5 things we’ve learnt helping brands make TikToks over the past year.
In April last year, we noticed a new social app, TikTok, beginning to make some noise in the United States.
We decided that TikTok was worth taking a look at, weary that the platform might be yet another ‘flash in the pan’ social app.18 months on, TikTok has increasingly become an important channel in many of our client’s social media strategies. It’s been a burst of fresh air on the social scene, as organic content reigns supreme once again.
To recap our first year (and a bit) on TikTok, we wanted to share five key insights that we’ve learnt helping brands understand the platform and why you should take it seriously (if you haven’t already) in 2021.
1. Follow the attention – The rise of casual sharing.
TikTok has grabbed the attention of more 800 million active users around the globe, with six million of these users residing in Australia. In a year where many Aussies have spent extended periods of time at home, TikTok has provided a light-hearted form of entertainment for users of all ages.
This has inspired Aussies to create and consume content on TikTok differently to what we’re seeing on other social media platforms. If Instagram is where people are documenting the ‘perfect’ versions of their life, then TikTok is where they’re sharing a ‘casual’ or ‘unfiltered’ version. TikTok has fuelled the rise to casual sharing, especially from younger Gen Z users, who have become more selective to the content they share on Instagram.
For brands, this has provided an outlet to engage audiences more authentically with light-hearted, fun content that’s more likely to garner a response. TikTok has provided a forum for fun, less polished content to perform well. In fact, from in experience, the more native the content looks, the better. We’ve been using iPhones to capture and create content, which we’ve seen perform better than high production content.
2. Media is cheaper than Facebook – but for how long?
TikTok launched their paid advertising platform into Australia this year, offering brands the opportunity to engage users with sponsored content and product offers. The platform offers some targeting options based on age group, gender, state and several interest categories; however, doesn’t yet have the sophistication of Facebook’s platform.
But the real kicker about TikTok advertising platform is how cheap it is.
We’ve seen several clients buy media on TikTok with CPMs up to 4 times cheaper than what they pay on Facebook & Instagram, when using In-Feed ads. In very short periods of time, TikTok has been able to deliver sponsored content to mass audiences and ultimately drive traffic to branded landing pages.
Why is this the case?
The average Australian TikTok user is spending 62 minutes on the app each day, with the average app session at 5 minutes; approximately 1.4 minutes longer than an average Facebook session, according to a study conducted by AppAnnie. As a result, TikTok has more inventory available to supply to advertisers. A large supply combined with low demand as advertisers begin to understand TikTok as a marketing platform; has allowed TikTok to deliver significant media value to advertisers.
Time and time again, our team has been amazed by the media value TikTok has provided to our clients. We expect that as more brands take to the platform, that this will shift, and media will get more expensive over time.
3. It’s important to be concerned about user privacy.
As TikTok has rapidly burst onto the global social media landscape, it has (publicly) ruffled a few feathers. Governments around the world have demonstrated a cautious approach towards the app as they try to understand how it works and its links to the Chinese government. It’s also important for brands to take an active role in understanding how any media platforms protects privacy and user security.
This year we’ve seen TikTok be incredibly eager to demonstrate to Western Governments and security agencies how user data is protected. They’ve revealed the mechanics of their ‘For You’ algorithm, whilst also providing access for authorities to look under the hood.
The Australian Government, at the conclusion of their independent investigation of TikTok, declared the app safe for Australians to use. Meanwhile, in the USA, the formation of ‘TikTok Global’ in partnership with Oracle, will see the app remain available to users in America. Despite Donald Trump’s continued attacks on the platform, user engagement and uptake hasn’t slowed down in the United States or Australia.
We expect that in 2021, more brands will feel comfortable to engage the app, as the politicisation of TikTok resides.
4. Sound is the new hashtag.
TikTok has reinvented the hashtag – by adding sound.
Unlike many other social platforms, TikTok delivers a ‘full audio’ experience on every video viewed by the platform’s users. Videos are categorised by their soundtrack, providing users with a library of other videos to discover, all using the same sound. This feature has ensured that TikTok has single-handedly dictated the pop music charts over the past year, with trending tracks on TikTok quickly finding their way onto the radio.
A great example of this is the ‘Ocean Spray’ challenge inspired by a video uploaded by creator Nathan Apodaca in late September. The video showing Apodaca skateboarding through Los Angeles, sipping Ocean Spray to ‘Dreams’ by Fleetwood Mac proved so popular, the song has shot into the top 10 Billboard charts for the first time since 1977.
Keeping a finger on the pulse of trending sounds has been incredibly important in our development of branded TikTok content. Finding trending sounds to use in your content is a great way to engage with the broader TikTok community.
We’ve also been developing custom soundtracks for brands to use in their own paid media and influencer activity, such in as our latest campaign with Chobani. Finding subtle ways to hero the product in the custom soundtrack (in this case, the ripping of a Chobani tub lid) works best to ensure the track feels organic enough for users to engage with.
5. Test and Learn – everything!
TikTok’s ‘For You’ algorithm has brought organic reach back, and we love it! It means that good content will go far, and not so good content won’t. We’ve seen amateur creators and brands quickly reach massive audiences all around the globe by creating relatable content that leverages shared sounds, dances, jokes and experiences.
The algorithm has the power to reward great content, but it doesn’t mean your brand will reach a million eyeballs in your first shot. Making great TikTok content takes time to build an audience and find your niche.
Testing and learning is the number one principle our team follow in the creation of content. Every new TikTok is an opportunity to learn what works and what doesn’t, giving us valuable insights for future content creation. Spend time learning how the algorithm works by qualifying different forms of branded content. Doing this will place you in a strong position for success.
Want to learn more about TikTok – or thinking about running a campaign? Download our free TikTok for Brands guide or reach out directly, we’d love to share what we’ve learned.