Video Marketing: Tik Tok Edition

Is the next frontier in social media video marketing right for your brand?

As your resident Gen Z content marketing specialist, I find it only fair that I impart my wisdom on one area of the video marketing universe that I have gotten to know quite well: Tik Tok.

Tik Tok is undeniably the it-girl of social media platforms for a plethora of reasons. Mainly, it is its aptitude for feeding users endless content on every subject you can imagine that keeps them hooked. But the question remains: with Tik Tok still being relatively new, is it worth it for your business to try to use it for marketing? Allow me to lay out the keys to Tik Tok advertising success so that you can see if it’s for you.

Deciding What to Post

Tik Tok’s paid advertising hasn’t really taken off yet. To make an impact with users, brands are making their own accounts to generate organic content. This gives brands more creative freedom and the ability to save valuable money on ads. However, generating organic content can be very time consuming.

 Leveling the Playing Field

Any video posted organically is at the mercy of Tik Tok’s algorithm. This means that videos from accounts of all sizes have an equal chance of going viral. The algorithm levels the playing field, but in that same vein, it can also hide your videos.

Appealing to the Audience

Videos that are less produced tend to come across as more authentic. This requires effort in capturing the nuances of a “genuine” product video. Companies may turn to influencer marketing to accomplish this instead, which presents its own set of hurdles.

 Staying On-Trend

Tik Tok users best respond to on-trend and engaging content, incorporating a joke or a popular sound in a way that isn’t forced. This can be a great opportunity for your brand to go viral and reach a large audience, like these big names. However, to pull it off, someone needs to have a handle on what is popular at all times.

Now that you know the lay of the land, you can weigh your options and see if its worth it to expand your horizons or allocate your resources elsewhere. It’s all about what’s best for your brand!