TikTok - Riding the Viral Wave

In the ever-evolving landscape of social media, TikTok has emerged as a phenomenon, shaping trends and captivating audiences worldwide. It's a platform that defies traditional norms and celebrates creativity.

TikTok has become the 5^th most used social media platform in the world, with 1.5 billion monthly active users.

In this article, we'll explore how TikTok leverages the power of viral content, engages audiences, and sets trends. To illustrate, we'll delve into National Avocado Day content to showcase how TikTok's influence extends to even the most niche interests.

TikTok’s Audience & Viral Content

Companies relying on TikTok for their marketing efforts are increasing daily. It’s no surprise because the average user spends an incredible 23.5 hours a month on TikTok, and especially if a company's target audience might be Millennials or Gen Zs. Over 75% of TikTok users are under the age of 34, and short-form video content has become their choice of entertainment.

Bite-sized clips that capture the attention of their viewers have made TikTok the platform where viral content is born. The algorithm combines with user behaviour to make content go viral like wildfire. So, how does it work?

At the core of TikTok's algorithm is an emphasis on engagement. The more likes, comments, shares, and saves your content receives, the more the algorithm rewards it. This creates a feedback loop where engaging content gets pushed to more users, resulting in even higher engagement. That's the secret to TikTok's virality.

User interactions are also key. TikTok values the relationship between users and the accounts they engage with. If a user consistently interacts with your content, the algorithm takes this as a signal that they enjoy your content. This can lead to your content appearing more frequently on their feed.

To improve your chances of going viral on TikTok, focus on creating engaging, authentic, and high-quality content. TikTok is a platform where originality is celebrated, so don't hesitate to let your creativity shine.

Three of the most popular brands utilising TikTok to power their marketing are:

The language learning app Duolingo has 8.1 million Followers / 176 million Likes / 896 million Views.

Low-cost airline Ryanair has 2.1 million Followers / 34.6million Likes / 322 million Views and software company Zendesk has 52.3 KFollowers / 252.8K Likes / 23 million Views.

Although TikTok does seem to favour direct-to-consumer brands, the inclusion of Zendesk as a B2B brand with its content around the customer service industry does show that TikTok can be for your business if your efforts are shaped to what your audience desires.

Content Frequency and Trends

One of TikTok's distinguishing features is its hectic content frequency. It's a platform where trends are born and fizzle out in a matter of hours. Content creators frequently jump on trending topics, incorporating them into their videos. TikTok has thrived off the “challenge” culture, whereby users join in on challenges and brands are able to leverage these viral sensations and amplify their reach and engagement.

Creativity and humour are at the forefront of everything, and a great example of TikTok marketing creativity is Chipotle Mexican Grill (2.2 million Followers / 52.7 million Likes / 450 million Views).

A key ingredient in their meals are Avocados, and in the month of July, they ensured their content on TikTok was gearing up for National Avocado Day on July 31^st. To celebrate this day, they created 4 TikTok’s with two behind-the-scenes and two contest videos, totalling over 350.000 views to mark this occasion.

TikTok users are quick to embrace it, and you will find loyal fans creating their Avocado honouring videos and following the instructions for their giveaway.

TikTok is the perfect place to find food-related content. Whether it's recipe tutorials, cooking tips, or hilarious eating hacks and rituals, the platform is a treasure trove for foodies.

The power of TikTok is really its ability to set trends, no matter how niche. In the world of food, it's where you'll find the latest innovative restaurants, recipes, and even challenges. TikTok's influence extends to topics you might not have thought could go viral, making it a platform where creativity knows no bounds.

The great thing is that it’s not just limited to food, and the key is that any business defines their brand identity and voice and starts creating! Videos can go viral, and the more content that can be consumed, the higher the chances. Adding collaborators and influencers will increase your chances, and TikTok’s golden rule for business would be to focus on engagement before promotion.

Conclusion 

TikTok is not just a platform for viral challenges and funny videos; it's a dynamic and ever-changing ecosystem that celebrates creativity and the joy of sharing. Whether you're a content creator looking to make waves or simply an observer seeking a daily dose of entertainment, TikTok offers a unique platform for both.

It's a place where trends are set and where the world celebrates niche interests like National Avocado Day with a passion you won't find anywhere else. TikTok is the epitome of short-form video content, where you can find inspiration, learn new skills, and connect with a global audience. The power of TikTok lies in its ability to make content go viral, enabling anyone to become an overnight sensation.

Let’s make your business the next one!