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There is no such thing as a doubt that TikTok has developed past the newcomer software that manufacturers initially dismissed. TikTok has come a great distance since its early 2020, deep-in-a-pandemic-lockdown days. Certainly, the platform began as an app for dancing youngsters, lipsyncs and pure leisure — and that is the principle purpose many manufacturers initially approached it with a wholesome dose of skepticism.
However occasions have modified, the platform has developed, and brands are studying to have a look at the platform in a brand new gentle.
The TikTok you see as we speak is, in some ways, the identical but very completely different. The platform has turn out to be a channel of business opportunity for manufacturers and a private model development lever for a lot of creators.
You’ve got in all probability seen the identical stats about TikTok’s explosive development and accelerated trajectory in comparison with its counterpart social platforms. Whereas the one billion-plus month-to-month lively customers on TikTok alone are sufficient purpose to think about this platform, a couple of distinctive elements will make your funding in TikTok much more worthwhile.
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1. TikTok has turn out to be a significant cultural — and equalizing — power.
What units TikTok other than different platforms is that it has turn out to be the fast homeland for numerous cultural moments, actions and conversations. From the corn song to Harry Kinds to “quiet quitting,” cultural conversations and developments are born on TikTok, are adopted by area of interest communities and unfold by means of a ripple impact throughout different platforms and even conventional information and media.
For manufacturers, this implies maintaining an in depth eye (and ear, in fact) on what’s prime of thoughts for his or her communities. Past being a social listening software, TikTok additionally permits manufacturers to hitch the dialog and hop on the developments and moments that unfold on the platform, growing their relevance and timeliness.
Constructing on the concept of cultural actions, TikTok’s equalizing power reveals how a number of the most profitable manufacturers on TikTok might seamlessly be part of conversations with different customers as equal members. One other approach of describing TikTok’s impact on manufacturers is “humanizing,” — that means that manufacturers succeed by showcasing a human, imperfect, sincere character on this platform. Whether or not that is by means of a mascot, talking merchandise, or the staff behind the digicam — a participant’s mindset is a completely new method that manufacturers have to embrace to succeed on TikTok.
Associated: 6 Strategies to Stand Out as a Brand on TikTok
2. TikTok has emerged as a powerful competitor to Google in search.
Though TikTok is inherently an leisure platform, it has grown to turn out to be a go-to search engine for customers looking for community-verified solutions. That is very true for the youthful demographic, who place worth in search outcomes based mostly on genuine content material validated by area of interest communities as useful fairly than engineered with advert spend to rank.
Over 40% of Gen Z customers prefer TikTok and Instagram over Google search. That is very a lot according to the most important shifts we mentioned about as we speak’s customers emphasizing authenticity within the content material they devour in addition to the platforms they devour the content material on.
3. TikTok favors sturdy storytelling, authentic content material, and longer-form movies.
The content material taking up the app now leverages sturdy storytelling, genuine conversations, worth sharing and a wholesome dose of enthusiasm and keenness for the mentioned area of interest matter. The brand new age of manufacturers and creators has constructed communities round sincere conversations, on their enthusiasm for the area of interest subjects they talk about of their movies, and serialized content material that makes them instantly recognizable.
If initially, 15-second clips and purely trending content material made up the majority of TikTok’s content material, the platform has pushed in direction of providing longer movies of as much as 3 and now even ten minutes. This transformation has occurred in gentle of the rise in time customers spend on the app consuming content material (at the moment at 95 minutes a day — that is over 1 hour!). This marks a change in how creators and types use TikTok for his or her content material, which has turn out to be more and more extra conversational, storytelling-focused, instructional, and entertaining.
4. TikTok is rising as a robust various paid media channel post-iOS 14.
Everyone knows concerning the hit the standard promoting panorama took after the iOS 14+ updates have been applied. The promoting platforms as soon as generally known as the go-to paid channels — Facebook and Instagram — suffered from the privateness coverage adjustments, resulting in a drop in information accuracy and monitoring.
Whereas all advert channels are impacted by the iOS 14 updates, manufacturers are transferring in direction of diversifying their channel mix so as to not put all eggs in a single (two) basket(s) (learn: Google or Fb). On this local weather, TikTok has emerged as one of many strongest contenders for a lot of manufacturers’ budgets, particularly as a top-of-funnel consciousness and site visitors driver.
As I’ve mentioned above, the inventive on TikTok is not like every other platform — it is pushed by authenticity, a uncooked aesthetic, and an entire negation of the promotional really feel that different advert codecs throughout different channels share. In different phrases, advertisements should not like advertisements on TikTok — they mirror natural, user-generated content material to cease the scroll and get the viewers to concentrate. And subsequent? They go to your web site, so that you seize, retarget and convert them into loyal clients.
5. TikTok can turn out to be a flywheel of content material you possibly can repurpose throughout a number of different channels.
Final however actually not least, short-form video is short-form video — and it is the main content material format on TikTok and past. When contemplating Instagram’s (and now additionally Fb’s) Reels, YouTube’s Shorts, Pinterest’s push into movies, Snapchat’s Highlight and extra, there’s greater than sufficient proof that unpolished, natural, UGC-style movies are the highest-performing format proper now.
Mixed with the truth that most modern cultural conversations are beginning on TikTok, it permits manufacturers to create a vault of movies which are on development, in tune with tradition, and that may be repurposed throughout different platforms (paid and natural) for testing functions.