The TikTok phenomenon
TikTok, launched in 2016, has been positioning itself as one of the main social networks used worldwide, competing with titans that seemed unreachable such as Facebook and Instagram.
Making a TikTok is no more complicated than making a story for Instagram or Snapchat. With the difference that it offers more editing options, so users can unleash their imagination like never before.
What is TikTok and what is it for?
In short, we can say that TikTok offers the possibility of creating 1-minute videos with music or dialogues from series, movies and viral videos in a very simple way.
It all started in Asia and has become a global phenomenon as it is available in more than 150 countries. The original name of the application is Douyin which means “shake the music” in Chinese. This name suits it well as it is a social network based on sharing small music clips. However, outside China it goes by the name TikTok, and you can find it available for both iOS and Android.
As for how it works, TikTok allows you to create, edit and upload 1-minute music videoselfies, being able to apply various effects to them and add a musical background. It also has some AI functions, and includes eye-catching special effects, filters, and augmented reality features.
How to use TikTok for your brand?
There are millions of people on TikTok who love new, exciting, fun and educational content. And tons of companies are already successfully serving branded content to these users.
The branded content that tends to work best on TikTok is based on the types of videos that regular users upload: videos that tap into trends and feel authentic.
TikTok is a new and exciting platform, but it’s not right for every business. Here’s how to know if a presence on TikTok might be a good fit for your brand:
- You want to connect with a younger target audience.
- Your products or services are suitable for video.
- You’re willing to spend more time and effort learning the platform and creating content on an ongoing basis.
- Being spontaneous is a good thing for branding (or you’re trying to move in that direction!).
- Use it to spot trends.
Your brand doesn’t need to have an active presence on TikTok to take advantage of its popularity. It’s not uncommon to see trends that originate on TikTok gradually make their way to other platforms, especially Facebook and Instagram.
Spend some time exploring the latest topics, hashtags, music/sounds, dances and memes – you could get ahead of a viral trend that aligns with your brand’s identity and mission!
TikTok challenges
The app’s success has also led rivals to accuse TikTok of being a malicious app with several privacy flaws. Steve Huffman, CEO of Reddit, and Mark Zuckerberg, CEO of Facebook, are examples of entrepreneurs who have already criticized the app.
Despite all the accusations, TikTok denies everything and continues to seek consolidation in the market. It recently launched TikTok For Business to help businesses use the app in their advertising campaigns.
In addition to businesses also being a target, TikTok has several future plans involving Augmented Reality and is working on a new Business Data Hub to provide more information to marketers.
According to the New York Times, TikTok represents the future and is a different medium of expression. The newspaper considers it the first entertainment source created for the smartphone era, marking the first time that Americans consider that their companies will not always dominate the Internet.
Can TikTok maintain its success in the future and attract the attention not only of more users, but also of businesses?
Orbis Advisers is a digital marketing agency, 100% results oriented. We specialize in Google Ads, and natural positioning in Google (SEO).