TikTok is the number one platform for short form video, but should you use it for your videos?
TikTok has nearly 1.8 billion users.
With over half of Gen Z consumers plus 39% of millennials using the app, it seems a no brainer to use TikTok for corporate video marketing.
But beware!
Video distribution platforms are no longer content agnostic, and TikTok is the least agnostic of all.
TikTok is primarily an entertainment platform for younger generations, with very specific types of content being popular.
So brands need to produce content which directly target this demographic, with content which they expect to see on the platform.
Always bear in mind, When you produce content to go on TikTok, you’re producing content for TikTok in the first instance, your business benefits from that as an aside.
TikTok is not where people expect to see advertising or B2B messaging, when that does appear users often react negatively and bounce.
This is a common issue for engagement, you need to give people what they are looking for or they bounce, so you need give viewers what they expect to see on that platform.
Entertainment needs to be your goal.
TikTok is entertainment.
So video needs to be humorous, light hearted and embrace a popular content paradigm, to have a chance of success.
If you have a business or product which can produce videos like that, it may be for you.
Lots of businesses are using the platform to sell low cost consumer items like makeup, exercise gear, and cookware so it can be done!
Looking at products cited using the “TikTok made me buy it” hash tag can provide good insight into what will work.
If you have the right product, and are willing to spend for this specific platform, then it can produce a very high ROI.
But if your corporate culture is not a match, your customer is not that demographic, or you are looking to recycle content, you will not get positive engagement, and could harm your brand.
As platforms proliferate they will become more audience and content specific.
This presents a challenge and an opportunity for video marketers.
It’s easier to target specific personas, but you need to to produce specific content for the platform.
Whilst TikTok content may work on platforms such as Facebook or Instagram Reels and YouTube Shorts, don’t assume it will work the other way!
Agile production enables you to produce videos for a range of platforms, and should be. central to any strategy which seeks to embrace TikTok.
If you want to produce some cool content for your business, Get in Touch!
