When TikTok first launched five years ago, it was thought by many to be a fad that would eventually pass. However, when the COVID-19 pandemic hit and everyone was stuck indoors, it took over the social media landscape. Now, TikTok has established itself as a social media powerhouse and has changed the game when it comes to how users experience and are influenced by content.
TikTok Content
A recent survey we conducted on Millennials and Gen Z shoppers, found that the most preferable piece of content across all platforms is short videos. TikTok’s organic video content format was a natural fit for the emerging shoppers of today honing in on short-form video content while also utilizing aspects of other successful social media platforms. It was an incarnation of Vine in some ways and started with 15-second videos but with a much more robust code base on the back-end fueling its rapid adoption. According to Influicity.com, what makes TikTok so successful is how it incorporates aspects of other social platforms and allows for creative freedom that creators can’t get on any other platforms.
The unique feature of the ‘For You’ page allows viewers to personalize their feed - seeing only content based on previous videos that they liked, shared, commented on, and interacted with. Occasionally, the algorithm throws in a curveball - a new piece of content you haven’t seen before - but for the most part, you get to somewhat control what you see. Do you love dog videos? Like, comment, and interact with videos of dogs, and boom, your For You page will be dominated by dogs (which is never a bad thing!).
Now, TikTok has come out with more options for 1-minute videos, 3-minute videos, and most recently, 10-minute videos for creators to post more in-depth content. Combined with filters, music synchronization, duets, stitches, and more, TikTok has been able to create one of the most interactive platforms social media has seen.
Other Platforms Respond
In the wake of TikTok’s explosive popularity, other established social platforms such as Instagram, Facebook, and Snapchat have scrambled to respond to the changes that TikTok created.
Instagram and Facebook introduced the Reels page - their answer to TikTok’s videos. Instagram also launched its IGTV portion in the app for more in-depth video creation content. When TikTok introduced sound synching content that became increasingly popular, Instagram and Facebook answered by allowing longer Reels (90-seconds) and sound synching options as well. According to dot.la, Instagram is working to create a new algorithm to diminish the number of TikTok reposts that are currently dominating the platform. In other words, Instagram is working to reward original content created through IG Reels rather than TikTok reposts.
Snapchat has also adapted by creating an entirely new page that allows users to access news stories from different news outlets and niche videos (beauty hack videos, oddly satisfying videos, and more).
Even YouTube hopped on the bandwagon and created its YouTube Shorts section where creators can create videos that are 60 seconds or less. And in a recent Wall Street Journal article, YouTube even claims it is establishing itself as a short video powerhouse.
New Types Of Content Go Viral
After the introduction of TikTok, and now with other social media platforms working to keep up, certain types of content have been gaining popularity.
Day in the life
This type of video shows a look into sometimes very simple, mundane moments in someone’s life. It allows followers to see into their favorite influencer/celebrity’s daily habits. These are often unfiltered and showcase a very ‘real’ look into the content creator’s life - gaining popularity with Gen Z, as authenticity is one of their most valued metrics when it comes to the content they engage with.
@jazturner16 Day In My Life Vlog🤍 #vlog #lifestyle #productivity #luxury #atlanta #minivlog ♬ original sound - Jaz Turner
Morning/Evening Routine
Similar to ‘day in the life’, influencers use morning/evening routines to make a more detailed look into how they start and end their days. Here they are able to offer more advice, and product recommendations, and share tips on how they set themselves up for success.
@caitmm_ happy friday loves🤍 #fyp #morningroutine #morning #dayinthelife #chicago ♬ original sound - Vito
Get Ready With Me
These are popular, especially for beauty and fashion influencers. Brands are able to leverage this type of content from influencers to market their products in a more genuine way, by including their product promotion in an influencer’s routine.
@j.joro95 Get ready with me bruv
♬ rock ur body - jay
Voiceovers
The “voiceover” not only allows creators to explain what exactly they are doing, but it is also accessible to those who cannot see the videos (same with closed captions on videos for those who cannot hear the sound). Creators with more artistic accounts (painting, baking, cooking, building, etc.) tend to use the voiceover more to show what they are doing and explain it in detail.
@vjrod Reply to @diegopartida18 ♬ Sunny Day - Ted Fresco
Sound Synchronization
With this feature, you are able to choose a sound or song and synch your photos/videos to the specific sound/song. Your result is an appealing video in which the content you upload syncs up perfectly to the beat/lyrics of the sound/song. It requires minimal effort and often sparks viral trends. For example, the graphic below showcases a sound that went viral after someone shared the perfect formula for how to match up video content to “romanticize your life”.
@osageorangetree #summer #lifestyle ♬ swing lynn - lovdfilmz
Overall Change In The Social Media Landscape
Overall, social media is headed toward content that allows creators more creative freedom, a more personalized feed, and more video/sound-heavy content. Brands and companies can leverage this customization through the use of micro-influencers. Micro-influencers not only have a higher engagement rate than macro/celebrity influencers, but their ability to be a voice of authority to their tight-knit audiences allows brands to generate results while remaining authentic and relatable. If you are interested in micro-influencer campaigns on TikTok for your brand or products, get in touch with us today!