Firebelly Bonfire: The Rise Of TikTok And What It Means For Your Brand
TikTok is the new in-network.
It is currently the most downloaded app, boasting more than a billion active monthly users. Since 2019, the platform has exploded, reaching the 10-digit usership marker faster than any other social network preceding it. Therefore, many companies are now asking themselves how they can benefit from this social network and expand their reach to customers.
For those that think TikTok is just poorly choreographed dancing and lip-syncing teens, think again.
TikTok is a social network that involves exclusively sharing videos. Users upload their media, which can swiftly be refined with filters, stickers, and music. The videos are very short, ranging anywhere between 15 seconds to a maximum of ten minutes.
The social media network was originally created in 2016, but the pandemic changed everything. Entering 2020, the app had 45.6 million users (14% of the population). Since then, a generation of isolated individuals reached out to the TikTok lifeline, transforming trauma into creativity and connection. Now, the video platform is positioned to overtake the advertising scale of both Twitter and Snapchat combined.
Each month, our team gets together for a Firebelly Bonfire – a shared discussion over all things digital marketing and adapting to the ever-changing ad landscape. To give context on how TikTok works for brands, here are our insights on utilizing the burgeoning social marketing tool:
SAM DIETZ
One billion active monthly users. Let's say it again. One billion.
Nevermind that TikTok users spend an estimated $110 million per month, making it the highest-grossing non-gaming app. And nevermind that engagement rates on the platform far exceed those of Instagram (at the micro-influencer level, we’re talking about the difference between 3.86% engagement rate in comparison to the 17.96% on TikTok).
These stats are mind boggling, and yes, your business should obviously be on TikTok. However, numbers aside, it’s important to remember the why behind the platform. Above all, TikTok ensures that its best-performing content is always highly relevant, on-trend, and relatable on a human level.
The inherent, innovative algorithm sets it apart from its social counterparts, using machine learning to show a personalized feed to each user. This user-centric approach focuses on each individual’s likes and dislikes to recommend videos that are – generally – right on target. Typically, the app is delivering your content to the right people at the right time – without needing to spend a ton of advertising dollars in production or boosting posts.
ABBY THOMAS
It’s undeniable that TikTok is a dominant force in today’s world: for entertainment purposes, educational purposes, and as a strong force in the digital marketing space.
Look at it this way: TikTok surpassed Google as the most visited website last year. The platform has an edge, in that – as Nicolas brings up later – it gives users a more “realistic”, raw, and unproduced view of a product or a service that they don’t necessarily get from sifting through a keyword search.
Speaking of which, a recent study in Search Engine Journal explored the ways in which TikTok is poised to evolve into an actual search engine. Already, it’s being labeled as such, catering to a variety of attention spans, learning styles, and unique personalities. Numerous variables come into play when people are deciding on a product or service to invest their time and money in.
For long-term growth, one can’t go wrong advertising through user-generated content and digital engagement. The platform is tailored to maximize creativity to impress the incredible algorithm and exposure inherent in the app.
ARNELLE MITCHELL
Since TikTok is a relatively new platform (six years next month!), it's easy to feel skeptical and dismiss the app as a trend. Maybe, you think, it’s not an appropriate digital asset for your business’s social media strategy.
You’ve seen the numbers.
With how quickly the app has flourished, at a historic pace, it would be foolish to dismiss the platform as a flash in the pan.
It’s attracting brands in abundance, because audience growth is so simple. Even though the app is still in its infancy, efforts to garner attention are simpler and more efficient, because less competition means you can be a trendsetter for your industry. Plus, your competitors probably haven’t explored the possibilities that TikTok has to offer.
Additionally, there’s the authenticity factor to consider; platforms (such as Instagram) support perfection, crafting a manufactured post that blatantly screams “advertisement”. To get noticed on TikTok, users often implement humor into the video, and make a considerable effort to rid the pressures of making polished content.
With this in mind, there are a few ways your brand could go viral on the platform:
Provide valuable or educational content
Use captions in your videos
Be authentic
Use trending sounds
Close the app after posting a new video
DUNCAN ALNEY
TikTok’s “For You” feed is incredibly engaging - bordering on addictive. According to TikTok’s page:
“Our users are uniquely plugged into the TikTok experience, with 46% engaging with content on TikTok without distractions or multi-screening. The platform offers up endless discovery of new voices and ideas, a diverse community that embraces vulnerability, and a highly-inclusive culture of influence that is causing users to spend less time on other platforms.”
While YouTube still leads with video usage, TikTok is dominating with engagement - and in social media marketing, there is no better signal for future “intent” than engagement.
JERICA MANZI
So, how can businesses leverage this rise to their advantage? TikTok is a fantastic tool to humanize both brand and business. When considering authenticity, users really want to know the face and voice behind the brand – so show them!
We live in a generation where video is the MOST powerful media: influencing, informing, and entertaining users. Hastily filmed and edited snippets are where you can build upon your brand voice, while also showcasing your personality.
TikTok is meant to be REAL. That’s the beauty of it. When starting your posting strategy, where do you begin as a business on the app?
Find your reason… WHY. WHY do you want to be on TikTok? Once the WHY is established, your team will have to consider these questions:
What is our brand voice?
Do you want to entertain, inform, sell, or all of the above?
What kind of people do you want to attract?
What is your brand personality?
Do you want to build a snowman? (my daughter typed this last one, because she’s Disney brainwashed)
Once you have an established game plan, you can freely post on TikTok.
Well, what are you waiting for? Start creating!
NICOLAS MEYER
TikTok marketing is very simple and allows brands the ability to attract new customers and strengthen sales. Specifically, these are the following benefits on the platform:
Increase the awareness of your brand
Build an engaged customer base
Promote and sell products and services
Get feedback from your customers and audience
Offer customer service
However, such perks do not distinguish the network from other social platforms for the time being. So why should you become active on TikTok?
There are a few reasons to consider TikTok as a new marketing channel:
Large user base
As mentioned, TikTok has over one billion monthly users. This is surpassed only by Facebook, Instagram, and YouTube. It’s projected to overtake Instagram by next year, in terms of usership.
High engagement
Fast, short videos and endless scrolling give the platform a high addiction factor. Most users also open TikTok several times a day, culminating in over one billion daily video views.
Little competition
Many top brands are not yet represented on TikTok. This gives the platform a chance to gain a head start and establish itself before larger companies join.
High reach
Due to the way the algorithm works, the reach of your own content is much less limited. So your videos can be seen hundreds or thousands of times without having to do much upfront work.
Cheap
TikTok users do not expect highly polished videos. This makes the production costs rather low. As we will see, you need to invest in creativity rather than money.
What marketing opportunities does TikTok offer?
Create your own TikToks
With a business account, you can upload your own videos to the platform and try to reach your customers with organic content.
Influencer marketing
As on any network, there are a number of well-known personalities with large audiences on TikTok. Smaller influencers and those on the rise are also a good option and usually cheaper. TikTok also has its own platform for this: the Creator Marketplace.
Paid advertising
Of course, there is also the possibility to reach consumers through paid and switched advertising.