Don't ruin TikTok
I've been hearing the bashing on CNBC and business channels, all of them downplaying the importance and growing relevance of TikTok, the newest social media channel from China. With last week's announcement that they are searching for a US CEO, I knew that made them really scared. After all, they're all trying to protect their golden goose with the golden egg - Facebook.
You know something is up when the business bobbleheads use fear to keep consumers away. In the wake of all the negativity about China and their flagrant abuse of intellectual property laws and rights, TikTok is being accused of being some form of technological, social and personal identity and privacy thief. The thing is, anyone using Google or Facebook already gave away those things the instant they signed up for those platforms and with their daily sharing of their personal lives, clicking, reading, scrolling, and checking-in, users data has long since been sold off. We can argue about this all day long and the issues with China's trade issues and social issues but that is not what this is about. This is about a new social media platform that actually thought outside of the box and can be a real contender to the likes of Facebook.
What most of the business bobbleheads haven't done is actually use TikTok which I would suggest they do instead of going with the corporate script. I'm one of those marketers that likes to get my hands dirty. I sign up. I test. I watch. I learn more from actually using a product. I'll sign up for multiple platforms throughout the year, watch the videos, sign up for the demo tours and give any platform a real test. If a platform has a person that reaches out to me to answer my specific questions, even better. Sometime ago I signed up for Tiktok. I've been watching and laughing right along with everyone and I love it. It's the next social media channel that will eventually take over Facebook unless US regulators figure out a way shut it down. It has everything I've been looking for and from a marketer perspective, it has everything any young person could want.
Some time ago I started a mental list of what I didn't like about Facebook and Instagram as I've grown weary of both as a user and a marketing consultant. Facebook is flooded with everyone's daily photo albums (instead of just the best of the best) from someone's trip, family, food excursions, etc. In addition, everyone shares their opinion regardless of whether they're an expert or have experience or not. Then, there's the negative political, trolling component. Geeez. I've actually had friends say that getting on Facebook actually makes them feel bad about themselves or makes them angry. Who wants that from a social media network. It's beginning to sound like a bad marriage.
Then there is Instagram, owned by Facebook. Essentially the same without the links and the political negativity but the lives displayed are usually fake, the life people want you to think they're living but not their actual life. Instagram influencers spend hours with professional photographers for that one "Insta worthy" photo. Food gets cold. Friends are having to take multiple photos to get just the right one.
I could go on about Twitter but I'm not going there. In fact, I got off of there sometime ago. Who needs to be constantly bullied by people you don't know?
Considering my list, I decided to explore TikTok. Here's why it is gaining ground. First of all, you can't share hundreds of photos of your cats, dogs, kids, trips or food. You can't share links to your articles and opinions. You can't write long tirades of what's bothering you physically, mentally or politically or just in general. You get a few seconds via video and that's it.
The TikTok platform has very extensive video features and filters. It can keep any teenager busy for hours and they are constantly introducing new ones. These features bring out the creative in anyone and everyone. I've tried to use it... not good at it but I can sit back and watch instead which I did. Hours of it. It's my happy place to go and just watch the creativity scroll through my screen. Unlike Youtube with ad rolls or long videos, these videos just get to the point and they do it quickly. It's making users get creative and boy, are they creative. It's also real. Most of the videos you see are done in people's living rooms, bedrooms, kitchens or backyards, work or in their cars. No one is trying to show themselves looking like the Kardashians. People go from looking drab to looking fabulous, sharing their weight loss journey or their creative talents. In fact, the more real you are, the more likely you are going to develop a fan base. It's not just for the millennials. Lots of older people on there too, just having fun. I've discovered that granny guy that sings along to hip hop music, the very talented beat boxer and someone in Asia with really cool dance moves. And that is also cool. The people you find are from all over the place - not just China. I don't always understand what's going on but watch the videos long enough and you get it.
The best part about TikTok is their monetization. They put it in the hands of the users instead of leaving it up to Youtube execs to decide how many users it takes to make money. This was pure genius. User can go live and people can gift you coins which you can redeem. How cool is that? It's why people you've never heard of, in places you've never heard of, are making money on social media.
In short, why will TikTok be a serious contender? One reason - boredom. Consumers are bored. Advertisers are bored. American consumers have a short attention span. As a marketing agency, I hear it all the time, "Isn't there something different than Facebook and Instagram?" Everyone is looking for a newer, better channel to release their creative talents, have a laugh, watch something cool without the negative interruptions. Advertisers are always looking for a different channel to expand their reach. If the masses go to TikTok, guess where the advertisers are going to go? If the next generation heads to TikTok, guess where you'll be signing up next?
#tiktok #socialmedia #adtrends #marketingtrends