TikTok has become one of the biggest social media platforms and attracted numerous users in the US. Also, marketers start to find it a perfect platform to reach teen audience. When users, influencers and marketers all flooded into the platform, the requirement and sponsorship for advertising in TikTok are blurry. As one of the TikTokers Alejandro Baigorri said: “Everyone is doing something different at the moment, it’s like the Wild West.”
While some people tend to regard TikTok as the new Instagram, some believe it is more like YouTube. More and more marketers began to realize that marketing on TikTok sometimes has the same, or even better effects, compared to Instagram marketing, especially when they are targeting the Gen Z.
But the difference is also obvious. TikTok isn’t a place to connect real-world friends, which is more similar to YouTube. Besides, as it is based on short videos and doesn’t need a long period of time to consume, TikTok is more likely to be the choice when people want do kill some time during daily commute.
Besides, creation of video is more complicated than simply posting a photo, which placed a barrier of entry. But TikTok videos are generally easier than YouTube videos, which are usually more than 3 minutes and require some professional equioments. Therefore, more people can get the chance to become a influencer in TikTok, as long as they have a great idea and make some plans to film and edit.
For marketers, TikTok marketing is more about raising awareness and showing Gen Z a younger and more creative side of the brand. The most interesting part of this platform is that users are encouraged to imitate the original video form and use the same music to create their own funny videos. Therefore, besides focusing on the quality of video, marketers also need to make the video easy to imitate so that the possibility of going viral can greatly increase.
Recently, as more money began to pour into the social media platform, TikTok’s marketplace also slowly built up regulations and standards to protect creators. While TikTok continue to gain attention and become the quite trendy, it is still not clear whether it will stay popular like Instagram and YouTube, or it will gradually fade like Vine or Snapchat.
Resource:
6 Responses to TikTok — the new platform for US marketers and influencers