Approximately 689 million people worldwide use TikTok daily, making it the seventh most used social network. As one of the latest social media platforms, TikTok’s number of users is growing rapidly – which makes it a great opportunity for businesses to reach new, larger audiences.
Due to its popularity, the platform has shown no mercy for consumer wallets, with countless products going viral after millions of users review them on TikTok.
A great example of that is the multicoloured LED lights, which became popular last year. After famous TikTok users created videos from their bedrooms with these lights in the background, the product became so popular that it started being listed as ‘’TikTok lights’’. In just one month, Google’s search for TikTok lights increased by a whopping 132%!
When a TikTok goes viral, its reach knows no limits. What’s now known as the TikTok Feta Effect is the reason why Finland experienced feta cheese shortages earlier this year.
What started as a simple pasta recipe, has turned into a TikTok craze, and now Asda has hopped onto the trend by selling a feta pasta bundle. Similarly, after a TikTok user mixed pesto with their eggs and uploaded a video, millions tried this alternative dish. Now, Morrison’s offers a specialised bundle online so you can spice up your breakfast.
But TikTok’s reach goes beyond food content. The video-sharing platform continues to gain attention – with countless videos going viral every day. The social media platform is not just for dancing teens and delicious recipes. On the contrary, it’s as versatile as its users.
Self-proclaimed experts share their knowledge on various subjects and create a treasure trove of life hacks on the app. From financial advice to life hacks (and even therapy advice), there’s a community for everyone on this popular video-sharing platform. Niche hashtags like #FinTok, #BeautyTok, #FootballTikTok, collectively, have billions of views.
“TIKTOK MADE ME BUY IT”
In a world where consumers are extremely sceptical of ads, the raw (and mostly unedited videos) on TikTok are the best place for brands to showcase their products and services.
The hashtag #TikTokMadeMeBuyIt currently has almost four billion views on the platform. What’s more, the app is not stigmatised for ‘luring’ users into purchasing, because users authentically discover these products themselves. When a creator ‘reviews’ a product by sharing how it changed their life, or how it will work as a game-changing hack for anyone, it makes it much more appealing. Thus, #TikTokMadeMeBuyIt is perceived as an informational hashtag rather than a promotional one.
If you ever wondered why certain unexpected products (like The Pink Stuff) have been sold out online, look no further than TikTok’s product reviews. In fact, TikTok has increased the sales of so many random products on Amazon that the retailer has even a dedicated section for all the viral TikTok products, called ‘Internet Famous’.
A few brands that are leading the way by incorporating TikTok into their creative strategy are: The Ordinary, Chipotle, Elf Cosmetics, NBA, and Gymshark.
HOW CAN YOU MAKE THE MOST OUT OF TIKTOK?
Gen Z is known for using the internet to their advantage; they can access a much larger level of information than any generation before them, by tapping in a simple Google search. Many brands have seen this as a marketing opportunity and have even collaborated with users to appeal to the Gen Z market. Specifically, the Inkey List was one of the first brands to launch their line of products solely on TikTok. By collaborating with skincare influencers, the brand dominated the market in a year and gained over a quarter of a billion views!
This demonstrates that TikTok is a force to be reckoned with, it’s a channel for brands to reach new audiences and engage with a diverse set of content creators. Here’s what brands can do to leverage TikTok’s growth:
Hop on trends:
With the TikTok trending page being constantly updated, there are numerous opportunities for brands to hop on trends and promote their products. This is the easiest way to virality, and it’s all about timing. A great example of this is Ryanair’s TikTok content. By simply filming one of their planes and overlaying a viral song that was circulating at the time, they were able to gain 11.1 million likes.
Integrate the audience:
Keep your followers engaged by creating TikTok challenges. With millions of views, hits like #Renegade, #Supalonely and #Castaway make it easy for brands to hop on trends. They can then utilise the content to create relatable challenges and gain the audience’s attention. Hashtag challenges can drive organic growth, too, as these are viewed at all the main entry points of TikTok ( ads, in-feed ads, challenge pages). Amongst the most successful hashtag challenges is Guess’s #InMyDenim – which has over 52.9 million views.
Create a TikTok business account:
TikTok has no homepage, so it allows users to scroll through content and avoid interruptions. These types of ads make the platform less intrusive and by creating vertical video ads, brands can leverage their business on the platform. Also, TikTok has made it easier than ever to find the best influencers for your brand with the Creator Marketplace, where brands and creators can connect. This also offers first-hand data and analytics for all the influencers’ partnerships. And as of now, TikTok is not charging advertisers to use this feature.
For more information on our services, or how to find the best approach to utilise TikTok for your brand, get in touch with us today.
- ‘TikTok lights’ March-April 2020: https://trends.google.com/trends/explore?date=all&q=tiktok%20lights
- Morrison’s specialised bundle
- Asda’s feta pasta bundle
- Amazon’s Internet Famous