What was once known as ‘that slightly-cringe dance app’, TikTok has rapidly become the world’s favourite entertainment platform, engaging audiences with its fun, snappy (and sometimes unhinged) approach to content. Unlike traditional social media, TikTok’s algorithm is designed to deliver content based on user interests rather than who they follow. While its main use in 2020 may have been banana bread recipes and recreating Addison Rae’s moves, it’s now arguably the most powerful tool for brands looking to reach new audiences.
With over 1 billion global monthly users1, 61.9 billion video views each month2, and an average daily user time of 118 minutes, TikTok is known as the Gen Z app – despite its fastest-growing segment being users aged 35-44.
TikTok’s influence extends beyond the app, tapping into global culture and even influencing real-world trends. Whether it’s BookTok driving sales at Barnes & Noble or random songs from 2011 going viral and playing on every radio station again (looking at you Lights by Ellie Goulding), TikTok is where cultural moments are born.
But while TikTok might have started out vastly differently to what it is today, it has grown into a critical marketing tool for businesses. For brands, the key to success on TikTok lies in joy, creativity, and humanity. Campaigns should resonate emotionally with users, offering something that lifts their spirits—be it through learning, entertainment, or pure creativity. TikTok has called the best performing content ‘edutainment’ – that which educates and entertains at the same time.
Out-of-the-box and, dare we say rogue thinking, is what makes noise on TikTok. Businesses are able to be cheekier and showcase more of their personality in this space, humanising the brand and fostering trust, connectivity and joy amongst followers. A brand that encapsulates this perfectly? Doctor Miami – an LA plastic surgeon who now has over 3m followers and a waitlist rivalling a Birkin (not really, but almost). If you haven’t scrolled his page, that’s your after-work activity sorted.
For brands, the platform also serves as a real-time insight engine, providing immediate feedback on how audiences perceive your brand. To truly harness the power of TikTok, brands should not only tell their stories but empower users to share theirs for feel-good, fuzzy moments amongst the brand’s community.
Remember, one video won’t cut it—successful campaigns typically require 5-7 videos to fully engage the audience, so make sure you plan out a series when you’re coming up with TikTok content.
While Lola Young’s Messy may just be a passing fad, it’s clear that TikTok is not. So develop your brand strategy, start filming and get ready to level up your business – dancing shoes optional.
- https://famewall.io/statistics/tiktok-stats/
↩︎ - TikTok internal statistics ↩︎
