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There isn’t any doubt that TikTok has advanced 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 cause many manufacturers initially approached it with a wholesome dose of skepticism.
However instances have modified, the platform has advanced, and manufacturers are studying to have a look at the platform in a brand new mild.
The TikTok you see as we speak is, in some ways, the identical but very completely different. The platform has develop into a channel of enterprise alternative for manufacturers and a private model development lever for a lot of creators.
You have 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 energetic customers on TikTok alone are sufficient cause to contemplate this platform, just a few distinctive components will make your funding in TikTok much more worthwhile.
1. TikTok has develop into a significant cultural — and equalizing — pressure.
What units TikTok aside from different platforms is that it has develop into the speedy hometown for varied cultural moments, actions and conversations. From the corn track to Harry Kinds to “quiet quitting,” cultural conversations and developments are born on TikTok, are adopted by area of interest communities and unfold by way of a ripple impact throughout different platforms and even conventional information and media.
For manufacturers, this implies holding an in depth eye (and ear, after all) on what’s prime of thoughts for his or her communities. Past being a social listening instrument, TikTok additionally permits manufacturers to hitch the dialog and hop on the developments and moments that unfold on the platform, rising their relevance and timeliness.
Constructing on the thought of cultural actions, TikTok’s equalizing pressure reveals how among the most profitable manufacturers on TikTok might seamlessly be part of conversations with different customers as equal individuals. One other approach of describing TikTok’s impact on manufacturers is “humanizing,” — which means that manufacturers succeed by showcasing a human, imperfect, trustworthy character on this platform. Whether or not that is by way of a mascot, talking merchandise, or the crew behind the digicam — a participant’s mindset is a wholly new method that manufacturers must embrace to succeed on TikTok.
Associated: 6 Methods to Stand Out as a Model 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 develop into a go-to search engine for customers searching for community-verified solutions. That is very true for the youthful demographic, who place worth in search outcomes primarily based on genuine content material validated by area of interest communities as useful slightly than engineered with advert spend to rank.
Over 40% of Gen Z customers want TikTok and Instagram over Google search. That is very a lot consistent with the foremost shifts we mentioned about as we speak’s customers emphasizing authenticity within the content material they eat in addition to the platforms they eat the content material on.
3. TikTok favors sturdy storytelling, unique 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 fervour for the mentioned area of interest matter. The brand new age of manufacturers and creators has constructed communities round trustworthy conversations, on their enthusiasm for the area of interest matters 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 mild of the rise in time customers spend on the app consuming content material (presently 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 develop into more and more extra conversational, storytelling-focused, academic, and entertaining.
4. TikTok is rising as a strong different 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 often called the go-to paid channels — Fb and Instagram — suffered from the privateness coverage modifications, resulting in a drop in knowledge accuracy and monitoring.
Whereas all advert channels are impacted by the iOS 14 updates, manufacturers are transferring in direction of diversifying their channel combine 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 visitors driver.
As I’ve mentioned above, the artistic on TikTok is not like another 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, adverts aren’t like adverts 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 develop into a flywheel of content material you’ll be able to repurpose throughout a number of different channels.
Final however definitely 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 fashionable cultural conversations are beginning on TikTok, it permits manufacturers to create a vault of movies which might be on pattern, in tune with tradition, and that may be repurposed throughout different platforms (paid and natural) for testing functions.