TikTok has soared in popularity, remaining the No. 1 downloaded app throughout 2021. This growth means it’s not only for Generation Z but for all age groups.
The app’s influence comes from everyday creators who have the power to impact their followers’ buying habits. So much so that the phrase “TikTok made me buy it” has become popular, with over 4.1 billion views of the hashtag on the app. In fact, all categories and products can take advantage of the platform’s buying influence. Products such as Maybelline Sky High mascara, ZARA jeans, feta cheese, Aerie crossover leggings, a levitating moon light, The Pink Stuff cleaning paste and Ocean Spray are some of the items that have been wiped off the shelves, simply due to creators featuring them in their videos. So how can your brand take advantage of the platform?
One of TikTok’s main selling points is its simplicity, so don’t feel the need to go above and beyond to generate engagement. Creating simple, relevant and quality videos will be enough to gain your footing and your following.
When it comes to their purchasing decisions, consumers want relatability, authenticity and someone they can trust. Partnering with influencers that have a genuine interest and connection with their audience will be a vital piece to your brand’s success.
A key aspect of TikTok is the unique take other content creators can sculpt from your content. A popular feature called Duets allows a user to use a split screen to react or add to an original video. With this type of creative freedom, your campaign has the possibility of engaging with new audiences, expanding your reach and creating a higher chance of going viral.
Brands such as e.l.f. Cosmetics, Chipotle, Fortnite, The Washington Post, Kroger and Crocs are only a small list of brands creating their own challenges, songs and sounds to create eye-catching and engaging content.
“Don’t make ads. Make TikToks.” The app is continuously pushing brands to embrace the unique and creative space it presents.
This industry-changing app is one that brands can no longer ignore or exempt from their campaign strategies.
Talk with your Bader Rutter social media manager to learn the role TikTok could play in your campaigns.
About the Author
Esabeau Neale, Social Media intern, is a driven, spirited and high-performing Marquette University graduate supporting the social media team. At Marquette, she was selected to teach and assist student athletes as well as execute social media strategies for the athletics department. She’s since been in the advertising industry for over a year, with two internships under her belt that focus on digital and social media.