Dear Brands: It’s a Good Time to Engage in TikTok

Content trends are cyclical. When Instagram first launched, its purpose as a platform was to showcase instant moments to your friends. It didn’t take long before the platform was used by creatives to showcase their portfolios of highly edited and curated content. Brands jumped on board because that platform allowed for larger and controlled distribution opportunities for editorial content, something brands were already creating and understood the value of.

Fast forward to today, when influencers are taking a step back and showing more ‘real’ content shot in the moment on their smartphones. Without a need for professional cameras and hired photographers, the influencer space has evolved to be about showcasing personality and vulnerability. With this shift, brands have — to no surprise — jumped on board.

Take TikTok, for instance. The content on the platform takes the ‘real’ and pushes it forward even further. The audience truly feels like they’re just hanging out with creators, a relationship that is much harder to earn on other platforms. The audience doesn’t need to feel like a voyeur: they truly feel like they’re just part of the gang, or at least as close to the gang as you could be, almost like you moved into the Hype House.

When considering a TikTok campaign for your brand, it’s important to note that the content will be more off-the-cuff, potentially humorous, and very in the moment. Perhaps for the first time in your brand’s evolution, it’ll have to let its guard down about standards. This doesn’t mean that the content will be poor, but the spectrum of expectations will need to broaden. The creators you activate on TikTok know their audience best and what’s been gaining them the most traction on the platform. Within reason, let creators take your brand along with them to effectively engage their audience. Finally, while the viral potential is huge, the audience is not targeted and not much tracking data is available… yet. Use this time to be an early adopter and trust established TikTok creators; see what works for your brand and constantly explore how it can be creatively conveyed on the emerging platform.

Beca Alexander

Founder & President