TikTok, the new(s)ource

If you've been scrolling endlessly on TikTok, if you've stumbled across TTC closures and real-time geopolitical updates on TikTok before any news channel, and if you're working at an advertising agency then this blog is for you.

In the advertising industry, being aware of new social media platforms and learning their latest features/user interfaces have been the ABCs for agency folk but, how did TikTok gain this level of credibility? Does it have something to do with the generation that uses the platform or does it have to do with the fact that TikTok has revolutionized how we perceive content?

According to Hootsuite, GenZ spends an average of 24-48 hours every month scrolling on TikTok. A platform where they can not only view current affairs like regular content but also disseminate them themselves, stitch/duet other videos and provide their opinion, communicate through hashtags, and even cancel anyone and anything.

TikTok creators have cracked the strategy of engaging with their audience while sharing 'not-so-entertaining' information. Maybe watching an influencer's GRWM (Get Ready With Me) while she talks about inflation is more interesting than news reporters with complex charts. While we're at it, let's talk about the blue text also known as 'search phrases' that will immediately direct you to a different video that adds context to the original video. Isn't it lovely that we can get immediate subcontext to an ongoing issue? All it takes is one click and you'll know exactly what GDP means in the same app. The 'For You' and 'Explore' options have to be one of the best personalizing features where you can switch up what you want to see with one swipe. TikTok was also able to adapt to the reduced attention span of GenZ by incorporating the 'Speed Up 2X' feature that enables the audience to watch long videos in a short period. TikTok Creators are the first to recognize shadow bans and trending hashtags while understanding the algorithm. TikTok is no longer just an app for dancing, it's an app where people from all over the world discuss world-shaping topics, organize protests, and make or break businesses.

My two cents on this, TikTok is a gold mine for advertisers. TikTok is THAT platform where even dermatologists have turned to acting and influencing and creators like Keith Lee can decide the future of American food chains. Considering most brands centre their marketing towards value-adds, TikTok's earned viewership, engagement, and credibility could be the answer. Following these news disseminators (creators who have taken up the burden of keeping us updated with the latest affairs) and content creators is the easiest guide to understanding the algorithm. It took me five scrolls and two clicks to learn that sharing and copying the link to a video boosts the algorithm better than liking and commenting.

Disclaimer: I am not saying we should all blindly trust TikTok or abuse its features but it is something we should pay close attention to and learn from. ABCs people...