The third video in Social Soup‘s What Good Influence Looks Like content series discusses the role of TikTok and its significance as a platform for engaging with consumers. Since TikTok has become mainstream it has tapped into cultural trends, fundamentally changing entertainment, information search, and social connections as well as covering nearly all the categories available in market. Now, where there are creators with an audience, there is a role for brands to tap into that audience.
Like the previous video in the series, this one reiterates the crucial role TikTok plays in omni-influence planning. With Gen Z spending four times longer on TikTok than watching TV, and with TikTok having overtaken Google as the top platform for search this past year, it is crucial for brands to be present on the platform if they want to connect with their target audience effectively. But to do that, it’s important to understand the audience and their engagement patterns on TikTok to effectively utilise it. Marketers need to see the platform as its own entity, with creators and content tailored for its purpose.
User behaviour shows that people visit TikTok with a discovery mindset, seeking entertainment and learning. It is a platform for product discovery, and therefore users are more likely to purchase products they see on the platform. As a brand, being present on TikTok supports an omni-channel influence strategy, enhancing the impact of advertising across multiple platforms.
Brands need to understand TikTok as a platform, tailor their content to suit its unique purpose, and incorporate it into their omni-channel strategies to maximise impact. With its large user base and cultural influence, TikTok has become a critical medium for reaching your brand’s audience.