Despite its viral dance video origins, TikTok is more than just a place for Gen Z to show off their killer moves. The fairly new app has already transformed the way we take in video content and is continuing to influence how brands interact and engage with their audiences.
While it could be easy to dismiss TikTok as a hip replacement for Vine or Instagram, there are many reasons why brands should take note of this video platform — starting with the fact that it has roughly 1 billion active monthly users.
With recently announced updates to its algorithm and design, TikTok is set on becoming more than just a flash in the pan. The app is now looking to offer users a more personalized experience with a simple goal —. ensuring that each user's feed provides them with content that they want, when and where they want it.
As a result, brands have to rethink their strategies when it comes to video content and how they're presenting themselves through this new medium. Below are four ways brands can leverage the power of TikTok to meet their marketing goals in 2022.
For brands that have already successfully embraced TikTok as a social media marketing platform, the creative video marketing possibilities are only limited by their imagination — a perfect match for the highly creative nature of Gen Z consumers.
As an up-and-coming platform, it's important for brands to be seen experimenting on TikTok, not only to take advantage of its large user base but also because it's a place where creativity can flourish.
For those brands who haven't yet ventured onto the platform, there is no better time than now. Consider it an opportunity for your brand to test out new video concepts. Here are a few ideas to help you get started:
How-to videos: A how-to video can be a great way to showcase your brand's expertise and provide viewers with helpful tips.
Behind the scenes: If your brand is in an interesting or unique industry, sharing behind-the-scenes content on TikTok could really resonate with users and inspire them to check out what you're all about.
Challenges: If your brand is looking to make a splash, consider creating your own challenge. Ask your viewers to post videos of themselves performing your challenge and use your dedicated hashtag to track their submissions.
Whatever it is you decide to attempt, if it's innovative, fun, or engaging it will likely translate into new followers on TikTok.
While there are, as with all social media platforms, mega influencers who are quickly becoming household names, TikTok is just as welcoming to micro-influencers.
These niche communities can be incredibly useful for brands looking to reach a specific audience and it's much easier for companies of all sizes to find lucrative collaborations. Micro-influencers have a more intimate relationship with their followers, which typically lends to more trust within those communities. Working with these smaller influencers can often have a more significant impact than famous names.
In addition to tapping into the micro-influencer pool on TikTok, brands can also connect with creators who are focused on content around a specific theme or product category. For example, if your brand is in travel and tourism, linking up with TikTok users who are creating videos about traveling the world can be a great way to reach new consumers.
TikTok is home to all kinds of unique content, everything from lip-syncing video challenges to dance tutorials. However, what makes these videos so appealing and shareable is that they feel genuine and candid — a departure from the curated Instagram posts we've come to expect from brands.
It's this authenticity that makes TikTok perfect for showcasing your product in real-world scenarios, whether it's moving testimonials of real-life transformations or just showing your product out in the wild, being used by regular people. Sharing these authentic videos is a great way to humanize your brand while also showing off your product in a natural way.
A big factor in running a TikTok account is creating an engaged, passionate community. The most successful, popular accounts are engaging their followers and creating a virtual environment that's interactive, both with their content and each other.
Here are a few ways to do that:
Avoid posting and ghosting. Be active with your account and reply to comments with thoughtful responses that provide value.
Ask your followers questions. Whether it's in a video you post or leaving a comment on one of theirs, initiating a dialogue with your followers is a sure way to incite some community building.
Ask for opinions or feedback on products, services, or ideas. Providing your subscribers with the opportunity to help shape your brand and how it runs is a great way to show them you care about what they have to say.
Host contests and giveaways. Incentivize your current followers — and attract new ones — by offering them the chance to win something. It can be as small as a shoutout or as large as a free product, depending on your budget. Just make sure that what you ask them to do in order to enter promotes your brand.
Engage with other accounts. Find other brands and creators in your niche and interact with them through likes or comments.
Create conversation starters. Lead the charge when it comes to creating interesting content by asking users open-ended questions or discussing trending topics in your niche.
Community building is an essential part of TikTok and it's also what drives the app. When you create a thriving community, consumers feel like they're not just users but participants in something bigger. They become more invested in your brand and eager to share and engage with whatever content you produce.
At the end of the day, video marketing continues to reign supreme across all marketing strategies. And brands that can't keep up with meeting consumer demands risk leaving their audience behind for good.
To avoid this, marketers must learn how to embrace change and evolve their video marketing strategies accordingly, particularly in the fast-paced digital world. By implementing the strategies laid out above, you can start crafting a strategy that creates meaningful, shareable video content your audience will be eager to engage with.
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