As 2021 unfolds, TikTok has solidified its position as a dominant player in the social media landscape. With over 1 billion active users worldwide, businesses are increasingly turning to this platform to connect with their target audiences. However, as trends evolve, it’s crucial for marketers to understand what’s working and what’s not on TikTok. Here’s a comprehensive look into the marketing landscape on TikTok for 2021.
What’s Working
1. Authenticity Over Perfection
In 2021, users are leaning more towards authentic content that feels real and relatable. Influencer marketing continues to thrive, but brands are shifting their focus towards partnering with micro and nano influencers. These creators often have closer connections with their followers, leading to higher engagement rates.
2. Creative Challenges and Hashtags
User-generated content (UGC) is thriving on TikTok, and brands are leveraging this by creating challenges and branded hashtags. Encouraging users to participate in challenges—whether it’s a dance, a specific action, or a creative task—has shown to foster engagement while generating organic reach.
3. Short, Snappy Content
TikTok’s format encourages concise storytelling. Brands that create short, impactful videos often see better retention and engagement. With users continuously scrolling, grabbing attention in the first few seconds is crucial.
4. Trend Capitalization
Keeping an eye on current trends is essential for TikTok success. Brands that hop on trending sounds, challenges, or memes can enhance their visibility and relevance. This agility in adapting to trends helps companies stay connected with their audience.
5. Educational Content
Informational videos are gaining traction, as users appreciate learning new skills, tips, or tricks in entertaining formats. Brands offering "how-to" guides, educational snippets, or expert advice can position themselves as thought leaders in their industry.
6. Collaborations with Creators
Brands that collaborate with TikTok creators gain access to their established audiences. These partnerships can lead to more genuine engagement, as creators often have a better understanding of what resonates with their followers.
What’s Not Working
1. Overly Polished Advertisements
Traditional advertisements that feel overly polished or scripted are likely to fall flat on TikTok. Users favor authenticity, and content that feels too commercial may lead to disengagement.
2. Ignoring the Community
Brands that neglect to engage with their audience or fail to participate in the community risks alienating users. TikTok thrives on community interaction, so brands that do not respond to comments or engage in trends may struggle to build loyalty.
3. Lengthy Videos
While TikTok has increased its video limit to 3 minutes, longer videos may not be as effective in keeping viewers’ attention. Short and captivating content remains king—anything that feels drawn out is likely to lose viewers quickly.
4. Inconsistent Branding
Maintaining a consistent brand voice and visual style across all social media platforms is essential. Brands that do not adapt their messaging for TikTok or fail to integrate their identity with the platform may struggle to establish a connection with users.
5. Lack of Measurement and Analysis
Failing to monitor analytics and KPIs can be detrimental. Success on TikTok isn’t solely about likes and views; understanding audience engagement, reach, and conversion rates is vital for refining strategies.
Conclusion
As TikTok evolves, so too does its potential for marketing. Brands that embrace authenticity, engage with their audience, and keep pace with trends are likely to find success on this dynamic platform. In contrast, those who rely on traditional marketing methods or neglect to adapt to the unique nature of TikTok may find themselves left behind. For marketers in 2021, it’s about adaptability, creativity, and most importantly, staying connected to the heartbeat of the TikTok community.
