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The idea of social media was to leverage our need for constant validation. Giants like Facebook and Instagram succeeded in doing so with flying colors. Despite Facebook and Instagram’s magnanimous presence, TikTok somehow has emerged as the King of social media in recent times.
A little history about this trendsetter of an app
Not many know about its predecessor Musical.ly. The app was launched in 2014 and was very similar to TikTok. Later, it was acquired by TikTok’s parent company – ByteDance.
Even though the app has gone through many transitions, it has finally arrived and has managed to acquire more engagement among Gen Z smartphone users. It’s not very often that you will find a teenager’s phone without TikTok. There are some strong reasons for it to be that way.
Let us dive a little deeper.
Last year, a good percentage of online marketers found it easy to achieve their business goals through TikTok. A year before that, only a handful of marketing specialists believed TikTok could be useful to their commerce. This small number of marketers could foresee how TikTok can be an absolute game changer. It is because they understood the mindset of young teenagers and pre-teens.
What compelled youngsters to download TikTok?
The answer is pretty obvious. Creating content and reaching people who like the same kind of content is fairly easy on TikTok. Content on TikTok consists of short 20 to 60-second user-recorded videos.
It could be someone performing a dance number on a viral song, or someone mimicking a famous dialogue from a hit movie. So, anything that entertains becomes popular and an in-demand thing for TikTok users who are also known as ‘TikTokers’. Entertaining your viewers is the primary goal of every TikTok content creator.
Furthermore, TikTok has a smart UI and comes with a set of tools. These tools come in handy for editing videos and enhancing their overall quality for better engagement. The app also offers users multiple filters, visual effects, and a vast library of songs for video reels.
More than just lip-syncing and dancing
How can one market their products/services in a space that is solely made for entertainment? This question might have popped into the minds of several entrepreneurs. Other than singing and dancing, one can also make informational skits using TikTok.
Video scripts that describe a particular service or a 30-second short reel with interesting music in the background can surely set an ambiance for a lifestyle product. Introducing a product/service through TikTok requires the expertise of both, a content creator and a seasoned marketer. The creator would take charge of the aesthetics while the marketer would decide on the elements that can be used to persuade the viewer to try a product/service.
More sharing, more engagement
TikTok seamlessly integrates with other social media platforms. This makes sharing and marketing easier. Also, influencer marketing can promise optimum results due to TikTok’s unique algorithm. TikTok has more than a billion active users. The algorithm uses Artificial Intelligence to recommend videos based on previously viewed content. This makes it easier for users to discover new content and helps creators to go viral.
A detailed step-by-step process to gain more young customers through TikTok
Step 1: Decide on the type of content you wish to create on TikTok. It could be solely for the sake of entertainment, or you can make content to educate your audience about a certain cause, and inform them of products/services of a specific kind.
Here are some examples:
1) A classical dancer posts her choreography to encourage more youngsters to learn a new form of dance;
2) A fashion influencer makes content on how to style everyday clothes for college and casual set-ups;
3) A visa expert makes videos that help youngsters with the do’s and how’s of applying to a foreign university for higher studies.
Step 2: Follow people who make the same kind of content. This exercise will help you understand what strategies can work and what cannot, if and when you decide to create content yourself.
Step 3: Understand your audience. Even though the type of content you make is in demand, sometimes, how you present it may not sit well with the audience. See the engagement on each of your posts and understand what actually compels the people to see your work. Remember, TikTok is for youngsters, no matter what you post, it has to be done keeping in mind the taste and preferences of the current generation.
Step 4: Understand your brief thoroughly while collaborating with a marketer. Often content creators fail to tap into the right kind of emotions while promoting a product/service. Therefore, it is essential to understand the product/service thoroughly and brainstorm new ideas and ways of representation.
Step 5: Try to offer something unique. If you have a special talent- for instance, you are excellent at lyrical hip-hop. TikTok is your place to showcase this talent. Use the platform to its fullest.
Step 6: Trial and error. Post content frequently and learn from your mistakes. Soon, you will know the trick.