TikTok’s fate in America has been suspended on a string for over two years, with some hot debates about its data privacy practices and calls for its sale to an American owner. Though there has been a setback in enforcing a ban, the threat of a TikTok ban no longer appearing on the U.S. market is not idle. For brands that count on TikTok as a core part of their marketing mix, it is a matter of concern.
Big Drop’s Managing Director, James Weiss, offers telling insights on the way brands are able to keep their heads above water during the type of imaginable upheaval in his latest interview for Retail TouchPoints. Weiss reveals TikTok’s particular strengths, viable alternatives if the platform itself gets banned, and practical steps that brands must take in order to future-proof marketing efforts. Find the insights below.
Why TikTok Matters: A Cultural and Marketing Powerhouse
TikTok’s meteoric success is unmatched in social media. According to Weiss, the popularity of TikTok has two main zones:
User-Friendly Platform for Digital Natives: TikTok skews towards young, digitally native users and delivers an easy-to-use, intuitive experience. The ease of use minimizes barriers for consumers as well as brands and fosters organic growth.
Cultural Trendsetter: TikTok is more than just a platform; it’s where trends begin. The algorithm on the site amplifies what is trendable, defining wider cultural conversations and opening doors for brands to natively leverage trending-now-culture.
For brands, the accessibility of use along with cultural authority has made TikTok a primary marketing platform, facilitating unprecedented levels of consumer engagement.
Why TikTok’s Advertising Model Works
The popularity of TikTok’s ads are attributed to its focus on micro and nano-influencers, or content creators who have smaller but highly engaged audiences. These influencers help brands create authentic relationships with specialty audiences, which bigger influencers or other traditional advertising cannot achieve.
The snackable video format of the platform, tailored for short attention spans, combined with its algorithmic power to grow reach organically, enables brands to connect with people on a more intimate level.
What Happens If TikTok Vanishes?
Weiss identifies Instagram as the closest replacement for TikTok. Instagram borrowed most of the elements of TikTok, like short video lengths, making it the best among brands that would want to save their social following. YouTube also comes in handy, but has an older generation of users who might not go well with some brand strategies.
Where comparisons are being made, Weiss notes, Instagram’s culture is not the same as TikTok’s, something that may affect the way brands engage with audiences.
Cultural Influence Beyond Advertising
TikTok’s influence goes beyond advertising; it is conditioning culture. The platform sets cultural trends and topics which resonate throughout other avenues of media and industries. A forced ban can stall cultural momentum, to the disadvantage of brands and consumers alike.
In comparing the fate of TikTok to Vine’s demise, Weiss suggests that although the world ceased to mourn after Vine closed down, the world’s love for TikTok and how quickly it has gained widespread usage makes the potential loss much more significant.
Three Must-Take Steps for Brands
According to Weiss, brands must take immediate steps to reduce risks tied to TikTok’s unknown destiny:
Know Your Audience: Research your audience demographics thoroughly. Understand where they are most engaged and where your brand must also be present. Understanding where your audience is going to be if TikTok no longer exists is crucial.
Maximize TikTok Return On Investment Now: If TikTok is already delivering high returns to your brand, now is the moment to amplify that impact. Doubling down in TikTok promotion while the platform is still accessible, ensures you leverage the engaged audience.
Diversify Marketing Channels: Don’t put all your eggs in one basket. Cast your net elsewhere such as on Instagram and YouTube to ensure continuity and stability of the brand.
A Long-Term Orientation of Marketing
Regardless of whether TikTok lives or dies, the underlying mission for brands never changes: to reach audiences in order to spur engagement and sales. Marketers have to be nimble, using several platforms so that their brands are secure against changes in the industry.
For social media-reliant brands, the bottom line is straightforward: diversify your marketing, establish your presence on existing platforms, and be prepared to pivot if necessary.
For more from James Weiss on how brands can prepare for a potential TikTok ban, read the full interview here.