​​Do you have any idea how many people are on TikTok worldwide each month? If you guessed over a billion, you'd be in the ballpark. TikTok is not only the most downloaded app in 2021 but one of the fastest-growing apps in history. In comparison, Facebook and Instagram took twice as long to reach the same billion-user milestone. Some might say it is a fad, but what if it isn't? If you aren't promoting your practice on TikTok, should you be? And how?

Many classify TikTok as a social media platform, but that definition can be misleading. A social media platform often requires people to "like" or "follow" you to see your content. TikTok's mission statement isn't about connecting people. It defines its mission this way: "To capture and present the world's creativity, knowledge, and precious life moments.... TikTok enables everyone to be a creator and encourages users to share their passion and creative expression through their videos." At its core, TikTok is an entertainment platform full of content creators. It isn't necessarily based on who you know but what you like.

If you're new to TikTok, start here. If not, skip ahead!

If you're new to TikTok, here is how it works. When you initially open an account, TikTok will ask about your interests. The TikTok algorithm will then curate content and show videos it believes you'll enjoy. As you like and share videos or start following other users, the algorithm adapts and improves its curation abilities. The advantage of TikTok from a marketing perspective is that it is not your responsibility to earn followers. Considering only 74% of users are following specific brands today, the likelihood of you earning followers based upon your brand name alone is relatively low. If you produce engaging content (based upon likes, shares, and comments), TikTok will do the work for you and start showing your video to more users, organically generating followers. This can rapidly increase your base. For that reason, many successful creators have millions of followers.

But isn't it just for kids?

While many people still think of TikTok as a young person's platform, two-thirds of TikTok's current users are over the age of 19, meaning most of them make their own medical and purchasing decisions. TikTok users also tend to be in a higher income bracket, with 53% living in households that make over 75k a year.

OK, so my patients may be on TikTok, but should I participate as a practice? Will it hurt my brand?

From a marketing perspective, the consensus among experts is that you should do it, and do it now because being first to market can give you quite an advantage later on.

"It's almost imperative for brands to be on it because now is the time to capture that organic growth," says Aliza Licht, founder and president of consultancy firm Leave Your Mark. "TikTok is ripe for the taking."

Neil Patel, co-founder of NP Digital, says, "The low business competition presents a massive opportunity because you can reach many people at a relatively low cost."

TikTok can also maximize your reach, especially for smaller practices with limited budgets. Bradford Manning, who promotes his clothing, Two Blind Brothers (@twoblindbrothers), on the platform, comments, "I don't think the largest brands will see the same type of outperformance that a smaller brand can find." Unlike Facebook, Instagram, and Twitter, where you are actively competing with the Walmarts, Amazons, and Apples of the world, TikTok favors smaller "breakout" creators, and your practice could easily be the next one to go viral as you are on the same playing field as the largest brands in the world.

Who is using it now?

If you search for any elective procedure, treatment, or service on TikTok, you will quickly find others who have jumped on the TikTok bandwagon. One such doctor is Dr. Daniel Barrett, whom the practice has dubbed "The Natural Plastic Surgeon" for his scar management protocols and closure techniques. However, his medical expertise is only part of the equation of the practice's success. Barrett Plastic Surgery purposefully uses social media to inform, educate, and promote procedures and treatments to potential patients.

"When it really started to ramp up was March or April last year during the lockdowns. I like to keep busy! I started making a few TikToks, and it took off from there," says Dr. Daniel Barrett of Barrett Plastic Surgery.

Today, Dr. Barrett has 1.7 million followers on TikTok, 18 times their number of Instagram followers, and an incredible 458 times their number of Twitter and Facebook followers combined!

Dr. Barrett's TikToks regularly surpass multiple millions of views and are fun and educational. Videos of Dr. Barrett performing surgery also receive high view counts:

"TikTok is this enigma," asserts Dr. Barret. "There are definitely some things we know to do that help the algorithm pick us up. We know there are some things that are our niche or the wider audience will find interesting, but I would love to meet the person who has TikTok figured out!"

Dr. Barrett's efforts on TikTok have paid off for him and his team. Not only are users on the platform more aware of him (and thinking more about plastic surgery generally), but media outlets often start citing him as an expert in the field. His efforts on social media have increased his popularity both in the media and with potential patients.

