Tik Tik Boom: Is It Time For You To Join TikTok?

We’ve seen social media ebb and flow as it gets handed down from one generation to the next. The beginning of social media, with blogging and status updates, was deeply personal and told the story of the present. When social media gained more mainstream popularity, it gave brands a way to connect with their consumers, and digital marketing grew exponentially. As Gen Z begins to take the reigns away from Millennials, we see them bringing back fundamental aspects of social media of yesteryear. 

Younger social media users prefer to live tweet and livestream to get their stories out immediately. They want their opinions and narratives shared, and they want them shared now. The stories they are demanding to tell are personal – they are the updates of their day, their opinions on current events, and their spin on today’s hottest trends. Gen Z users have resurrected the idea of social media being a deeply personal and in-the-moment media. They are ditching planning and opting for the present…and TikTok is the prime example.

TikTok thrives on constant change. TikTokers are eager to chase the trend of the day and want to provide their take on it while it’s still relevant. We’ve all heard how the news cycle is only 24 hours. TikTok is no different. Creators need to act fast if they want to participate in a fad before it fades. But why chase the trend? TikTok creators know that trends boost their potential to be seen and heard, and these creators want to be heard. They want to tell their story to as many people across the platform as possible. 

So what does this mean for entrepreneurs? It has been ingrained in us to plan and strategize before creating, but TikTok and Gen Z have shown us that that doesn’t always have to be the way. They have proven that you can create impulsively and automatically. But does this mean we should ditch strategy altogether?

Absolutely not. Even creating timely content on TikTok requires strategy. In fact, because TikTok demands a constant mill of content to capture new audiences, big brands will have full teams dedicated to making their videos. For those who may not have the resources to employ multiple staffers devoted to churning out videos, there are still strategies to best reach your audience through a medium that flourishes on the immediate. Finding your niche and positioning your brand as head of that niche will allow you to plan… without planning. 

So should you join the ranks of teen dancers and storytellers? It’s up to you! There are many benefits to the instantaneous style of storytelling that TikTok has become known for, but you have to be committed if you’re going to try it. Either way, it’s refreshing to see social media return to its roots, even if that return was made dancing in front of an iPhone.

-Alexis Banda, MFBS Account Manager