We're a long way from TikTok's emergence as a powerful platform for brands to connect with their target audience. There's no denying its status as a major player now. As a consumer channel, it's here to stay. And that means TikTok marketing isn't going anywhere either.
But, as the platform matures, brands need to adapt their strategies to keep up with evolving trends and user behaviors. Let's look at how TikTok's transformation is impacting brand marketing, from the introduction of longer videos and text-only posts to the rise of storytelling and user-generated content (UGC). By understanding these changes, brands can refine their TikTok marketing strategies to stay relevant, authentic, and engaging in the eyes of their audience.
How TikTok – and TikTok marketing – is changing
TikTok is no longer the social channel it once was. The short-form video-sharing app is evolving, and these changes are having a significant impact on how brands should market on the platform.
One of the most notable changes is the introduction of longer videos. TikTok now lets creators upload videos up to 10 minutes long, up from the previous 3-minute limit. And with their new Creator Rewards program, they’re actually requiring videos longer than one minute in order to qualify. This change opens up new possibilities for brands to create more in-depth and engaging content.
In addition to longer videos, TikTok is also allowing users to create image posts, or even text-only posts, in addition to videos. This gives brands more ways to express themselves and connect with their audience. This shift towards more diverse content types on TikTok is likely to attract a wider range of users, including those who prefer visual or written content over videos. It also allows for more creativity and flexibility in storytelling, making it easier for brands to stand out and capture the attention of their target audience. With these new updates, TikTok is solidifying its position as a top social media platform for brands to showcase their products and services in unique and engaging ways.
On that note, TikTok is also making changes to its algorithm to favor longer, more informative videos. This means that brands need to focus on creating content that is not only entertaining but also educational and informative. This shift in the algorithm presents a great opportunity for brands to establish themselves as experts in their industry and build trust with their audience. It also encourages brands to think outside the box and create longer-form content that provides value to viewers, rather than just quick, attention-grabbing videos. By embracing these changes and incorporating them into their TikTok marketing strategy, brands can effectively reach and engage with their target audience in a way that is authentic and meaningful.
These changes suggest that TikTok is trying to become more like a traditional social media platform, where users can share a wider variety of content. This is a significant shift for TikTok, and it will have a major impact on how brands market on the platform.
TikTok's evolving user base
TikTok is becoming more popular with older adults, and users are increasingly diverse in terms of ethnicity and background. In the early days of TikTok, the platform was primarily used by teenagers and young adults. However, in recent years, the user base has expanded to include a wider range of age groups.
According to a recent study, the average age of a TikTok is over 30, and there's little reason to think that this number won't grow in the coming years. This shift in demographics may be due in part to the fact that TikTok is increasingly being used as a source of news and information, as well as a platform for entertainment.
In addition to these changing age demographics, TikTok users are also becoming more diverse in terms of ethnicity and background. In the past, TikTok was primarily used by users from North America and Europe. However, the platform is now seeing significant growth in users from the Middle East and Africa, along with Asia and Latin America. This diversity is due in part to the fact that TikTok is available in a wide range of languages, and the platform has made efforts to reach out to users from different cultures.
TikTok users are spending more time on the platform, and are increasingly using it to discover new products and services. In the early days of TikTok, users would typically spend less than 30 minutes on the platform each day. However, in recent years, the average time spent on TikTok has increased significantly. This is due in part to the fact that TikTok is constantly adding new features and content, which keeps users engaged. TikTok users are also increasingly using the platform to discover new products and services. According to a recent study, TikTok users are more likely to make purchases based on recommendations from influencers and other users on the platform. This trend is expected to continue to grow in the coming years, as TikTok becomes an increasingly important platform for eCommerce.
Why storytelling is so important for TikTok marketing now
In the early days of TikTok, catchy dances and viral challenges were the surefire way to success on the platform. However, as the platform has matured and evolved, users are now looking for more than just this type of simple entertainment. They want content that's informative, educational, and thought-provoking, and your strategy should factor in that change.
In the past, TikTok’s algorithm was heavily weighted toward videos that received a lot of views and engagement. However, the algorithm now takes into account a wider range of factors, including watch time, completion rate, and user retention. This means that videos that are longer and more engaging are more likely to be seen by a wider audience.
