Launched in September 2016, TikTok is quickly becoming one of the fastest growing social media platforms in the world. The app allows users to create short 30 second videos with music and filters with the ability to share content across all social media channels. TikTok provides a platform for users to express themselves in a very creative way unlike the lifestyle content we see on platforms like Instagram and Facebook - sometimes it’s funny, sometimes it’s cringey, but it’s most definitely addictive. Have you ever found yourself scrolling through Tik Tok for 10 minutes, and 3 hours later you’re still there, sat in exactly the same position? Don’t worry, me too!
Using TikTok for your business
TikTok regards itself as the “destination for short-form mobile videos” – You could say, it’s a bite sized version of YouTube with video length ranging between 5 and 60 seconds. Like any other social media, TikTok influencers and creators can earn a revenue stream from their views, likes, comments and shares.
The largest demographic of TikTok users is between the ages of 16-24. But don’t think TikTok is just a popular fad for generation Z. Since its launch in 2016, TikTok has evolved from just a video-creation platform to now, an effective marketing and advertising tool for many businesses.
Although not your typical marketing platform, or a style that you’re used to, Tik Tok is a great platform to promote your business. The short, engaging style videos are exactly the type of content audiences are keen to see. In the last 10 years, audiences have changed the type of content they like to engage with. Attention span is huge when it comes to social media content. It is apparent that a viewers’ ability to engage with a ‘long’ video has decreased due to up and coming apps like TikTok. The core of its success comes from the nature of its platform – short, entertaining videos. Producing the same, repetitive content on social media just doesn’t do it for your audience anymore.
It is still unclear exactly how the algorithm works, but it seems to be much easier for your videos (or business) to go viral on TikTok than on any other social media platforms. TikTok isn’t the place for perfect first impressions and fake laughter. It is a place for authentic entertainment, humour, and fun. The simplicity of the app allows for content to be produced within minutes, so there is no excuse! Give it a go.
Instagram Reels vs TikTok
In August 2020, Instagram launched their version of TikTok – Instagram Reels; “a new way to create and discover short, entertaining videos” a place to produce and upload 15 second videos with the use of audio and effects.
The essence of an Instagram Reel and a TikTok video is the same as both provide users with a creative space to create and share short videos with others. Reels were in fact launched as Facebook’s attempt to compete with the popular platform. However, despite being criticised as a Copycat, Reels have become popular with many influencers and online creators.
If you aren’t so keen on the whole TikTok fad, using Reels could be the platform you can use to target a wider range of audiences. Did you know, Reels are found in the explore page? A feature that more than 50% of Instagram accounts use per month. Having your Reels show up on this page, can expose your account/brand to more new followers/potential customers. Reels tend to have a higher reach rate due to them appearing on the explore page, stories, your feed and on their own reels feature page.
Tips for Reel content
Sharing content that educates your audience is a really good way to put your brand out there – users love to get to know you through, “How to” videos, or a “meet the team” video. This is where the gold is! Producing content like this, puts you in front of many other businesses that have not yet hacked content creation yet.
Secondly, I suggest uploading personable content – this could be through a behind the scenes of the office or warehouse. This allows your audience to gain trust with your brand and therefore will build relationships with those users. However, despite this, don’t fall into the trap of turning your videos into a selling point. Users engage better with ‘real’ content and enjoy seeing the human side to their favourite brands. So, although the end goal is to hopefully sell more, you want to stick to building relationships and trust with your audience through authentic content
Last week, we talked more in depth about YouTube and how to utilise that tool for your business. If you haven't already, have a read of it here to delve in to all things video creation for your business.
If you’re looking for expert guidance, Youbee Media offers marketing consultancy alongside TikTok marketing and social media management to help you grow strategically.
