Why Is TikTok So Popular & How Can You Get Your Business Involved?

What’s so great about an app that sounds like a clock?

Some years ago, people might have been asking a similar question about a website that sounded like a bird call, or a book full of faces. Those apps are now everyday household names: Twitter and Facebook are among some of the world’s most popular platforms. TikTok, the new rising name in the social media game, is quickly taking over the digital world!

person taking photo of woman

Now, there may be some who are inclined to think that yet another social media app might be a waste of time — and they honestly can’t be blamed. Other social sites have grown increasingly saturated over the years and have accumulated billions of users, meaning that people are frequently bombarded by information, both the kind that they’re interested in and don’t really care much about. A 2020 report reveals that about 45% of Facebook users have thought about leaving the platform and 22% have thought the same about Instagram, too.

So what exactly makes TikTok different? What can it do for brands that other platforms can’t accomplish?

New way to share content

Like its counterparts, TikTok is home to a huge number of internet users. In September 2021, there was a reported total of 1 billion users on the platform located in over 150 different countries, with high engagement rates and millions of active daily users across the globe. What sets TikTok apart, though, is something not immediately obvious: it appeals to changing consumer preferences.

Gen Z is one of the most predominant demographics on the internet and on social media. This radically changes the preferred content across platforms — while millennials mainly respond to text and photo content, today’s teens are more partial towards video content, particularly short-form videos. TikTok provides exactly that by allowing videos that are 15 to 60 seconds long (with some creators given special access to three-minute videos) and are curated to their interests.

People have grown exhausted of other platforms because they can often feel like echo chambers. With TikTok, brands and creators are given the option to share trendy videos and see a variety of other content that they might not usually seek out. The platform successfully caters to interest in short bits of shareable information while still providing vast variety to users.

Humanizes brand

woman in green long sleeved shirt holding iphone 6

So exactly how can brands use TikTok to promote their business? What difference does it make between promoting on this site and using other sites? Truthfully, one of the main goals of promoting your business on social media is to humanize it. Depending on your target audience, you should pick the platform that’s right for your target market’s interests. If you want to connect with younger generations, TikTok offers you the chance to humanize your brand and grow closer to the audience that you want to get to know.

On TikTok, one of the ways that you can interact with your target market is by sharing more specific information about your products and services. This includes showing videos on how to use products. Sometimes, it doesn’t even have to be about the product itself — it can be a “meet the team,” “behind the scenes,” or other story-like content that can bring people closer to the hows, whos, and whys of your brand.

Another way to interact with your followers on TikTok could include answering questions or even gathering content from your followers. It’s a perfect app for collaboration between brands and ambassadors. Other people could help you make content and potentially widen your reach. TikTok influencers from the U.S. have an average engagement rate of about 18%, meaning that aside from your own followers, their followers could be exposed to your promotions as well.

New ad design

Humanizing a brand aside, there are actually other more technical marketing advantages on TikTok. True, it’s a great place to build a following and eventually a community — but what does set it apart from its competitors? One of the best things about TikTok is its in-feed advertisements that fit seamlessly into the ‘For You’ feeds of its users. Unlike other sites that immediately allow users to determine ads from other posts, the natural fit of ads on TikTok compels users to believe that it’s just another video for them to enjoy. It isn’t too in your face or aggressively promotional.

Another cool feature on TikTok that marketers can make use of is the branded hashtag: since video challenges have grown increasingly popular, brands often utilize challenges in order to engage their audience and have them create videos on their behalf. Often, a prize is exchanged for the most popular or entertaining video, all the while giving the brand traction through users’ engagement with their hashtags. It can generate millions of views and engagement for brands.

One more way that brands and creators can benefit from TikTok is through monetized content. Business accounts on TikTok provide a detailed analytics dashboard, and in some countries, payment for a certain number of views. Depending on the number of followers and regular engagement that you receive, you can generate a healthy revenue stream.


How you can boost your brand on Tiktok

So now that you know how brands can benefit from TikTok, you might be wondering how you can maximize it and benefit from the platform. Like other social media websites, consistency is key: you should be posting at least once a day with content that is relevant to your brand and relatable to your audience. Posting every now and then can easily wipe you off of people’s radars. One feature that sets TikTok apart from other platforms is that it shows your most popular videos on a recurring basis rather than just in terms of posting date. If you post a video now that has gained traction, in a few months’ time it can still be shown on people’s ‘For You’ page if the TikTok algorithm feels that it is relevant to them. Posting regularly can help show people that you’re making a concerted effort to connect with them.

Aside from posting on a regular basis, it’s also important to engage. Staying relevant means participating in trends and giving your likes and shares to other creators’ posts. You can host challenges, repost videos, or use sounds, dances, and other trends that are popular. Being receptive to the interests of others can show users that you’re willing to understand them and learn more about them rather than just shouting into the void with boring, irrelevant content aimed solely at garnering sales rather than developing relationships.

And of course, you’re also supposed to use TikTok’s analytics dashboard in order to get a better understanding of your audience. It will be able to tell you what main demographic your followers fall under, how many seconds of your videos they actually watch, and what videos they like and share. That’s sure to help you create content that reaches higher engagement rates.

What’s popular on Tiktok

man in tracksuit standing by the black metal pull-up door posing

Since short-form video content is ideal for Gen Z, it’s understandable that they want to get the most out of the seconds that they’ll devote to the content they take in. Whether it’s information, entertainment, or relatable content, there’s a myriad of popular content on this site. Here’s some that you can use for inspiration:

  • Entertainment videos
    • Some content that might be considered under this category are dance videos, prank videos, and other funny, entertaining clips. Businesses can use this category by participating in dance trends, creating humorous content that’s relevant to their brand, or sharing amusing stories.
  • Informative videos
    • Sharing information about your brand could work well in this category.Things like ingredients, where you source your materials, how to use your product, and other useful tips might help. You could also do an explainer of how your products are made and what you’re doing to reduce your environmental impact.
  • Beauty, fashion, and skincare
    • Another way to appeal to people on TikTok is through the niches of beauty, fashion, and skincare. If your brand is related to these categories, you could talk about beauty advice, do fashion hauls, or makeovers.
  • Life hacks and advice
    • Sharing stories and practical tips is always a way to gain the trust of your audience. If you can explain how you use your product on a day to day basis or what sets it apart from others, or other users’ stories about how they use it in their daily lives, it’s a potentially effective way to gain followers.

Getting a feel for what’s popular in your specific industry and what your target market is interested in can help you get a better grasp of what content does well. Once you learn this, it will be far easier to produce content that is successful. In no time, you’ll be able to increase your following and increase traffic to your other pages, too.

Social media is a power tool. If you know how to use it correctly, it can be extremely advantageous for your business. Learning how to use online platforms to boost your brand can give you the edge over your competitors.

Take the first step to learning how to use TikTok and other platforms to reach your audience and boost your brand awareness!

Author:

@Hazel Gil

Date:

10-26-2021

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