Advertising on the favored TikTok platform can entice and have interaction an viewers of potential prospects. However like so many social media platforms, because it matures TikTok could turn out to be tougher to earn a following.

For instance, Jon Shanahan, co-founder of Stryx, a males’s skincare firm, has guided his firm’s TikTok web page to greater than 1.8 million likes. A few of that success has to do with the platform’s age and stage of adoption. And because it grows, TikTok could also be comparatively tougher for manufacturers to copy that stage of engagement.

On February 25, 2021, Shanahan took half in an unique 30-minute interview for the CommerceCo by Sensible Ecommerce group. In the course of the stay occasion, Shanahan took questions from group members and shared his ideas and opinions about TikTok.

TikTok

“TikTok right now is what Instagram was in 2012,” stated Shanahan, including, “It was a brand new platform [with] plenty of pleasure [and] a really completely different tradition than the opposite [social media sites]. Each platform has its personal language to it. YouTube is much more long-form and academic. There’s a language to YouTube. Similar with Instagram. It’s visible. It’s pictures…TikTok is all about creativity…and there’s a lot extra off-the-cuff creation.”

TikTok content material additionally doesn’t should be completely polished.

“There may be an arms race on YouTube to get [the] nicest digital camera and one of the best microphone. However on TikTok, it’s ‘What’s your greatest concept?’ That could be a enormous differentiator,” stated Shanahan.

TikTok’s tradition and language make it a definite software within the content material advertising toolbox.

Content material Advertising

A video on TikTok from a enterprise “is unquestionably content material advertising,” in keeping with Shanahan. “It has a lifespan to it that Instagram doesn’t actually have. TikTok will proceed to push your video for 90 days. An Instagram submit … would possibly see views for 2 to a few days.”

Shanahan describes TikTok movies as one portion of Stryx’s content material efforts.

“YouTube is our content material library. Now we have plenty of tutorials, plenty of FAQs. If any person desires to know all about Stryx, YouTube has that content material,” stated Shanahan.

“Instagram is sort of a fairly grid. We are able to exhibit our merchandise and prospects and do some demos,” Shanahan stated. “However TikTok is just like the tip of the spear — plenty of model discovery.”

The sample Shanahan describes for this firm’s movies aligns with the content material advertising tenants of attracting, partaking, and retaining prospects, whereby Stryx makes use of TikTok through the attraction part.

Get In Now

“The very best time to begin [on TikTok] was yesterday, and the second-best time is now,” stated Shanahan. “Early on, when you had a single hit video, your follower rely would develop like loopy. That simply doesn’t occur as a lot because it used to.”

The problem for TikTok and any nascent social media platform is that because it grows, creators will possible discover it tougher to draw consideration.

Creators — people or manufacturers — will possible require more and more radical or outrageous content material to get good outcomes.

“Constructing a YouTube viewers is rather more troublesome than it was two years in the past, 5 years in the past, or six years in the past, and TikTok is at an early place,” stated Shanahan.

Happily, TikTok will not be but saturated. There are nonetheless alternatives to advertise your corporation there.

Shanahan advisable changing into conversant in the platform, spending a couple of minutes and even an hour a day for some time.

He described his preliminary expertise. “I had lunch with a good friend who described TikTok to me as ‘YouTube however with creator instruments based mostly on sounds and developments,’” stated Shanahan, ” I used to be like, ‘That’s fascinating. I’m going to attempt it.’ I put the primary video up. Three hours later it had 300,000 views. I believed, ‘There’s one thing right here.’”