How TikTok is Shaping the Future of Marketing and Advertising - Adweek
Hi online friends, If you are interested in marketing, advertising, media and tech, you probably have heard of TikTok, the short-form video app that has taken the world by storm. TikTok is not only a platform for viral dances, challenges and memes, but also a powerful tool for brands to reach and engage with their audiences, especially the younger generations.
In this article, we will explore how TikTok is shaping the future of marketing and advertising, and what you need to know to succeed on this platform. We will cover the following topics:
- The rise and popularity of TikTok
- The unique features and opportunities on TikTok
- The best practices and strategies for brands on TikTok
- The challenges and risks of TikTok
- The future trends and predictions for TikTok
Let's dive in!
The rise and popularity of TikTok
TikTok was launched in 2016 by ByteDance, a Chinese internet company, as a global version of Douyin, a similar app that operates only in China. Since then, TikTok has grown rapidly and become one of the most downloaded apps in the world, with over 2 billion downloads and 1 billion monthly active users as of 2021.
TikTok's success can be attributed to several factors, such as:
- Its addictive algorithm that delivers personalized content to users based on their preferences and behaviors
- Its creative and diverse community that produces original and entertaining content across various categories, such as music, comedy, beauty, fashion, sports, education and more
- Its interactive and social features that encourage user participation, such as likes, comments, duets, stitches, live streams and challenges
- Its global and local appeal that caters to different markets and cultures, with localized content, trends and influencers
TikTok's popularity is especially high among Gen Z and millennials, who make up the majority of its user base. According to a survey by Adweek-Morning Consult, 71% of Gen Z and 48% of millennials have a current account on TikTok, while 53% of Gen Z and 50% of millennials have purchased something from a brand after seeing it advertised, promoted or reviewed on the platform.
The unique features and opportunities on TikTok
TikTok offers a unique opportunity for brands to connect with their audiences in an authentic, engaging and creative way. Unlike other social media platforms that focus on polished and curated content, TikTok embraces spontaneity, humor and personality. This allows brands to showcase their human side, express their values and culture, and build trust and loyalty with their customers.
Some of the unique features and opportunities that TikTok provides for brands are:
- TikTok For Business: This is the official platform for brands to access various advertising solutions on TikTok, such as in-feed ads, branded hashtags challenges, branded effects, branded takeovers, top view ads and creator marketplace. These solutions enable brands to reach their target audiences at scale, drive awareness, consideration and conversion, and measure their performance.
- TikTok Shop: This is a new feature that allows users to shop directly from the app, using visual search or scanning QR codes. Users can also discover products from their favorite creators or brands through live streams or videos. This feature is currently being tested in select markets outside the U.S., but it could potentially revolutionize the e-commerce landscape on social media.
- TikTok Creators: These are the influencers who have built large and loyal followings on TikTok by creating original and engaging content. They are often seen as trendsetters, opinion leaders and role models by their fans. Brands can collaborate with them to create sponsored content or co-create products that resonate with their audiences.
- TikTok Trends: These are the viral phenomena that emerge on TikTok, such as songs, dances, challenges, memes or hashtags. They often reflect the cultural zeitgeist or social issues of the moment. Brands can tap into these trends to join the conversation, show their relevance and increase their organic reach.
The best practices and strategies for brands on TikTok
To succeed on TikTok as a brand, it is important to understand the platform's culture, audience and algorithm. Here are some of the best practices and strategies that brands should follow on TikTok:
- Be authentic: TikTok users value authenticity and transparency over perfection and professionalism. Brands should avoid being too salesy, scripted or formal, and instead be more casual, fun and relatable. They should also showcase their behind-the-scenes, their employees, their customers and their social impact.
- Be creative: TikTok users appreciate creativity and originality over repetition and imitation. Brands should avoid copying or reusing content from other platforms, and instead create content that is tailored to TikTok's format, features and trends. They should also experiment with different types of content, such as tutorials, testimonials, challenges, memes or stories.
