As many people are aware of, the booming social media “TikTok” has affected fashion, culinary, and even behavioral trends in society today amongst mainly Gen Z and Millennials. TikTok has become the newest marketing tool for businesses big and small to attract new customers to their brand. Due to the pandemic, many small businesses were struggling, but TikTok brought many back up as some companies went viral on the platform.
TikTok works by presenting short videos up to one-minute long. People can get creative with filters, transitions, and overall content creation. Many influencers have turned to TikTok as its algorithm recognizes more small accounts and turns them into something greater.
Companies have sought out these influencers for brand deals that have boosted their business immensely. According to Forbes, the number of businesses using TikTok for marketing has increased from 61 percent in 2016 to 85 percent in 2020.
Influencers used to take over Instagram with brand deals, but now with TikTok can get creative with videos. People who don’t want to watch an entire YouTube video or don’t trust an Instagram photo too much, can refer to a short 1-minute video, trying, reviewing, and recommending a product. Some people don’t even do paid promotions of products and accidentally bring more traffic to a product that was just simply existing.
During the beginning of the national shutdown due to the Covid-19 pandemic, online shopping was skyrocketing. “TikTok Made Me Buy It” became the titles of most videos shown on the “For You Page”. Products like CeraVe Skincare, American Eagle ‘Aerie’ Leggings, Amazon Workout Clothes, and many more became the most consistent sell outs in stores and online all due to the new social media app.
Companies have taken advantage of the promotion tools in TikTok by partnering with them in making hashtag campaigns. With these campaigns, bigger influencers like Charli D’Amelio or Addison Rae participate in the “challenges” they create which brings more attention to the brand.
The biggest advantage to TikTok is that all one needs is a phone with a camera and creativity! Small brands and businesses don’t need to spend money on expensive equipment and editing software as TikTok has it all laid out for its users on the app. Companies can create amazing videos that will not only promote their company but also entertain their viewers. TikTok has been the newest ‘hot topic’ in current social media culture and it is only growing from here.
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