It’s time to address the rapidly growing elephant in the room: TikTok. Whether you are an active social media maverick or just spending a few minutes here and there to catch up on the latest news, there’s a large chance you’ve found your way onto the trending social media app. According to Hootsuite studies, TikTok was ranked the 6th largest social media platform in 2020, following closely behind Instagram and WeChat, and is estimated to have 800 million monthly users worldwide.
TikTok has become the app of choice for digital entertainment because of the unique short-form video content that creators and influencers post daily (if not multiple times per day). Content on the app is as diverse as the wide audience it attracts. TikTok hosts entire communities with a wide range of interests, like DIY crafts, cooking, skincare, and, of course, comedy. And, believe us when we say there is no shortage of content for users to Like, Share, Duet and Favorite.
In short, many people are obsessed with or addicted to TikTok because it is generally inclusive, and its advanced algorithm makes it easy to find new content that piques whatever interest brought you to the app in the first place.
As TikTok continues to capture the attention of Gen Z, millennials, boomers and nearly everyone in between with access to a smartphone, it’s time for brands to capitalize on the platform.
Content is KEY
TikTok is addictive, due largely in part to its host of incredible content. Brands that are most successful on the platform leverage this content – and get wildly creative. If you don’t believe us, take a glance at The Washington Post’s TikTok page or Fenty Beauty and its thriving TikTok community. The Washington Post’s “Dave” character has become the face and comedic voice for the newspaper on TikTok, and Fenty Beauty makes a point to feature influencers who embody their brand values like individuality and boldness into their content. These brands have capitalized on adding personal, out-of-the-box flair to their content with comedy, relatability and transparency.
While behind-the-scenes outtakes and beauty tutorials aren’t going to make sense for every brand, companies can still leverage what makes their business stand out and relay that value creatively in 15 seconds or less.
Keep it SIMPLE
Being creative doesn’t have to mean being complicated. If the idea of making a TikTok strikes a nerve of anxiety or worry, take a deep breath and remember that social media is simply meant to be a communication tool between your brand and your target audience. Creating a TikTok does not necessarily require a production studio with lights, expensive cameras or anything that will break a typical marketing budget.
Believe it or not: less is more. Take Crocs for example – their content is simple, funny and easily executable with the use of an iPhone, their own product and a few creative ideas that can be filmed from the comfort a living room or the great outdoors.
All we want is AUTHENTICITY
The biggest difference between TikTok and its social media contemporaries is that users don’t feel like they are being advertised to on TikTok. The platform’s content feels authentic, unfiltered and free of traditional “ads.” With that said, there is still plenty of space to promote a brand, product or service on the platform – as long as it is both strategic and authentic. Seeing a pattern here?
Before sitting down and finalizing a content strategy for your brand’s TikTok account, think about the message you’re attempting to convey to users who are uninterested in seeing another paid Facebook testimonial or sponsored Instagram post. The users on TikTok want to feel like they are getting to know your brand’s personality, thus creating a deeper relationship with your business.
If there is one thing to take away from TikTok and its sudden success, it is that consumers are people. People want to laugh, be educated, stay in the know and, most of all, support brands that make them feel heard. The platform offers huge potential for brands and businesses to showcase their authentic voice and message.
If you’d like to learn more about how social media can help your brand, reach out to info@crowepr.com. We’d be happy to chat through how we can help support you!
– Perla Chase, Social Media + Influencer Coordinator