Video marketing continues to shape how small and medium businesses (SMEs) connect with customers. Platforms like TikTok, Lemon8, and Rednote are front and centre, each offering new opportunities to reach and engage audiences. As we move into 2025, understanding these platforms and how to use them wisely is essential for making use of a competitive edge and to keep SMEs clear of potential pitfalls.
The Evolution of Video Marketing: TikTok’s Role and Beyond
TikTok has led the way in video marketing, combining short-form videos with features like TikTok Shop to turn engagement into sales. It has been a game-changer for SMEs, offering an accessible way to build audiences and generate revenue. In 2024, businesses thrived by using TikTok to showcase products and tell authentic stories.
2025 introduces new challenges to digital marketers, with a potential U.S. ban on TikTok looming at the end of this week. The ban has been proposed by key players in the US government, citing ongoing concerns over data privacy and national security. At the time of publishing, there are no plans to restrict TikTok use in the UK, though the mass migration of users from and in the USA could still impact the platform’s performance for countries around the world post-ban. For businesses heavily reliant on TikTok, this uncertainty highlights the need for diversification in video marketing strategies. Adopting new platforms from which to advertise your business, however, isn’t without risk in itself…
TikTok Alternatives: Rising Stars or Risky Bets?
Lemon8, owned by TikTok’s parent company ByteDance, blends Instagram-style visuals with Pinterest-like content. It’s growing in popularity among lifestyle brands, particularly in sectors like fashion and beauty. Its connection to ByteDance could raise similar data privacy concerns, so it’s worth keeping an eye on regulatory developments to avoid ‘putting your eggs in one basket’.
Rednote, or Xiaohongshu, is a Chinese platform combining e-commerce with user-generated content. While it offers intriguing opportunities for SMEs to sell directly through its interface, the platform’s Chinese origins may limit its appeal in Western markets due to concerns around data security, though the app has seen a deluge of US moving to the platform in the final days before the ban comes into place. This platform does have an integrated shop element but at the time of publishing, the use of commerce distribution outside of China appears to be limited. This may change as floods of users from more north American and European markets join Rednote, so make sure you stay up to date.
Platforms like Instagram Reels, YouTube Shorts, and Snap Spotlight remain more consistent options for the time being, though Meta’s promise to remove content moderation could destabilise its user experience. These platforms have established audiences, possibly making them safer bets for businesses looking to consider short-form video marketing.
How the US TikTok Ban Could Change the Game
The TikTok ban, set for 19th January 2025 at the time of publication, could disrupt marketing plans for SMEs. Businesses that rely on TikTok to reach their audiences may find themselves scrambling for alternatives. This situation underscores the importance of building a presence on multiple platforms.
If you’re considering Lemon8, Rednote, or other platforms, keep these tips in mind:
- Prioritise Data Hygiene: Use secure accounts, multifactor authentication and review platform policies carefully. Protecting your business data and your customers’ trust is not a hasty move to expand your marketing.
- Test Before Committing: Start with a small-scale campaign to gauge how well a platform fits your goals. Look for clear analytics to measure success, and consider the results critically.
- Stay Informed: Regulatory changes can impact platform availability and usability. Keep up with news to avoid surprises, especially at a time of such a significant and rapid shifts.
To build a successful video marketing strategy, think on these practical tips for safety-conscious video marketing in 2025:
- Set Clear Goals: Define what you want to achieve, whether it’s brand awareness, increased sales, or stronger customer relationships.
- Engage Your Audience: Respond to comments, ask questions, and create videos that encourage interaction. Building a community strengthens trust and loyalty.
- Diversify Your Content: Experiment with different video styles to see what resonates with your audience. Tutorials, product demos, and behind-the-scenes content often perform well. Above all, ensure you don’t get swept away by the excitement of something new as this is exactly the conditions cyber criminals dream of!
Video marketing continues to offer significant low-cost opportunities for SMEs in 2025, but careful planning and vigilance are essential. Platforms like TikTok, Lemon8, and Rednote each have their strengths, but they also carry risks. By considerately diversifying your marketing efforts, safeguarding your business data, and keeping up with industry changes, you can make video marketing work for your business growth.
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