The age of Facebook and Twitter isn’t over yet, but new social media applications are nipping at their heels. There is a tendency for younger internet users to shy away from traditional social media and seek out the “next big thing.” TikTok is one of those potentially explosive social media platforms, allowing for short video clips to be shared around and viewed by people who have similar interests.
Agencies are already beta-testing ad tools that are built around leveraging the user-base from this revolutionary app. To offer more insight into what makes TikTok so popular, 11 contributors to Forbes Agency Council shared some of the facets of the app that they are most excited about working with.
Members share what makes TikTok the next big thing in social media.
Photos courtesy of the individual members.
1. Unmatched Virality
Agencies “buying ads” on TikTok represents an underestimation of its potential. Paid ads are an easy answer. Money can put your message in front of anyone. TikTok is a community with its own vernacular. We’re developing native content on TikTok. The virality of this platform has been unrivaled by every previous social media. Insular, segmented, targeted, passionate — TikTok is powerful. – Kirk Westwood, Glass River Media
2. Built-In Creative Tools
TikTok is a very powerful channel for content marketing and brand storytelling, and the creativity tools built into the platform are a joy to work with. But, it can be a challenge to curate the content and context surrounding your advertising. Advertising on TikTok requires very detailed keywords and serious consideration of where and when you do not want your ad to appear. – Serenity Thompson, A23 Advisors
3. Fast Results
One of the best things about TikTok is that the content is very fast. What that means is much more of an opportunity to make an impression on the audience. That ability will allow you to make more of an impression faster. What that also means is that you are going to have a better chance to make a quick buck. TikTok is a great platform to reach out to the younger generation. – Jon James, Ignited Results
4. Ad Format Flexibility
I look forward to testing ads on this platform as it could be a great way to reach that under-30 audience. The flexibility of the ad formats is what excites me most — having the opportunity to be creative and to try some cool new things we haven’t been able to on other platforms due to limits, rules and creative constraints. – Bernard May, National Positions
5. Stronger Reach With Millennials
YouTube, Snapchat and TikTok represent the mindshare of the millennial generation better than any other ad platforms. The success of TikTok — particularly around engagement and active users — makes it an absolute must for our clients that are focused on people 30 years and younger. In fact, we think TikTok will be bigger than all three major TV networks (NBC, ABC, CBS) combined in terms of reach. – Kristopher Jones, LSEO
6. A Chance To Form Real Connections
We treat TikTok with the same excitement as we did with Snapchat a few years ago. It’s a newer platform that engages different audiences and provides brands with a chance to flex creative and strategic muscles to form a real connection. TikTok’s rise also goes to show that social media pros are more important than ever to agencies, and investment in those skills should continue to be a priority. – Scott Harkey, OH Partners
7. Case-Specific Creative Tools
Depending on our client strategy and their consumer base, TikTok makes sense in some cases. With the visibility into ad targeting diminishing on some platforms and the shift into messaging, TikTok provides a new communication option for a group of users who are moving away from traditional social media channels. – Sarah Remesch, 270M
8. Ability To Capitalize On Real-Time Content
We constantly invest in new platforms like TikTok since consumer preferences are always changing. TikTok is built on trends and if, for example, a certain song is popular there, we can focus brands around that content to help get brands into the minds of younger audiences. We’re excited to be able to capitalize on real-time content in a way that shows a brand truly understands their customer. – Bradley Hoos, The Outloud Group
9. More Powerful Influencer Campaigns
Our company has powered influencer campaigns on TikTok for different brands. The campaigns were able to far exceed Instagram and YouTube benchmarks due to the degree at which organic reach is being rewarded. Additionally, the ability to connect content together via a soundtrack creates virality in a more powerful way than a hashtag, due to the emotional impact of sound. – Lyle Stevens, Mavrck
10. Social Media Being Fun Again
The fundamental thing about TikTok is that it is so user-friendly, real and fun — a refreshing breeze in the current social media landscape. While Instagram has grown into a well-established platform, TikTok’s young demographic doesn’t care about the perfect shot. TikTok is making social media fun again. It’s a place where you are enjoying other people’s company online. – Maddie Raedts, IMA – Influencer Marketing Agency
11. Huge Organic Reach
I love how TikTok offers a similar-style feed to Instagram stories, which is really intimate. The platform is growing rapidly and what’s exciting is that organic reach is huge at the moment, with lots of potential to go viral, like Instagram back in the days before all the changes. I’d love to see how this social media platform matures over time and the users who will adopt it as a marketing channel. – Sam Founda, Social Connection
