TikTok has proven to be here to stay, so if brands want to reach millennials, now is the time to jump on board. Many marketers find that TikTok, with its distinct culture and functionality, is the most difficult social media platform on which to create content. That’s why companies that put money into TikTok influencer marketing get a huge return on their investment.
As a result, the fact that TikTok is expected to overtake YouTube and become the third most popular platform after Instagram and Facebook for influencer marketing spend is not surprising in the least.
TikTok: What Is It and How Does It Function?
Short-form videos are the focus of the social media platform TikTok. The success of TikTok can be traced back in large part to the app’s format, which allows users to easily create videos that are both interesting and in line with current trends and preferences by using preexisting audio, filters, and song and dance routines. TikTok is a social media app like any other, with profiles and a feed that appears when you launch the app so you can follow your friends’ activity and communicate with them.
Clips on TikTok cannot exceed 15 seconds in length; however, users can stitch together multiple clips to make longer videos. While this may seem restrictive at first, it’s actually a big part of what makes TikTok so successful: users and creators alike can consume a massive amount of content in a very brief amount of time.
What Kind of People Use TikTok?
TikTok may be relatively new to the world of social media, but it’s certainly no small network. If you haven’t been keeping track, earlier this year TikTok hit 2 billion total downloads. TikTok may be more well-known in other countries, but its user base is disproportionately young: nearly 70% of users are under the age of 40, and many of them are younger than 18. You should begin promoting your brand through TikTok influencers if you rely heavily on the attention of teenagers and young adults.
To what extent does TikTok’s success depend on certain types of content?
TikTok is great for making short videos, and only short videos. Once restricted to only 15 seconds, TikTok now allows videos up to a full minute in length. Pranks, dances, jokes, cooking demos, music videos, and more have all found their way onto the platform. Like Instagram, videos uploaded to TikTok must be shot in a portrait orientation.
TikTok is a great platform for sharing music and short videos, but creating tutorials is challenging due to the platform’s limits on video length. However, while in-depth guides are widely consumed on platforms like YouTube and Instagram, demonstrations for TikTok must be kept to a minimum. While some more elementary products might benefit from being presented as tutorials on this platform, the vast majority would not. TikTok users are also able to edit their videos with a wide variety of filters and other effects. This amusing quality works well with imaginative goods and services.
However, other types of collaborations are possible for a wide range of products. For promotional purposes, a designer evening wear company could have a social media influencer perform a dance number while wearing their product. To the same extent, demonstrating the newest gaming controller shouldn’t take more than a minute. And so can a wide range of edible and non-edible items. Your TikTok influencer marketing strategy, like any other type of campaign, needs careful planning to ensure it will bring the best results for your product or brand.
Why You Should Promote on TikTok with Influencers
Every marketer understands that it is getting more challenging to get their messages across to consumers. There has been a dramatic rise in the use of ad blockers as users seek relief from the frustrations of slow downloads, cluttered pages, and an overall distrust of advertisers.
Some of the largest social networks are seeing a decline in advertising effectiveness as users tune out content and decrease their engagement.
When you factor in the fact that most companies aren’t set up to produce the kind of genuine content that would interest teenagers, you’ve got a serious problem on your hands with social media. When was the last time a company participated in one of those dance videos that went viral on TikTok?
To rise above the din as a local TikTok user, it helps to have influential peers vouch for you. The unique demographics of the TikTok audience and the culture they have created lend extra weight to this idea, but it is applicable to influencer marketing wherever your target audience is on any of the social media channels.