Like many people around us, chances are you’ve never heard of TikTok. No worries! Most of us have discovered this application very recently due to their kids.
Our pre-teen has indeed had fun all summer with friends, producing short videos mixing choreography and playbacks on the hits of the moment. Both social network and entertainment media;
This app has become number 1 among young people under 30 in less than two years. With an increasing number of downloads and users, we all want to know the relevance of including this social network in a brand communication strategy. What would be the advantages for a brand to be present on TikTok?Can we really gain notoriety on this application? Here are some answers.
TikTok, how does it work?
On TikTok, we sing in playback, we perform more or less complex choreographies, and we participate in challenges. All this is filmed, edited, and shared directly from the app thanks to very easy-to-use native features. As on other social networks, you can find filters, stickers, and fun effects for the creative aspect. But the special thing about TikTok is the huge selection of songs to play with. Music sets the pace in TikTok and makes it the perfect social network for young people looking for simple entertainment where no one takes themselves seriously. That’s why people use this platform to become TikTok influencer and buy TikTok followers and views help them in this journey.
Navigate in TikTok
Once in the application, the algorithm displays new content by default by offering a stream of videos chosen for you under a “for you” tab. The videos start automatically, and navigation between each video is done by swiping the screen. Unlike other social networks, the publications of friends and people we follow are not those highlighted, and they are visible under a “subscriptions” tab.
The video format is vertical and occupies the entire screen. Lasting from 15 seconds to one minute, this “snack able” content is well suited to a fragmented consumption pattern. Moreover, the frequency of opening the application is eight times a day on average.
Due to the various editing functions available, a simple smartphone is enough to produce qualitative videos without leaving the app. And TikTok allows sharing and exporting to other social networks, which makes the best content go viral. Most people buy TikTok followers to make their content viral.
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TikTok hashtag challenges
Challenges are the backbone of TikTok. Each week, the editorial team offers hashtag challenges to its community. Users take up these challenges to create new videos on themes that are sometimes serious and often fun.
These official challenges allow certain videos to obtain a lot of visibility since TikTok highlights them by pinning them or by assigning them an “official” badge. Unofficial challenges, launched by the users themselves, also take place in public or within the restricted framework of groups of friends.
What interest for brands?
Even though TikTok does not yet offer an ad network, we see several reasons why brands should be interested in TikTok:
- Access to a young audience, even very young, which has little presence on other social networks
- Strong potential for content virality
- A social network that encourages UGC (User Generated Content), this content produced by consumers and which highlights a brand or a product
- A video format very popular with Internet users that promotes sharing
- A platform that allows you to create content at a lower cost
- The possibility of using influencers to generate engagement
- Several brands have successfully taken the plunge, launching their own challenges. Among them, we can cite the #MaoamChallenge by Haribo (4.5 million views), the #ShareaCoke by Coca Cola (200 million views), or the #CityCatwalk by Michael Kors (5 million views).
