With the popular short-form video content platform continuing to grow, companies are constantly working hard to stay on top of the latest trends and marketing strategies that are best suited for the platform and its audience.
Users have noted that they tend to engage with the content on TikTok without becoming distracted by any other type of content. Specifically, many users have stated that they’ve spent a lot less time on other platforms and consuming other types of content since they’ve joined TikTok, which means many companies that are using the platform as a marketing channel have a more captive audience than on other platforms. Thus, companies should seize this opportunity to capitalize on the attention consumers give TikTok, to drive more engagement and attract a bigger audience.
Many companies have started planning to increase their marketing investments in regard to TikTok in the coming months. For a while, companies weren’t taking the app as a serious marketing channel, and they only saw it as a place where younger people could make and share short and funny videos. But since the start of the pandemic, the platform has become incredibly popular, which caught the attention of several companies. Now, many of them have stated that TikTok is one of the most effective social media channels for marketing. The advantage that many companies have on TikTok comes from the platform’s ability to build communities around interests or brands. The platform also inspires audiences to make purchases more frequently compared to other platforms. Moreover, through the entertaining content on TikTok, companies can improve their brand loyalty with consumers.
Sounds Over Hashtags
While hashtags are an important element of content for many platforms, most users on TikTok tend to focus on the sounds that are featured in the content instead. In fact, according to the platform’s own research, video content that had an interesting or trendy sound had nearly 50% better watch rates compared to content with popular or relevant hashtags. Most of the popular videos on the platform feature some sort of music, with the top choice being upbeat songs by both popular and unknown artists, which means companies should be using various sounds when sharing content on the platform—and while hashtags are important in reaching the target audience, videos are more effective when accompanied by the right sounds.
Companies must think outside the box to find creative and relatable angles for the stories they are trying to tell on TikTok. With most of the viral videos on the platform being 30 seconds long, businesses don’t have a lot of time to get viewers to stop and watch their videos. The best way to grab the attention of TikTok users is with relatable content that they find interesting or educational.
The author, Dara Busch is CEO of 5WPR, a leading PR agency.