How Brands can Embrace “The TikTok Way”

“Whereas on some other platforms, it's all about trying to create your own world, on TikTok there are dynamic conversations already happening. You don't necessarily want to try and pull people to you, you really have to think about how to intercept,” Evan Horowitz, CEO of Movers+Shakers, explains.

There is a lot of consumer enthusiasm for TikTok right now-
the platform’s personalized algorithm, music-driven format, and never-ending wave of fun-to-watch and informative content have become an important entertainment and information platform for many, particularly during the pandemic. 

TikTok also boasts some unique and creative promotional options such as hashtag challenges and disruptive activations which also make it an exciting platform to work with as a marketer- but significant barriers still exist when it comes to entering the conversation and content stream that is TikTok. There’s a whole culture on the platform that marketers need to understand and embrace when creating content.


As Evan puts it, “you have to invest the time in TikTok, or you have to have people on your team or your agency who are investing the time in it because it is different from other platforms. You need someone deep diving in that world who can tell you about trends and you need to listen to them.”


What else do Marketers Need to Know about Tiktok?

1) The audience skews younger (duh) - but is isn’t just for Gen-Z and Millennials

According to our Social Dynamics Study, the following platforms had the highest percentages of their user base in the 18-34 range. TikTok has around half of their users in this range, making it a platform that leans younger but not necessarily one exclusive to teens as many people assume.


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2) TikTok is second only to YouTube when it comes to time spent by users:

TikTok is also one of the platforms with the highest weekly use, as 17% of users reported spending at least 5 hours a week on the app. This is a very high use rate, about the same as we saw on Facebook and only slightly lower than on YouTube, which tends to have higher durations of use naturally due to it’s longer-form video content.

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3) Half of its users visit TikTok at least once a day

TikTok also stands out in the fact that 50% of users go on the platform at least daily, and 30% use it multiple times per day. While TikTok is not as ubiquitous as Facebook and other social media giants, it’s usage rates are on the heavier side.

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What does all of this mean for marketers?

TikTok’s dedicated user base means that it’s easy for users to spot content that doesn’t belong. The worst case scenario on TikTok is being labeled “cringey”, and that feeling of cringe comes from not knowing enough about the trends and norms that users are expecting from content on their feed. 

It’s also important to find ways to connect user interests with a brand rather than coming off like a commercial. According to our Social Dynamics panel, TikTok users reported engaging with the following content types the most. Integrating music, humor, animal, and other popular content types in an authentic way can give brands a gateway into dedicated fan communities and take advantage of the For You Page’s algorithm.

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Overall, when it comes to TikTok, it pays to understand the platform, it’s users, and the content that continues to be successful in order to find success for your brand.

For more information on how to find success on TikTok, check out our webinar with the TikTok experts at Movers+Shakers. 

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