S.OCIAL MEDIA offers a tremendous opportunity for branding and organic marketing, but you probably knew that by 2021. Platforms like Facebook, Instagram, Twitter and Pinterest have taken the online world by storm and given us a place where we can exchange thoughts and feelings and connect with each other. For companies, this means another place where they can get their name out there and attract the attention of their target audience. However, as the Internet evolves, so does the interests of generations. Enter TikTok, the most downloaded app in 2020.

How is TikTok different? TikTok is just videos and videos. Users can comment, like, and share videos. Creators can go “live” to stream a live video of themselves and curate a selection of funny videos that they hope will gain popularity.

The app’s virality has drawn the attention of over 800 million users per month, all with an average daily view time of 52 minutes. And it’s not just popular with the younger generation. Users of all ages and walks of life spend time on it.

What does this mean for eye care? Most of the practices have a limited marketing budget. Social media marketing is an inexpensive strategy that allows you to creatively and effectively reach a target audience.

Many ECPs have already found their way to the platform, and some doctors have amassed hundreds of thousands of likes, followers, and views. TikTok marks itself as a community, and that’s right. Opticians, opticians, ophthalmologists, general practitioners, dermatologists, dentists, gynecologists and many other specialties can be found on the side of the platform, which is affectionately known as “HealthTok”. If you’re trying to attract your audience with education, humor, creativity, or a mix of the three, TikTok is a great place to do it.

Why should TikTok be part of your strategy? Marketing has changed significantly over the past 20 years with the move to digital. Hopping on new trends is important to staying relevant and attracting young people’s attention.


Brands that have successfully integrated TikTok into their marketing have seen tremendous growth, often with little investment. The Washington Post has amassed over 400,000 following in less than a year in an effort to reach a more diverse audience. TikTok also has the Creator Fund, which allows users with more than 10,000 followers and 10,000 views to earn money per view. TikTok also makes it easy to get traction with a single video. Unlike platforms where it is difficult to get views without a large fan base, TikTok allows developers to get millions of views for a new video, even without a single follower. It’s really just about what you get out of there.

What do I put on TikTok? Always stay true to your brand. You can take advantage of trends like viral dances and goofy voice overs, but you can also take an educational approach where users show signs of more common eye conditions or when they may need to book an exam. When in doubt, follow an industry colleague on TikTok who makes innovative videos.