Marketers are buzzing with all the new opportunities TikTok has presented for advertising, influencer promotions, branded content and social marketing. With the latest update from the platform, we’ve been presented with some particularly interesting figures from a global research study on how TikTok impacts the customer journey. Utilise these new findings effectively, and you just might supercharge your business’ revenue faster than you can say #FYP. Let’s look at 4 of the most significant stats, as indicated by TikTok in their marketing blog, and what they could mean for you as a small business using the platform to promote what you do.
Mobilise the power of youth
TikTok is a breeding ground for passion, activism, ideology and community, and the proof is in the numbers - 7 in 10 users feel that communities on the platform can affect change in culture. And hey, they’re not wrong! You only need to go for a quick scroll to see how TikTok users are spreading information, education and awareness on social issues and current geopolitical turmoil. Furthermore, this stat is echoed even louder by Gen Zs, with 79% of under 25s agreeing with the statement.
What does this mean for businesses?
As a brand, you have an opportunity to lead the conversation by being a voice in this space - what does your business stand for and what are the values it champions and represents? Use your TikTok content to share the core pillars and principles that underpin your brand persona, and give users something to care about or resonate with. Meaningful culture-building starts from this angle of authenticity.
Stand out from the crowd with unforgettable videos
A huge part of the 2021 study showed that social video advertisements on TikTok stuck around in users' brains more than your average run-of-the-mill digital or - gasp - traditional TV ad. Reports noted that in-feed TikTok ads had a whopping 23% more memorable, reaching “detail memory” better than TV ads. On top of that, TikTok ads are still effective complements to pre-existing TV ads, with stats coming in at 13% for increased memory encoding of TV ads just from watching TikTok videos.
You can take this as the go-ahead for social video advertising on TikTok - if you had any prior hesitations about trying out some of your social video ads on the platform, it may be time to reconsider! Whether part of a holistic campaign inclusive of digital and TV, or solely on one or two social platforms, you could capitalise big-time on the mental staying power of TikTok video. Just be sure to create video content that complements the platform - correct aspect ratio, formatting and resolution - so your brand can seamlessly integrate into users’ experiences.
Grow audiences that are excited, engaged and enthusiastic about connecting with your brand
With 55% of users feeling closer to the brands they see on TikTok, it’s clear that the platform has done an amazing job of setting a new precedent for the way businesses connect with their audiences. With the paradigm-shifting away from the binary relationship between consumer and business, now towards more of a community framework where everyone’s in it together, customers are feeling more of a kinship with brands - identifying with them, relating to them, and wanting to be associated with them for the values and stories they represent. And boy oh boy, does it translate to sales - stats have shown that TikTok users are 1.5x more likely to immediately buy something they discovered on the platform, 1.4x more likely to buy a product they find on the app, and 1.5x more likely to convince a friend or family member to buy a product they’ve seen on the app. How’s that for recruiting brand ambassadors?
The opportunities TikTok presents for connecting with your customer base are on a whole new level, so make the most of this accelerated brand trust and interaction by espousing authenticity and personality in your social video content. It’s your brand narrative’s time to shine, so tell the story of why you do what you do and give audiences something to connect with and feel passionate about. Once you win them over with that, it’s simply a matter of keeping your community thriving with consistent quality content and watching it grow accordingly!
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