Tik Tok is the New Vine, but Why Is It Better?
We all resisted downloading TikTok and making an account. At first, it was because it did not seem that interesting. Then, it was because it was just for preteens and we all felt too old even peaking at the application. Now, if you are not on TikTok, you are definitely missing out. This process happened so quickly. Even though the app was launched in 2016, It did not gain its popularity until last year. During that time period, its growth was impressive to say the least and it is safe to say that TikTok is here to stay.
As more and more users join TikTok every day, the app that now has 689 million active users is becoming a true must-be-on for brands and organizations worldwide. This is true for large companies, but especially for smaller businesses. The TikTok algorithm makes it possible for any brand or user regardless of their following to go viral. With one viral TikTok, your clothing brand could sell out of the latest collection.
Like when Instagram launched, those users who figured it out first had an easier time building their following than they would have had if they had joined now. Instagram is now saturated and there are just too many users, too much content, and too much competition. By jumping on a new social media platform early, you are able to navigate through the content and figure it out before your competition does. Also, since social media platforms are constantly changing and evolving, one is able to move with the trends as time goes by and keep their early followers as well as gain new ones along the way. This is true for two early users of TikTok: Charli D’Amelio and Addison Rae.
These young girls both started establishing their position on the app by creating dancing videos. Now, their content is so varied sticking with what the audience wants and remaining current with the trends. Humorous content, challenges, and different video formats are just some of the tools they use.
Once brands understood that TikTok is here to stay, many have joined and put in a real effort to establish themselves on the platform. Some of the brands successfully doing this is Chipotle and Vineyard Vines. Chipotle ran successful sponsored hashtag challenge campaigns, including #ChipotleLidFlipChallenge and the #GuacDance challenge, which both garnered hundreds of millions of views each. Vineyard Vines took a different route and put aside the brand’s professionality online and made immature content for its Gen Z TikTok audience.
However, there are apps that crashed after a short peak. A great example is Vine. Vine became really popular in 2012 peaking at 200 million users. However, its popularity was short lived when the app was unable to adapt to new platforms such as Snapchat came out. Many apps began using the short video format and Vine no longer provided value to its users.
Even though Vine and Tik Tok seem to use a similar format, Tik Tok’s content can only be found on Tik Tok. I often hear social media users say they enjoy and spend so much time on Tik Tok because the app is filled with relatable, humorous and creative content allowing everyone to express themselves in their own way. Other platforms have fallen into a one size fits all format that is appropriate for that platform. Facebook is seen as more serious and targeting the Baby Boomers. Instagram has turned into an app where influencers post much of the same content. Tik Tok, however, is a judgment free zone for people who just want to consume lighthearted content.
This leads me to tell brands, yes. Brands should join new social media platforms as they come out. However, they should do so if the content, value, and feeling provided by the platform is proprietary. In that case, the platform will certainly cater to an audience, and if you portray your brand in a way that follows that content type and feeling, that audience will connect to you.
