It is no secret that TikTok has quickly become a marketing machine in the digital communication world. Brands are turning to TikTok to capitalize on the platform’s unique algorithm and increase brand exposure.

What is TikTok?

TikTok serves as the leading destination for short-form mobile video. With over 656 million downloads in 2021 alone, TikTok rightfully took the spot as the most downloaded app globally. TikTok is a social media platform that allows users to create short video content ranging from 15 seconds to three minutes. An array of editing tools such as filters, audios, and effects make creating content engaging and exciting for both creators and users. 

Brands are turning to TikTok to target the younger generation by creating more relatable and quirky content that appeals to Gen Z. Something unique to TikTok is its highly curated for you page, or FYP, which is tailored to each user. TikTok records users’ engagement data, and in return displays content on their FYP that is tailored specifically to them. Brands can turn to TikTok to utilize the FYP as an avenue to target specific audiences. Furthermore, the FYP provides ample opportunity for brand growth as the algorithm does not favor follower count, but rather focuses on user interests. Smaller brands can compete on a level playing field with multimillion dollar companies due to the unique nature of the algorithm.

Content is Key

A primary reasons brands are turning to TikTok is because the platform allows for more creative freedom when producing content. Consumers no longer want to see professionally produced advertisements, but rather a face behind the brand. In creating raw and authentic content, brands give the audience a relatable person to connect with. Brands have turned to TikTok for the opportunity to connect and interact on a deeper level with their consumers. The goal is to create engaging content that will resonate with a large audience.

Consistently producing content is essential in order for a brand to develop a community on TikTok. While one video may go viral, it is important to maintain consistency in order to retain consumers. Organic and authentic content is more likely to resonate with consumers and reach a larger audience. Developing a strong social media team and marketing plan can help brands better utilize TikTok to reach the largest audience.

Take Elf Cosmetics for example. Elf Cosmetics launched the #EyesLipsFace campaign on TikTok in 2021. The campaign utilized a unique hashtag and song to entice users to participate in their challenge. Elf utilized the current trend of makeup challenges in order to tap into their specific niche. Elf’s efforts ultimately paid off as they attracted over 3 million user generated videos. Elf’s success in the #EyesLipsFace campaign highlights customers desire for interactive and relatable content, such as challenges that they can actually participate in.

Conclusion

TikTok is one of the most powerful social media sites a brand can utilize. By staying updated on current trends, a brand can find unique ways to market to their target audiences and increase exposure. Brands should take advantage of TikTok’s massive network in order to quickly elevate their marketing plan.