TikTok has revolutionized the digital marketing scene. What started as a short-video app for dancing and viral challenges has turned into a key platform to connect with various audiences, especially among younger audiences. But what is the real key to TikTok’s success, and how can companies take advantage of it without losing their authenticity?
Why does TikTok work so well?
TikTok’s success lies in its highly customized algorithm, its frenetic pace and its ability to make any user (and brand) go viral. On TikTok, any video can get to thousands — or millions— of people if it connects with the right audience. On other social media, content is understood and planned differently, so the planning and the path towards achieving the set goals will have to be different.
Successful content is usually characterized by being genuine, creative, emotional or fun. The platform rewards active participation, trends, popular sounds and spontaneous creativity.
It is not just a social network to follow trends and replicate dances: on TikTok, there is emotional content, cultural content, information, creativity and expression.
How to approach your content on TikTok: different strategies
There is not one single way to be on TikTok, and that is precisely one of its strengths. Companies can find their own style, as long as it respects the platform’s language and they manage to adapt it to the brand’s storytelling. Here are some of the approaches you can give to your content on TikTok:
Comical and light
Ideal for brands who want to appear close, spontaneous and with a casual tone. Humor works really well on TikTok, especially when it is self-referential or aligns with current memes. For this kind of content, interaction with the audience, responding to comments and creating comments on other contents is key.
Duolingo (@duolingo)
With a completely comical and self-parodic approach, the language app has created a viral personality with their mascot, an owl, who participates in trends as if it were just another influencer. With 16.8M followers, they have created trends, Duolingo has managed to align to key moments on the platform and has achieved to keep the audience’s attention through every step.
An example of it was when they announced, earlier this year, their iconic owl’s death. The news spread dramatically on social media, with a written letter commenting Duo’s death, the investigation conducted by authorities and a comical message to encourage users to download the app.
The campaign went viral and they were able to continue the story during the two following weeks, all linked to the owl’s death. Those videos add up to millions of views, thousands of mentions and comments and a significant increase in the app’s downloads.
Creative entertainment
This means challenges, transitions, visual tricks or special effects. This kind of content is perfect for businesses who sell visual products or experiences (fashion, food, trips, etc.).
Creativity on TikTok does not know about norms or guidelines, and it is thanks to this that concepts never seen in other social media platforms are found and developed.
Ryanair (@ryanair)
The low-cost airline, with 2.6M followers, has surprised with videos that combine sarcastic humor, memes and popular sounds, humanizing its brand and connecting with young audiences.
The brand has gone viral on countless occasions for accepting and responding to complaints and negative comments from its consumers, by turning criticism around and using it to its advantage. From commenting on the price of picking window seats to criticisms from people who missed their flights for various reasons.
Educational or informative content
Many brands also opt for edutainment, which is educative content presented in an entertaining format. It is ideal for sectors such as the legal industry, health, finance, technology or sustainability.
El País (@elpais)
Yes, a newspaper on TikTok. With an informative approach, they have managed to bring the news to a younger audience without losing credibility. In no more than 60 seconds per news piece, it is possible to stay up to date with the latest news in real time. All without losing the reliability and certainty of a media outlet such as El País.
High-quality or more serious content
Although TikTok rewards spontaneity, there is also room for content that is more visually polished and with a more serious approach. Luxury, fashion or design companies can stand out with higher level productions, as long as they maintain the rhythm and tone of the platform.
Sephora (@sephora)
An example of how a brand can offer informative and aspirational beauty content at the same time, from tutorials to collaborations with content creators.
On their official account, which has 1.8M followers, they combine product and brand contents with guides that other well-known content creators produce, among others.
When is it a good (or bad) idea for a brand to enter TikTok?
When it comes to deciding whether it is a good or a bad idea to introduce your brand on TikTok, you must consider its format and opportunities.
With TikTok’s goal and possibilities are clear, it is time to decide whether it is a good or bad idea to join the platform:
It is a good option if:
- Your brand is flexible to experiment and adapt quickly.
- You have a creative team or are willing to collaborate with professional content creators.
- Your target audience includes people under 35 years old.
- You are open to showing the most human and spontaneous side of your company.
It is not a good option if:
- You need a very strict control on each post and do not tolerate mistakes or improvising.
- Your target audience is mainly above 35 years old.
- Your product requires very complex technical explanations or is not suitable for a visual format.
- You cannot sustain the frequency and pace that TikTok demands to upload content and make your profile grow.
TikTok is not just another social network, it is a language. The brands that succeed on this platform are those that dare to speak that language: direct, visual, emotional, sometimes absurd, but always authentic. It’s not just about being present, but about understanding how to adapt to the ecosystem without it appearing forced. Because on TikTok, authenticity is not faked: it is felt. To enter this platform, you have to be prepared to make mistakes, it’s part of the journey, and knowing how to face the problem is the insurer of success.
At LF Channel we know that authenticity is key to effective communication. If you want to keep in touch and explore new ideas, contact us.
