Among all the social media platforms and channels, there is only one that has taken over like no other: TikTok. With over 1 billion users in over 150 different countries, TikTok has quickly taken center stage and is changing the ways of digital marketing as we know them.
TikTok has established itself not just as a social channel, but as a destination for all things beauty and fashion. The app has sparked and circulated some of the most popular trends in clothing styles, skincare routines, makeup hacks, and more.
Many brands are recognizing the app’s influence on consumer purchasing and have begun incorporating TikTok as a key tool in their digital marketing strategies.
Given the platform’s algorithm, TikTok provides marketers an avenue for reach and engagement. Even without an established following or presence, as long as there is appealing content, audience engagement is bound to follow. This makes TikTok a social media platform with some of the highest engagement rates.
Brands are finding that there are two major ingredients to a successful TikTok campaign: Authenticity + Consistency
“What defines success on TikTok is the requirement for authenticity.”
Instead of direct sponsorships, collaborations with influencers, the utilization of popular hashtags, and showcasing products being used in real time with live commentary, increases authenticity value and leads to higher engagement rates.
…In addition to being authentic, “the biggest thing is just remaining consistent.”
Creating consistent content that aligns with your brand’s values and holds true to brand DNA across platforms will ensure sustained marketing success.
As brands continue to evolve their digital marketing strategies, they’ll have to add TikTok to their list of platforms. Through authentic and consistent content, brand deals with influencers, and participation in recent trends, brands can easily fast track to increased awareness, engagement, and creating a larger, loyal customer base.
In a job seekers’ market, TikTok can also be used as a recruiting platform. Many brands have shifted their use of TikTok to recruit summer interns or digital marketing related positions. By advertising these jobs through catchy reels with a link to the job application, brands have been able to take advantage of TikTok’s evolution as a creative alternative to the traditional job board or application/hiring process. “TikTok has already recognized its potential as the next big jobs platform, launching a #TikTokResumes pilot program” in 2021.
Another trend to note is that candidates have been using TikTok as a way to showcase their creative work. For positions in the creative or artistic fields, TikTok can be an extension to potential candidate’s portfolio, providing brands with a clearer understanding of a person’s real time work.
Whether you’re a brand marketing a product, a hiring manager seeking talent, or a candidate showcasing your portfolio, TikTok demonstrates its ability as a tool to be used by nearly anyone and everyone in the workplace.
Articles referenced:
https://digitalmarketinginstitute.com/blog/an-in-depth-look-at-marketing-on-tiktok
https://www.businessoffashion.com/podcasts/technology/the-secrets-to-sustained-success-on-tiktok/
