As of 2023, TikTok has over 1.53 billion users. TikTok quickly became popular and is now the second most popular app in the U.S. 

TikTok is a platform used to create and share short videos. Many users enjoy making TikTok videos because of how common it is to get thousands of unexpected views overnight. Right now, TikTok is the easiest social media platform to gain views and likes from a post. 

According to Zippia, 77% of employees use social media at work regardless of if their company allows social media use or has a workplace social media policy. When employees use TikTok during work hours, they may be using the workplace as a backdrop and exposing company logos, location, and uniforms. Whether these employee videos are positive or negative, it allows viewers to gain information about the company.  

Deciding whether to utilize TikTok in the workplace can be a challenge, so here are some ways to navigate TikTok in the workplace:  

The impact of TikTok  

TikTok videos allow companies to grow in popularity and reach wider audiences. There have been several success stories of small businesses going viral and becoming popular because of the content they posted on TikTok. One of the benefits of using TikTok is that the app learns what its users like to watch over time. This is helpful for companies because the app will share your content with people who would be interested in your brand.  

Some companies have decided to ban the use of TikTok during work hours while other companies allow their employees to engage with TikTok to help provide them with marketing. Whether you are for or against the use of TikTok in the workplace, it is important to understand the potential impact that TikTok can have on your company. 

How to reduce the risk of negative posts  

While there are benefits to having employees share TikTok posts about your company, there are also risks of employees sharing negative opinions or information about your business.  

Here are some ways to reduce the risk of negative posts:  

  • Establish social media/TikTok policies 
  • Inform and train employees about these social media policies 
  • Cultivate a positive workplace culture 
  • Keep posts engaging and positive  
  • Monitor social media posts and adjust polices as needed 

Potential privacy and legal issues  

When considering the use of TikTok in the workplace, one of the main setbacks for employers is the risk of privacy or legal issues.  

Many employers fear that confidential information may appear in the background of a video, which can put their company and clients at risk. If your company is considering the use of TikTok in the workplace, establish strong policies and guidelines for employees to follow so that confidential information is not leaked or shown in any videos.  

It is also important for managers to look over and monitor the content their employees make before posting it to the public.  

Establishing social media/TikTok policies  

It is important to establish social media policies in the workplace so that employees understand what material is appropriate to post.  

Consider taking these steps when establishing social media policies:  

  • Explain what content is appropriate to post and what content is inappropriate 
  • Be clear about the consequences of violating a policy 
  • Emphasize the importance of following these policies and maintaining a positive public image  

TikTok can be a great opportunity for small businesses to reach a wider audience and promote their brand, but there are also some potential difficulties that may come from using platforms such as TikTok.