In recent years, social media platforms have seen significant changes since TikTok took the online world by storm. With its engaging and addictive content, TikTok has amassed a huge user base and revolutionised the way we consume and create content.
TikTok’s growth has been nothing short of phenomenal. Since its launch in 2016, it has quickly become one of the most downloaded apps globally, with billions of users. The platform’s unique algorithm enables users to discover new content creators and keeps them engaged by presenting a continuous stream of captivating videos based on videos they have previously interacted with.
The popularity of the platform has meant the likes of Facebook and Instagram have had no choice but to follow suit and push for more video based content. Instagram introduced Reels in an attempt to level the playing field, but TikTok is still ahead of the game.
Is TikTok worth it for businesses?
Many people are under the impression that TikTok is ‘just for kids’ and silly viral dance routines. But that is far from the truth.
While some creators do use the app for fun, many businesses, across a wide variety of industries, have been using the platform to generate video content that increases their brand awareness by sharing informative content as well as showing the more personal side of their brand.
People buy from people. That isn’t a new concept in the world of business. But what is changing, is the way brands use that statement to generate leads and sales from their digital marketing.
Think about it – who would you rather buy from:
- A cold, closed off business who only shares content promoting their product or service.
- An open, honest and engaging business who shares both informative and insightful content showcasing their services as well as more informal content showcasing the more personal and relatable side to their brand
The answer will almost always be the latter.
How can businesses use TikTok and video content to generate sales?
TikTok’s unique feature is its emphasis on short-form video content, with a maximum duration of 60 seconds. This format has significantly influenced the way users consume and create content, fostering creativity and enabling anyone to become a content creator.
The app provides a range of tools, filters, effects, and soundtracks that users can utilise to produce high-quality and engaging videos.
Viral challenges and trends
TikTok’s impact on social media is often manifested through its viral challenges and trends. These challenges involve users recreating or putting their spin on a particular dance, comedy skit, or visual effect, and then sharing their creations with the community.
As these challenges gain momentum, they can spread rapidly, resulting in a significant surge of user-generated content. Brands and businesses have seized this opportunity to participate in these challenges, creating brand awareness and engaging with a broader audience.
Influencer marketing on TikTok
Similar to other social media platforms, TikTok has given rise to a new wave of influencers. These individuals have amassed large followings by creating entertaining and relatable content.
Influencer marketing on TikTok has proven to be highly effective, as these influencers have a strong connection with their followers and can influence their purchasing decisions. Businesses are now collaborating with TikTok influencers to promote their products or services, driving brand awareness and increasing sales.
Authenticity and user-generated content
TikTok has placed a significant emphasis on authenticity and user-generated content (UGC). Unlike highly polished and curated content on other platforms, TikTok thrives on raw and genuine videos. This has created a sense of community and relatability among users, enabling businesses to leverage user-generated content for their marketing strategies.
By encouraging users to create content featuring their products or services, businesses can tap into the authenticity that TikTok offers and build stronger connections with their audience and potential customers.
This UGC is also slowly making its mark on Google itself. They recently announced a roll out of a new search feature called ‘perspectives’ which will offer users the chance to view real reviews and advice from real people on their experiences with brands. In their announcement Google said:
"When you search for something that might benefit from the experiences of others, you may see a Perspectives filter appear at the top of search results. Tap the filter, and you’ll exclusively see long- and short-form videos, images and written posts that people have shared on discussion boards, Q&A sites and social media platforms. We’ll also show more details about the creators of this content, such as their name, profile photo or information about the popularity of their content."
Discoverability and algorithmic reach
TikTok’s algorithm has proven to be a game-changer for content discoverability. Unlike other platforms, TikTok’s algorithm is designed to give new and lesser-known creators a chance to go viral. This provides an opportunity for businesses, big and small, to gain exposure and reach a wider audience organically.
By understanding the nuances of the algorithm and creating compelling content, businesses can significantly enhance their visibility on TikTok.
Advertising opportunities
TikTok has also opened up new avenues for businesses to advertise their products and services. The platform offers various advertising formats, such as in-feed ads, branded hashtag challenges, and branded effects, allowing businesses to engage with the TikTok community in unique and creative ways.
These advertising opportunities, coupled with TikTok’s massive user base, make it an attractive platform for businesses looking to expand their reach and connect with a younger demographic.
TikTok has undoubtedly made a profound impact on social media, transforming the way we consume and create content. Its explosive growth, emphasis on short-form video content, viral challenges, and authentic user-generated content have revolutionised the social media landscape.
For businesses, TikTok presents exciting opportunities to engage with a vast and highly engaged audience, collaborate with influencers, leverage user-generated content, and explore innovative advertising strategies. As TikTok continues to evolve, businesses must adapt and embrace its potential to stay relevant in the ever-changing social media landscape.
How QBD can help your business
Having a social media account for your brand is crucial if you want to connect with your customers on a more meaningful level.
We’ll work with you to understand your business and your ambitions, before creating a bespoke social media solution that makes the right impact on the right platforms, to deliver the results you’re looking for.
Our team of experts can also help you build on your brand identity and messaging so your marketing materials, digital content & website are all optimised to target the right audience in the best possible way. We can also offer advice and insights into the latest trends and how best to reach and attract your customers on different platforms.
Whether you’re looking to clarify your message, realign your branding with your communications, or bring more consistency across your marketing and content with a brand promise that people buy into, QBD can help.