TikTokĀ has undoubtedly become the social media sensation of lockdown but what is it, is it here to stay and should brands be utilising it? We aim to answer all your questions here.
Forget 15 minutes of fame, with TikTok everyone can now enjoy 15 seconds of fame. Favoured by the under 25s, who make up its core audience, TikTok this year surpassed Facebook and WhatsApp as the worldās most downloaded non-gaming app.
But what is it?
TikTok is a video-sharing social network which is used to create short dance, lip-sync, comedy and talent videos, based around music. The creators describe it as karaoke for the digital age.Ā Formerly musical.ly, TikTok allows users to create videos recorded in 15 seconds or less and share them across social, most notably via Instagram.
TikTok has a minimum user age of 13 and the app has a very dedicated, young community of users. Creating and sharing their own content is now a big part of how teens spend their time online. Teens are moving away from being spectators to becoming content creators. This app can be a fun way for teens to express themselves and create their own social content.
Despite its focus on young people, TikTok is increasingly appealing to a family audience. One of the most famous TikTok families are the Harfins (@refelicity)ā from Edinburgh, Scotland. They have 1.8 million followers who watch the family play pranks, dance, cook and generally muck about. Felicity, is a former marketer, and as such she runs the account and has helped to turn it into a business giving clients ā from Mattel to the BritsĀ ā the chance to be mentioned or promoted in their videos.
TikTok doesnāt take itself too seriously and features a huge range of content – from food to fashion, travel and pets, as well as the various dance challenges the app has now become synonymous with. This is what has made it ideal fodder during lockdown when many of us are stuck indoors and are looking for some light relief.
As a result of its soaring popularity during lockdown, even if you havenāt downloaded it, you will more than likely have seen various social media clips from the platform. Everyone from celebrities to doctors and nurses in PPE and stir-crazy parents and teenagers have been logging on to the app in droves.
So how does it actually work?
Users can select the song they wish to use in their video first, then record themselves miming along to the music. Alternatively, users can record their video first and then select a song. The app has lots of ways to add more fun to userās videos. There are options to shoot in slow-mo, time lapse, fast forward, filters, effects or even play the song backward, among others. Once users are happy with their video, they can post it to their followers and share it on other social networks such as Messenger and WhatsApp, however Instagram has become the default sharing platform for TikTok to date.
The search tool allows users to view other videos. Users can also view content under the trending hashtags and submit videos using these hashtags (similar to how Instagram works). The hashtags are also used to submit videos for challenges ā for example, #Lipsncychallenge, #Comedychallenge.
What makes TikTok different from other social networks is its closely guarded algorithm that produces the appās opening dashboard. Unlike other apps, TikTokās home screen is not full of people you are following. That is because the algorithm searches for new clips rather than pushing already popular ones. In a nutshell what this means is that you donāt need lots of followers to go viral and explains why the likes of @daisymaycoopers has suddenly found internet fame and had us all in stitches with her comedy dance routines. It is this unique quality that gives the app its USP, and what keeps TikTok, well, ticking.
Will it last?
TikTok isnāt going to disappear anytime soon.
Social media apps come and go, but video consumption continues to grow.Ā Hours spent consuming content on a smartphone are set to surpass hours spent watching television, and the current stay at home ordersĀ have only accelerated this trend.
TikTok is a triple threat because it combines video creation, an entertainment-driven social networkĀ and one-touch syndication together.
The secret to Instagramās success when it launched was that it allowed users with no prior photography experience to instantly create high quality photos and share them with their social network. We were suddenly given the ability to express our lives visually from the palm of our hand.Ā Instagram’s time on platform continued to rise for years and has only recently levelled off.
TikTok delivers a similar experience, except this time its users can become videographers. Everything you need to create a quality video āĀ from trimming clips, to adding soundtracks andĀ filters āĀ can be done entirely within the app and easily shared with friends, which is key for time on platform.
There are three key components to TikTokās interface that are set to ensure its popularityĀ for months and years to come.
First of all, TikTokās content editor is native which means that the ability to shoot footage, rapidly trim and stitch together clips, and incorporate music and voice effects can all be done easily within the app itself, at the touch of a button, making it the app of dreams for an amateur creator.
