Should your brand be on TikTok? The answer to this question, like all marketing strategy approaches, varies widely based on the brand you’re trying to promote. Diving into a new platform can give you an advantage, but an anemic posting or uniformed content creation may do more damage to your brand integrity than not engaging at all. Above all: you shouldn’t be on TikTok simply to be on TikTok. Instead, you should analyze your audience, assess your brand identity, and consciously decide if marketing on TikTok can help you increase your revenue or your brand’s reach. As you make that decision, here are a few factors to consider.