Short form video

Brand Growth on TikTok

TikTok has quickly become the dominant force in the short-form video market. The platform has gained massive popularity among users, especially younger generations, and is now making its presence felt in the digital marketing world. As a result, other major players in the social media space such as Instagram, Facebook, and YouTube are being forced to make changes to adapt to this new reality.

One of the main reasons for TikTok’s success is its focus on user-generated content (UGC). The platform’s algorithm promotes videos that users are engaging with meaning: reposts, updated posts, and the potential for a video to get pulled into a whirlwind of viral sharing (at no extra cost). This has led to the creation of a large community of creators, many of whom have gained significant followings on the platform.

Another key aspect of TikTok’s appeal is its use of music and sound. The platform allows users to add music and sound effects to their videos, which can make them more engaging and memorable. This has led to the creation of popular trends and challenges, such as the “Renegade” dance challenge, that have taken the platform by storm.

Here are a few of the reasons why YOU should consider TikTok to help grow your business:

  1. Reach Younger Audiences: TikTok is particularly popular among the new millennial consumer base, which makes it a great platform for companies looking to connect with this expanding demographic. By creating engaging and relatable content on the platform, brands can attract a younger audience and build a loyal customer base with repeat purchase potential.
  2. Viral Content: The algorithm of TikTok promotes videos that users are engaging with, creating a self-sustaining cycle of viral content. This can be leveraged by companies to create viral marketing campaigns that can quickly spread across the platform and gain a large reach.
  3. Music and Sound: As mentioned earlier, TikTok allows users to add music and sound effects to their videos, which can make them more engaging and memorable. This feature can be used by companies to create catchy and memorable advertising campaigns.
  4. Creators Community: TikTok has a large community of creators, many of whom have gained significant followings on the platform. Companies can collaborate with these creators to create sponsored content that will be seen by their large followings.
  5. Cost-effective: TikTok advertising can be more cost-effective than traditional forms of advertising, especially when it comes to reaching younger audiences. With its low-cost ads and easy-to-use ad creation tools, companies can reach a large audience at a fraction of the cost of traditional advertising methods.

As a digital marketing expert, it is important to keep an eye on TikTok’s evolution and the changes that other social media platforms are making in response. Brands that want to stay ahead of the curve should consider experimenting with TikTok as a marketing channel, as it offers a unique way to connect with younger audiences and create viral content. We’ve seen the largest success areas in:

  • Brand Building: Companies that have successfully used TikTok to build their brand identity by creating a consistent and relatable persona have seen exceptional growth. This can be done by creating a branded hashtag and encouraging users to use it in their content, which then leads to increased brand awareness and loyalty. Additionally, companies can use TikTok to showcase their company culture, their values and their behind-the-scenes vibe, which helps to humanize the brand and make it more relatable to its audience.
  • Influencer Marketing: TikTok has a vast array of micro-influencers and creators that can help companies to reach new audiences and grow their brand exposure. By collaborating with these creators, companies have tapped into their existing followings and gained further credibility and trust. Further, these creators can also be leveraged to generate creative and unique ways to promote the brand, which, when done well, results in more authentic and relatable advertising. Unique to TikTok, some companies have also quickly been able jump onto a trend and challenge features of the platform, which increased their chances of a viral video.

TikTok continues to be the major player in the short-form video market and is even forcing other social media platforms to adapt in dramatic ways. Brands and digital marketers should take note of this shift and consider experimenting with TikTok as a marketing channel to stay ahead of the curve.  But, as always, quality content is king… so, be thoughtful in your process as mediocre videos will turn viewers away.

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