Brands on TikTok: Why is the platform valuable?

TikTok isn’t just for the kids. 

Brands on TikTok are starting to cash in. If you aren’t embracing the world’s hottest social media platform, it’s about time you do. 

It’s easy to dismiss TikTok as a flash in the pan that’s just a bit of fun and games, and that very well may end up being all it is. For now, however, it’s becoming an absolute social media behemoth that shouldn’t be ignored, especially for brands looking for creative ways to reach larger audiences, grow their communities, and have a bit of fun along the way. 

So, why is TikTok a valuable platform for brands? 

Challenges are a great branding opportunity 

@jaydenbartels

free guac when you order online or in the Chipotle app on 7/31/19 @chipotle #GuacDance #ad

? The Guacamole Song – Dr. Jean

We already wrote about the popularity of challenge videos, but it’s worth repeating. For brands to be successful on TikTok, they have to be actively searching for the latest trends. Sometimes, that means setting them. But trends, whether they are or not, need to feel organic. You can force a trend to take off, unless you’re willing to dig deep into your pockets. 

If you can get a trend to take off, you’re looking at an incredibly high return on investment. If you can get your fan base producing content on your behalf, there isn’t really a better scenario we can think of. Think of it like a positive review on social media that’s being shared and reproduced by people all over the world. If you’re luck, a trend may develop around your brand organically. 

Younger audiences love brands on TikTok

@nba

Basketball player turned DJ! ??? @willyhernangomez #djathome #jamsession #talenttuesday @unitedmasters

? Who You (Never Knew You) – Reel

With over 800 million active users worldwide, TikTok is absolutely taking the world by storm, and brands should definitely take notice, if they haven’t already.

Now, you may be thinking that younger audiences might not like brands stepping on their social media turf, but that couldn’t be further from the truth.

Younger audiences love interacting with brands online, and they’re incredibly loyal to the ones they like. Brands get themselves into trouble with younger audiences, however, when they fail to be authentic online.

TikTok has a high engagement rate

TikTok engagement rate

Many social media platforms suffer from a simple problem: they have plenty of users but low engagement. Well, TikTok is here to break the mould. TikTok has the highest social media engagement rates per post, when put up against giants Instagram and Twitter. This is largely due to how TikTok encourages users to keep watching, even if they don’t really want to. 

Because TikTok’s entire platform is based around short-form content that encourages community participation, the platform tends to keep viewers viewing longer and posters posting more frequently. 

Brands on TikTok are using Influencer marketing

@zachking

Was that a catch? We’re gonna need instant replay… @chipotle delivers a touchdown #TikTokTimeout #ad

? Yummy – Justin Bieber

Influencer marketing is such a powerful tool for brands. There’s a reason the term “brand ambassador” exists. With such a diverse audience and user base, TikTok offers brands more influencers than you can poke a stick at. 

If you can connect with the right influencer to promote your brand and get your products in front of a like-minded audience, you’ll be in a far better position than if you simply pour money into paid ads. Influencer marketing, while it has its challenges, offers fantastic return on investment for brands who do it the right way and with pure intentions. 

However, influencer marketing isn’t for everyone, and it’s definitely not for all brands/products.  Whatever your brand does or sells, it needs to work well on video, it has to be desirable, and it has to be interesting.   

The way you approach TikTok is entirely up to you. But one thing is clear: you should start approaching it. 

If TikTok still has you scratching your head, check out our TikTok resources page

Brands on TikTok: Why is the platform valuable?
Cal McLean
A born and raised sandgroper, Cal only ever dreamed of one thing growing up: the squeaky courts of the NBA. But his inability to dunk squashed that dream. Cal is the Marketing Coordinator at Coffey & Tea.