Your Social Media Marketing Strategy Should Include TikTok
Your social media marketing strategy should include short-form video content, especially TikToks.
TikTok’s influence on Gen-Z and pop culture is undeniable, but have you seen the way the long-established social platforms are changing their tactics to directly compete with TikTok?
This activity suggests that TikTok and short-form videos are the future of social media, and thus the future of social media marketing.
Recently, Instagram has made a huge change to their feed to focus heavily on Reels, their short-form video feature.
This has made many social media managers hurriedly change their social media marketing strategy.
Not to mention, Instagram trialled a new format with a test group of users and the interface completely changed, prioritising Reels and making pictures look awkward on the feed.
Users widely criticised Instagram, which included Kylie Jenner (often called the first Instagram influencer) and Kim Kardashian.
The backlash came because users already have TikTok, and prefer Instagram’s original use: sharing photos.
Adam Mosseri, head of Instagram, has since back-tracked to try and soothe the backlash but has announced they’ll still focus on pushing Reels.
Despite thousands of angry users, Instagram still thinks pivoting towards short-form video content is the way to go.
There’s no escaping it – and not everyone hates it. Thousands are embracing it.
At Meta, Zuckerberg apparently told staff to focus more on video as they face an ‘unprecedented level of competition‘.
This is to directly combat the rise of TikTok.
Therefore, the most visited social media platform in the world is also focusing on short-form video content because it’s intimidated by TikTok.
YOUTUBE SHORTS
YouTube can be seen as the pioneer of user-generated-content in video format.
Since it was released in 2005 it has become the most used video platform in the world with the average video being 11.7 minutes.
Because of TikTok’s success, it has shown interest in short-form videos and has started pushing YouTube Shorts.
We can’t view more than two videos on YouTube without an ad for YouTube Shorts popping up!
GOOGLE SEARCH
For Google to recognise TikTok’s influence on social media shows just how popular it is.
Google Search has added videos, specifically TikToks, to the results page.
This may be to challenge TikTok’s power as a search engine, but the fact that Google is taking the jump to include TikToks in their search results is a testament to TikTok’s power.
TikTok is forcing other platforms to rethink their entire algorithms and offerings.
If brands want to succeed with their social media marketing strategy, you’re going to need to master short-form video content. Where better to do it than TikTok, where all the best ideas stem from?
Want to know where to start? We’re a TikTok agency based in the UK and can give your brand a free audit or consultation on how to kick off your TikTok strategy.
