You need help: why TikTok is doing so well

Photo by Chris Yang on Unsplash

If there’s one piece of advice companies are failing to listen to from Gen Z, it’s that TikTok is the platform to be on if you’re looking to land young consumers. People are BUYING on TikTok in a way that Instagram’s curated feeds haven’t seen in a few years.

Why are people so good at TikTok? Who gives a damn about the video platform?

Here are a few of my observations:

Youtube kids love to create content

People who started a youtube channel as a kid have the personality and attention span to learn a new platform. I know this sounds hyper specific, but a tiny bit of video editing experience including learning how to do voice overs and edit thumbnails at a young age is the entire reason why TikTok, a platform optimized for mobile use, is exploding at our fingertips.

This is everything we wanted youtube to be, and then some, because of its mobile optimization and TikTok’s multi-generational “anyone can record a video” approach. It’s fucking working. It’s brilliant.

As many creators have pointed out, people are using TikTok to learn.

We know about youtube university, but TikTok university is where it’s at. Hyper specific content at our fingertips from experts, self-proclaimed experts and people who have taken the time to research topics heavily can share their information for free.

This is so much more accessible than purchasing a course, or attending a certificate. If we thought higher-education was already being given a run for it’s money, TikTok has taken secondary education heads on, and will likely continue to contribute largely to free information sharing to the public.

TikTok abhors curation, and brands are paying the price

As a content creator, I know how easy it is to stick to a template, copy and paste, shift the color scheme and call it good for a month. But content creation, the good kind, has always sought to be more challenging and more engaging. It takes effort to make consumers go “oh WOW”, and TikTok understands that people want to see people.

TikTok loves people, not things

That’s why influencer marketing is exploding on TikTok as a platform that doesn’t require anyone to be following someone to see suggested content. Think of it like if Tinder and Grindr algorithms combined to connect you socially with people you were interested in based on proximity. This is CANDYLAND for brands, and yet too many are trying the old cut and paste approach to little or no success.

TikTok help!

If you’re a product-based brand looking to get into TikTok, or create your Q4 strategy — I’m a custom content creator for TikTok and Pinterest. You can hire me here to make content or discuss brand strategy with you, let’s drive up those sales together! Work with me here.

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Liz Brinks

Liz Brinks

Hey, I’m Liz Brinks (they/them) I’m a queer gender-non-conforming writer, business coach & cat-parent (@itsjuustliz everywhere) based out of Wisconsin!