Riding the TikTok Wave: Why Brands need to lean into TikTok to Stay Relevant

In today's fast-paced digital landscape, social media platforms have the power to shape consumer behaviours and influencing market trends. Among these platforms, TikTok stands out as a cultural phenomenon, captivating millions with its short-form videos and viral challenges. This short- form video lends itself well to entertainment and comedy content which is one of the many reasons people tend to use the app. It is quite an informal space where people post ‘Get Ready with me,’ ‘Storytime’ or ‘Spend a day with me’ content which allows viewers to comment and interact with the videos.?

For brands, the importance of leveraging TikTok and embracing its trends cannot be overlooked. It is not just about hopping on the bandwagon, but it's about staying relevant and engaging with audiences where we know they are consuming content.

TikTok's growth has reshaped the way people consume content and interact with brands. The algorithm ensures that content gets in front of the right audience, making it the perfect place for brands looking to expand their online presence. One of the key reasons brands should embrace TikTok is its ability to humanise their brand. Unlike traditional advertising channels, TikTok allows brands to showcase their personality and connect with users on a more personal and informal level.?

By participating in trending challenges, creating authentic content, and engaging with users in real-time, brands can make genuine relationships and build trust with their audience. TikTok is also a unique app that has provided a level playing field for both established brands and new and emerging brands. With its focus on creativity in the content, small businesses can go viral and reach millions overnight.?

Ryanair is one of those brands that has learnt how to ride the TikTok wave. Ryanair is known for its? low-cost flights and its marketing team is willing to really lean into comedy to remind people of this. Its TikTok page became extremely popular following the introduction of its ‘talking airplane.’ The team uses a mix of viral sounds, trends, and comedy to entertain users while pushing their cheap and cheerful deals. Ryanair’s marketing team also interacts with and comments on the content of users talking about or criticising the brand in real time. It gives the impression that a brand is accessible.. With? sarcastic and funny replies or comments, it pushes users to want to interact with the brand online, which in turn helps with engagement.

We have also seen many beauty brands, specifically Irish beauty brands that have thrived from this new social media style. Beauty brands have flocked to TikTok to showcase their products, share tutorials, and connect with consumers in innovative ways. Kash Beauty is a great example of this. Kash has used influencers such as Lauren Whelan and Chloe Koyce, who grew and are known mainly through TikTok.?

Using TikTok influencers is a smart way to utilise the influencers’ following, which will encourage consumers to think of a brand by association, when they see an influencer’s video in future. A key to engaging TikTok influencers to promote a product or brand, is to? know that the influencer is used to creating content that works well and suits the app.?

Brands using TikTok and leaning into trends can be important in today's digital world. By embracing the platform's unique features and cultural impact, brands can have the opportunity to grow. Whether it's through viral challenges and sounds, influencer partnerships, or original content creation, TikTok is a platform for brands to connect with audiences in a new way compared to more traditional media channels. It's time for brands to embrace the world of TikTok.