Brand Strategy & The Algorithm: A Guide to TikTok
Analysis
Our Co-Founder and CEO, Jonathan Trimble, recently spoke to Econsultancy about his understanding of where we are getting to about the fuzzy world of organic content, advertising, performance, brand and all these other terms that largely ignore the realities of where technology is getting to.
The rise of influencer marketing has transformed the way brands connect with their audiences. On platforms like Instagram, YouTube, and Facebook, influencers have woven seamlessly into the fabric of our feeds. With the right influencer partnership, a brand can reach a highly engaged audience, leading to increased brand visibility and, potentially, a surge in sales. However, as with any successful marketing strategy, the landscape has become saturated. Brands and influencers are everywhere, making it harder to stand out and harder for audiences to discern genuine endorsements from paid promotions.
Conversely, we have TikTok, a platform still perplexing many brands. Despite its rapid growth and undeniable influence, especially among Gen Z, many companies have yet to understand or leverage its potential fully. TikTok differs fundamentally from its predecessors, prioritizing what users like over who they know. It’s a platform powered by interest-based algorithms, not the social graph. Content discovery on TikTok is based on an individual's preferences, behaviours, and interactions rather than their connections.
Brands that still focus solely on the influencer strategy of the past are missing out. A recent e-commerce article highlighted how businesses pour vast amounts of money into systems that might not yield the desired ROI. It cited instances where influencers with massive followings did little to drive sales. Contrast this with TikTok, where even users with modest followings can go viral, achieving millions of views because their content resonates with a specific interest group. The message is clear: engagement isn’t just about who endorses you but about the genuine interest and relevance of your content.
Brands must evolve. As we navigate the digital age, we must recognize that the algorithms governing our online experiences are changing. By embracing platforms like TikTok, brands can tap into the heart of what their audience truly cares about, ensuring a genuine connection that transcends the noise of a saturated influencer market.
In conclusion, while influencer marketing has its place, brands must diversify their strategies. By understanding and leveraging the unique attributes of platforms like TikTok, brands can stay ahead of the curve, ensuring meaningful engagement in a world increasingly driven by interest over influence.
