023, solidifying its position among the top three social platforms, just below Facebook and Instagram. Investing in the TikTok space means valuing an audience with growing decision-making power.

What sets TikTok apart is its low-key vibe. Countless users create short-form content in everyday settings, from bedrooms to bustling public spaces. The key lies in being perceived as authentic. And there’s no need to scout the perfect background location.

Your branded channel can take off without a budget — although in-feed ads provide targeted audience reach. You can sustain momentum and foster community connection by leveraging cost-effective videos or images. And you can simultaneously attract potential patients ready to book appointments through your paid ads. Moreover, with TikTok’s unique algorithm, brands often experience higher follower engagement rates compared to other social media platforms.


TikTok thrives as a visual medium, making it a smart match for promoting eyecare. A TikTok campaign goes beyond simply landing on users’ “For You” pages — it helps keep your brand top of mind.

Short-form content still reigns supreme. It’s the platform’s niche — and where it excels. This means your brand’s shares should be concise and

Harness the power of hashtags. Join trending challenges and start your own. How about sharing a glimpse into the life of a star optometrist with a #dayinthelife? Or providing expert tips on glasses or contact lenses dos and don’ts?

Looking for TikTok content ideas? Collaborate. Whether you enlist a creative marketer, partner with a local influencer, or join forces with a non-competing business, thinking outside the box can lead to impressive results. Got a friendly dentist neighbor? Combine forces for some #smilesandsunglasses. Connected with a local designer of accessories? Highlight how your frames elevate style. When your target audience becomes invested in your brand’s story, they’ll be irresistibly drawn to your door.

Stephanie Ross is a content strategist at Marketing4ECPs. She’s a turn-of-phrase enthusiast and loves crafting engaging content that helps eyecare professionals reach and educate their patients. Stephanie can be contacted at


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