The rise in popularity of the social network TikTok in recent years is undeniable. Indeed, it has now established itself as an important player in digital marketing. Its emergence and enormous usage rate have forced modern brands to rethink their communication strategies. Traditional advertising is no longer the only option: companies must now adapt to it if they want to strengthen or maintain their market share. Let’s explore how TikTok marketing influences the game.
The evolution of marketing with TikTok
Television advertisements, which were once essential, are no longer the most effective solution for many companies. In several sectors, brands have understood the importance of addressing this issue and taking advantage of this new era of marketing to optimize their sales. TikTok marketing, including viral videos, “trends,” “challenges,” and partnerships with influencers in the field or content creators, is now at the heart of digital campaigns. The reason is that consumers prefer discovering products through authentic creators they relate to, rather than through traditional paid ads that do not provide this sense of connection, but rather give the impression of a conventional sales pitch.
The role of influencers in TikTok marketing
In the beauty sector, for example, you have surely already heard of the classic influencers, such as Alix Earle or Katie Fang. They publish personalized content, taking us into their daily lives, which creates a feeling of closeness and trust. For instance, brands like E.l.f Cosmetics, Maybelline, or Rare Beauty quickly took advantage of this opportunity to create partnerships with these major influencers, who often promote the product in their own way, with natural videos, often shot in an informal setting: at home, between meetings, or on the go. The engagement rate of these videos is much higher than traditional advertisements and allows companies to reach Generation Z, particularly active on TikTok.
Reinvented advertising budgets
More and more companies are allocating a large part of their advertising budgets to TikTok, across a wide range of sectors. For example, “mukbang” style videos, where influencers eat in front of the camera, also illustrate this phenomenon. Indeed, fast-food chains are also jumping on this digital marketing bandwagon, leveraging food content influencers to promote new items on their menu, for instance. Chipotle is a classic example. In 2020, Chipotle collaborated with TikTok creator Loren Gray as part of the #GuacDance Challenge, a campaign that generated millions of views. Video content is becoming a strategic tool: it allows companies to quickly test concepts and measure results in real time.
Conclusion
In short, TikTok is redefining the relationship between brands and consumers. By focusing on creativity, spontaneity, and influencers, companies manage to reach a massive audience while creating a deeper connection. The future of digital marketing will undoubtedly be shaped by TikTok’s codes.