We all know the sensational entertainment app that is breaking the internet, TikTok. Most of the older generations believe that the app is made for Generation Z. However, the facts prove different. If you’re a marketer, it’s essential to understand the value of TikTok for your clients and whether or not it’s the right platform for them. Let’s get you up to speed on this social media platform to reach audiences you wouldn’t have expected to thrive.
What is TikTok?
TikTok is a social media platform where people create, share, and discover short videos. From teenagers to young adults and brands, this app is used as an outlet to express themselves in 15- or 60-second videos. Since its launch in 2018, TikTok has become the fastest-growing social media app in the world.
As a marketer, that should really make your ears perk up! As of 2021, the platform had over one billion annual users, which is only growing.
Why Do Brands Like TikTok?
Great question! Well, for starters, there are a billion people on this social channel every year – that means there are a billion potential customers who might fall in love with your advertising and branding if you do it right. Additionally, TikTok has been installed on devices three billion times worldwide, proving that users of this platform are engaged with the content they consume. This means big things for businesses trying to vie for the Gen Z audience (ages 16 to 25). But Gen Z only makes up a portion of the users on TikTok. This is why it’s essential to understand how to market your brand properly on it.
Not long ago, TikTok opened up the platform so that brands can now purchase ad space. Companies have seen high engagement and impressions from their marketing efforts on TikTok, mainly when they employ the use of influencers who can help video clips go viral. TikTok’s latest “Shop-in Ads” feature has become very popular. This tool allows users to scroll through videos, see an ad for a product (in video form), and easily access a button that leads them to a purchasing page.
Since this platform has garnered so much attention so quickly, brands really can’t afford not to get in on the action.
The following are a few common reasons brands are jumping on the TikTok bandwagon:
- Content Creation. TikTok allows for creating viral campaigns and engaging content, such as challenges, using trending audio, and more.
- Brand Awareness. TikTok helps spread brand awareness which can lead to generating traffic, leads, and brand loyalty.
- Effectiveness. TikTok only contains video content, which is more effective than a single-image advertisement.
- Lightness. With TikTok, brands can show off a lighter side of their companies through humorous videos, challenges, and strategies that aren’t likely to be seen on other platforms or advertising outlets.
- Demographic. According to Statista, as of September 2021, 25% of TikTok users are ages 10-19, 22.4% are 20-29, 21.7% are 30-39, 20.3% are 40-49, and 11% are 50 and over.
- Attention. Overall, the platform is a great attention-grabber.
Examples of Brands Doing TikTok Right
Given the rising popularity of TikTok, the list of companies using the platform is lengthy. Those doing it well are seeing the fruits of their efforts pay off. Here are a few of our favorites at the moment:
Apple Music filmed Selena Gomez’s music video on an iPhone 11 and promoted it on TikTok. They also promoted Olivia Rodrigo’s track “Brutal” and encouraged TikTok followers to create their own #BrutalMasks.
Hey, you have to know your audience, right? Teen Vogue knew where to go to grab the attention of its target demographic. The brand headed straight to TikTok and quickly gathered more than 1.2 million followers. Its videos are super simple and optimized to the platforms’ features, so they greatly appeal to the Gen Z demographic.
The NFL has liked TikTok’s platform, serving up viewers with a mix of parody videos and game highlights. Fans rally around the brand’s posts to share their football pride and create their own unique videos supporting their favorite teams.
Fenty Beauty has taken to its digital real estate on TikTok to show off its products and connect with its audience through video snippets, swatches, and quick tutorials.
Other Notable Brands on TikTok
As we said, this list is far from exhaustive. Here are a few other brands you’ll probably recognize – each of which is killing it on TikTok in its own way:
- The Ellen Show
- The Washington Post
- Ralph Lauren
- San Diego Zoo
- The Tonight Show with Jimmy Fallon
- IFAD (International Fund for Agricultural Development)
- Sherri Hill
Need Help Getting Your TikTok Up and Running?
In the words of Gary Vee, “TikTok’s app is ‘training wheels’ for future influencers and content creators.” If your brand isn’t on TikTok now, it’s time to put your training wheels on and go to town. You don’t have to go at it alone, though! Zero Gravity Marketing is here to help. Touch base with our team to learn how we can assist you today!