By now, you’ve most likely heard of social media’s latest child on the block, TikTok. However if you happen to haven’t heard of the booming video-sharing app, you’re not alone. The newcomer to the scene has discovered its progress by the early adoption of younger audiences — 60 % of US TikTok customers are between 16 and 24 years previous (and in some instances, customers properly under the minimal 13-year-old age requirement).
Whether or not you’ve heard of the app or not, it’s time to take discover. Prior to now yr, TikTok has emerged as a social media big, beating Fb, Instagram, YouTube, and Snapchat in month-to-month installs in September 2018, and clocking over a billion downloads complete in the identical yr. The app has change into so common that Fb even quietly launched a competitor known as Lasso in November 2018 — all this whereas nonetheless flying beneath the radar of even essentially the most digitally savvy shoppers.
It’s clear TikTok has taken off with millennials and Gen Z customers, however are manufacturers utilizing it, too? TikTok solely just lately added promoting and hyperlinking capabilities to the platform. Nonetheless, some early-adopting manufacturers are successfully utilizing TikTok to have interaction youthful audiences and enhance model consciousness by quirky, quick-hit content material.
To know if TikTok must be a part of your social media technique, let’s first take a look at what it’s and why it has gained speedy reputation.
TikTok features by offering seamless video enhancing functionality, intuitive shareability, and tapping into our mysterious love of weird humor and cringe-worthy performances — it’s basically a digital, shareable, countless karaoke bar in your cellular phone. TikTok customers movie themselves lip-syncing or performing comedic sketches in movies which can be as much as 15 seconds lengthy, and might faucet right into a database of songs, sound bites, and results. Customers may even add their very own sounds, giving different customers the power to lip-synch to their unique video. Much like Instagram’s dwell video function, TikTok customers may even collaborate in a duet format by replying to one another’s movies. Duets then show in a split-screen which different customers can then reply to, creating an countless chain of response movies.
All of those capabilities have translated into a strong device for content material creators. Unsurprisingly, a part of the app’s excessive reputation with younger customers is its capacity to create viral sensations like dance challenges and obscure memes. To realize an thought of the stardom potential of TikTok, contemplate 20-year-old Montero Hill, in any other case often known as Lil Nas X. After digitally releasing his now-certified hit “Outdated City” Highway and selling it with comparatively little success by way of different platforms, Lil Nas X uploaded his tune to TikTok, the place it sparked a series of response movies with the hashtag #yeeyeejuice. What began as a meme ended up going so viral that document labels took discover, sparking a number of remixes that includes worldwide stars like Billy Ray Cyrus, BTS, Younger Thug, and Mason Ramsey. The rapper finally signed with Columbia Data, and “Outdated City Highway” went on to change into the longest-running number-one tune in Billboard Sizzling 100 historical past, holding the spot for 19 weeks.
TikTok is exclusive in that its customers usually describe it as “a constructive, enjoyable area.” The performance of the platform promotes democratization, and that has amounted to a major failsafe in opposition to bullying tradition. Quite than the pristine, curated aesthetic that tends to dominate platforms like Instagram, TikTok’s neighborhood of on a regular basis, earnest non-celebrities sharing humiliating movies of karaoke fails and viral problem makes an attempt virtually create a tradition of radical acceptance. Moreover, TikTok includes a discovery web page with posts that rely not on follower rely, however on developments and common jokes, which provides customers a extra equitable alternative at fame. Although TikTok’s video view rely is seen solely to the unique poster, movies featured on the “For You” web page (the house feed that showcases the platform’s greatest content material) can obtain anyplace from 50,000 to over 1 million likes. This can be a big alternative for manufacturers to attach with the youthful era in a approach that matches their values: actual, uncooked, and relatable.
three TikTok ideas for manufacturers
Whereas there isn’t any secret sauce for creating viral content material, loads of highly-shareable content material has one ingredient in widespread: viewers participation. From Lil Nas X to the ALS problem, it’s clear in the present day’s digitally savvy audiences need to actively have interaction with their favourite manufacturers, artists, or causes. Listed here are 3 ways you possibly can take a look at out TikTok and shortly determine whether or not the platform is a complementary match in your current built-in advertising and marketing efforts.
Publish a problem: Manufacturers seeking to acquire an viewers on TikTok may submit challenges that encourage customers on the meme-friendly app to submit their very own movies in response. For instance, Chipotle’s #guacchallenge is the platform’s highest-performing model problem to this point, proving the model’s funding in TikTok is paying off.
Share your model’s softer (or goofier) aspect: Many firms use Instagram or Fb to current a extremely curated view of their model, or to share instructional, invaluable content material. TikTok offers manufacturers the chance to point out a extra private, informal, and relatable behind-the-scenes take a look at their enterprise.
Be experimental: With its comparatively latest soar in reputation, it’s a bit early for tried-and-true greatest practices for TikTok to exist. That being mentioned, it’s your alternative to exit on a limb — what are you able to do to have interaction this rising viewers? Check early and infrequently and if it doesn’t repay, don’t be afraid to stay to what you already know works greatest in your model.
The long run: advertising and marketing with TikTok
For now, TikTok is in its gold rush part. The app’s nonetheless relative infancy within the movie star and influencer world, mixed with its huge community of surprisingly addictive humor and ensuing reactions and meta-reactions, make it a diamond mine for creators and types alike. Early adopters who’ve already amassed a big following have begun to associate with manufacturers. Equally, celebrities like Will Smith and Amy Schumer have change into early movie star adopters, which is able to little doubt lead to model partnership alternatives.
Wherever media garners impressions you’ll discover manufacturers prepared to associate, and the timing is correct for TikTok. The app’s proprietor, Bytedance, has even claimed that in 2018, the Chinese language model of the app added a “Store Now” function that generated $29 million in a single day. These sorts of numbers imply that e-commerce is a positive consideration for the American model of the app and one other doable space of income for forward-thinking manufacturers.
Whereas it’s sensible to suppose strategically earlier than embracing each new expertise and platform, TikTok’s reputation signifies it may be time to start out fascinated with methods to creatively combine the platform into your content material advertising and marketing and technique plans.
Afika Nxumelo is a NewsCred Contributor.
Initially printed on Nov 21, 2019 2:30 PM