Social Media

Why TikTok could be your most powerful brand building tool in 2022

By now, TikTok has firmly secured its place in the upper echelon of social media apps. There is no denying the app has skyrocketed over the last couple of years, holding our attention like no other social channel. 

Do you want to build strong organic communities with your audience in 2022?

By now, TikTok has firmly secured its place in the upper echelon of social media apps. There is no denying the app has skyrocketed over the last couple of years, holding our attention like no other social channel. 

Becoming so prominent so quickly leaves questions for brands and marketers alike. It’s difficult to navigate exactly where your brand fits into the ‘For You Page’, how to be seen and how to engage your audience when you are. 


Below we will dive into why your brand should be on TikTok (even if you think you shouldn’t be) and how to engage with your audience, TikTok style.



Why there is room for your brand…

As an app that made its debut through dancing and lip-syncing videos produced by young tweens, it’s not totally shocking that a lot of brands think TikTok isn’t quite for them. 


However, with the introduction of lockdowns and the like turning diverse audiences to TikTok in search of community, the platform has since carved out spaces for various demographics and every niche imaginable, making a name for itself as the online destination for authenticity and community.


A brief scroll through the ‘For you’ page could present you with videos on fashion, fitness, food and finance from brands, creators and everyday users – and that barely scratches the surface. 


With one billion average monthly users and a diverse ecosystem of niches to tap into, it’s fair to assume your audience can be found on TikTok, and you can trust the algorithm and machine learning to ensure they’ll find you and you’ll find them. 


The real trick is cutting through all the other noise and effectively leveraging the unrivaled reach potential.



Why should you be on TikTok in 2022?

With the retirement date for universal analytics and the blocking of third party cookies looming, brands will want to start valuing organic interactions and brand building. So why is TikTok such an effective tool for this? 



Inspire and sell – In 2021 users spent $2.3 billion dollars within TikTok commerce. Although a direct sales approach doesn’t quite lend itself to TikTok, there is still plenty of opportunity to inspire and direct users to your products, 67% of users say TikTok inspires them to shop— even when they weren’t planning to do so. It’s all about how you position it.


How to find your audience and connect authentically…

People nowadays are far more socially savvy. Obviously branded, polished and product-pushing content is simply not what users want to see anymore, and they can spot it a mile off and TikTok’s feed makes it easier than ever to scroll right on past.

So, on a platform with a feed seemingly moving at a million miles an hour, how do you stop the thumbs and connect with the right audience?


Summary

“Brands that show up authentically, and genuinely want to be part of the everyday conversations, will see the best results”   – Social Media Today.


With more and more brands and marketers starting to see TikTok as a serious engine for growth, and a cookieless world  fast approaching, now is the time to start brand building on TikTok. 


So where’s the best place to start? We would recommend just getting yourself in the app as a viewer, allow the algorithm to grow your ‘For you’ page into one that is most relevant to you and your brand, get a sense of the day to day conversations, gather some inspiration and take your first steps to creating community-based, authentic, brand-building content.


Harry Wilkins

Author

Harry Wilkins

Junior eCommerce Account Executive