What is TikTok, and Should You Be on It?

A wildly popular Chinese social media app is taking off in America among the young trendsetters, rising to the top of the charts in September 2019 as the No. 1 free non-gaming app. TikTok allows users to film, edit and publish short videos. It’s similar to the six-second video app Vine, which was bought out by Twitter in 2012 and later discontinued when competitors such as Instagram introduced similar (but slightly longer) video features. TikTok, however, allows videos as long as 60 seconds – and users can add music, GIFs and hashtags.

How can brands use TikTok?

Because TikTok is currently a mobile-driven app, it allows for natural, authentic, user-generated content that consumers can relate to. It’s mostly used to capitalize on pop culture trends; users can find the short clips by following trending hashtags.

On the organic front, brands that already have brand affinity and recognition can garner word-of-mouth advertising. A video of a teenager eating a burger stacked with 10 patties at a Whataburger in Allen, Texas, went viral, but it was more than the eating challenge that made it spread like wildfire. The fact the teen who shot the video told a story with each clip resonated with the fans watching it. Other users post funny videos showcasing brands without even having to call them out, like in this example.

But how can you be proactive about TikTok content?

• Creating your own content. You can make creative videos on the fly depending on what’s trending within the app. This sort of timely content raises your chances of reaching more consumers. Brands like Chipotle have already capitalized on the opportunity.
• Hashtag challenge. You can encourage user-generated content by asking fans to participate in a challenge using a specific hashtag. This is part of TikTok’s managed service sponsorship and has potential for virality, as users can create and share their own short videos about your brand – offering their own authentic take on the creative.
• Partnering with influencers. Much like Vine, TikTok does have a space for creators to become influencers; but unlike Vine, TikTok is working on ways for creators to monetize their work and create significant revenue – which could mean a bigger pool of influencers your brand can tap for sponsorships. Although ads are becoming available, brands might benefit more from using influencers as spokespeople – knowing it’s a platform that favors content creators.