Generation Media - Tapping into TikTok: top tips for toymakers

Charlotte Brehaut

The rise of TikTok has accelerated over the pandemic, with lasting implications on how content is consumed and perceived. Loveday and Charlotte investigate how to tailor TikTok content for the kid’s space.

As part of the Entertainment division of Generation Media, our ethos is having a presence wherever your fans are. We have been tracking the rise of TikTok and the best ways for brands to get involved. Admittedly we may have become addicted to the app along the way.

TikTok has presented a conundrum for toy marketeers. The app, which reached over 17m active monthly users in the UK and No.2 in the app charts during 2020, technically does not allow children under the age of 13 access, or advertising aimed at this demographic. However, anyone that has a ‘tween’ in their life knows this is not actually the case. In fact, a New York Times article (published during the summer) revealed that a third of TikTok users were very likely to be under the age of 14 - something that TikTok refused to comment on.

Brand safety

So how should toy marketeers be using TikTok as part of their communication with their fans? We believe a window of opportunity has been created for a content led strategy. In our research of the app, we were pleased to see an abundance of user generated content featuring toy brands. The likelihood is your products already have a presence on the app and now is a great time to start investigating how to build on that. It’s important, however, to have a tactical approach and great creative that blends into the experience of TikTok. Advice from the app itself says ‘Don’t make ads, make TikToks.’

Rightfully so, there is still apprehension within the industry. Not only is the app in relative infancy compared to other social media channels (and therefore less trusted), it has also had some safety issues along the way. TikTok’s response has been agile and receptive to concerns, for example producing a family safe mode last year, and more recently blocking under 16s from direct messaging and live streaming. On this topic, TikTok is now an investor in Media Smart initiative with the AA, a move that will no doubt increase its brand safety credentials.

The opportunity

What makes TikTok particularly appealing is that it currently presents an unparalleled opportunity for brands to gain organic reach. More so than any other social platform, TikTok’s algorithm favours user interests and video performance (the amount of engagement) over follower numbers. This means that, with the right content, anyone can leverage the app to gain millions of views, regardless of following. The user experience is entirely reliant on this complex algorithm and as such, it is key to create content that has a high watch time and is highly engaged with.

Top tips to create content

Hitting the right note on TikTok is all about relevancy, relatability and creativity. Firstly, consider your route in. As aforementioned, it’s worth investigating whether there’s already a community and conversation that ties in with your product or brand values. The sound-on nature of the app also means that utilizing a theme song or original audio is a no brainer. Content on the app is continually reversioned and in this regard, you can create momentum within your niche and see your products travel across communities. The second thing to bear in mind is the nature of your content – this is not the place for high production values, instead aim to create videos that pull back the curtain and feel authentic. Toy brands might want to consider utilizing a mascot as their narrative voice or highlighting specific features of toys that fans can create their own content around. Finally, take full advantage of the variety of features and filters available. As you will see, smart use of text on screen and the greenscreen effect have become common practice on the app.

Brands should not be daunted by TikTok – it is in the mainstream and the proliferation of its creative, snappy and unfiltered video formats have made them the benchmark. Toy marketeers must remain vigilant about how TikTok manoeuvres safety issues, but ultimately should be confident and excited by the prospect of organic reach. By being bold and encompassing the spirit of positivity and inclusion that TikTok has become known for, this is a fantastic way to reach your fans.

Please email loveday.weller@generationmedia. co.uk and charlotte.brehaut@generationmedia.co.uk if you want to know more about Generation Media’s communication strategies in the TikTok space.

Loveday Weller