When we think of Tiktok, many of us might still think it’s just for teenagers, or that to go viral you need to learn dance routines…but you would be wrong!

Going into 2023, TikTok is still experiencing exponential growth, with a wider demographic now becoming regular users of the platform. Whilst 47% of TikTok users are aged between 10 and 29, 42% are now between the ages of 30 and 49. For this reason, TikTok is becoming harder and harder for businesses to ignore as a serious way to reach their customers.

Last year TikTok became the most downloaded app in the world, with over 100 million more downloads last year than Instagram. An interesting statistic to note is that there is a significantly higher percentage of women compared to men as creators on TikTok, as well as a higher percentage of female users, making the app well-suited to many businesses in the equestrian space with a predominantly female audience.

TikTok is also undoubtedly the app with which you’re most likely to have a “viral video”. You don’t necessarily have to have an account with millions of followers to reach millions of viewers, with many users experiencing their videos going viral overnight. Something as simple as a video of picking out a horse’s hoof can find its way onto millions of screens.

Not convinced yet? Your equestrian brand would suit TikTok if…

  • Your demographic is largely female and under 50 years
  • You’re looking to expand awareness of your business/brand to a younger audience
  • Your product or service is highly visual (if it involves horse in some way, then it is!)
  • Your brand could benefit from influencer marketing

Some content ideas to help promote your business on TikTok are:

  • Create a tutorial/how-to for one of your products
  • Show a behind-the-scenes video for a process in your business
  • Take a “day in the life” video of your business, or a sponsored rider
  • Answer a commonly asked question in relation to your product/business
  • Jump on a TikTok “trend” and tailor it to your equestrian niche (a recipe to go viral!)
  • Partner with relevant equestrian/rural influencers to cross-promote your business
  • In-feed video ads

Our reel created for Hairy Pony reached 3.2 million people within a month!

As listed above, paid ads are now also available on TikTok in the form of boosted videos. If a particular video you’ve created for your brand has resonated with your audience or is a great representation of your brand, you can choose to allocate a budget to further its reach. Like most social platforms, TikTok allows you to show your ads specifically to your target equestrian market.  You can use a custom audience and target your ads based on gender, age, location, interests and behaviours, so you can literally pick out Tiktok users who live in rural areas or express an interest in equestrian.

Consumers tend to spend their time and money with brands that they recognise and trust. Social media is a valuable tool available to brands to build stronger and more trusting relationships with consumers, by telling your story through videos and creating better customer engagement.

Our BIGGEST pieces of advice on Tiktok would be to post consistently (three times a week is ideal), be authentic and stick to your niche. This is why people chose to follow you, so give them the consistent content in your area they subscribed to see!

If you have any questions about TikTok, or need some help getting started we’d love to hear from you! Our team has extensive experience helping equestrian brands find their feet and gain traction on the platform.