Additionally, the algorithm now prioritizes content from a diverse range of creators, rather than just those with large followings. This has allowed for smaller creators to gain more visibility on the platform and has also encouraged creators to focus on creating high-quality, unique content rather than solely trying to gain a large following. Ultimately, this shift in the algorithm has resulted in a more diverse and engaging content feed for users, as well as a more level playing field for creators to showcase their talents.
The algorithm also takes into account the overall engagement on a video, including likes, comments, and shares, rather than just views, especially related to ones you’ve already engaged with. This encourages creators to create content that sparks meaningful interactions and discussions among their audience, rather than just aiming for a high view count.
It's clear that storytelling is now more important than ever on TikTok. Brands that want to succeed with TikTok marketing need to create content that's not only entertaining, but also informative and engaging. They need to tell stories that will resonate with their target audience and that will keep them coming back for more.
Collaborating with TikTok influencers
Collaborating with TikTok influencers is a great way to navigate the platform's evolution and reach a wider audience with authentic content. TikTok influencers have a deep understanding of the platform and its users, and they can help you create content that is engaging, relevant, and resonates with your target audience. They can also help you stay up to date on the latest trends and challenges, so you can be sure that your content is always fresh and relevant.
Working with TikTok influencers allows brands to tap into their creativity and unique perspectives, bringing a fresh and authentic voice to their content. These collaborations can also help brands reach new audiences and expand their reach beyond their existing followers, leveraging the influencer's loyal fan base to increase brand awareness and drive engagement.
Additionally, collaborating with influencers can provide valuable insights into what resonates with young audiences, helping brands stay ahead of the curve and adapt their marketing strategies accordingly. This is especially important as TikTok continues to grow and change, because many influencers are making their living doing this. They've spent a great deal of time and energy getting to where they are, and they pride themselves on understanding the ups and downs of TikTok. Tapping into that knowledge can be huge for brands that recognize TikTok marketing is changing and don't want to get left behind.
That makes it even more important that brands don't try to have an outsized say in what sort of content the influencer creates. After all, the influencer knows their audience best and what will resonate with them. Brands should trust the influencer's expertise and allow them the creative freedom to produce content that will authentically engage their followers. This will not only lead to more successful campaigns, but also foster a stronger and more genuine relationship between the influencer and their audience.
UGC is the hack to scaling relevant, authentic content today
UGC is a powerful tool that can help brands create authentic, relevant content that resonates with their target audience. When done correctly, UGC can help brands build trust, increase engagement, and drive sales.
It can also help you keep up with TikTok's evolution by allowing you to tap into the latest trends and themes that are popular on the platform. That's because the users who are creating quality UGC are typically staying on the forefront of TikTok's maturation as a channel, and they'll be able to guide your brand in the right direction. By embracing UGC, you can stay true to your brand's values and messaging while also staying relevant and current on TikTok.
The savviness of these creators is another sign of TikTok's evolution from an upstart, sometimes silly, channel into one where creators have honed their skills and are now producing high-quality, engaging content that shows an awareness of the potential they have to reach an audience and have a material impact on sales for a brand.
Your brand can take advantage of this by collaborating with these creators, learning from their expertise, and incorporating their insights into your own content strategy. This not only strengthens your brand's presence on TikTok but also fosters a sense of community and partnership with the creators who are helping to shape the platform's growth.
By embracing UGC and collaborating with creators, your brand can not only tap into the content that's already being created around your products and services, but also scale content to a level you won't have to rely solely on in-house creators and expertise. UGC creators often have a large and dedicated following of their own, and by partnering with them, your brand can tap into their audience and expand its reach beyond its current target demographic.
Takeaways
As TikTok continues to evolve and mature as a social channel, so do its users and their audiences. And that should impact the way your brand approaches its strategy there.
Don’t get stuck in the mindset that TikTok’s users are all teens and young adults, or that the content needs to be extremely short and snappy videos to catch people’s attention and go viral.
TikTok will follow its audience, and its audience is increasingly embracing high-quality content and storytelling. Embrace it.
If you want to see how Emplifi’s social media marketing solution can help you do that, we’d love to give you a look any time.
