TikTok's popularity has exploded to unprecedented levels in recent years, and its impact on marketing has been significant. An app that was originally popular with young people has grown into a huge marketing platform, offering businesses unique opportunities to reach and engage audiences. But why is TikTok marketing so effective, and how can businesses make it part of their strategy?
1. User engagement and interaction
TikTok is the only social media platform where comments genuinely give creators new content ideas. People are really active in the comments about what they want to see. The best brands respond actively and give viewers exactly the kind of content they want. A good example is a sauna tour video by the ice hockey club Ilves, which got 300,000 views without any boosting because it showed something viewers were interested in. A viewer had commented on a video asking the club to show its saunas, and that's exactly what it did. When someone suggests a video topic in the comments, it clearly interests others too.
2. A powerful algorithm
TikTok's algorithm is designed to show users exactly the content they find interesting. This means well-planned, compelling content can reach a huge audience without a massive marketing budget. The algorithm also favours content that invites participation. In practice, it's built to be really addictive, and who wouldn't want their customers hooked on their brand?
3. Reaching your target audience
No other social media platform lets you reach your core target audience as widely, or grow it as much, as TikTok. Depending on the content, most viewers may well be over 35. Content is the best targeting tool, and thanks to the algorithm, every niche has its own audience.
4. TikTok sets the style for other platforms
Thanks to TikTok, short-form video is here to stay. Its fast-paced style, which hooks viewers with storytelling, can now be seen on other social media channels too. Production no longer requires expensive camera gear: you can get great results with the same phone that's in your pocket every day. Longer content has also been getting good visibility lately, as long as the topic isn't boring or too dry.
5. It encourages creativity
Last but not least, TikTok marketing encourages businesses to be creative and innovative with their content. In plain English: less lukewarm, colourless and bland. People buy on emotion, and from brands they relate to. If you missed the early boom on Facebook and Instagram, you can now experience it many times over on TikTok.
All in all, TikTok marketing gives businesses huge potential to reach and engage audiences in a unique and powerful way. Companies that make TikTok (and short-form video) part of their marketing strategy can expect their brand to win fans the way sports teams do. If you don't start, one of your competitors will, and their lead will grow week by week.
If you're wondering how to get started, get in touch. It costs nothing, and we promise not to waste your time.
