{"id":15782,"date":"2020-09-09T13:04:13","date_gmt":"2020-09-09T13:04:13","guid":{"rendered":"https:\/\/thesocialelement.agency\/?page_id=15782"},"modified":"2022-02-23T18:19:27","modified_gmt":"2022-02-23T18:19:27","slug":"tiktok-the-ongoing-state-of-play","status":"publish","type":"page","link":"https:\/\/thesocialelement.agency\/what-we-think\/tiktok-the-ongoing-state-of-play","title":{"rendered":"TikTok: The ongoing state of play"},"content":{"rendered":"
[vc_row thb_full_width=”true” thb_row_padding=”true” thb_column_padding=”true” thb_divider_position=”bottom” css=”.vc_custom_1599657393033{background-image: url(https:\/\/thesocialelement.agency\/wp-content\/uploads\/2020\/09\/kon-karampelas-ft9xWD1dmnY-unsplash-e1599657363393.jpg?id=15788) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column css=”.vc_custom_1547224160512{background-color: rgba(0,0,0,0.2) !important;*background-color: rgb(0,0,0) !important;}”][vc_empty_space height=”30vh”][vc_custom_heading text=”TikTok: The ongoing state of play” font_container=”tag:h1|text_align:center|color:%23ffffff” use_theme_fonts=”yes” css_animation=”fadeIn” css=”.vc_custom_1645640356421{padding-left: 0px !important;}”][vc_empty_space height=”30vh”][\/vc_column][\/vc_row][vc_row thb_divider_position=”bottom” height=”50″ background_style=”normal”][vc_column width=”2\/12″ css=”.vc_custom_1442302634112{padding-left: 4% !important;}”][\/vc_column][vc_column width=”8\/12″ css=”.vc_custom_1442302713602{padding-left: 4% !important;}”][vc_empty_space height=”60px”][vc_custom_heading text=”Evaluate whether TikTok is the right app for your brand” font_container=”tag:h2|text_align:center|color:%2300b5e2″ use_theme_fonts=”yes” css_animation=”fadeIn” css=”.vc_custom_1645640347494{padding-left: 0px !important;}”][vc_empty_space height=”50px”][\/vc_column][vc_column width=”2\/12″][\/vc_column][\/vc_row][vc_row thb_divider_position=”bottom” height=”50″ background_style=”normal”][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″ css=”.vc_custom_1442302634112{padding-left: 4% !important;}”][vc_row_inner][vc_column_inner][vc_column_text]Brands are worried about the ongoing debates around TikTok. It\u2019s hard to escape the stream of questions about TikTok\u2019s future. But we\u2019ve yet to see significant analysis of how these issues are influencing user behaviour.<\/span><\/p>\n

Yes. TikTok is one of the hottest apps out there, but that doesn\u2019t mean all brands <\/span>must<\/span><\/i> be on it. Your content can get stunning levels of reach and engagement, but does it help you meet your goals?<\/span><\/p>\n

What TikTok does best<\/b><\/h2>\n

Professor Robert Cialdini argues that\u00a0 we\u2019re less likely to focus on the most accurate or useful information compared to something that grabs our attention in the moment – this is where TikTok excels.\u00a0<\/span><\/p>\n

Brands that can work with this have done great things on the platform.<\/span><\/p>\n

Brands that shine on TikTok<\/b><\/h2>\n

Just Eat\u2019s football league ads featuring Snoop Dogg run perpetually during streamed football, to the point where it\u2019s become a meme in my Signal, Telegram and Twitter football group chats.\u00a0\u00a0<\/span><\/p>\n

Just Eat has a captive audience. They\u2019re at home, and they want something nice to eat and drink during the game. It’s the perfect time to run paid media on TikTok.\u00a0<\/span><\/p>\n

Diageo and other alcohol brands are allowed to run content between 5pm and midnight on Friday and Saturday nights. It\u2019s brilliant for them as it\u2019s the best time for them to prompt people to purchase – at around the time we all want a drink.<\/span><\/p>\n

Fashion brands experimented with the app and found that the clothes alone won\u2019t do it, TikTok users want the social proof of regular people (and influencers) endorsing the product.<\/span><\/p>\n

TikTok\u2019s perfect for sites like StockX who already have a massively engaged user base. <\/span><\/h3>\n

They\u2019re prepared to spend a lot of money on rare kicks. Push that content out on pay day, and feature some of their favourite influencers showing off their rare sneakers, and you have people\u2019s attention.\u00a0<\/span><\/p>\n

TikTok works wonders for brands that use social proof to showcase a real product at the genuine price. App users are more than willing to click through and purchase from TikToks.<\/span><\/p>\n

But what about Reels?<\/b><\/h2>\n

Facebook has launched its version of TikTok, so brands may be wondering if they should stick with TikTok at all.<\/span><\/p>\n

Facebook clones everything that becomes popular. These are frequently short-term solutions, something that helps Facebook collect data before it moves on to the next trend.<\/span><\/p>\n

However, Reels appears to be more like Stories: it could stick around for the long-term.<\/strong><\/p>\n

I doubt that it will lure in significant numbers of TikTok creators and influencers though, for two reasons<\/span><\/p>\n