There probably isn’t a single internet user who hasn’t heard of the TikTok app. The social networking phenomenon now has more than a billion active users and millions of videos with practically anything to discover. Dance challenges, pets becoming internet memes, various pranks, and older generations trying to catch up with the latest trends—all fit under the TikTok roof.
It is not surprising that with the popularity of this platform, many businesses have started to wonder if this is the future of social media and if it is worth investing in. So far, brands in Lithuania are still quite tentative about venturing into the TikTok waters, but this social network certainly has something to offer those looking for new ways to present themselves to their audience.
The algorithm ensured the success
The app’s creators present TikTok as “a place for short videos made on a mobile phone”. It’s a kind of one-bite version of YouTube, with videos up to 3 minutes long.
The platform’s appeal is that it offers a wide range of free creative content opportunities. Creators can use a wide range of filters and effects and a huge library of soundtracks, including audio clips from popular songs, TV shows, films, and TV series. The sound gallery is open to all users because when an original soundtrack is used in the content, it automatically becomes part of the TikTok gallery and is available to all users of the app.
However, the key to TikTok’s formula for success is not the tools used to create the content but the unique algorithm that captures the user’s attention in seconds. When you open the app, the first thing you see is not your friends or the people you follow, but a page called “For You”—the name already suggests that there you will find content that is personalized just for you. The TikTok algorithm is constantly learning from your actions, assessing which posts you forward to your friends, which ones you save, watch repeatedly, or turn off after the first second if you don’t like a video. Eventually, your TikTok stream becomes personalized to your interests so that after watching one video, you want to watch another, and you end up not even noticing that you’ve spent a good half an hour on the app.
You may think you’ve heard it all before or even tried it somewhere. And make no mistake. musical.ly is considered the pioneer of TikTok, where users used to lip sync to different soundtracks. The style of videos and the available formats changed when Bytedance acquired musical.ly for USD 1 billion in 2017 and renamed the platform TikTok. Today, it’s not just lipsync videos that reign supreme—TikTok is full of dance, gymnastics, and even cooking challenges, and the ultimate goal of every creator is to create something that will go viral.
Advertising opportunities for brands
The app developers have created dedicated paid advertising tools for brands that want to reach their target audience more effectively. While these tools are not yet available in all markets, soon, brands will be able to choose from the following:
However, TikTok promotional integrations do not have to be based on the platform’s own promotional tools. Content creators who are well-versed in the platform’s trends can also be used for this. Influencer advertising allows brands to be closer to consumers and less “promotional” than traditional advertising channels, and the right content creators can not only create high-quality and authentic advertising for your products or services but also reach new audiences of potential buyers.
Trends in Lithuanian TikTok
Although we are not yet able to test TikTok’s own advertising tools in Lithuania, some brands have already successfully exploited the potential of this social network to work with influencers.
Sportland brand has developed consistent communication on TikTok. Working with comedians and the younger generation, Sportland publishes content on its official account that reflects a variety of familiar life situations while organically integrating the retailer’s product range.
The mobile network Pildyk also uses influencers quite extensively on TikTok. On the brand’s account, content creators not only publish entertaining content but also participate in various challenges and viral trends.
The advertising integrations of influencers in TikTok have already been tested several times by brands such as Lidl Lietuva, Pieno žvaigždės, Taffel, and the virtual school Digiklasė. It is clear that TikTok can be a suitable channel not only for advertising clothing or cosmetics but also for brands in other categories.
What should you know before joining TikTok?
TikTok has already secured a strong position among other social networks, so it’s more than worth trying out the world’s most popular app for your business communications.
But it’s important to know the basic rule—consumers set the trends here. The TikTok platform is a great place for brands to use user-generated content to start talking about themselves, but it can be tricky to create trends yourself because it’s not the brands that decide what content is worthy of going viral but the users. So it’s up to brands to actively monitor the platform, look for the latest trends, find the best way to adapt them, and jump on the train in time.
We share our insights on what pros and cons a brand should weigh before planning its communication steps with influencers on TikTok.
If you have assessed the pros and cons and decided to implement an influencer campaign for TikTok, please contact us at email@example.com.