The vertical videos of TikTok have revolutionized the game, resulting in almost identical formats on almost all social media platforms. This is a major opportunity for marketers with the same aspect ratio across all platforms, a single creative can go further than before. But if the social remakes itself in the image of TikTokwhat does this mean for marketers and brands?
Seize the opportunity to develop on several platforms
The 9:16 aspect ratio is nothing new. Its popularity increased with the launch of Snapchat in 2011, and in 2016, Instagram threw Stories. In 2020, we are witnessing the boom of TikTok, Instagram lance Reels and YouTube also launches its function Shorts some months later. The format is the same across all of these platforms, so there is an opportunity for businesses to extend the reach of their content and messaging if they are willing to put effort into developing authentic and creative vertical videos. In this case, reuse and recycling also apply to digital content.
stray from perfection
The perfect content that some brands share is becoming less and less relevant. Our lives are messy and imperfect, and content trends reflect that. On TikTok, people are candid about the struggles of life, from mental health to relationships. On Instagram, the “photo dump” trend refers to the beginnings of the platform where we only used it to show what we ate at lunchtime and share photos of our cats. This gives brands the chance to demonstrate how their products can realistically fit into people’s lives and prove to a customer that they can help improve their daily routine. Making it realistic, raw, and accessible is a great way to grab the attention and engagement of Millennials and Gen Z.
Prioritize authentic partnership
Most people are now looking for comfort and functionality when shopping for clothes and accessories, so showing someone doing what they love best in a Gucci outfit makes an out of reach brand seem approachable. by children. A younger audience has grown up with the internet and doesn’t trust celebrity endorsements as much anymore. People are looking for authenticity, passion, reliability and talent, especially when it comes to partnerships with influencers.
Impact with content, not ads
“Don’t advertise. Create TikTok videos.” is the first thing you see on the landing page of TikTok For Business. For businesses, this means moving away from perfectly directed and edited videos to increase engagement and conversions. Produce a vertical version of a television commercial or YouTube won’t get as much attention as adopting platform trends.
TikTok is it the right platform for each brand? Maybe not. Should your next paid campaign be on Snapchat ? Only if that’s where your target audience is. Should you be more authentic, transparent and accessible, and embrace the imperfection of social media to build trust with your customers and create an engaged community? Absoutely.
Source: The Drum
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