TikTok: How Video Works As Content

How to be more human in your content marketing - TikTok: How Video Works As Content - CVP Group, Singapore January 2022
TikTok: How Video Works As Content 1

An adaptation of Vine that has created an entire cult following since its international release in 2017. Tapping into the TikTok market is proving to be challenging for businesses as the unpredictable and constantly evolving nature of the platform makes it hard to keep up. TikTok is one of the fastest growing video based social media platforms internationally.Here are 3 driving factors to take note when creating content for TikTok.

  1. User Generated Content (UGC): As a platform that is populated by UGC, influencer marketing would be relevant for businesses who wish to break out on TikTok. As there has not been much research or statistics to prove the effectiveness of TikTok Ads, most brands work with individual TikTok creators. In comparison, influencer marketing sees more results when it comes to platforms like TikTok. Take this video a content creator made about products she saw featured by TikTok influencers.
  2. “For You” Page: The way TikTok’s algorithm works is by tracking the kind of content you like, creator profiles you follow, and the kind of content your favourite creators make. Putting all of those things together creates a curated page of recommendations for users based on their interests. As a result, knowing viral/popular types of content can allow brands to reach already targeted, “niche” groups of users, which in turn are more likely to translate into results.
  3. Original & Fun Content: Business have to break away from the traditional ways of advertising on social media. TikTok users have no interest in commercial ads that sell a product. Instead, they look for exciting, fun, original, and sociable ideas to connect and relate with. Hashtags work as a good way to mark your content and increase it chances of going viral.

42% of TikTok users are young adults aged between 18 to 24. The generation that has disrupted the digital landscape, will also be the ones that will bring on a new trend and preference for content. While TikTok might not be the most popular platform choice for your business, understanding this group of audience’s preferences will be crucial in planning ahead for future generations and business plans.

Article Written By Alicia Leck, Media Sales and Marketing Executive, CVP Group