The Rise Of TikTok & Shareable Content
You scroll through your Instagram feed and see a video watermarked with a vibrating TikTok logo, accompanied by an upbeat remix of a popular song. Navigate to the TikTok app itself, and you’ll find a whole world of video that doesn’t exist anywhere else on the web — including YouTube.
Known for its short-form video dance crazes that have won over Gen Z, TikTok has captivated the world with its humorous, unrefined content. The New York Times called it “a refreshing outlier in the social media universe,” and we completely agree.
Despite what it seems, TikTok is not just limited to frivility and fun — from dance challenges to internet jokes to full-blown lip-syncing. Many have called the app “cringey,” which dismisses TikTok’s success in setting a tone for its community. It’s a hub for unapologetically wholesome content, which might be exactly what the world needs right now.
In this article, we discuss what marketers can learn from TikTok and how the app has functioned to connect people more than any other platform has before it.
Marketers, Take Note
This recent surge in TikTok downloads, which was already wildly popular well before quarantine boredom set in, is a note to marketers: people like engaging, authentic content. No staging, no retouching — just everyday people being themselves.
The premise of the app isn’t posting pictures of that perfect beach vacation, your European travels, or a bachelorette party with college friends. It is a form of self-expression, rather than presenting life in a way that sugarcoats reality. It eliminates the elements of polished production, making TikTok “more machine than man” — according to the New York Times.
It’s important to note TikTok will forever change the way social media works. It may look and feel like its friend-feed-centric competitors — you can follow and be followed, and you can like and discover content from peers, and there are massively popular influencers — some cultivated by the company itself. But there is something inherently different about the app.
The most obvious difference is what you see when you first open the app. Rather than a feed featuring content from friends, family, and followers, you’re shown a carefully curated, algorithmic feed labelled “For You.” This feed often surfaces everyday users doing something quirky, funny, or clever.
Another key difference is the use of hashtags on TikTok. In contrast from its social media predecessors, hashtags on TikTok actually exist as a functional organizing principle — not just for news or trends. They marcate various dance challenges, jokes, or any other discernible activity.
Turning to TikTok during trying times
You’ve probably already taken note that TikTok has become one of the defining activities of quarantine. With social distancing in full effect, the social media app is providing an escape for families and loved ones, as well as a creative outlet on which people can connect and relieve some boredom.
Around the world, TikTok has benefited from the nationwide boredom boom. The app that primarily won over young audiences is gaining attention from older generations as well. Several hashtags have emerged amidst the coronavirus crisis, such as #WerkItFromHome and #HappyFromHome.
Besides providing families an escape when stay-at-home orders have kept them inside, TikTok has provided professionals a platform for self-expression. The most notable case is Dr. Jason Campbell, a Portland physician known as the “TikTok Doc,” who is bringing smiles to millions around the world with his smooth dance moves.
With the motive to inspire and educate the youth, Dr. Campbell began creating uplifting routines that he shares on social media outlets. One of his dances was even retweeted by Janet Jackson in honor of National Doctor Day. Dr. Campbell even got his fellow doctors, nurses and other hospital staff on board to help him with his TikTok mission, and he consistently receives thousands — sometimes millions — of views on his videos.
TikTok humbly recognizes its appeal in these trying times. The app announced on April 9 that it would be committing more than $250 million to support front-line workers, educators, and local communities affected by the COVID-19 pandemic.
Conclusion
TikTok is brilliant: it is constantly learning from you, analyzing your interests by the type of content you interact with, and making assumptions the second you’ve opened the app. Its high level of personalization and authenticity differentiates it from its competitors. As a brand, it’s important to note these successful attributes and apply them to your own content strategy.