The PR Net Digital Event Recap: ‘Now Trending on TikTok: The Latest Strategies for Marketing Success’

Cracking the code to being successful on TikTok is no small feat, and the introduction of features like TikTok Shop and long-form content have further complicated the strategic landscape. We hosted a webinar on the latest requisites for making memorable content and stimulating growth on TikTok, with manager- and creator-side POVs from Haley​​​​ Henning, Senior Director of Talent of Social at YMU; Saheedat Abdul, Celebrity & Influencer Partnerships Consultant (formerly Airbnb and Depop); and TikTok creator Hannah Kosh. 

The takeaways: 

• TikTok's draw continues to lie in its authenticity for users, brands and creators alike.
  • Creators can make content on a whim without worrying about aesthetics or their grid’s look, which helps avoid burnout
• 74 percent of Gen Z uses TikTok search more than Google search, and users are 1.8x more likely to agree that TikTok introduces them to new topics they didn’t even know they liked
• For managers: while a creator’s existing platform can open conversations and spark interest from brands or agencies who are genuine fans, there’s always opportunity for more strategic pitching and larger creative strategy
• For creators: make those brands you know and love aware that you know and love them. Support them across the board and work to build a narrative that can easily be placed into a paid partnership or ambassadorship
• For brands: find influencers you naturally like, use search to see what influencer/creators are saying about your brand and use that info to refine your strategy overall – from social media to your company’s offerings 
• TikTok Shop videos serve products to consumers based on the algorithm, but also based on consumer groups, interests and trends
• TikTok Shop makes it easy for consumers to purchase in one click. Brands should consider offering this so that if that’s how your consumers prefer to shop, it’s available
• TikTok has taken a creator-led approach for TikTok Shop (unlike Instagram Shop's more platform and brand-controlled look and feel)
  • This leads to more of a natural sales conversion opportunity because users can craft content appropriate for their own audiences and earn an affiliate commission, propelling them to continue to drive brand sales
• Pro tip: don’t demand your creators sell via TikTok shop. It might be appropriate for some, but that should be part of a longer relationship and conversation 
• The introduction of long-form content on TikTok has translated to more screen time and user engagement. This offers creators more time and flexibility to show the full process of things like baking, full beauty tutorials, comedy sketches, etc. 
• TikTok’s newly established Creativity Program only pays out on videos that are longer than one minute. If you’re publishing vids under 60 seconds, you’re not going to get paid
• Creators who posted videos longer than one minute gained five times more followers than creators who posted videos shorter than a minute
• Live Streaming can be looked at as a direct sales channel with access to the host directly. It's also an opportunity for creators to connect with their audiences
• Trend-jacking can boost a creator’s visibility, but original concepts can lead to more shares, saves and sales (not to mention a more engaged audience)
• Despite algorithms often boosting trends, there's starting to be a clear shift towards original content that resonates more with broad audiences
• Intriguing narrative structures guide viewers past the first few seconds; ads intended to make users curious keep them watching 1.4x longer
• While trend content can be effective, evergreen content is crucial for brands