We’re all familiar with the social network story: a new social platform comes on the scene, active users explode, influencers reign supreme, brands start to take notice and the platform begins to monetize. TikTok is the latest network to take off, and right now is the moment for your brand to make an impact on the platform. The total number of U.S. downloads were up approximately 27% in March compared to the first 23 days of February. Consumer behavior is changing as people are spending more time online and seeking out engaging, entertaining and participatory content that is TikTok’s hallmark.
For brands, the time is now for TikTok. Read on for what your brand needs to know to successfully launch on TikTok, based on what we’ve learned at our own agency.
Own the genre for your category.
Compared to other platforms, right now the number of active brands on TikTok is low. Taking action quickly means that it’s likely your brand may be the first in your category to become established on the platform. Think about how you can take advantage of the content native to the platform. TikTok may still be thought of as the “lipsyncing” app, but content formats are far more varied. TikTok calls these “genres.” They include animation, behind the scenes, comedy, DIY, vlog, makeovers, pranks, challenges and the list goes on. Play with the genres to test and learn what genre best conveys your brand’s message and gets the most efficient results, then own it. Content that is playful, clear and authentically attention-grabbing will have the biggest impact.
Anyone is a creator, and influence is everywhere.
You don’t have to be an “influencer” to have influence on TikTok. The main feed for TikTok, or the “For You” page, isn’t populated with content from your own followers; it’s content curated based on your preferences. The “For You” page is why, when we look at aggregate data from our community, engagement rate across all posts on TikTok is over 15%.
For brands, the benefit is two-fold. First, the process of generating awareness on TikTok is not dependent on building an audience on the platform. The second benefit is that once you’ve started to establish your audience, as long as you’re creating content consistently (we recommend three times a week), you’ll continue to expose your brand to new audiences on a regular basis.
Easily access influencers and creators.
TikTok’s video effects have made space for the amateur influencer, people with little to no experience creating content and who have never considered brand partnerships in the past. The platform also has an established influencer community that consistently produces highly visible and engaging content and are experienced in brand partnerships.
Have you heard about the TikTok Hype House? They are the amateur influencers who have figured out a genre and voice that resonates well with audiences. This broad range of influencers and content creators make the pool of potential influencer partners almost infinite. For brands of all sizes, this allows for easy access to influencers and content creators to expand awareness of your brand, or as a source to create TikTok-specific content for your own channels.
Create content that gains steam.
The average lifetime of a piece of content on social varies from platform to platform. In branded campaigns, we have seen a 50% increase in shares from one month to two months, and have seen a 36% increase overall in views from one month to two months.
Views can snowball as the post gains momentum and increases in virality, giving TikTok content long-tail viability. Content from the platform doesn’t have to stay on TikTok. Platform features encourage cross-platform sharing and it’s not uncommon to see influencers or TikTok creators cross-posting content to their other channels.
The barrier to entry for brands to start making an impact on TikTok is as low as it will ever be. Take advantage of this moment by testing and learning to carve out a TikTok genre that most efficiently conveys your message. Leverage the power of influence to quickly generate awareness, even when you’re just getting started. Tap into an accessible and expansive community of influencers and content creators, and watch your content gain steam as it lives on the platform. We don’t want to tell you “we told you so” next year.
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Author: Corbett Drummey, CommunityVoice