First the world came across Vine, then Musical.ly, and now there is TikTok. With the former two now shut down and merged with TikTok respectively, TikTok remains the only undisputed ruler in the short video sharing platform market.
Brands can buy LinkedIn followers or hire any professional social media marketing company to reach their audience, but understanding and acknowledging the latest trends is acquiring a competitive edge before a mass breakthrough in the industry.
In this discussion we’ll talk about some important questions regarding the scope and business use of this popular tool.

Which type of content is popular on TikTok?

    Trendy dance videos. Short video clips such as Floss, Orange Justice dance, Rockefeller Street, etc.
    Nostalgic Videos. Users select a famous or nostalgic song and perform their own dance steps on it.
    Lip synching. Mimicking the actual dialogues in a scene (self-explanatory).
    Voice dubbing. Users slice snippets from movies or TV shows and dub the scenes with their own dialogues.
Generally speaking, it might not make sense for companies to use such a platform to their benefit, but creative thinking today excels in ways people can never imagine.

Why should brands pay attention to TikTok?

Just like how social media platforms are getting increasingly popular with brands and digital agencies worldwide, so should be TikTok in their execution strategy. As discussed in the above examples, it’s obvious that branded content is not usually seen in the TikTok feed. Understandably, the platform is still in its infancy stage in the market, and the case revolved around the authentication, something that is highly sought by both marketers and consumers.

Therefore, in order to use TikTok and authenticate for your brand, you have a couple of options: establish a partnership with a popular influencer or make purchases of one of the platform’s products. Partnering with an influencer is all about connecting with a known star on the platform. So far, the platform is still in the initial stages of testing ad products, requiring a TikTok representative. And self-serve ad products are yet to be introduced. Two self-serve options that are nearing their introduction include Native Video ads and App Install Ads, for example, Grubhub’s ads.

Brands which are more inclined to focus on younger audiences can use TikTok’s ad products after they are officially released. Business owners and digital marketers that have the right offerings, idea, and audience can already start with TikTok by looking out for potential influencers for partnerships. Understandably, TikTok is still young, but just like social media, things happen and trends change within no time in this digital age. The idea is to stay ahead of the competitive curve, and try to experiment with a new, youth-centric, convincing network before your competitors start breathing down your neck.
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