Why Care about
TikTok
The new-gen discovery channel all about the good times, TikTok is the buzz channel for sharing, sourcing and exploring content (without the limitation of algorithms). So what does this mean for modern brands looking to engage? We chat to Director of the Social Lab, Jordan Lomax on the who, why and when of TikTok.
What is Tik Tok essentially, and how does it differ to Snapchat and/or IG – what features are unique?
TikTok is a short form video content platform that’s really all about discovery and consuming content. While it’s definitely got similar features to other major players, it is in fact actually very different from both a functionality and a consumption perspective. Below are its main features and what makes it unique:
It’s all about discovery, not necessarily following friends (like Instagram) – searching by words, sounds, users and hashtags. Most time spent on the app is through the “For You” page, which is similar to the Instagram explore feed.
Speaking of sounds, almost all TikTok videos are created around sounds/music – meaning it’s also an incredible opportunity for musicians too.
Interactions are encouraged, with incredibly high engagement rates and brands tolerated (or even welcomed!) by users.
The TikTok algorithm treats all pieces of content as individual content. That means no matter how many followers you have – everyone has the same chance at going viral – becoming famous has never been easier.
Content has an incredibly long shelf life – it can go viral at any time. TikTok does not focus on the date posted (not showing it at all in the feed!) meaning they can push good content for as long as they like.
It’s been referred to as the new ‘Vine’ – just another platform for people to create and share content to the masses.
The key target demographic for Tik Tok?
Australian demographics are, as expected, younger skewed. 51% of users currently are under 18, with 31% between 18-24, and the remaining 18% of users in the 25+ age bracket. Gender wise, it’s a pretty even split, with 45% Male and 55% Female.
While the younger audience is not for everyone, the app is definitely starting to age up (especially during COVID). With 55% of AU users only joining the app in the last 6 months, the growth is huge, and the audience shift will continue as more join.
The platform has been widely embraced by the world particularly during #ISO, what makes it so appealing to such a wide demographic, in particular creatives.
Breaking this down into two parts.
Why is the app so widely embraced by all? That’s a really simple one. It’s such a positive escape from everything going on in the world. The app is filled with positive, lighthearted takes on what’s going on from everyday people. It’s one of the only places you can really have a laugh, or watch endless dog videos and not have to scroll through the crap on Facebook to find them. It’s also nice respite from the flood of perfectly curated Instagram feeds. It’s lo-fi content that is relatable and refreshing in a world so full of perfection.
What makes it so appealing to creatives? Firstly, the content style on TikTok is so much more lo-fi than any other channel (especially video specific) – which takes the pressure off. There’s no need for a high end production – you just need a good phone (and perhaps a ring light!). You don’t even need to know how to edit a video. The editing and creation capabilities on TikTok are somewhat jaw dropping. Augmented reality, green screen filters (more effective than a professional setup!) and sound syncing are just a few of the hundreds of features built into the app – making content creation easier than ever before.
What commercial opportunities are available – and do you recommend TikTok to most brands, or more lifestyle/creative brands only?
Being such a new channel to market, the commercial argument is still being tested with varying results. Many are using TikTok as a pure brand awareness tool, especially to help reposition to a younger demographic. A great example of this is Guess #InMyDenim campaign which manifested 5,500 pieces of user generated content profiling their denim looks. While it can be used as an organic channel (and brand awareness is important!), there are paid opportunities for brands which is where the real commercial opportunity lay – sponsored in-feed ads, brand takeovers and sponsored all available to brands in Australia.
While there’s definitely a place for all brands on TikTok – I think a brand really has to understand the platform before diving in. It’s so different to all other platforms – you need to have a specific strategy for your content, ensuring it’s in line with what users expect. I do believe any brand has a “TikTok story” to tell, it’s just about understanding it.. Remember, you’re talking to brand savvy users who can spot a bad ad a mile away – so give it some thought!
Are you able to target certain demographics/interests etc as you are with Facebook/IG?
Yes you can! Demographic targeting, custom audiences/retargeting (e.g. website visitors/email lists) and interest targeting are all available. However, interest targeting is much less granular than Facebook, with broader categories like “beauty” as targeted as you can get.
Is the objective more profile boosting in follows/likes, or direct product purchase?
A little bit of both! Currently, the platform is really catered for engagement – however, if the Chinese version of the app (Douyin) is anything to go by, the enhanced ecommerce functionality will be coming our way soon (which will make direct product purchasing much easier). For now though, it’s definitely more about brand awareness and profile boosting.
What kind of commercial results have you seen on TikTok?
I’ve seen many brands launch a product on TikTok who sell out within hours – it’s a little bit of luck, but if a product featured video goes viral, it’s almost certain it will result in product sales too. Everything from clothing, to star gazing bedroom lamps, to glitter slime – there’s definitely an argument for commercial success on TikTok!
Why do you believe and recommend the platform and why should modern marketers make it a key part of their digital strategy?
Right now is the perfect time for marketers to jump on board. We all remember the golden Instagram days where 25,000 followers was an easy target, engagement rates were higher than ever, and people loved influencers and brands on the channel – that’s where we’re at with TikTok. Follower growth is almost a given, engagement rates are the highest across any media, and if you’re one of the first brands to jump on board, you’re future proofing yourself. We all know that conversion around “if only we’d started our Instagram account 10 years ago” – well, now’s your second chance.
It’s a great way to show another more relatable side of your business without sacrificing the brand you’ve built on other channels, and with low resources and budgets required for content creation – it’s a no brainer to include as part of your overall digital efforts. While the audiences on TikTok may be young now, they’ll grow up to become avid shoppers who will make purchase decisions too – get in front of them while you can!
Best place to start for beginners?
Download the app and use it! A couple of days watching videos and making some of your own and you’ll already know more than many who are trying to understand it!