A TikTok Deep Dive
It may seem like TikTok does not differ much from Instagram or Facebook, but there are a few key differences that brands must know before diving headfirst into the pool of TikTok influencer marketing.
It’s all about the videos..
While Instagram features images and videos, it feels like the platform has never moved on from its original intended use as a picture sharing app. On the other hand, TikTok is all about videos. TikToks can run anywhere from 15 seconds to 3 minutes, which gives a lot of wiggle room for creative content.
Leave your aesthetic at the door…
At times, Instagram can feel very posed and polished, like influencers and brands are putting on a mask. TikTok is much more candid. Videos feel as if they were filmed on a whim with little to no planning, which makes them feel accessible. TikTok influencers are much more personable than Instagram influencers, because they have to have a good on-screen presence, while Instagram influencers have to pose well and have a good aesthetic.
TikTok, like all the other social platforms, did not start out as a marketing platform. It began as a fun way to share entertainment and record videos with friends. However, it has grown into a marketing and advertising platform, while still providing entertainment content like the lip syncing and dance videos that originally made the app popular. Influencers have certainly made their mark on social media, as TikTok is no exception. It is almost impossible to log onto TikTok and not see an advertisement of some kind or an influencer pushing a product or service. Companies are eager for influencers to showcase their products via TikTok, as there are users of all ages on the platform and many creative ways to produce content. The layout of TikTok and their “For You Page” also makes it incredibly easy to scroll through influencer content quickly and find lots of it. This is where the app differs from other social media like Instagram and Twitter because you are able to scroll through content with ease from users who you do not even follow. Instagram, Facebook, Twitter, on the other hand, encourage scrolling through those whose accounts you already follow. Nevertheless, TikTok has become a hub for influencers and advertisements, and it does not seem like this will change any time soon.
TikTok is absolutely one of, if not the most well known social media app out there. People of all ages use the application, and now marketing and influencers use the platform to grow their businesses.
What sets TikTok apart?
Like Erin and Caitlain said, TikTok has many features that overlap other popular platforms such as Instagram and Twitter, but they are in their own category. On TikTok it is all about short videos. These can be entertaining, funny, or even instructional. It feels like a condensed YouTube video with every scroll of the screen. Also, with TokTok, many people find fame on the platform, but unlike Instagram celebrities, TikTok more famous users are seen as actual celebrities.
TikTok > Vine…
Vine was very popular in 2014, 2015 and at the time, it was a new type of platform. Vine and TikTok are very similar. Video-based content. With this in mind, Vine limited users to seven seconds per video. Not much you can do in just seven seconds. With TikTok, most videos are shorter videos, but the platform allows you to post longer videos, while there is still a time- limit on how long it can be, it gives users freedom to personalize their content.
Launching small business careers through Tik Tok:
Small businesses are growing, and so is TikTok and when the two are combined, they have the power to drive business results in a big way. Brands old and new are turning to TikTok to be discovered and to connect with their communities. Whether it is a recently launched company or just wanting to expand an existing brand, Tik Tok provides innovative marketing opportunities that don’t exist anywhere else. With a variety of free tools and resources designed specifically for small businesses, TikTok can help brands rise up as far as they want to go. Aside from all the dancing, a big part of Tik Tok is that it has been a great tool for starting careers in the world of small businesses. Being on Tik Tok almost everyday I see a variety of short clips on my For You page. The ones that stand out to me are the cool small businesses Tik Toks that I have an interest in their product. Most of them post satisfying videos of how they make or package their product. Some businesses show how hard they work and how much time goes into their products to make them special for the customer. A couple of examples of small businesses I've seen on Tik Tok are @Fizzysoapss, @churn_homemade, @shopsunshinestate, @safetykeys_to, and many more. I recommend checking any small business out through Tik Tok because it shows you more behind the scenes action of what you're buying or interested in buying. Like others have said throughout this post Tik Tok is used a lot for marketing whether it's through influencers or just a page it is a great way to get a small business booming.
How advertisements have been used through tiktok
Tiktok does a great job of keeping your feed going when swiping through your “for you page.” Every 10-20 swipes through you can receive an ad, which they normally do a good job at specifically marketing products to you age, gender, and interests. Tiktok can gain this information based on what you watch. This makes it easy for companies to market to their desired demographics. Not only this but also, content creators with a good following are able to get direct marketing opportunities through companies to make content and show it to their fanbase. Through posts and collaborations with brands, it is a more direct way to advertise to the desired demographics. Tiktok has been a great avenue for companies to get their products to potential customers. Whether it is small businesses looking to break through, or bigger companies we already know are established, Tiktok has made it simple to be able to get products to be seen.