TikTok is one of the fastest growing social media platforms in the world, and with over 1 billion monthly users, it’s quickly gaining interest by brands as the next best marketing platform. The short form video sharing app launched in 2016 and became a pandemic staple in early 2020.
TikTok for brands
TikTok is one of the fastest growing social media platforms in the world, and with over 1 billion monthly users, it’s quickly gaining interest by brands as the next best marketing platform. The short form video sharing app launched in 2016 and became a pandemic staple in early 2020 and is currently the 6th most used social media platform in the world. However, TikTok is more than just another platform, some may even refer to it as a subculture, with its own inside jokes and slang.
It’s also more focused on entertainment than showcasing a lifestyle. But does it work for brands?
The short answer, yes, but not for every brand. Here’s why.
TikTok is great for brands that want to tap into a younger audience, and for a brand that isn’t afraid to break away from the highly curated, perfectly polished image all brands practice, it can lead to high success. Another factor to consider is if your product or service can easily be showcased in a short video form. This will help your brand fit in with the high paced attention span of the average TikTok user.
The most popular types of content on the app include tech, food, gaming, animals, and kids, with niche communities being created according to the content such as BookTok and BusinessTok as two examples of many. The app also includes various effects, AR, text on video and music/sound overlays, which allow you to be as creative as you like. The algorithm also works in your favour as unlike other social media apps, TikTok values engagement and views over number of followers making it easier for your video to go viral, increasing your organic potential.
Something else to consider is the two pages available to TikTok users – The Following and For You Pages (FYP). These pages showcase different videos. The Following page showcases content created by the people you follow and the For You Page features content that is shown based on the videos you have liked or engaged with. It is important to note that majority of users browse their For You Page over their Following page as the FYP matches the fast-paced attention, entertainment value and curiosity factors of the average TikTok user.
So, if you want to jump on the TikTok bandwagon here are some key tips to keep in mind for your strategy:
- TikTok embraces authenticity – show a true natural version of your brand.
- Be creative with your videos, the audience appreciates it.
- Keep the 16 – 30 age group in mind for your content to tap into the main users of the app.
- Use the trending sounds in your videos to help it gain traction.
- Engage with your consumers in an authentic way using comments and the duet function.
- Use the duet function as an option to answer comments, this will help to create brand credibility, transparency and provide helpful information on your brand.
- Keep the content genuine and organic, avoid the super curated look.
- Create and share your own content on your page.
- Relatability, feel good content and humour go far.
- Use hashtags to increase your visibility.
- Trends are everything, but they change rapidly. Make sure you jump on them as they happen.
- Use hashtags to search for your mentions in the early stages of posting to see how others have used your brand in their videos.
- TikTok have various ad options which can help increase your visibility, use them to your advantage if possible.
TikTok is definitely on the rise and if you’re considering the app as part of your marketing strategy, now would be the best time to join and experiment. Just remember to keep authenticity and transparency top of mind and you never know, you could just go viral.
