CommerceCo Recap: Is the Clock Ticking on TikTok Advertising and marketing?

Advertising and marketing on the favored TikTok platform can appeal to and have interaction an viewers of potential clients. However like so many social media platforms, because it matures TikTok might turn into harder to earn a following.

For instance, Jon Shanahan, co-founder of Stryx, a males’s skincare firm, has guided his firm’s TikTok web page to greater than 1.eight million likes. A few of that success has to do with the platform’s age and stage of adoption. And because it grows, TikTok could also be comparatively harder for manufacturers to copy that stage of engagement.

On February 25, 2021, Shanahan took half in an unique 30-minute interview for the CommerceCo by Sensible Ecommerce neighborhood. In the course of the reside occasion, Shanahan took questions from neighborhood members and shared his ideas and opinions about TikTok.


“TikTok right now is what Instagram was in 2012,” mentioned Shanahan, including, “It was a brand new platform [with] lots of pleasure [and] a really totally different tradition than the opposite [social media sites]. Each platform has its personal language to it. YouTube is much more long-form and academic. There’s a language to YouTube. Identical with Instagram. It’s visible. It’s images…TikTok is all about creativity…and there’s a lot extra off-the-cuff creation.”

TikTok content material additionally doesn’t should be completely polished.

“There may be an arms race on YouTube to get [the] nicest digital camera and one of the best microphone. However on TikTok, it’s ‘What’s your greatest concept?’ That may be a large differentiator,” mentioned Shanahan.

TikTok’s tradition and language make it a definite software within the content material advertising toolbox.

Content material Advertising and marketing

A video on TikTok from a enterprise “is unquestionably content material advertising,” in response to Shanahan. “It has a lifespan to it that Instagram doesn’t actually have. TikTok will proceed to push your video for 90 days. An Instagram submit … would possibly see views for 2 to a few days.”

Shanahan describes TikTok movies as one portion of Stryx’s content material efforts.

“YouTube is our content material library. We’ve lots of tutorials, lots of FAQs. If any person desires to know all about Stryx, YouTube has that content material,” mentioned Shanahan.

“Instagram is sort of a fairly grid. We are able to showcase our merchandise and clients and do some demos,” Shanahan mentioned. “However TikTok is just like the tip of the spear — lots of model discovery.”

The sample Shanahan describes for this firm’s movies aligns with the content material advertising tenants of attracting, partaking, and retaining clients, whereby Stryx makes use of TikTok through the attraction part.

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“The perfect time to begin [on TikTok] was yesterday, and the second-best time is now,” mentioned Shanahan. “Early on, when you had a single hit video, your follower depend would develop like loopy. That simply doesn’t occur as a lot because it used to.”

The problem for TikTok and any nascent social media platform is that because it grows, creators will doubtless discover it harder to draw consideration.

Creators — people or manufacturers — will doubtless require more and more radical or outrageous content material to get good outcomes.

“Constructing a YouTube viewers is far more tough than it was two years in the past, 5 years in the past, or six years in the past, and TikTok is at an early place,” mentioned Shanahan.

Fortuitously, TikTok is just not but saturated. There are nonetheless alternatives to advertise your enterprise there.

Shanahan really useful changing into acquainted with the platform, spending a couple of minutes and even an hour a day for some time.

He described his preliminary expertise. “I had lunch with a good friend who described TikTok to me as ‘YouTube however with creator instruments based mostly on sounds and tendencies,’” mentioned Shanahan, ” I used to be like, ‘That’s attention-grabbing. I’m going to attempt it.’ I put the primary video up. Three hours later it had 300,000 views. I believed, ‘There’s one thing right here.’”

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