TikTok is a platform that relies on instantaneous content, which is mostly created on devices. For brands, this can often cause headaches in terms of freedoms for the channel and brand managers approving content. There is, however, an opportunity for content creators to produce authentic content and connect to their audience. However, this still requires a handover of power to the creator, and this is something we as communicators, and partners in social and digital need to get far more comfortable with.
The second element to consider with TikTok is the power of the algorithm and it’s ability to draw users in to keep scrolling for, at times, hours on end. As communicators, the algorithm also means that more so than any other digital platform, the content must be engaging, high quality and interesting – it cannot be ‘brand marketing’, but instead has to be audience-led and audience-centric.