Introduction to TikTok in 2024
Written by Merle Andringa
Digital Marketing & Design
TikTok, launched in 2016, has quickly developed into a dominant social media platform, particularly popular with Generation Z and millennials. What is unique about TikTok is its short, often creative and viral videos that allow users to express themselves in an expressive way. The platform has more than a billion active users worldwide and continues to grow, making it fertile ground for digital marketing.
TikTok's success can be attributed to several factors. First, the low barrier to content creation and consumption keeps users engaged. Second, the powerful algorithms that ensure a personalised user experience by tailoring feeds to the preferences of the individual user. These elements make TikTok not only an entertainment platform, but also a powerful tool for brand promotion.
How the TikTok algorithm works
TikTok's algorithm is what makes the platform so unique. Unlike other social media, which often depend on followers and explicit connections, TikTok relies mainly on user behaviour to determine which content is most relevant. This behaviour includes interactions such as the number of views, likes, comments, and the amount of time spent watching each video.
The algorithm uses machine learning to detect patterns in these interactions, which helps to create a highly personalised “For You Page” (FYP). Every time a user interacts with content, the algorithm refines its understanding of what that user finds appealing. This system of constant feedback helps deliver an engaging user experience, in which users see content that closely matches their interests and behaviour.
TikTok is a platform where trends emerge and evolve quickly. An interesting recent trend is “Brazilian marketing”, a creative advertising style from Brazil. This approach is characterised by videos in which an everyday situation suddenly goes wrong, often resulting in a funny fall, similar to scenes from ‘funny home video’ shows. At the moment of impact, the video switches to a promotion for a product or service. This funny and authentic style of advertising has broad appeal and offers a low-threshold way to go viral on TikTok. Both large and small businesses, and even organisations recruiting staff, have embraced this trend. HEMA, among others, has made fun variations on it; see an example here.
The speed at which trends such as Brazilian marketing emerge and evolve on TikTok requires marketers to respond quickly and flexibly. By hooking into these dynamic and culturally diverse trends, brands can significantly increase their visibility and stimulate user engagement. The platform is fleeting, and what is popular today may be replaced tomorrow, which means marketers must constantly stay up to date with the latest developments to compete effectively.
Trends and developments
Impact of trends on marketing strategies
The ability to respond quickly to trends is crucial for businesses that use TikTok for marketing. By taking part in popular challenges or memes, brands can increase their visibility and join a larger culture of conversation. This can not only improve brand engagement, but also strengthen brand reputation among younger target audiences. In addition, TikTok is increasingly being used as a search engine by the younger generation. This is mainly due to the reliable and visual information provided via TikTok.
Furthermore, TikTok offers unique opportunities for influencer partnerships. Many TikTok users have built up a considerable following, and these influencers can act as powerful advocates for brands. An authentic, creative approach that suits both the brand and the influencer can result in successful campaigns that increase both reach and conversion.
Future prospects
The future of TikTok looks promising. With continuous updates and new features, the platform keeps adapting to the needs of its users. For marketers, this means they must stay alert to changes within the platform and how these may affect their interaction with potential customers. As TikTok continues to evolve, digital marketing strategies will also have to keep pace. Would you like to include TikTok in your current social media strategy and talk it through? Get in touch with us.