I saw a statistic recently that consumers are watching more minutes of TikTok a week than they are Netflix. The following evening I proceeded to make myself into the perfect case study by scrolling on TikTok so long that the app itself triggered a warning asking me if I might like to stop scrolling and go to bed. Such is the power of TikTok right now.
This is not a new phenomenon. This kind of voracity surrounded Instagram before TikTok, Facebook before that, and MySpace at the start of it all. But it is important to recognize that these moments have all come few and far between. As a brand, it’s important to pay attention to these trends, and be an early adopter to a growing platform.
Over the last couple of years, we have tracked the rising popularity of TikTok as a platform to boost profitability and growth. Brands that have begun dipping their toes in the waters of TikTok are seeing exponential growth and cheaper-than-average advertising costs.
While Facebook and Instagram have become oversaturated by brands and ads to the point of stagnating growth, TikTok is still an uncluttered and growing whitespace, perfect for mid-market brands that need to find places where there exists under-priced attention. TikTok is that place right now.
The brands we steward are experiencing popularity and growth that is rising at a faster rate on TikTok than it ever did on other social media platforms. This is a crucial time for brands that haven’t yet done so to start exploring the still somewhat unknown terrain that is TikTok.
Why TikTok?
From Scrubdaddy to RyanAir brands of all categories have been able to make it big on TikTok. As a genuine word-of-mouth platform, viewers place a lot of value on things that are authentic and relatable. Most videos are consumed in such a “raw” state that it provides an excuse for brands to be vulnerable and communicate in a way they never have before.
Word-of-mouth messaging doesn’t just make things go viral - it actually helps drive up sales. Individuals on TikTok have become such big influencers of product promotion that customers have flocked to major eCommerce sites to buy an item they saw while scrolling the platform during their downtime. This started a movement known as “TikTok made me buy it”, which is even now a dedicated page on Amazon.
Short-Form Videos are the Catalyst for New Sales
Because videos on TikTok are often short and snappy, it is important for brands to reflect the same authenticity as original creators. When a product becomes popular on TikTok through influencer videos and other viral messages spreading around, it’s going to make audiences want to purchase that item right away. It is becoming easier for individuals to purchase and try an item out so they can join the conversation about it on TikTok.
Creation Vs. Collaboration: What Works for Your Brand
Many smaller brands that are just starting out tend to wonder whether it’s worth making their own account and building up a following from scratch. Wouldn’t it be easier to partner with influencers and collaborators with established TikTok profiles who can promote your products for you?
In truth, the path you should take depends on the needs and goals of your brand. Tapping the existing clout of influencers is certainly the easiest (and the fastest) way to get started,. Going this route allows you to sit back as dynamic content is created for you on a regular basis. But this is only feasible if you have a planned budget in place
Brands that are emerging on TikTok by creating their own profiles may need to put a little more time and thought into what they’re doing. It is necessary to juggle being organic, authentic, and influential at the same time while facing constant engagement with new audiences. This might make it necessary to implement testing and learning sessions, but the results can pave the way for a more streamlined strategy moving forward.