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January 2022 will be the time of the year again when we all collectively take a look at the digital trends and opportunities for the new year. As a business owner, you must be ready for the shifts in the way the industry approaches inclusive marketing campaigns, shoppable content, and more. The pandemic accentuates, and sometimes, intensifies, structural inequalities. People’s expectations are growing for brands or companies to take a more nuanced approach to diversity, equity, and inclusion. No doubt people are not defined by a single characteristic. They are more likely to connect with a brand that they see themselves reflected in a nuanced way.
The TikTok application was launched in 2016 by the Chinese technology company ByteDance. The app had about 1.1 billion active global users by early 2021. One of their core values is to champion diversity and inclusion both in the workplace and on their platform. TikTok is one of those rare spaces on the internet where people are celebrated for being their authentic selves.
More and more brands are joining TikTok as it reflects a key social media trend for creative skills and collaboration amongst young audiences. The app’s fast-paced nature keeps users engaged for relatively long periods, with users spending an average of 52 minutes per day on the app. When you use TikTok for business, your digital marketing strategy essentially multiplies indefinitely. Many business owners are now starting to see that they could be missing out on this major marketing opportunity because TikTok is so different from other social media platforms.
Exposure
The app itself has an accurate algorithm that makes your business’ posts end up on your target market’s page. Many brands have found success in marketing their products on TikTok not only because of the authenticity and creativity it offers but because of the incredible algorithm and exposure it offers. This app will give your brand access to an audience and following, it’ll no doubt pay off with consistent effort and value. For brands and companies, one of the most important things you can have is exposure. The more exposure you have on the platform, the better chance you end up with the right target market. Creating a TikTok account will be the best thing that can happen to your brand as this app will help you reach your audience even with fewer followers.
Trends
It has implemented an effective and accurate algorithm to show users trending videos relevant to their interest, making it easy to create relevant content and on-brand to your industry without having to do too much research. The best part about this app is that there is always a new trend. This makes creating content easier for marketing teams since there are never-ending fun trends or challenges to hop on and join.
Influencers
We are all familiar with influencer marketing hence it has been around for a while now. Brands get in touch with an influencer who has a sizeable following and pay them to post or create content to introduce and promote their services or products. This strategy is overly effective for the reason that it comes across more like a recommendation from a friend than as an advertisement. It fosters trust in the viewer and makes them more likely to buy or engage in your service or product.
If you want to think bigger and make more of an impact with your TikTok page, it might be worth thinking about working with influencers at scale. You can also start by kicking off a hashtag challenge attached to your brand or company. You may also get these influencers involved by using your hashtags or tagging your company page in their video. This will not only hugely increase your brand exposure but give it an excellent chance of going viral.
There are things you need to consider before collaborating with an influencer. Don’t restrict them too much, the best TikTokers have their voices, and by stifling that, sponsored content won’t resonate with their audience. Specify your deliverables, do you want just one video? Is the video going to be a skit, a transformation, a speaking-to-camera video, or a tutorial? Be clear about your expectations when collaborating with TikTokers.
Diverse Content
Compared to other platforms such as YouTube and Instagram, TikTok gives out a lot more natural and friendly feelings. Even scripted content, or videos that involved a lot of planning, appear like they were just thrown together at the last minute. The app has developed this relaxed and carefree atmosphere, as a result, TikTok is an exceedingly informal platform. Appearing too professional or sales won’t sit well with your viewers. So even though you may maintain a very professional appearance on Instagram, It’ll probably be a better idea to tone it down a bit and get silly for TikTok.
The great thing about this app is that it’s not just a social media platform where you can share your content with your followers, it also allows users to create their content with the app- which is more of an investment for your brand or company. Brands tend to create a video that sparks conversation, educates, or triggers emotion for users to engage on their page. It also gives you a license to experiment with new ideas that you wouldn’t try on other platforms.
Higher Chance Of Going Viral
Unlike other social media platforms that decide what content to serve you based on the creator’s popularity, TikTok has confirmed that follower counts do not directly influence what content shows up in your feed. This means you can have overnight success after posting just one video. The key to TikTok Virality all comes down to simply hopping on something that’s already trending. When you spend a short time on the platform, you’ll notice that lots of videos use the same songs and hashtags. When you see that, consider using the same song and hashtags or you may also create your own hashtags and start a new trend.
TikTok is still a very new platform, this leaves TikTok ripe for innovation and new voices. Many major companies and brands have yet to migrate to TikTok despite having a solid presence on Instagram and Facebook. Get on the platform, start watching videos and get creative, try new things, and see where it leads you.
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