TikTok is, without question, the one platform brands are eager to either develop a presence on or grow an existing following. But like any other social platform, TikTok has its own unique communities and norms for communicating — which can be difficult for brands to figure out. It’s also the one of the few platforms where brands can find droves of Gen Z kids, and figuring out how to reach them can be an ever-changing challenge.
“TikTok is an authentic, fluid environment. The community loves engaging with creators and brands,” said Katie Puris, Head of Global business Marketing at TikTok, at Brand Innovators’ webinar called “TikTok: The Future of Creator and brand Collaborations,” presented by Whalar. “For brands to show up well, you need to be representative of how the community likes to experience that content. What we tell marketers is, ‘Don’t make ads, make TikToks.’ It’s about lowering the barriers for entry; brands need to become a part of the community and have fun along the way.”
Though some brands may be reluctant or unsure where to start, Puris assured them that “learning TikTok for brands is not a complicated process. It’s all about rich and immersive storytelling. It’s a great platform to tell big and creative stories, grow your brand and get incredible results.”
TikTok, of course, has not just been of interest to brands. Just days after this webinar took place on July 27, Microsoft announced its intent to acquire TikTok’s U.S. operations, according to the New York Times, after President Trump declared he would ban the app in the United States over parent company ByteDance’s alleged ties to the Chinese government (which TikTok has repeatedly denied.) Then, on Monday (August 3), Trump gave Microsoft the green light to pursue the acquisition, with the caveat that the service would be shut down Sept. 15 unless Microsoft or another company bought it and that it gave the U.S. Treasury department “a lot of money.”
While Tik Tok’s long-term ownership may be uncertain, many people expect the app to continue operating in the U.S., which means the time is ripe for brands to learn how to best utilize it.
Here are five key takeaways from the webinar that can help guide advertisers on how to show up on the platform:
Study the trends on the platform. Natalia Seth, a creative influencer gave simple yet effective advice for brands as they approach TikTok. “Study the trends,” she said. “Study what people are doing. I take long periods of time to research and see how I can apply those practices with my own niche.”
Don’t be afraid to just start trying. Many brands are reluctant to post unless they have multiple layers of approvals and a solid production budget. But half the fun of TikTok is that it doesn’t require fancy equipment and big budgets. “The barrier to entry to make good content on TikTok is really low because all you need is your phone,” said Seth. “I was hesitant to work on video for years because I was nervous about being perfect. WIth TikTok, it’s all about the rawness – the human error, making mistakes, and embracing the imperfection. TikTok is all about really showing your personality.”
Be authentic. This may seem cliche, but it bears repeating: Brands must approach social platforms in a way that is true to their own voice. Any brand that wants to be on TikTok needs to do so authentically, otherwise TikTok users will either ignore the brand, or worse, make fun of it.
“There are practical elements, but at the end of the day you have to immerse yourself into the community and culture. If you start from a place of authenticity, it will help guide which trends you participate in,” said DevanOnDeck, a creator, content strategist and guest of the webinar. “TikTok has a very keen sense of how to find your tribe, and how your tribe finds you. If you make sure everything comes from a real place, you’ll always find people who share your diverse views and are able to resonate with your personal experiences. There are millions of people who can find value in what you have to say, no matter how big or small.”
Read the comments. There’s an old joke about how people should never read the comments on any given news story, but that is not the case in social media. Reading comments helps marketers understand the audiences and their reactions to the content. “To understand the TikTok community more deeply, you need to read the comments,” said Katie Puris, Head of Global Business Marketing at TikTok. “You’ll see how the community embraces each other, to something funny and entertaining to something more profound.”
Follow Whalar’s five key tips. Got your TikTok strategy in place? Here’s five more key tips that moderator Karyn Spencer, SVP-Partnerships at Whalar shared during the webinar.
1. Get your algorithm right! Use the heart and the “not interested” button.
2. Share. Consider turning “who can view your liked videos” to “everyone.” It’s a fun way to share your preferences with others.
3. Build a community. If you want to build a community, engage positively in the comments of other people’s videos and your own.
4. Stay on trend. Visit the app regularly to keep in touch with trends. As a brand marketer, spending 5 mins a day in the discover page is a worthwhile investment.
5. Track talent. Take note of emerging influencers that align with your brand’s demo. They could be key talent to build early relationships with.
