TikTok gives all businesses opportunities to capture their audience and deliver their messaging through engaging short videos. The app has been designed to ensure brands can create and upload their desired adverts within 20-30 minutes if required, allowing even small businesses to find time to market themselves on the platform.
TikTok’s head of marketing, Chew Wee Ng, said: “It doesn’t matter if you’re a first-time user from an island in Indonesia or a global celebrity, whether you are a small business or a multinational brand, as long as you are telling authentic stories and engaging and collaborating with the TikTok community, you can succeed on TikTok.”
This has never been truer than for our client Rowley Farm Holidays, who have utilised their TikTok channel to show short videos of their luxury stays, engaging the community and receiving thousands of views. They have shown the value of effective TikTok video marketing, as brands are able to organically reach a high volume of users without the ad spend you’d more likely require on other platforms. This is an aim of TikTok who want to offer brands the equal chance to succeed with organic content.
Unlike other platforms, TikTok also provides a sound-on experience with 80% of Facebook users admitting to watching adverts without the sound. This gives creators on TikTok a better chance to get their narrative across to the user. Advertisements also aren’t disruptive to the experience, and are instead integrated seamlessly within the user’s feed. This creates the illusion that an advert is just another standard video in their feed, meaning the audience is more likely to watch the video for a longer duration in comparison to other platforms.
This has led to the innovation of other platforms in an attempt to keep up with the rise of the success of TikTok. Instagram tried to capitalise on the demand for short video content with Instagram Reels, as did YouTube in the form of Shorts, both of which replicating TikTok’s format. This demonstrated the effectiveness of such a platform among both users and brands, with big players within the space being forced to adapt.
Currently 70% of businesses use videos for social media to promote themselves. This is why the TikTok founders want to encourage brands to stay true to themselves and provide valuable, on-topic content for their customers. Therefore, when advertising on the app, businesses are encouraged to stay on-trend to maximise the TikTok algorithm. Therefore, TikTok in video marketing is leading the way in this space as it forces brands to be constantly mindful of their potential customers and the content they consume. In the future, TikTok is looking to give brands greater freedom to create content, utilise trends and go viral.
TikTok is therefore one of the most effective platforms for video marketing, even for brands with smaller advertising budgets. If you’d like to find out how you can make use of it in your comms activities, get in touch with Team Nifty.