TIKTOK

The origin of TikTok

Any AR supported device can create a digital impression through the camera lens by scanning the item. The AR algorithm and software calculates the distance and ultimately overlays it with virtual content like graphics, audio-visual media, GPS, etc. AR engenders through applications on standard devices such as smartphones, tablets, Smart glasses, Smart headsets, etc. The technology is progressing steadily and is likely to disrupt new spheres and sectors to enhance workflow, especially after the advent of 5G. The biggest IT companies like Google, Facebook and Amazon are generously implementing AR to their offerings. Snapchat and Instagram filters are the most prominent examples of the same.

Why is TikTok so popular?

The perception towards TikTok was of a niche lip-sync video platform targeting the GenZ. In a matter a couple of years, it transformed into a platform that marketers simply cannot afford to ignore. What gives it so much power? How did TikTok become so important in such a small amount of time? There is not one right answer. To begin with, TikTok reshaped the conventional social media model. Originally, online connections and interactions are based on factors like interests and friendship on the social media platforms. Even when a creator with zero connections posts a video on TikTok, the video will most likely appear on the ‘For You Page’ of the users interested in the subject of the video. TikTok’s algorithms works differently. It offers its users an un-ending list of videos chosen by the algorithm. Then it monitors each moment of what they watch, scroll and take interest in and ultimately learn about their taste. This is how it turns the tables around; instead of users telling TikTok what kind of content they wish to consume, TikTok prompts the users what they want to see. It is like a treasure box that the users simply can’t stop opening.

Implications of TikTok for marketing

TikTok has been able to gather 1 billion active monthly users within 3 years. It took Instagram 6 years and Facebook 4 years to achieve the same. To understand user perceptions and understand what users value in contrast to other platforms, TikTok assigned Nielsen to conduct a comprehensive study. The findings reflected the unique, authentic, joyful and unfiltered content is responsible for the rapid growth of the video creating platform. Keeping in view with the factors of credibility and uniqueness, when brands are promoted via TikTok, 54% of the users find them to be authentic and 53% users trust the brand quality. TikTok is also highly entertaining. The report further suggests that 71% of the users are unbothered by ads as long as they are getting entertained whilst seeing them.

Here are some key aspects that makes TikTok an effective marketing platform:

• TikTok influencers: One of the most popular formats to promote a brand through TikTok is through influencers. It is highly personalized and doesn’t come out as in your face sales centric.
• TikTok ads: Numerous types of ads showcased through innovative formats.
• Content variety: Humor and entertainment is core to TikTok. The fun element supplemented with sound and appealing visuals makes the content seem less pushy or like a sales pitch.
• High probability of going viral: Content on TikTok is democratized. Unlike other social media platforms, it gives equal opportunities to creators to go viral through engaging content.
• Still blooming: It is still a new platform. Launched in 2016, it became popular by 2018 and started monetizing through TikTok for business by 2020. Owing to its popularity, there is also a new shift in its user base from Gen Z towards Millennials.

TikTok made me buy it:

TikTok users use #tiktokmademebuyit and share their experience on social media. Brands have phenomenally evolved, remarketed and completely transformed the product placement through TikTok. Authenticity and trust in the opinion of the influencers is core to advertising and promotion through TikTok. Users robustly consume the content shared by their friends and favorite creators. They believe their opinions and consider their experience as relevant and make a purchase based on the same. As the content goes viral via TikTok’s ‘For You Page’, sales soar, brand perception shifts and businesses boom.

TikTok has a great influence on events like Black Friday Sales. In 2022, the hashtags- #blackfriday2022 received 289 million views and #blackfirdayhaul got 134 million views. Tiktok generated a huge amount of cash during the Black Friday Sale as 2 in 5 Gen Z users purchased from the haul video featured on TikTok.

Hailey Bieber, the famous model turned enterprenuer has amassed a humongous following on TikTok. In June 2022, Hailey launched her own skincare brand called ‘Rhode’ with the three step skincare regimen that provides glazed skin, mainly targeting the Gen Z customers. Concurrently, Hailey’s Strawberry Glazed skin Erewhon Smoothie was making a loud noise on TikTok because of its extravagant prices- $20. Thanks to her strong follower base and influence on TikTok, Hailey Biber Glazed skin Erewhon Smoothie received more than 10.4 million views.

36000 units of smoothies were sold within the first month. The launch of Rhode with the background of all the Buzz Hailey Bieber’s Erewhon Smoothies was creating did wonders for the launch. This TikTok marketing strategy is being referred to as the ‘Gold Standard of beauty marketing’.

Is TikTok taking over Google’s audiences?

The senior VP of Google, Prabhakar Raghawan recently cited that the younger generation prefer to search using social media applications like Instagram and TikTok instead of Google search or Google Maps. As reported by TechCrunch, approximately 40% of Gen Z are searching for places like good restaurants to eat nearby on platforms like TikTok and Instagram.

The presence of TikTok in the search ad arena denotes a promising chance to businesses for reaching and engaging the younger users as the younger set of audiences are hard to reach through conventional advertising platforms. The rapid upsurge of TikTok also holds implications for YouTube. Although, the current market share of Youtube is quiet ahead of TikTok, but considering the pace of its growth, TikTok holds the potential to give YouTube a run for money in the future.

As reported by Insider Intelligence, by the year 2025, the United States will have about 24.2 million TikTok users and 26.6 million YouTube users. The user base penetration of YouTube has already saturated, but TikTok is still in the growth phase, a phenomenal one to say the least. One of the most important factors pertaining to TikTok’s influence on internet search is pricing. If TikTok offers a competitive price and Return on Investment than Google, advertisers would be willing to spend more and more.

Conclusion:

TikTok has significantly transformed the sphere of digital marketing, not to mention it has just started to gain its foothold in the industry. Brands and marketers cannot afford to avoid it. The fact about social media marketing is that genuine and reliable content boosts engagement, which further drives conversions. Users trust the opinions and recommendations of their friends, celebrities and influencers because it feels real. Hence, it provides brands with a ready-made platform to communicate with their customers and prospects and engagingly share their offerings.

TikTok has been redefining how marketers can identify and approach their target market. The aspect of creativity has transcended hard-core paid ads and branded content to organic discussions ignited through creative videos made by users. Brands are paying heed to it and accordingly accommodating their marketing strategies. Social media marketing is continually evolving. The growth of TikTok is a premier example of the same as it redefines the means to approach young, aware and engaged audiences.