Next up, TikTokās feed is built around viral video. TikTokās home page is far more like Twitter than Facebook or Instagram; viral videos with huge engagement move to the front of the line and comprise the feed, and youāre served one video at a time (though the “Discover” tab lets you browse specific topics or hashtags).Ā This gives TikTok a competitive advantage: A never ending stream of prompts and challenges make it easy to participateĀ because you donātĀ have to have anything interesting to talk about in order to get started.
Performance-oriented videos are embedded into TikTokās DNA. Funny dances and hashtag-driven challenges spread at speed, and on TikTok, entertainment value is king. The result is a rabbit hole of content that sucks users in. That is good news for prospective advertising revenue.
Most importantly, TikTok assets are easy to cross post. TikTok content is created as vertical video, so one-touch syndication to Instagram Stories is a breeze and will likely contribute substantially to the platformās organic user growth.
This integration with other social platforms means that even if you arenāt on TikTok youāll increasingly see content from the platform across your other social networks.
Should brands utilise TikTok?
Lots of brands are already on the platform however many are struggling to create great content.
So, why are some brands struggling to adapt? The great illusion of TikTok is that the best content is off the cuff. however, for those who do TikTok seriously, it is a craft. Creating just one video takes a considerable amount of time and dedication.Ā Planning ideas, rehearsing dance routines, skits and tricks and video editing all takes time and skill.
Then there are lots of other factors to consider, such as, the best time to post, using the right hashtags and built in TikTok filters,Ā deciding what your call to action is and also, importantly, ensuring you are engaging with your audience, for example by asking questions so that they feel part of the content you are creating and sharing.Ā All of these elements are vital when building a brandās strategy and content plan for TikTok. So, you certainly shouldnāt rush onto the platform without thinking these elements through first.Ā Despite these pitfalls, it is important to acknowledge TikTokās potential. There are a number of reasons why TikTok can be good for brands.
Firstly, TikTok has a very specific user demographic, as previously discussed. So if teens and families are your core consumers then itās certainly worth considering as this is where a growing proportion of your audience is interacting and consuming content.
Secondly, TikTok is growing. And fast. Thanks to ByteDanceās investment and the acquisition of Musical.ly in 2017, TikTok is now the fastest growing social media network.
It has surpassed Instagram for the number of total downloads, with over 1 billion so far, over 49% more than Instagram in 2019 alone.Ā An additional benefit is that as TikTok is relatively new it represents an opportunity to tap into low costs influencer marketing opportunities.
We have long been aware of the growing importance and potential of influencer marketing, however, soaring fees commanded by YouTubers and Instagrammers can price some brands out of this market.Ā Influencer Marketing on TikTok has not become well established yet, which means it is still relatively low cost and now is the time to ride the crest of this wave.
TikTok has also been quick to respond to consumer concerns about the app. Where this is most evident is in the introduction of tools designed to keep users safe from harassment and misuse. TikTok has already launched many options to filter unwanted attention and to protect the privacy and data of its users.
TikTok is also educating its users on how to actually use the platform and on how to ensure safety for its young audience.Ā Other platforms have these features but they implemented them at a much later stage.
Part of this is due to the FTC investigation that TikTok is undergoing, which forced TikTok to re-work its policies and rules for younger users.
Another consideration, is that there is growing data that suggests that the type of interaction users have on TikTok might be more meaningful than on other platforms, given that you need to actually interact with the feed and you canāt simply scroll through in the same way as you would on Facebook, Instagram or Snapchat.
According to Influencer Marketing Hub, engagement rates are higher on TikTok than on any other social platform, including Instagram and Twitter.
Still not convinced TikTok is right for your brand?
If you still arenāt convinced about creating a presence for your brand on TikTok, it is still important to consider the platforms considerable and growing influence on popular culture, particularly for the youth audience.
Specifically, TikTokās influence on the music industry is huge. It is seen as an incubator for smash hits and a way to turn artists into stars. Lizzoās Good As Hell and Doja Catās Say So became hits after being repeatedly used in clips on the site while Lil Nas Xās Old Town Road was popularised through a viral dance challenge on the platform.
So, whether you are a content creator or more of a social media lurker, you will likely be hearing about TikTok for months and years to come. Consider jumping on the bandwagon, even if itās just to get inspired and see the latest 15-second films savvy users around the world are creating now. Who knows after getting familiar with the app, you just might decide itās time to dip your toe in the water with a dedicated marketing campaign on this channel.