Dr. Barrett told us that they still see new patients who found their practice through TikTok: "It features in a patient's research process, in the same way, a patient may look at Facebook or Instagram, for example. It's more light-hearted….Even now, I’ll meet with patients who found us on their 'For You' Page."

Is it safe?

There have been valid concerns regarding TikTok's data mining and sharing tactics. However, security experts point out that, aside from being a Chinese company, their methods are no more intrusive than any other social media platform.

"Of all the serious cyber risks facing the average consumer, TikTok isn't on the top of the list. Most Americans ought to be way more concerned about credit card fraud and password protection than TikTok," Monica Eaton-Cardone, co-founder and chief operating officer of Chargebacks911, said.

Chester Wisniewski, principal research scientist at Sophos, agreed: "TikTok doesn't pose any more risk to a user than any other social media sharing application. That isn't to say that there isn't risk, but it's not really different from Facebook, Twitter, or Instagram."

What should I post about?

In a recent article in the Journal of Plastic and Reconstructive Surgery, "Is TikTok the New Instagram? Analysis of Plastic Surgeons on Social Media," the researchers sorted common posts on Instagram and TikTok into the following categories:

• Patient or surgery related

• Personal post

• Self-promotional

• Product advertisement

• Educational

• Other

The "other" category consisted of viral content such as discussions of celebrities, funny and engaging posts, and inspirational content.

If you are just starting, you may want to create a video in each category and see what hits. Trial and error is highly recommended as you find your niche on TikTok. Even after you figure out what works, you may become frustrated as videos that you were sure would be well-liked don't take off, and those that were the easiest to make become viral sensations.

In the other category, Dr. Ben Winters, an orthodontist in Plano, Texas who is known as “The Bentist”, gained 8 million followers on the platform by showing off his dance moves.

TikTok has also been the source of many misconceptions and myths about oral health, which is why it's important for authoritative voices to set the record straight. For example, Magic Erasers became an at-home method of teeth whitening thanks to users on the site. 

It took dentists on the platform to remind everyone that while it might technically work, it's certainly ill-advised, and there are much better ways to whiten teeth. Once again, the Bentist was there to correct the misinformation:

Don't forget to get others to post for you too, if possible.

Considering that 81% of consumers trust a message that comes from a friend more than a message that comes from a business and that more than half of all active TikTokers post content, you should consider encouraging your patients to post too.

They can post about their procedures and treatments, before, during, and afterward, if they are willing and it is appropriate. With TikTok, if the content is engaging, it may spread beyond the patient's immediate social circle. In addition, when patients post about their procedures and treatments, you may be raising awareness beyond your geographic reach and helping your peers in other markets.

Participating in trends and challenges is a great way to reach the "For You" page and develop new content when you aren't feeling creative. If you are active on TikTok, you'll quickly spot trends as you'll see several similar videos. If you aren't as active, head over to the TikTok discover page to find trending videos.

 Is TikTok right for you?

It may be as long as patients' privacy is maintained and you aren't running afoul of any regulations with third parties, like a hospital system, which may soon have rules regarding TikTok videos.

We strongly urge that practices get written permission from patients before sharing anything on social media. Barrett Plastic Surgery explains how they manage: "We're very clear with our patients on what level they would like us to tell their story, and our team is very sensitive to that...Some patients are very happy to tell their whole journey, including interviews; we work closely with them, based on their comfort levels."

Many state and national associations offer useful guidelines for social media use to their associated practices. Jessica Lauria, Communications and Media Coordinator for the Florida Dental Association, notes, "You don't have to join every social media network to reach your audience. It's important to pick the social media platforms that best fit your organization and post consistent, compelling content that makes sense for your audiences and for that platform.

"Industry professional associations, like the Florida Dental Association, are great resources for social media guidelines, best practices, and engaging content that you can share on your social media channels."

If you go viral, you will likely be invited by TikTok to become an official creator and will be paid—albeit a very small amount—for future videos. If this happens, you will have access to analytics showing your reach.

Until that time, you may want to upgrade to a free business account.