TikTok is the home of many viral videos in which influencers and enthusiasts do a ‘show and tell’ of make-up related products and other oddities. The social media marketing strategy shows quick and tangible results, with the advertised products getting out of stock in minutes.
Products like apple juice, rollerblades and stuffed animals show a jump in demand just as the video gains popularity, resulting in manufacturers taking advantage of this phenomenon and using TikTok to market specially created products.
TikTok shows a video to a handful of test audiences in the For You section of their app, and if the engagement results are good, they take the video one notch up, showing it to a different set of audience.
In a matter of a few hours, videos that don’t make it are buried, and the ones that do well are shown to millions.
TikTok influencers who are not celebrities in the traditional sense, tend to have a refreshing honesty about the products and seem highly trustworthy to the viewers/consumers.
Word of mouth is considered the most effective strategy from a marketing perspective, and TikTok influencers create a believable advertising platform, previously unseen in any online or offline ecosystem.
Taking advantage of various factors that make things go viral and compel people to share things, many TikTok and YouTube influencers have quickly amassed millions of followers and some are on the verge of becoming millionaires.
TikTok, with its brevity, intimacy and connecting capabilities, feels like a Facetime call with a friend who is excited about a purchase, becoming perfectly suited to build emotional connections that translate into sales.
While Youtube reviews work well if they are authentic and have a good connection with the audience, TikTok strips away the fluff and feels as intimate as hanging out with a close friend.
TikTok users often feel a sense of urgency and universality when they watch a viral video, getting the impression that everyone is using the suggested product or performing the activity.
The super-fast trends cycle has made many feel disillusioned with hyper-consumerism, as big brands still account for sponsoring 77 percent of creators.
"If you want to build a ship, don’t drum up the men to gather wood, divide the work and give orders. Instead, teach them to yearn for the vast and endless sea." - The little Prince
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