TikTok is currently the largest on-trend platform. The app is one of the most downloaded, and the number of people that can be reached on TikTok is steadily growing. It’s no surprise, then, that many marketing departments are wondering whether TikTok might have benefits for their company too.
TikTok is a social network that is mainly accessed via app. The platform specialises in short videos, generally lasting between 15 seconds and three minutes at the most.
The videos can be edited in various ways, including to add music, filters and/or stickers. Interaction and collaboration with other accounts is especially easy. The Duet feature, for example, can be used to respond to another video.
In its early days, TikTok suffered from being viewed as a platform for the very young only. This has changed over time, and older generations are now increasingly likely to use TikTok as well. As a result, the platform has become relevant for many more target groups.
The algorithm’s suggestions determine which videos are shown to users. Like with Instagram, interactions with the social media platform play a major role. However, it’s theoretically much easier to reach a wide audience on TikTok, even if you don’t yet have a lot of followers. By joining in on the latest trends, for example, you increase the likelihood of your video being shown to more users.
Besides trends, personality and authenticity are also very important on TikTok. It’s not about showing a perfect image of yourself or your company – followers want to view and consume real, unstaged videos.
Because of this, more and more companies are taking the opportunity to be part of the hype. Marketing on TikTok is not fundamentally different to marketing on the other social networks. Through their presence, companies seek to raise awareness of their brand, advertise their products and reach new customers.
One of the most important benefits of TikTok is that many people are using the platform at this time and are often consuming content there on a daily basis. It’s not unusual for people to spend much more time on TikTok than on Facebook or Instagram.
Engagement on TikTok is also especially high. Quickly scrolling from video to video can be quite addictive. Although many companies have a presence on TikTok at this stage, there is still less competition than on Instagram. This means that companies can gain a competitive edge right now and then build on this
TikTok is not yet as crowded as Instagram when it comes to advertising and the placement of advertisements, either. Advertising videos are much less intrusive on TikTok on account of its layout, as they appear “hidden” between two videos. Therefore, even users themselves do not perceive them as advertising.
Generally speaking, any kind of content can be uploaded to TikTok. But it’s especially important to remember that creativity is key to success. Take Faber-Castell, for example: the stationery company’s official TikTok account has over 200,000 followers and its videos have racked up more than 1.7 million likes overall.
The company doesn’t just present its products in the videos. Instead, it also demonstrates how to paint with them and has even launched its own challenge with the hashtag #Fabercastellchallenge. This encourages its followers to create their own pictures using the company’s products.
Just give TikTok a try and then you’ll know whether the platform also works for your target group. The paper and stationery industry in particular can score points with creative videos, product presentations and challenges, using their content to get new people excited about what’s on offer.
However, you can’t hang around on TikTok. Companies have to be quick in putting together and releasing videos. If you’re weeks behind others in taking part in a trend, you’re likely to have less success than if you get your video out as quickly as possible.
About the author:
BASIC thinking is an online magazine and one of the widest-reaching tech portals in German-speaking countries. The editorial team posts daily on social media, marketing and business topics. This article was written by Christina Widner of BASIC thinking GmbH and BASIC thinking International.