The Age of TikTok is Here: What Does That Mean?

As a digital marketing professional, I’m constantly finding myself referencing the latest platforms in my talks and workshops. Remember the good old days when that meant Snapchat? Or before that: Instagram?

Social media cycles move fast, so it’s TikTok that’s the next big (vibrating, noisy, crazy, colorful) thing, and that means think pieces in The Atlantic and The New York Times about the impact of this new channel.  And one of my favorite social media conferences, Social Fresh, has multiple sessions and webinars coming up dedicated just to TikTok.

Here’s the thing though, the traction that TikTok has gained isn’t just about “the latest and greatest thing,” it’s also a signal that we’ve moved into a new phase of social media experiences, one that is categorized by three key elements.

Why TikTok Makes Total Sense in Today’s Digital Media Environment

1. The participation is half the fun.

Do you remember the mannequin challenge? Or the ALS ice bucket challenge? Participation became not only performative, but also competitive. It was about highlighting just how cool you were because you were doing the clever fun thing of the moment. You could say that trends have always been like this, but in 2019, those trends are having micro-moments.

What social media users are participating in today isn’t what they’ll care about tomorrow. You could say that this is a product of the always-on, endless news cycle, constantly filmed moment that we are in. Therefore, it’s important for brands to think about how they can create opportunities that are WORTH participating in.

Maybe that’s interactive projects. Maybe it’s challenges. Maybe it’s polling your audience to find out what they want to see next. Just don’t ignore the power of participation.

Participation makes our audience feel that they have a vested interest in what comes next.

2. “More” is endless.

Sometimes I wonder why platforms like Facebook and Instagram insist on showing me the same posts several times throughout the day. If I scrolled past it once, shouldn’t you assume that I’m not that interested?

I’m sure it’s been nearly 10 years since the “infinite scroll” website or blog post first launched, but platforms like TikTok showcase the addictive qualities of content that keeps coming. When there’s always something new to look at, there’s always a reason to come back.

What does that mean for brands and businesses? Okay, you don’t need to have an endless array of content, but you DO need to be contextual about what content you’re serving to your audience. Think about updating your homepage experience more frequently so that users experience new content when they visit your site.

3. We’re addicted to “triggers.”

Are you like me, always glancing at your phone when the notifications pop up? These psychological triggers become hard to quit, and platforms like TikTok are constantly signalling users to check out something or other.

But here’s the thing: these triggers work. Why do you think the Nike app is constantly telling me to join a new fun run? It gets me to revisit the app and stay loyal.

Be thoughtful about how you deploy these tools in your own website, messenger bot, and apps. Helpful, intriguing, fun triggers will drive your audience to more action. Annoying, unuseful ones will drive them to turn off notifications or unsubscribe.

Is it all too much?

If you’re feeling curmudgeonly after all the flashing gizmos of TikTok, don’t worry. You’re not alone. But you ARE in a changing digital landscape, one that you can’t ignore.

Now isn’t the time to bury your head in the sand, but rather, it’s the time to acknowledge how the landscape is shifting and identify ways that you can use that landscape to your advantage.