Literature and Drama Editor Laura Molloy discusses how businesses are increasingly relying on TikTok as a marketing tool.
TikTok has continuously grown in popularity since its launch in 2018. It all started with the Chinese company ByteDance buying the software Musical.ly, a technological software that focused on the creation and sharing of lip syncing videos. The company built on the software and created a new brand that would undergo significant global expansion. While it is an entertainment-driven platform, TikTok has proven to be a resourceful tool for businesses to help boost their marketing.
Compared to other social media platforms like Instagram and Facebook, the TikTok algorithm is considered to be more workable. The user’s behaviour is at the core of its functioning; factors such as whether the video was watched in full or not dictates its engagement. The platform records the highest social engagement ranking per post, making it an ideal choice for companies looking to expand their brand reach and their target audiences.
The goal of TikTok’s content is to be relatable and lighthearted. It became significantly popular in 2020 during the Covid-19 pandemic. While stuck in lockdown, many creators began filming short dances, comedic sketches and a wide variety of recommendations on how to stay occupied.
The goal of TikTok’s content is to be relatable and lighthearted.
The growth of Tiktok has led to it becoming more than an entertainment platform, but a vital tool for businesses. This is particularly evident in how popular the app is amongst Irish enterprises. Irish airline Ryanair frequently uses the platform to advertise their services, boasting an impressive two million followers. They have designed their own unique campaign which features the Ryanair plane as a person with the use of a filter.
They often create comedic sketches using filters or trending voice overs. For example, Ryanair used content from shows such as Netflix’s Bridgerton and the Netflix David Beckham Documentary in recent uploads. Another strategy they use is turning consumer complaints into jokes for their numerous posts. It’s an interesting tactic as it draws attention to the company’s faults while simultaneously reinforcing their unique selling point: their affordable flights.
It’s an interesting tactic as it draws attention to the company’s faults while simultaneously reinforcing their unique selling point; their affordable flights.
Ryanair is just one of the many companies that has turned to Tiktok as a source of marketing. Other Irish brands such as Howard Studios rely on TikTok for advertising and win over their thousands of followers. Indeed, companies all over the world are now incorporating the platform as one of their main marketing strategies. It seems television adverts are becoming a thing of the past as brands opt for partnering with influencers or hiring their own social media managers to market their products. So long as TikTok continues to make money from their ad revenue, it seems they will continue to be the Silicon Valley of marketing.