If you want to grow on TikTok, here is how. Just be you. Be who you are. Not you as a person, but you as a brand. 56% of TikTok users feel more positive about a brand after seeing it on TikTok. This is mostly because people feel ads on TikTok being more creative and original than on other platforms. So it is very important to find your creative and original self as a brand.
The Flamingo group did research on 'Authenticity, Happiness and Joy' on TikTok and found very interesting and relevant information for us to explain this topic. The research explored the emotional impact on users after watching authentic TikTok content. It showed that authenticity on the platform is associated with feelings of creativity, inspiration and uniqueness. In fact, 48% of TikTok users see the platform as ‘joyful’, compared to 30% for other social media platforms. The study also revealed that authentic content leaves 73% of users feeling positive and emotionally uplifted afterward.
As mentioned, more than half of its users admit positive vibes towards a brand after seeing it on TikTok. The ‘creative authenticity’ that comes with content on TikTok gets transferred to how we think about advertising, generating brand trust, with half of TikTok users admitting they trust brands that advertise on the platform.
How do we create that ‘creative authenticity’ that we need to gain trust of our consumers on TikTok? This is something that takes time and something that develops over time. A good starting point is starting with why (as famously said by Simon Sinek). Why are you on TikTok? Why is your customer on TikTok? And how can you connect this with content? TikTok is a very wonderful opportunity to experiment with your tone-of-voice and creating content that you might not post on other platforms.
Let’s put this in an example: Let’s say you own a high-end shoe store, and you want to utilize TikTok. First, you must find out why you are on TikTok. Let’s say your reason is: The younger generation is on TikTok and those are my future customers. Maybe some of them are already customers, but you want to be able to better connect with them. Then, secondly you start looking for a middle ground: What suits my brand and what suits that younger generation? And that becomes the content you post. Unfortunately, there is no secret recipe to find out what that middle ground is. All you can do is start creating content, test it with your audience and you will soon find out what works and what doesn’t.
If you want to get help with this process, we are ready to collab with you. Just drop us an email.