In the last few years, most social media platforms have been trying to play catch-up with TikTok, incorporating various features that were introduced in the short form video application. Though it didn’t pioneer short form video content, TikTok has certainly disrupted the social media landscape with its short, low production videos and easy video editing capabilities. Additionally, TikTok has cemented the power of low production value videos for brands, because the most successful videos thus far have been organic and authentic, as well as relatively simple. This makes TikTok content one of the best strategies for companies to reach their target audiences.
Original Content
One of the most important elements to organic marketing success on TikTok is making sure that the company is creating original content. That means companies must create unique videos about their brand story, products, business processes, and more that will interest their target audience. When it comes to original content, companies should also create videos that tell a narrative arc over a series of posts, to encourage consumers to engage with the brand multiple times. It's important for companies to remember that when they create these types of videos, they should make it clear to the viewers that the videos are a part of a series to encourage those viewers to check back in the future to watch again.
Trends
Trends on TikTok often involve tapping into popular sound clips, different types of audio, and even hashtags. Any user can tap on the audio that a video is using to see more videos that are using the same sound, and even use the same sound in the videos that they are creating too. Because of the highly discoverable nature of videos that use trending sounds, if a company can match its content with the right trend, and at the right time, it can generate millions of views. However, the difficult thing about audio trends on TikTok is the fact that they tend to come and go quite quickly, which means the company must stay on top of whatever is happening on the platform to tap into content that users are discovering. This can be done in 15 to 30 minutes a day simply by scrolling to learn about what is popular, to figure out whether a specific trend would be a good fit for a company and get the company to join in on it.
