Why This Video Platform is Crucial for Modern Marketers
TikTok, the social media app startup that became a global phenomenon, seemed to blow up and become part of everyone’s social media mix overnight. Now regarded as the third fastest-growing brand of 2020, it’s important that video content creators and marketers alike understand its potential for being a powerful video marketing tool for branded content.
It’s still considered mysterious to many, but we’re here to help explain what it is, how it works, and why it’s a video platform you should consider using in your marketing strategy.
What is TikTok?
TikTok began as a social sharing platform that allowed users to create, edit, post, and share videos all in one app. It eliminates the need for pricey editing software or extensive experience behind the camera and lets users start creating, sharing, and engaging with other creators, including brands and influencers.
Why is it so popular?
The main reason why people think TikTok is so popular is because of how easy it is to get started as an app user. By simply downloading the app, you’re able to begin browsing. The user experience is very straightforward for both video viewers and creators, and a simple scroll motion lets you watch relevant video content from creators all over the world. And during the COVID-19 pandemic, more people had free time to try their hand at being content creators and using simple video creation apps to share their stories with the world.
Why is it a powerful tool for marketers?
Because of its powerful algorithm and the ability to reach a broad audience with minimal media investment, it is becoming a top tool for brands to get their messages out. TikTok’s user base is huge and the average user spends around 45 minutes per day browsing content. Its huge reach, plus its ability to create branded takeovers, pay to advertise, and partner with influencers, make TikTok an easy-to-get-started tool for brands of all sizes.
How should I get started with a TikTok for my brand?
To dive into TikTok for your brand, create a profile and start exploring content that influencers in your industry, as well as competitors, are creating and sharing on their channels. What types of audiences are they interacting with? And how can you make sure our brand stands out? Although it seems very straightforward, marketers are thinking deeply about their strategies for this emerging platform.
What tips should I keep in mind when it comes to creating for TikTok?
Start simple, and think of ways to create authentic, unique content, that people will want to share. The more views and shares you get, the more frequently your video content will show up on users’ feeds. Find a popularly remixed or remade video, and put your own brand spin on it. Think of ways video can tell a unique story about your company, your products and services, and the people you work with.
Here’s a list of a few brands that are creating high-quality, engaging, and inspiring branded video content on TikTok:
- Chipotle, particularly content created in partnership with influencers.
- Spikeball, specifically leveraging user-generated content of people playing with Spikeball sets.
- Crocs, which features inspiring DIY projects from other TikTok users putting their own creative spin on their shoes.
We’d love to hear about your next creative idea, and determine the best way to bring your video idea to life – for TikTok, or any other digital platform your brand is on. To start a discussion with our team of strategic, creative professionals, click here to schedule a discovery call with our team today.