If you hadn’t considered TikTok for your digital marketing before 2022, you certainly should. This entertainment platform has taken the world by storm and it’s not letting up any time soon.

Did you catch that? TikTok is an ENTERTAINMENT platform; not a social channel. TikTok recently replaced Netflix as the most popular app for people under 35 years of age in the United States. And additional studies even show that 40% of Gen Z uses TikTok more than Google for search engine purposes.

Seriously, TikTok is no joke and brands are jumping on the bandwagon daily to find their niche and cash in on the results.

Think about it…How do we use Facebook? We catch up with friends, wish acquaintances a happy birthday, and keep up with the life updates of loved ones. TikTok’s different. In fact, users rarely see content that comes from people close to them. The algorithm follows our patterns and curates our “For You Pages” (#FYP) to display content that it predicts will entertain us, inform us, or benefit us in some way. This new wave of social entertainment creates incredible potential for brands to connect with their audience and provide them with a variety of authentic content to promote, inform, persuade, and create conversation.

Authentic Content = Better Results.

Authentic can mean so many things – but what it all boils down to is REALNESS. Real people, real products, real demos, real life. This is why finding your niche and understanding what your audience wants to see is so important. You know what your brand does best, and there’s a place for it on TikTok. Focusing on that niche is how you build authentic content.

TikTok’s greatest asset for digital marketers is the seemingly endless, pre-existing content buckets that allow authenticity to shine. Look at Scrub Daddy, for example. The brand combines humor and authenticity in a way that is perfectly unpolished. Yet, it’s incredibly effective marketing in its comparisons to a typical sponge. Their TikTok channel creates a clear picture of how and why it’s the dominant product in its niche of cleaning products. Scrub Daddy’s audience has come to understand its messaging, recognize its humor, and trust that its videos will be entertaining and authentic.

This solid effort can be noticed in product demos and funny comparisons to other sponges. Beyond Scrub Daddy, though, there is so much space to build authentic content. While scrolling the app, it’s easy to notice the extreme variety in content: helpful legal tips and scenarios, dealing with narcissists at work, career advice, visually satisfying videos, ASMR (which stands for Autonomous sensory meridian response and refers to slow visuals with interesting, calming sound), and so much more. And when it’s done right (authentically), these videos garner engagement and build brand recognition.

Digital Marketing Trends Have Short Legs

Trendjacking is arguably more important on TikTok than on any other platform. TikTok has actually become an incredible source for trends in food, fashion, recruiting, and so much more.

Hot trends = eyeballs, so it’s important to keep an eye on what’s happening so you can jump into that stream when the right trend shows up for your brand.

This means brand teams HAVE TO be agile. Jumping on trends while they are still relevant places a brand into the conversation, and TikTok trends are unique in that they often leave SO MUCH room for interpretation. Even trending audio can become more broadly popular based on the videos that go viral and give them a new meaning.

A prime example of this is the Corn Song. We know you’ve heard it. What began as a young boy declaring his love for corn exploded into a TikTok frenzy for brands. Browndog Barlor® took advantage of the trend right away promoting their Street Corn dish, and it quickly became one of their most engaging videos to date. This is why it’s so important to be agile and quick to notice and leverage trends – they don’t last long and what’s trending one week, likely won’t be the next. Jump on them while they’re still relevant.

TikTok Influencers Rule

Influencers on TikTok a prized marketing asset for brands, and you should consider partnering with these talented individuals for several reasons. They are real people, the best of them are contagiously authentic, they understand trends and how to leverage them, and most importantly, they are a real-time testimonial and recommendation stream.

TikTok influencers build trusted relationships with their loyal audiences and share their lives on the Internet. When they partner with brands, there are so many ways they can be helpful: unboxing videos, step-by-step instructions, live taste-testing dishes, real-time reviews, and video use of a product. The list goes on and on. Not only are influencers an excellent resource for putting your product in front of thousands of people, but TikTok as a platform combines entertainment, search engine, and reviews into one platform. Influencers are key.

Wendy’s is an awesome example of this idea in action. When you search Wendy’s on TikTok, you’ll notice their account doesn’t show up right away. Instead, you’ll see a stream flooded with influencer videos with millions of views of people eating Wendy’s and raving about the deliciousness of Wendy’s fare. These influencers show up on countless #FYPs on a daily basis; which puts Wendy’s food in front of countless people every single day.

We Can Help

Okay, we just threw a lot at you. But if you take nothing else away from this article, know that TikTok is a unique and crucial resource for brands. Agility and attention to it are necessary for success. Luckily for you, PopSpeed is agile, loves to spend time on the platform, and has experience in making it work for brands. Can we help you get in on the fun? Contact us today.