It’s safe to use the word “viral” when talking about Keara “Keke” Wilson’s dance to Megan Thee Stallion’s “Savage.” In mid-March, just as places in much of the U.S. were issuing stay-at-home orders and many people were suddenly spending a lot more time on social media, Wilson posted her video on the short-form video platform TikTok. But TikTok isn’t just for dance videos (though it is definitely that). It’s also not just something for the kids: Adweek reports numbers from Comscore that show percentage growth in users 25-34 and 35-44 years old. Companies, organizations, and brands are hopping on the platform, too.
Unlike limited-time content shared on Snapchat or Instagram Story, videos stay on TikTok, accessible via hashtags, profiles, and the algorithmic “For You” feed. But with only up to a minute’s worth of content, every second counts. Branded videos need to be compelling, digestible, and something users want to watch and share—and also mimic. Think Chipotle’s #GuacDance challenge posted for National Avocado Day: over six days, there were more than 250,000 submissions and 430 million video starts. But compelling doesn’t necessarily mean light: the Washington Post, American Red Cross, and W.H.O. have shared videos about serious topics like systemic racism and how to take shelter during a tornado.
Brands will succeed by creating content that is authentic and engaging. That’s where we come in. We’re here to guide clients in developing TikTok strategies and campaigns, as well as shooting original content and even remote directing. We are committed to keeping an eye on the new updates, trends, and news about the platform, pivoting for our clients as TikTok continues to evolve.
Reach out to firstname.lastname@example.org to learn how your brand can start sharing on TikTok.