By: Darby Communications’ Digital Media Strategist, Lizzy Markman
In the last few years, TikTok has taken the world by storm, captivating users with its short-form video content. Today, TikTok has 1 billion monthly active users and was the most downloaded app in 2022. This relative newcomer is quickly catching up to Instagram, Facebook, and YouTube, and is the center of many digital marketing conversations (including some heated ones about banning the app). While we often compare TikTok to Instagram as yet another social media app, TikTok is also competing with Google and Netflix. Once considered a viral dance app, TikTok has transformed into an amalgamation of social media, search engine, and streaming service.
@sheflyapparel Replying to @parasocial_fin ♬ original sound – TheAffection
In the fall of 2022, TikTok beat out Google as the most popular search engine for Gen Z. With a robust algorithm and diverse content, many users have turned to TikTok as their go-to source for information, from DIY cocktail recipes and restaurant reviews to best new TV shows and everything in between. Young people use TikTok to ask questions about how to do things and find explanations for what things mean, and many users feel their TikTok searches return more relevant answers than Google or YouTube.
Today’s most important KPI on social is to “keep people interested!”
Last fall, TikTok also surpassed Netflix as the most popular app with under 35s in the USA. While many people consider TIkTok a social media platform, the company actually considers itself an entertainment platform. Users spend an average of 1.5 hours on the app daily, replacing the time many people once spent watching evening TV. With the evolution of TikTok TV and extending video limits to 10 minutes, the app is leaning into its identity as a streaming service competitor.
TikTok is changing the way users spend time on all social media channels and it is important for brands to pay attention and adapt their strategy accordingly. Users no longer look at social media (Instagram included) as just a way to connect with their community. They also want to be entertained, learn new things, and research businesses and products.
Today’s most important KPI on social is to “Keep People Interested!” We’ve come a long way since a beautifully-curated Instagram feed was the gold standard of social media. In fact, perfectly polished posts can be downright boring for users looking for entertainment during their nightly scroll. The next time you’re showcasing a product or your business on social, consider going out of your comfort zone to highlight it from a new angle.
Not quite ready to dive into TikTok? Here are three examples of brand video content on Instagram that got people interacting with the page.
1. Poppy Popcorn takes advantage of a trending local news video
2. Sierra Designs uses humor to highlight product features
3. Appalachian Gear Company ambassador Jeff Garmire takes a less-than-serious approach to social
As you can see, getting creative with video, whether repurposing content or creating it with your phone’s camera, can make your social a more entertaining and engaging platform for your followers. Our team specializes in working with brands to develop social media strategies that encourage engagement and build customer loyalty. If you’re struggling to figure out how to implement a video strategy into your current social media calendar or just want a fresh take on how to spice up your Instagram feed, drop us a line.