It is smart that, for therefore lengthy, growing unique and distinctive artistic concepts has been top-of-mind on advertising and marketing campaigns; in any case, it attracts audiences and triggers word-of-mouth, finally bettering model consciousness and conversions. Manufacturers and entrepreneurs have devoted a substantial amount of effort to attempt to create moments that immediate audiences response and conversations.
After the arrival of social media, creating modern campaigns turned a good greater precedence for manufacturers on account of the huge quantities of content material competing for viewers consideration. And on high of the race to get in entrance of eyeballs, manufacturers not solely competed with different manufacturers, but additionally with customers themselves.
Many manufacturers nonetheless wrestle to chop by the noise and preserve their relevance on social media, however TikTok appears to be altering these dynamics a bit. Whereas creating distinctive, shocking, and modern content material continues to be the golden rule, you not must do it from scratch, and as a substitute of competing with different customers to your audiences’ consideration, now you can be part of forces with them. Right here’s how.
Utilizing bits of customers’ content material just isn’t solely OK—it’s inspired
TikTok not solely introduced short-format movies (again) into reputation, but additionally made room for a distinct social media tradition—one much less centered on inspirational content material and extremely curated photos, and extra centered on leisure, memes, and day-to-day life. However maybe what’s extra distinctive about TikTok is that numerous the content material created on the app expands on what’s already there as a substitute of being one thing fully new.
As a collaborative atmosphere the place remixing and reimagining movies created by different members of the neighborhood is as essential as creating one thing distinctive of your individual, the platform closely encourages co-creation. The idea of plagiarism is a little more nuanced on TikTok, because it’s extra acceptable to make use of others’ concepts and recreate the content material to suit your personal voice, fashion and character—like @dianarantamaki does with @jasonbankscomedy’s sounds, as an illustration.
One other instance of TikTok’s remix tradition is the viral Sea Shanty, which began with @nathanevanss singing alone and ended up with many layered harmonies over his unique video. Equally, the “girlfriend hostage situation” and the “shy little frog song” construct on current content material, turning them into one thing fully new and shocking.
This comes as no shock with a few of TikTok’s principal in-app artistic instruments being duets (a characteristic that permits you to construct on one other consumer’s video by recording your individual video alongside the unique because it performs), stitches (a characteristic that enables the power to clip and combine scenes from one other consumer’s video into your individual), and the opportunity of reusing current sounds. The platform’s expertise was constructed at hand to customers all of the options they should develop on one another’s content material.
Co-created content material is nice, however don’t lose sight of creativity
On each social platform customers maintain numerous energy in dictating what’s trending and funky, however that’s much more so on TikTok. Manufacturers that need to create fully distinctive movies must dive deep into the app’s one-of-a-kind tradition and perceive the kind of content material that resonates with the neighborhood. For that reason, whereas repurposing content material may go in your different channels, one of the best technique for the short-video app is to create native, fit-for-format movies.
Manufacturers which have succeeded in absolutely understanding TikTok’s tradition and creating unique content material that speaks to the viewers embrace Chipotle, which largely faucets into the app’s odd comedy fashion, and Dunkin’ Donuts, which leverages the facility of creators and employer branding. However even the most well-liked manufacturers on TikTok know that all of it comes right down to connecting with the neighborhood, so engaging with what they create and what’s already trending is important to turn out to be and keep related on the platform.
Tapping into the platform’s co-creation tradition will be a simple various for manufacturers to start out dipping their toes into TikTok’s water. These movies have greater possibilities of resonating properly with the neighborhood, growing their publicity potential with out placing an excessive amount of effort into creating a unique concept. However manufacturers shouldn’t ignore innovation fully—creativity continues to be non-negotiable because it’s essential so as to add your individual twist to already current developments. It’s the one strategy to preserve your movies genuine, partaking, and set them other than what’s already created.
All in all, TikTok is a collaborative house, the place creators complement one another to raise the entertaining expertise. Manufacturers ought to give attention to embracing this co-creation tradition as a substitute of disrupting it with content material that doesn’t match the platform. The secret’s to not solely take into consideration what TikTok’s customers may give you, however as a substitute give attention to what you may give them—and they’re going to reward you for it.