Why TikTok is the new Instagram
Darcey Jessop Campaign Manager
4 min read
Tuesday, 23rd August 2022
If you’re a TikTok fiend like I am, you can lose hours at the tap of the app. A similar escape to Vine (RIP), TikTok has built its brand on being:
1. Actually comical
2. REAL and relatable.
It’s refreshing for so many of us to open up a social media app that allows personality to shine through. TikTok actually lets us get to know our favourite influencers on a deeper level - we witness the highs, the lows, and everything in between.
With each update of Instagram, more and more of us are heading over to TikTok for our first social platform scroll of the day and brands are no stranger to these changes. 2022 has seen a significant increase of brands creating TikTok accounts, tapping into the audience base that their Instagram channel can no longer reach. Could this be the end of the Instagram era?
Instagram began as a photo sharing platform, and has in recent years quickly developed into a fight for many brands to get their content seen. Brands that don’t have large budgets and use the help of paid ads to increase their reach are slowly slipping into oblivion with little engagement from their original followers.
TikTok marketing allows brands to not only produce organic content in response to constant trends, but it also puts them on the radar for a wider audience. Brands are utilising influencer marketing in a way that taps into higher engagement rates than any of us thought was possible. We’ve entered the era where influencers cross over into celebrity status, with Charli D’amelio hitting the first 100 million followers on TikTok. In turn, bagging herself a Disney+ show with the hashtag #thedamelioshow which reached 600 million views on TikTok ALONE. As a brand, investing in influencers brings not only major brand awareness but, when used right, conversion to viral sales - and who doesn’t want that?
SO, WHY SHOULD BRANDS SWITCH TO TIKTOK INFLUENCER MARKETING?
People are scrolling TikTok for 95 minutes per day while only spending 26 minutes on Instagram. This means as a brand we have 3.6x longer to grab the attention of our consumers.
Working with influencers allows brands to directly speak to their customers. Followers engage with their videos daily, pushing their content up in the ‘For You’ algorithm. With influencer status comes an extremely loyal following. As consumers, we trust that when an influencer recommends a product to us, it’s worth investing in - and we do just that. We’ve all seen products across TikTok, wondering if it's worth the hype. Whether you believe in the product or not, it is sure to have grabbed your attention and become a talking point in your Whatsapp group chat at some point.
Working with influencers allows brands to directly speak to their customers. Followers engage with their videos daily, pushing their content up in the ‘For You’ algorithm. With influencer status comes an extremely loyal following. As consumers we trust that when an influencer recommends a product to us, it’s worth investing in, and we do just that. We’ve all seen products across TikTok, wondering if it's worth the hype. Whether you believe in the product or not, it is sure to have grabbed your attention and became a talking point in your whatsapp group chat at some point.
OUR TIPS AND TRICKS TO PERFECT YOUR TIKTOK APPROACH:
- Make sure your campaign messaging is clear and concise. The more comedy you include, the better.
We all run to TikTok as an escape from our day to day life, being met with uplifting and comedic videos makes our day that little bit easier. Be the brand that understands this and your engagement will thank you for it.
- Work with influencers who stand by your messaging.
Influencers share so much of their lives with us, we think we know them personally. It’s become so easy for us to pick out who doesn’t believe in what they’re selling. This can be detrimental to your brand, sending you viral for all the wrong reasons.
- Find your audience
Invest time in researching which influencers have your captive audience as followers. The loyalty will show itself in sales and brand awareness.
With TikTok users expected to hit 1.8 billion by the end of 2022, if you haven’t started your journey on the platform yet, there’s no time to waste. Here at Rise at Seven, we know the importance of a strong TikTok campaign. Get in touch to find out how to start yours.