How TikTok changed the social media game
By Mahek Vijaywargiya
What’s TikTok?
If you ever talked to a Gen Z, you would’ve heard of the fastest growing social media app in the world, TikTok. Founded in 2012 as Musicl.ly, it quickly became the fastest growing social media platform.
With its young and creative community, users can make and share short videos along with filters and sounds. And like other platforms, engage by following, liking, and commenting on the content they love.
But how did TikTok become so popular overnight?
It provides a platform for anyone and everyone to be a creator, encouraging them to express and share their creativity through videos. Because of this, not only has it rapidly grown but also competes against Facebook, Instagram, and YouTube.
Charli d’Amelio, a creator on TikTok, has over 120 million followers. She has her own collection of nail sets and collaborations with several high-end makeup brands. All because of TikTok.
Another feature that sets TikTok apart is the highly customised feed recommendations. Every user only sees content they’re interested in, allowing them to be hooked for longer periods.
TikTok began as a place for Gen Z and Millenials to do goofy dances, pranks and challenges. But with everyone at home getting bored in lockdowns, older millennials and boomers started hopping on to the app. To watch and make entertaining content. This made the community on TikTok grow super fast, reaching over 1 billion monthly users globally.
But there’s something else that makes TikTok so popular. TikTok videos have taken over WhatsApp groups, Instagram (Insta copied it and “Reels” was born) and your Pinterest feed. All because of the unique feature to easily share videos. So now you’re seeing “TikToks” everywhere.
What does TikTok mean for brands and the future of Marketing?
When it entered the market, TikTok was one of the few apps that had the features to make short videos with music and text. It was something a lot of people wanted, but didn’t know they wanted.
Today it’s become an excellent platform for businesses to engage with and reach people that share similar interests.
Here are a few tips on how you can use TikTok to make your brand more relevant and visible.
You don’t need to be perfect.
Unlike other platforms, TikTok is not about the perfectly curated, aesthetic feed or perfectly timed scheduled posts and stories. In fact, it’s the opposite. Authenticity on social media has become crucial over the past couple of years. Content that does well on TikTok isn’t super edited and polished. Instead, it’s genuine and organic.
Build your community and talk to them!
Brands aren’t searching for only views and likes. The goal is to get customers to buy their products. And the best way to do this is by building a community of fans who consume the content, take action, and spread the word further. A community takes time to build, and one of the best ways to engage is through TikTok’s feature to reply to comments via video. It’s a great way to show that you care and build credibility.
Another way to start is by leaning on other platforms where you’re already established. For example, cross-posting between TikTok and Instagram.
#UseHashtags and jump on trends.
The For You page is the most viewed on TikTok. This means that using hashtags right is essential for your TikTok to pop up on your audience’s For You page. It also provides the space where brands can hop on trends and challenges go viral.
In conclusion
With a highly engaged creative community and rapidly increasing users, TikTok is an excellent opportunity for brands and creators to reach their audience. I hope this article (written by a Gen Z, of course) convinces you to get on TikTok, and make some amazing content. Or just enjoy the myriad of videos on the app.
Don’t forget to follow us on TikTok — @thesilverkickco where we share marketing tips and tricks. And show our goofy side.
About the Author
Mahek Vijaywargiya is a Digital Marketing Executive at TSKC. She loves the massive scope of creativity in marketing. And how brands form a strong relationship with their audience through engaging content. When she’s not exploring marketing, you can find her in a corner with a good mystery book and Indian chai.
