How Tiktok is evolving and What It Means for Your Brand
James Erskine, from Rocket, recently took the stage at SocialDay to share valuable insights on how TikTok is changing and how brands can adapt to these shifts. Rocket, an agency with over 15 years of experience in youth and family marketing, has been at the forefront of content creation and social media management. James’ session was packed with practical advice and real-world examples that every brand should consider when crafting their TikTok strategy.
TikTok: More Than Just a Youth Platform
A common misconception about TikTok is that it's solely a platform for young audiences. While it did start that way, the platform has matured significantly. James pointed out that as of 2023, TikTok has over 23 million users in the UK alone, with a growing percentage of these users being older than 24. “It’s an entertainment platform, not just a social media platform,” James emphasised. This shift means that brands targeting a broader demographic can find their audience on TikTok if they understand how to engage them.
Understanding the TikTok Algorithm
One of the key takeaways from James’ session was the importance of understanding the TikTok algorithm. Unlike other social media platforms, TikTok's algorithm prioritises content based on watch times, engagement, and even the type of device used. “The most up-to-date version of TikTok on a device is crucial for engagement,” James noted, highlighting that this detail can significantly impact how well content performs.
He also mentioned the role of locality in content distribution. “If you’re in London, TikTok is more likely to show you content created in London before it expands to the rest of the English-speaking world,” he explained. This localisation feature can be a powerful tool for brands looking to connect with local audiences.
Jumping on Trends and Using Filters
James shared a memorable example from 2021 when the sea shanty trend was at its peak. Rocket leveraged this trend by creating a sea shanty with lyrics about sexually transmitted infections for their client, the London Dungeon. “You wouldn’t think it, but it stormed TikTok,” James recounted, underscoring the importance of jumping on trends to boost visibility.
Filters are another critical aspect of TikTok content. With over 21 billion videos created using filters, they are not just a fun addition but a trend-creating tool. James encouraged brands to either create their own filters or use popular ones to increase their content's reach. “Filters have generated 8 trillion views—they’re not just an accessory; they’re a strategy,” he advised.
Measuring Success Beyond Follower Count
In an era where follower counts are becoming less relevant, James stressed the importance of qualitative data. “Sentiment and the feeling behind a post can be just as important as the numbers,” he said. TikTok’s insights tools offer valuable data on video views, growth rates, and trending content, which brands can use to refine their strategies.
James also highlighted the importance of engagement metrics on individual posts. “Look at what’s working hard for you across your existing content,” he suggested, encouraging brands to continually assess and adapt their strategies based on what resonates with their audience.
Working with Creators: Let Them Lead
When it comes to working with TikTok creators, James advocates for a hands-off approach. “Let the creator lead,” he advised. By allowing creators to shape the content in a way that feels authentic to their audience, brands can achieve more effective and engaging collaborations. This approach also includes considering where a creator is in their career, as early-stage creators might be more open to growing with your brand, while established creators might be better suited for one-off collaborations.
Building a TikTok Toolkit
James outlined a “TikTok toolkit” that every brand should have. This includes defining your brand personality, setting clear business objectives, and having a robust content delivery plan. “Audiences expect regular content,” James reminded the audience, stressing the importance of consistency in posting.
He also introduced the concept of the three C’s—Content, Community, and Culture—as a foundation for any TikTok strategy. “Start with these three, and you’re off to a good start,” he said. These pillars help brands create content that not only resonates but also fosters a community and builds a distinct culture around their brand.
Ads and Reactive Content: The Importance of Staying Native
James cautioned against simply repurposing TV ads for TikTok. “Don’t make ads; make TikToks,” he advised, emphasising the need for content to feel native to the platform. This means embracing the informal, creative, and sometimes chaotic nature of TikTok in your advertising efforts.
He also discussed the value of reactive content—responding to trends and events as they happen on the platform. “Reactive content is so important,” James noted, explaining that this type of content can be a powerful tool for engagement when done correctly.
The Ever-Changing Landscape of TikTok
One of the key messages from James’ session was that TikTok is constantly evolving, and brands need to be ready to adapt. Whether it’s the potential shift towards becoming a commerce platform or changes in music licensing agreements, the platform is in a state of flux. “We’ll be talking about TikTok in a completely different way next year,” James predicted, highlighting the need for brands to stay informed and agile.
As TikTok continues to grow, especially among small businesses, its influence is undeniable. James shared the story of a butcher who, through TikTok, managed to not only stay afloat during the pandemic but also grow his customer base significantly. “TikTok is so important for SMEs,” James concluded, illustrating the platform’s potential for brands of all sizes.
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