TikTok is one of the fastest-growing social media platforms in the world, offering an alternative version of online sharing based on short videos with music and filters. For Gen Z is a new subculture that the rest of us are attempting to decipher.
TikTok’s mission is “to capture and present the world’s creativity, knowledge, and precious life moments, directly from the mobile phone. TikTok enables everyone to be a creator, and encourages users to share their passion and creative expression through their videos.”
Timothy Armoo, the co-founder and Chief Executive Officer of Fanbytes, has been in the TikTok trenches and has surfaced three content trends to create campaigns on the platform and succeed in 2020.
- Treat everyone like an influencer. On TikTok everyone is a creator. There is no distinction between influencers and platform users. TikTok’s algorithm works by amplifying the most creative content regardless of a follower base. On TikTok creators can go from obscurity to fame overnight.
- Create episodic content. One of TikTok’s big differences is the episodic nature of the platform. Users engage with content as if they are watching a TV show. This type of content mirrors TikTok’s ethos, but also allow the hacking of the platform’s virility with short bursts of content tied together through a mutual hashtag.
- Behind-the-scenes content. TikTok has been built on the appeal of authentic content that supports raw “behind the scenes”-style content. Despite looking uncoordinated, this type of content is often trending and goes viral on the platform.
2020 promises to be an insane year for TikTok. The platform took the world by storm last year and was the most downloaded app in 2019, showing no signs of slowing down. Brands who effectively tap into the magic of TikTok now will emerge as winners on the platform. Think of what Instagram did for the brands that were early adopters—Anastasia Beverly Hills and Kylie Cosmetics both achieved unicorn status. What beauty brands will unlock and monetize the power of TikTok?
Read the full article on The Drum.
Photo: Vinicius Amano via Unsplash