Article: Why TIKTOK its different and better for brands
You don’t need a lot of followers TikTok is actually less social than other social media platforms. You don’t need friends to get started. You don’t even need to hit like or subscribe. TikTok serves up a never-ending feed of engaging videos, that becomes more tailored to your interests the more you watch. And if you create videos that people watch–the TikTok algorithm will push it out to others–regardless of how many followers you have.
TikTok is all about viral content where other social media is creator centric, elevating the role of the influencer, Tik Tok is content centric. A viral post from someone you have ever heard of will get more reach than a Kardashian. Memes, Beauty, Fails, Finance, Sports or anything else. What’s in the video doesn’t matter. If people watch it, TikTok will find you more of the same. For brands this creates opportunities to tap into categories people have marked as interesting, going with the flow of the crowd. Brands need to be bolder, faster and more relatable to survive. So if content is organised around virality not followers, what does it take to stand out? Videos need to grab people quickly. Brands will need to flex their creativity, combining eye-catching art direction with catchy musical hooks. You need to be bold and entertaining from the jump, otherwise you’ll be flicked to the bottom of the pile.Trends move faster on TikTok. Many of the app’s features enable content to be quickly recycled and remixed. This creates opportunities for brands to join live conversations-but you need to be fast, there is no time for complicated approval processes.
Finally, TikTok is a place for feelings. People want to feel connected, even without big follower numbers. Leave the superficial stuff to the Instagram crowd. For brands this means understanding the emotional world people live and tapping into their feelings and making them feel something worth sharing.
