Video content is dominating the digital landscape. There is a lot of curiosity about TikTok and how you can keep your video content fresh and exciting on this dominating app. Since its launch in 2016, TikTok has spontaneously taken over the video realm of our digital world. Its popularity has been on a steady incline, providing immense entertainment to scroll through for hours. So, how do businesses take advantage of this opportunity? With so many brands starting to transition to the platform, how can you ensure your content is original? Let’s talk about it!
TikTok Overview
With over 680 million monthly active users across the world, TikTok has taken over prime digital viewership with almost all audiences. 90% of those users are opening the app multiple times a day, meaning there are plenty of opportunities for businesses to get traction. TikTok content spreads across a wide range of genres, including music, dancing, cooking, comedy, and business advice. The growth of TikTok in the last few years has been outstanding and has become increasingly popular since the pandemic.
The beauty of TikTok as a social platform is its usability. One of TikTok’s standout features is giving users the ability to record videos from their phones and add music, captions, stickers, and even visual effects with ease only professional videographers used to have. These final edits create an entertaining video that is then pushed through an algorithm specific to the audience’s interests. Although this platform is mainly used for entertainment, a lot of big-name brands use it to increase brand awareness.
Keep It Fresh
TikTok is known for its trouble-free useability, making it easy to hop on the most current trends. Now it seems like creators use the same songs, same choreographies, and even sometimes the same captions. As a business, it’s important to know the different ways to gain brand awareness while also staying original. Megha Gaedke, the founder of KetoConnect, advises businesses to utilise the current TikTok trends in their own unique way.
“As a brand, it can be tempting to jump on the bandwagon and try to ride the wave of popularity. Put your spin on the trends you follow. Just because everyone else is doing something doesn’t mean you have to do it the same way. If you are a food brand, for example, you might want to take a trend like baking and put your spin on it by introducing new flavours or ingredients.” Megha Gaedke – Founder of KetoConnect
Another way to keep your brand content original is by being adaptable to current audience likes and dislikes. While some trends may be great for content creators, some just don’t make sense for businesses to participate in.
“Keeping videos original truly depends on your brand. Even if a “dance” is trending, it doesn’t always make sense for a brand to utilise it. We try to stick to our same brand standards and voice across all social platforms. If there is an overarching trend, I like to brainstorm on how that idea can be adapted to the brand, not just a carbon copy of the original video.” Kayla Koons – Social Media Manager at Clean Origin
Additionally, you can never go wrong with a little authenticity.
“I keep my TikTok content original by nurturing my creator-follower relationship. As a creator, it’s critical I build a strong relationship with my TikTok community, so they look to me for advice and
guidance. My professional background and career are ones that some hope to emulate and I directly answer their questions. This establishes trust and a more direct creator-follower connection.” Cherie Luo – MBA student at Stanford Business School
The bottom line: stay true to yourself as a brand. Be adaptable to trends without being a copycat. And, most importantly, know your audience. TikTok is here to stay, and it’s only getting more popular. You might as well capitalise on the fastest-growing video platform while it’s here!