TikTok is the social media platform on everyone’s radar. The video sharing platform has established new celebrities, trends, and ways of consuming content. TikTok however is unique to other social media platforms; organic content succeeds. 

TikTok has made an effort to diversify itself from other social media platforms that are inundating their feeds with advertisements. The video sharing platform primarily serves its users content from individuals they don’t know. As a result, the success of individuals and trends is based on the users own opinions. This type of organic TikTok content can be achieved in multiple ways, such as through the use of influencers or relevant brand engagement.

Organic Content from Influencers

Influencers on TikTok spread awareness about a product through organic content in a manner that resonates with their audience. TikTok also allows “micro influencers” to grow a platform due to this model. As a result, brands are able to gain awareness and high levels of conversion to their website. Thus, greatly differing from traditional social media advertising. Recently, this can be exemplified through Alix Earle, a TikTok influencer who gained notoriety through her “get ready with me” videos. During these videos, she would share what products she was using while applying them. Earle and her videos went viral and sold out many of the products she used. Due to her style of organic TikTok content, she was able to increase the visibility of many brands to TikTok users. 

Organic Content from Brands

In addition to TikTok influencers, brands can organically engage on TikTok as a traditional user. They are able to jump onto trends and act as an individual would, not as a brand. Brands are also to organically engage with their audiences through comment sections. A strong example of a brand’s success in organic TikTok content of this is Duolingo. Duolingo is an educational app that helps users learn new languages. The app may sound boring and run of the mill, but through the use of organic TikTok content, they have become highly relevant. Duolingo uses their mascot to participate in trends, create funny content, and users their account to interact with other TikTok users. This has led the platform to achieving high levels of awareness and support. 

TikTok is constantly evolving and thus creating organic TikTok content will also have to evolve. Brands must pay attention to user behavior to stay relevant and succeed.