TikTok Marketing: The Call for Brand Authenticity
I’ll be the first to admit that I am guilty of spending a ridiculous amount of time on Tiktok. Everything from pop culture updates to strangers oversharing their work or relationship drama: count me in. TikTok’s short-form videos and ‘for you’ algorithm make it way too easy to endlessly scroll, though occasionally interrupting our flow with an ad. In response, most of us have become experts at quickly recognizing and swiping past any video with that little “sponsored” tag in the corner.
Despite this widespread aversion to sponsored content, every once in a while a brand’s video will catch our eye. How?! Any business can create a TikTok business account, hire influencers, or pay for ads. But how do you make this new wave of TikTok consumers stop scrolling for a second and pay attention?
By being REAL! After searching around, looking at some popular accounts on the app, and crowdsourcing a bit from the Indie team, authenticity seems to stand out as a common thread in TikTok consumer preferences.
This makes sense. People are on TikTok to get an entertaining break from their busy lives in the form of quick and easy content. Further, the app’s unparalleled organic reach allows for virtually anyone to go viral. You don’t have to have a huge following to be seen by millions: many people are skyrocketing in views just from participating in funny trends or sharing stories from their daily lives.
No one wants their daily feed of organic entertainment disrupted by a scripted, polished ad. As a brand, don’t interrupt the for you page – add to it. Here are a few ways we think brands are appearing more authentic on TikTok:
Branded Content That Doesn’t Feel Like an Ad.
It is important to understand paid ads and how the business side of TikTok works when making an account for your brand; however, you don’t want your content to appear stiff or too planned out. Users want to see content that makes them laugh or catches their attention like any other video on their feed would. Consider your brand values and how you can have fun with them rather than preaching at them.
Do not underestimate the power of organic reach on TikTok. Take this blog about the Institute of Human Anatomy for example. The IOHA’s account (warning: medical imagery) gained 1 million followers in just the first week of posting back in 2019 and now has 9M followers today. The account’s creator, Justin Cottle, credits a large amount of this success to his authentic desire to teach shining through.
Not Afraid to Get a Little Weird.
TikTok is full of crazy trends. Join in on the fun, even if you feel a little ridiculous! Use a trending audio clip, do a dance, or even just give a sneak peek into your company’s personality. Consumers love to see behind-the-scenes real people working for a brand. There are plenty of ways to make entertaining content while still sharing what you have to offer.
One of my personal favorite brands to bless my TikTok feed is Duolingo. Their content stars their owl mascot participating in the latest trends, running around their office, and even throwing some shade from time to time. With millions of followers and views, people love watching the (somewhat unhinged) Owl living his best life. The brand often finds clever ways to relate trends to Duolingo’s service offerings.
Choosing Influencers Wisely.
Brands can build a level of trust with consumers by choosing the proper creators to represent them and share their products, services, message, etc. A 2021 study showed a global average of 53% of TikTok users trust that others are being their authentic selves on the platform.
Knowing the audience you want to reach and picking influencers who hold this trust can bring the right viewers to your brand. Bigger does not always mean better when it comes to TikTok influencers as the platform is filled with subcommunities that want to hear recommendations from people just like them.
Encouraging Dialogue & User Collaboration.
Prompting consumers to duet a video, join a challenge, or share a hashtag can encourage people to get involved with your brand. The comment section needs love too. Engaging with consumers in the comments or duets can make them feel seen or heard by a brand.
One iconic interaction in TikTok history is the stolen Arby’s menu screen. In late 2020, this TikTok went viral depicting a young man realizing he was sold an Arby’s menu screen under the impression it was a tv. Arby’s took this hilarious opportunity to comment, joke, and make their own videos about it. This eventually turned into a trend and a featured Arby’s menu item, a great example of seizing an opportunity to engage with users.
Overall, we love to see brands sharing fun content on our for you pages. TikTok marketing is still an evolving space that everyone is learning to navigate. One thing is for sure: when consumers call for authenticity, we suggest brands answer that call.
