TikTok is a social media platform taking the world by storm with a wide range of content in the form of short videos. TikTok can be thought of as a “bite-size YouTube” with videos across many genres from humour to recipes to DIY tips and tricks.
Calgary-based marketing consultancy YYC3 talks all about TikTok and how it can upgrade social media marketing for your small business!
TikTok is currently the most downloaded Entertainment App worldwide. TikTok is versatile, and easy to have fun with. In an age with content being created and consumed faster than ever before, the attention spans of content consumers are shorter, and harder to capture.
TikTok is a platform that allows creators to tell stories in short snippets. TikTok creators are able to use filters, music, and existing images and videos from their libraries to compile videos or collages lasting up to 60 seconds. There are also TikTok consumers, who do not actually create content and just watch it. Like YouTube, there is a large percentage of app users and subscribers who act as the audience only and do not post their own content. This audience will often find themselves going “down the rabbit hole” consuming content in these bite-sized clips without realizing hours have passed.
TikTok users can interact with each other by following, liking, commenting or shares on videos they enjoy, and each user has a “Favourites” section where videos, hashtags, sounds and effects can be stored.
TikToks created by users can be shared and can be manipulated by others to create new content. Sharing a simple “sound” from one video can result in TikTok creators to create something new with the original sound. TikTok users can view where the original sound came from by clicking on the bottom right corner sound icon. This recycle, reuse method to creating new content has been the fuel to TikTok’s success.
While 10 year olds are usually reliant on their parents to make purchases which can take some convincing, older teens who work and drive usually spend more. As a whole, Gen Z typically spends their money on trendy clothes and shoes like Nike, cosmetics like Tarte, coffee and fast food, video games/gaming consoles, going on dates, and online shopping – especially Amazon.
TikTok is still mostly uncharted territory in terms of marketing – they only recently began exploring paid advertising making them even more attractive and interesting!
Big brands like Guess and Taco Bell are capitalizing on this TikTok wave by posting branded content, but that doesn’t mean smaller businesses can’t thrive too! If your business’ target demographic is within the age range 10-19, adding this platform to your list of socials is ideal but don’t forget that people outside of this age range are still using TikTok like crazy!
Worth noting, 80% of teens say they get beauty tips from influencers – many of which are on TikTok! Influencer marketing anyone?
TikTok is a flexible platform in terms of who it attracts. Especially since the pandemic, people of all age groups are creating their own content. There are even elderly folks giving it a go and rocking it! There is no limit to who can create or browse on TikTok, but the type of content created on TikTok is key to the user’s success.
There are many brands that have started their own TikToks to start new hashtag trends. @Nike has started a new TikTok campaign called #MagicBoots to promote their new soccer boots. Any brand can make their product work on TikTok, as long as the content is engaging and relevant to TikTok’s humorous culture.
But what about running ads? The best part about running Ads on TikTok is that you are reaching new audiences that may not be active on Facebook or Youtube. On TikTok, you can build a culturally relevant brand and engage with users who are on the forefront of the latest online trends.
YYC3’s Information Design Leader, *Raquel Jeung*: @raquel_marieeee
…And don’t forget to give us a follow too: @yycthree
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