The Guiness World Records (GWR) brand is one of the top 5 most popular brands on TikTok. Dan Thorne from GWR discussed how #GWRchallenge became a success on TikTok as users were asked to undertake challenges such as kick ups with toilet rolls. Each week GWR releases a new challenge which is shared across social media platforms. TikTok Creator Ollie B explained types of content that work on social media include shorter formats, sibling rivalry, meme inspired content which helps to foster a sense of community and content that makes people laugh. It is important to keep an eye on competitor activity. It is vital a creator brings personality to the videos and doesn't hide behind photos. Dan Thorne further discussed the importance of producing human moments on TikTok which go beyond dance challenges. For example, The Washington Post has presented the Newsroom in an interesting, funny and creative way on TikTok. TikTok is about self-expression and young people are adopting the platform and are able to produce quality videos which can be edited quickly, said Yenan Wang from PHD, who particularly likes the diving challenges and Titanic style challenges the platform offers.
Esme Rice asked 'Why is TikTok a differentiator?'. The platform allows brands to show their human side. Guiness World Records is about record breaking and people visit the channel to see action. You need to ask what makes your brand content connect with other humans. TikTok is a warm community allowing creators to produce fun and interesting content. It allows people to engage intimately with consumers. The User Generated Content (UGC) on TikTok interacts with audiences in an innovative fashion. Ollie B's Harry Potter impressions gained momentum, he found a niche and could creatively reach a new and unique audience. In turn, sales of Harry Potter merchandise also increased.
All speakers agreed TikTok is a platform for positivity and there are no barriers to entry. It has flourished because it is a positive place and the community visits TikTok to see happy content. The channel is growing and it may potentially change, however, at present TikTok hosts a positive community. The algorithm prioritises relevant content which a user has an interest in. The content is entertaining and educational.
The benefits of TikTok over other social platforms is the ability for creators to attain organic growth. Ollie B mentioned to achieve the same reach on competitor channels would need to involve marketing budget. When working with influencers on TikTok it is important to keep the brief open and allow the influencer to focus passion and produce engaging content. TikToks call to action (CTA) include links in bio and an affiliate scheme would also aid influencers.
The Dettol campaign in India was a handwashing challenge and achieved 125m views. The influencer acts as a spark and gets the ball rolling with a campaign, there is then a butterfly effect where everyone wants to join the party.
The speakers discussed the recent negative news about TikTok around privacy and some countries boycotting the brand. Yenan Wang explained it is important to cross pollinate and diversify your social media strategy and ensure media content is hosted on a number of social platforms, including bringing users to your website and email lists. Content should be hosted on a content hub for users to engage with the branded content. Ollie B explained if all US creators are banned, then TikTok UK creators will gain more of a spotlight.
The panel discussion was informative and provided a variety of viewpoints on TikTok from industry leading experts. TikTok is clearly a channel which is growing, the platform is recruiting heavily in the UK where it is focussing on paid media opportunities. Creators love the fact they can organically grow their reach, and brands which don't have a lot of budget can create content which makes their brand go viral when used correctly. The platform is also a very positive platform with an algorithm which prioritises relevant content and interest. It's important to remember to ask what makes your brand connect with human beings when considering launching on the channel.
Source Credit: #socialday2020 panel, Yenan Wang, PHD; Dan Thorne, GWR; Ollie B, Creator; Esme Rice
Source Credit: https://www.oberlo.co.uk/blog/tiktok-statistics
Source Credit: https://www.socialday.co.uk/
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