More than a Social Media App: TikTok's Benefit for Business

Over the years social media has grown in popularity where various platforms have competed for the spotlight. It has evolved to the point where one platform, in particular, is dominating and I bet without even saying the name, you already know what I am talking about. That’s because the rise of TikTok has Generation Z to thank for its success. With its massive and dedicated user base, TikTok has evolved into a powerful marketing outlet. Its trends influence modern marketing strategies and it has benefited businesses small and large, as well as the music industry.

The structure of TikTok’s platform, videos ranging in length from 15 to 60 seconds, makes it easy for one to get trapped on the app for hours on end without even realizing it. Whilst mindlessly scrolling through your For You Page, you are most likely not paying attention to the amount of marketing and advertising that is taking place. Something as simple as rewatching a video a few times becomes complex if you think about the logistics behind it. As it replays, the video and sound itself get more views. The more views, the more likely the algorithm will favor it and it will appear on more users For You Pages. If it’s a song, the artist gains more attention and if it’s the creator's own sound, they are growing their platform.

It is important to recognize that the app is not only expanding businesses and artists but, it also actively shapes mainstream culture. Take this video for example:

Look familiar? You may have created or seen videos on TikTok under #silhouettechallenge, a viral trend in January that remains relevant on the app. The videos are characterized by red lighting and Doja Cat’s song, “Streets X Put Your Head On My Shoulder”. Coors took this as an opportunity to increase their audience and promote their seltzers by turning their commercial into a “thirst trap”, reminiscent of the silhouette challenge. They even included the phrase, “America’s Newest Thirst Trap”, recognizing the countless thirst trap videos that appear on the app. This proved to be a clever marketing tactic as the commercial went viral on sites other than TikTok, such as Twitter, where users went nuts about how the advertising originated from TikTok. This is just one example of how popular culture is heavily influenced by TikTok and the trends that appear on it.

Our latest technology shifts the focus of marketing to digital platforms and has created the need for influencers to further promote brands. TikTok is the future of digital marketing and should be taken advantage of because its algorithm makes it easier, in comparison to other social media platforms, to go viral. The app encourages the growth of artists, products, and brands through partnerships and successful advertising which is why it benefits everyone to be involved, both creators and users.