TikTok: How brands are using it

It’s no surprise that brands are using the rising social media platform TikTok by posting content that attracts the Gen Z audience, a demographic likely to become the biggest consumer audience globally in 2020. In these unprecedented times where people, young and old, are stuck at home, TikTok is becoming more popular than ever as a source of entertainment, creativity, time-wasting activity as well as a place to connect with others over shared content.

Tiktok, formally known as Musical.ly, is a social app that allows users to watch, create and share short-form video content. It is used as a video sharing app that allows users to create and share 15 second videos on a topic of their choice, allowing different features such as sounds, effects and collaborations to be added to their uploaded content.

In 2018, TikTok became the fourth most downloaded app in the world; in 2020 it has already been downloaded more than 1.9 billion times worldwide. The app is primarily known for its lip-sync based comedy and dance routines, with over 800 million active monthly users.

Ashley Roberts(@iamashleyroberts) has created a short video on TikTok with music original sound. How about #thenewcommute 🤣 #asholation #foryourpage #fyp #houseoftiktok

Stacey solomon(@staceysolomon) has created a short video on TikTok with music when will my life begin. Trying to fill the time in isolation like... #lockdownlife #whenwillmylifebegin #foryou #foryoupage #fyp 🤍

TikTok encourages users to use three main features to connect with each other

1 . Watching and / or creating content

Uploaded or created in-app with stop and start recording, timers and other tools. Live streaming is also an option. Users can add visual filters, time effects, split screens, green screens, transitions and much more. As a user you can upload your own content or watch other people’s videos.

2. TikTok Challenges

These memes typically involve a popular hashtag or song. Trending songs act as prompts for users to attempt dance moves or create their own variation on a theme. These challenges are rising in popularity as more and more users get involved, especially while they’re staying home during lockdown or social distancing.

Chipotle(@chipotle) has created a short video on TikTok with music #Me at the concert. The internet is wild #oneyearoftiktok

The Oreo Cat®(@theoreocat) has created a short video on TikTok with music original sound. Hat trick 🧢 #findyourmagic #filterstransition #filterfx

3. TikTok Duets

Duets are a popular collaborative feature on TikTok that allow users to sample another person’s video and add themselves to it. Duets can range from genuine collaborations, remixes or spoofs. Artists such as Lizzo and Camila Cabello have used the format to promote singles and to connect with fans.

These features make it the perfect place for brands to encourage influencers or users to create content that can easily be shared and liked without being identified as an advert. Gen Z have been shown to respond more positively to authentic or natural content as opposed to paid promotions.

With the average attention span for social media content being eight seconds or less, it is crucial for brands to capture their target audience within the first few moments of seeing it, or risk being disregarded by followers.

How are brands using the platform?

Brands such as Universal Pictures have interacted with users through challenges, promoting upcoming movies or merchandise - generating 1.3 million likes on influencer videos and 19,000 user generated videos.

The platform can also be used to promote brand awareness. Elf cosmetics, for example, have been doing an incredible job capturing the audience's attention -  they are believed to have created the first original song commissioned for a TikTok campaign. The song is called “Eyes Lips Face” after the brand name’s acronym. Working with influencers to initially get the reach, they have set the bar high for brands to follow suit.

Yo Mama(@jessicaalba) has created a short video on TikTok with music Eyes. Lips. Face.. #eyeslipsface my errryday look #honestbeauty #cleanbeauty

NBA(@nba) has created a short video on TikTok with music 3 Vets. Working on his trick shots! 🤯 This is how @d_j_roberson #hoopsathome! Show us what you're working on!

Reaching a new generation

Gen-Z will soon be the largest generation of all, making up 40% of all global consumers, so it’s no surprise that brands are taking notice and jumping on the bandwagon.

And it’s not just brands that are noticing the trend, channels like YouTube are reportedly jumping on the bandwagon with reports of a new TikTok-esque app from the video giant called ‘Shorts’. With over 2 billion monthly active users, YouTube is likely to become an instant player in the short-form, user-generated video space. 

 We should see Shorts in app stores by the end of this year and (hopefully) in our Google Ads Manager as well.

Influencers and authenticity meet TikTok

Like it or not, it’s looking like Influencer marketing is here to stay, with large percentages of consumers saying it’s more trustworthy than traditional advertising methods. However, more and more, restrictions are being put in place with how brands can be placed with influencer content - it’s almost as if we’ve gone full circle. Enter TikTok. By cleverly using influencers, it’s possible to gain huge brand awareness without people being overly aware that they’re being sold to, mostly because the content is just so entertaining. It has the capability to put brands into the people’s homes in bite-size, consumable chunks that audiences are lapping up. Think product placement of the 1950’s but for a sceptical and conscious Generation Z.

How Mighty Social can maximise your TikTok offering

At Mighty Social, we engage with communities on platforms with real conversations, as well as find authentic influencers to spread your messaging. If you’re looking to reach a new audience or niche community, get in touch and we can help you reach your goals in 2020 and beyond. Find out what we can do for your brand on TikTok.