3 minute read
Guest Columnist
Adeline St John, digital director at The Media Snug, on the opportunities available for brands to get involved with TikTok.
TIKTOK – NOT JUST A KIDS’ PLATFORM
Above: Adeline St John, digital director, The Media Snug.
phenomenon. However, I’m hoping I have convinced you of the opportunities available. Now, it’s time to take those first steps.
UNDERSTAND THE PLATFORM
TikTok used to be associated with music and dancing teens, but if you’ve dismissed it as on advert spend. With TikTok boasting over 1 billion daily video views, they are literally giving away organic reach and engagement a platform for your business, then - a good reason for businesses you might want to think again. to start using the platform. TikTok is rapidly growing into a Another bonus? You don’t have strong platform which can help to persistently increase your brands to reach new audiences. followers to get seen on TikTok
How big is TikTok? Well, - you just need good content. the beginning of 2022 saw over 1.39 billion monthly active users, with growth predicted at 1.8 billion by the close of this year. Compared to platforms like Reddit, Pinterest, Snapchat and Twitter, TRY IT - YOU MIGHT LIKE IT! TikTok is roaring ahead. I believe in practicing what you
Should Facebook and Instagram preach, so I downloaded TikTok be afraid? Currently, Facebook during Covid. Within two days, its is still reporting 2.89 billion algorithm had me all figured out. monthly active users, but with I was seeing content on my ‘For TikTok growing 45% between You Page’ that was truly relevant 2020 and 2021 and predicted to me in a way that Facebook/ growth towards the end of this Instagram could never do. I stalked year - it’s a big fat ‘yes’ from me. the app, soaked up the feed, and
TikTok is maturing while spent time ‘researching’. This Facebook is aging. TikTok’s quickly turned into a new habit. main demographic isn’t all about Before long, one of my own videos dancing teenagers anymore. took off. I didn’t spend any money In fact, a whopping 37% of and it wasn't a polished video, worldwide users are over the but it got 182k views and nearly age of 30, and an eye-watering 5k likes. Would you ever get that 70% are over the age of 20. kind of reach and engagement
Still not convinced? Most on Facebook? Not unless you accounts on Facebook have seen paid a large sum of money. a huge drop in organic reach and Having spoken to many brands engagement, and advertisers are in our industry, I know there is reporting a lack of conversions trepidation in joining this new If you haven’t already, download the app personally and search for things that interest you. Within a few days, TikTok’s algorithm should start placing good, relevant content on your feed. Get to know the trends and use the discovery search function to explore the app. If you are brave enough, why not start sharing some videos yourself?
STRATEGY
As you start to figure out how the app works and see trends appearing, you will start to get a feel for how this app could work for your business. As a company, you will already know who your audience is, and what tone of voice you use. It’s time to throw that out of the window.
TikTok is all about having fun and showing personality, with raw videos and honest content. I have seen some big corporate brands (in our industry) open TikTok accounts, but they try to share professional, polished videos that instantly divebomb. Why? Because there is no personality, no behind the scenes, no jumping on trends… TikTok should be in the moment, shot on a phone camera and, most importantly, it should be fun.
We have pulled together a How-To-TikTok guide, check it out on www.mediasnug.com. If you would like help or advice with your social media strategy and implementation please call The Media Snug and ask for me.