- Be engaging: TikTok users expect engagement and interaction over passive consumption and broadcasting. Brands should encourage user participation, feedback and co-creation, by using features such as duets, stitches, live streams and challenges. They should also respond to comments, collaborate with creators and join relevant communities.
- Be consistent: TikTok users reward consistency and frequency over sporadic and occasional posting. Brands should post regularly and frequently, at least once a day, to maintain their visibility and relevance on the platform. They should also optimize their posting time, hashtags and captions to maximize their reach and engagement.
The challenges and risks of TikTok
While TikTok offers many benefits and opportunities for brands, it also poses some challenges and risks that brands should be aware of and prepared for. Some of these are:
- Content moderation: TikTok has faced criticism and controversy over its content moderation policies and practices, especially regarding political, social and cultural issues. Some users have accused the platform of censorship, bias or inconsistency in removing or suppressing certain content or accounts. Brands should be careful about the content they create or associate with on TikTok, and avoid topics that could be sensitive, offensive or divisive.
- Data privacy: TikTok has also faced scrutiny and suspicion over its data privacy and security practices, especially regarding its ties to China and its compliance with local laws and regulations. Some governments have banned or restricted the use of the app in their countries, citing national security or public safety concerns. Brands should be transparent about the data they collect or share on TikTok, and respect the privacy and preferences of their users.
- Brand safety: TikTok has also faced challenges in ensuring brand safety and suitability on its platform, given the diversity and unpredictability of its content and users. Some brands have experienced negative backlash or reputation damage due to their ads appearing next to inappropriate or harmful content, or due to their involvement in controversial or unethical campaigns or partnerships. Brands should monitor and manage their brand image and reputation on TikTok, and use tools such as block lists, category exclusions or whitelists to control where their ads appear.
The future trends and predictions for TikTok
TikTok is constantly evolving and innovating to stay ahead of the competition and meet the needs and expectations of its users. Some of the future trends and predictions for TikTok are:
- Live commerce: This is the integration of live streaming and e-commerce on TikTok, where users can watch live shows hosted by creators or brands, interact with them in real time, and purchase products directly from the app. This trend is already popular in China, where Douyin generated over $26 billion in gross merchandise value in 2020 through live commerce. TikTok is expected to follow suit and expand its live commerce capabilities in other markets soon.
- Short-form video ads: This is the emergence of short-form video ads as a dominant format for online advertising on TikTok, where brands can showcase their products or services in a concise, captivating and compelling way. These ads can range from 6 to 60 seconds in length, depending on the objective, placement and budget of the campaign. TikTok is expected to offer more options and features for short-form video ads in the future, such as interactive elements, shoppable links or augmented reality effects.
- Social commerce: This is the convergence of social media and e-commerce on TikTok, where users can discover, browse and buy products from their favorite creators or brands without leaving the app. This trend is driven by the increasing influence of creators on consumer behavior, as well as the convenience and efficiency of social commerce. TikTok is expected to enhance its social commerce functionality in the future, such as allowing users to create their own shops or collections on the app.
Conclusion
TikTok is a game-changer for marketing and advertising in the digital age. It offers a unique platform for brands to reach and engage with their audiences in an authentic, engaging and creative way. It also provides a variety of features and opportunities for brands to achieve their goals, such as awareness, consideration or conversion.
However, TikTok also presents some challenges and risks for brands that they need to be aware of and prepared for. These include content moderation, data privacy
and brand safety issues that could affect their performance or reputation on the platform.
To succeed on TikTok as a brand, it is important to understand the platform's culture,
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that suit their objectives, budget and industry. They should also monitor and measure their performance and results, and adapt and optimize their campaigns accordingly.
TikTok is not a fad or a niche, but a force to be reckoned with in the marketing and advertising landscape. Brands that embrace TikTok and leverage its potential will have a competitive edge and a loyal fan base in the future.
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