Marketing on the popular TikTok platform may attract and engage an audience of prospective customers. However, like so many social networking platforms, as it evolves TikTok may become more challenging to make a following.
By way of instance, Jon Shanahan, co-founder of Stryx, a men’s skincare company, has directed his company’s TikTok page to over 1.8 million enjoys. A number of that success has to do with the platform’s age and degree of adoption. And as it grows, TikTok may be relatively more difficult for manufacturers to replicate that level of participation.
On February 25, 2021, Shanahan participate in an exclusive 30-minute interview for the CommerceCo by Practical Ecommerce community. During the live event, Shanahan took questions from community members and shared his ideas and opinions about TikTok.
“TikTok now is exactly what Instagram was in 2012,” said Shanahan, adding,”It was a brand new platform [with] lots of enthusiasm [and] a very different culture than the other [social networking sites]. Every platform has its own language to it. YouTube is far more long-form and enlightening. There’s a language to YouTube. Same with Instagram. It’s visual. It is photography…TikTok is all about creativity…and there’s far more off-the-cuff creation.”
TikTok content also does not have to be perfectly polished.
“There’s an arms race on YouTube to get [the] best camera and the ideal microphone. But on TikTok, it is’What is your best idea?’ That’s a massive differentiator,” said Shanahan.
TikTok’s language and culture make it a distinct instrument in the content marketing toolbox.
A movie on TikTok from a company”is content promotion,” according to Shanahan. “It’s a lifespan to it Instagram does not have. TikTok will continue to push your movie for 90 days. An Instagram post… might see perspectives for two to three days.”
Shanahan describes TikTok videos as one part of Stryx’s content attempts.
“YouTube is our articles library. We’ve got a great deal of tutorials, a great deal of FAQs. If somebody would like to know about Stryx, YouTube has that content,” said Shanahan.
“Instagram resembles a fairly grid. We can show our products and customers and do some demos,” Shanahan said. “However, TikTok is like the tip of the spear — a great deal of brand discovery”
The routine Shanahan describes for this corporation’s videos contrasts with the content advertising tenants of attracting, engaging, and retaining customers, wherein Stryx utilizes TikTok throughout the attraction phase.
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“The ideal time to begin [on TikTok] was , and the second-best time is now,” said Shanahan. “Early on, if you had one hit movie, your follower count would grow like mad. That just does not happen as much as it used to.”
The challenge for TikTok and any nascent social networking platform is that as it develops, creators will probably find it more challenging to attract attention.
Creators — brands or individuals — will probably require increasingly extreme or outrageous content to get excellent results.
“Constructing a YouTube audience is a lot more challenging than it was two decades ago, five years ago, or six decades back, and TikTok is in a young location,” said Shanahan.
Fortunately, TikTok isn’t yet saturated. There are still chances to market your company there.
Shanahan recommended becoming knowledgeable about this platform, spending a couple of minutes or an hour a day for a little while.
He described his first experience. “I had lunch with a friend who explained TikTok to me ‘YouTube but with founder tools based on sounds and tendencies,'” said Shanahan,” I was like,’That’s interesting. I will try it.’ I place the video up. Three hours after it had 300,000 viewpoints. I thought,’There is something ‘”
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