If you ever see one of my colleagues laughing while looking at her phone, it’s more than likely because of a TikTok video. The popular app utilizes songs, visual filters, time effects, vocal effects, split screens, green screens, transitions, stickers, GIFs and emojis for users to create up to 60 second videos and share with the TikTok community. Characterized by the New York Times as “rewriting the world,” this app has become a worldwide phenomenon in less than three years and has been downloaded nearly 2 billion times.
In a world altered by COVID-19, consumers are looking for new ways to connect and be entertained. Similarly, brands are trying to navigate an ever- changing landscape where consumers aren’t easily influenced and their priorities have shifted.
This is why I believe, now more than ever, that brands must pay attention to TikTok and we’ve outlined three reasons why:
CONTENT IS MADE TO GO VIRAL
With a reported 800 million monthly active users, a video with a playful, clear and authentic message is bound to rack up millions of views on the platform alone. Not only does the app have a designated “For You” page curated for each user based on what content they “like” and interact with the most, but TikTok encourages cross-platform sharing and makes it super simple. Re-sharing to other platforms such as Instagram, Facebook and Twitter with a push of a button not only helps multiply viewership, but will increase the chances of the video going viral.
A HOTBED FOR TODAY’S TRENDS AND “CHALLENGES”
Taking a look at TikTok’s Discover page will give you a bird’s eye view of what’s on the mind of consumers worldwide. #BlackLivesMatter, #WorldOceansDay and #BestFriendDay are the top three hashtags on the platform as of this writing and have garnered a total of over 8 billion views. Each hashtag has its own “hub” page where users can see total views to date, add the hashtag to their favorites and watch every video created that uses the hashtag.
TikTok “challenges” are another popular trend on the app that pushes users to create content that aligns with a brand’s message. For National Avocado Day in 2019, Chipotle created the hashtag #GuacDance which challenged users to create a dance incorporating the famous fruit in order for them to get free guacamole when ordering online. The challenge was a huge success, and within a week it became the highest-performing branded challenge on TikTok to date, with viewership exceeding 1 billion views. Since then companies such as Guess, Chase Bank, Kaiser Permanente and Colgate have all created their own unique challenges that have achieved success and can be found all over the platform.
THE SPACE IS STILL “EMPTY”
Compared to other social networks, the number of brands that are actually utilizing the platform is significantly low. What this means for brands is that they have the opportunity to create the “standard” for their industry on the app. Companies are able to have a little more fun and try things that they wouldn’t normally be able to on Facebook or Instagram. Additionally, brands can tap into the many “genres” that are already established on the platform such as DIY, makeovers, vlogs, comedy, animation, or behind-the-scenes to see what produces the best results.
As pop star Kesha sings on her 2009 debut single, “Tik Tok on the clock, but the party don’t stop, no.” Brands, are you ready to join the party?
