TikTok is going through ch-ch changes, here is what’s happening.
From silent films to TikTok, video has dominated the world for over a century and has no intention of stopping, even as we navigate the threat of a “potential TikTok ban.” As we embark on arguably the most significant regulation against a tech platform, we are diving into the world of TikTok: where it’s been and where it’s going.
You might be thinking to yourself, is TikTok really that relevant to me given the current climate? President Biden officially signed a law to ban TikTok nationwide unless it is sold so it’s true, the future of the platform feels a bit unclear. But what is clear, is that some version of the platform will most likely continue to exist through the November election – especially with big tech wide-eyed at the opportunity to acquire the platform.
Plus, as of today, TikTok is still thriving and attracting huge names like President Biden himself, who is using the app to spread his message to Gen Z and Millennial voters (okay, maybe younger Millennial voters).
So let’s dive in and explore why TikTok has been so successful, how the lessons are still relevant despite the news, how it can help your candidate this year, and how your social media team at COMPETE can help you achieve your goals.
From the Beginning
Why does Team COMPETE love TikTok? Because it changed the game. Since TikTok’s blow-up in 2020, the app has only become more popular, more addicting, and more ingrained into our everyday lives. Currently, there are 170 million American users of the app. That is a massive audience and millions of people that YOU could and should reach. The objective for you is to figure out how to utilize the TikTok-style algorithm to best serve your candidate or organization’s goals. And never fear, your social media team at COMPETE is ready to help.
TikTok’s unique algorithm helps it stand out from its competitors (we will get to them). When on the platform, you’re just a swipe away from yet another video that’s perfectly curated for you (no wonder they call it the “For You Page”). This helps users be more inclined to spend a longer amount of time on the app either watching videos or creating content themselves, and ultimately makes it a more compelling platform for users and a more useful tool for reaching your target audience.
Now there are many different ways to create captivating content: you can hop on trends, create unique original videos, or be timely and topical with a finger on the pulse of the news cycle–all while simultaneously educating your audience, making them laugh, and keeping them engaged. It’s a lot, I know, but the effort is immensely worth the reward. So much so, that everywhere you look organizations, businesses, and candidates are creating accounts and jumping on the bandwagon.
And if TikTok isn’t your speed – that’s okay! Almost every social media platform is trying to copy their success. Vertical video content and the “For You” algorithm have graduated from TikTok and are being integrated into most social media platforms.
TikTok’s secret is that they have elevated the way social media delivers content to people by:
- Utilizing the power of video
- Capitalizing on shorter attention spans
- Finding new and unique ways to deliver new content to users based on their individual interests
So that brings us to today! Most social platforms have integrated some sort of vertical content component and algorithm that mimics TikTok’s ability to deliver new content to the right audience.
The Copycats
When your product hits the big leagues, copycats are bound to show up. Take Reels, Meta’s twist on TikTok for Instagram, or YouTube’s Shorts, their own version of bite-sized video fun. And guess what? LinkedIn might just join the party soon with a short-form video feature. Seems like everyone’s jumping on the same bandwagon, right?
But hey, if you’re in the content creation game or collaborating with your Digital and social media crew, it’s a no-brainer to tap into all these platforms’ powers. TikTok’s reign in the video world has pretty much set the standard for what we create. By focusing on vertical viewing experiences everywhere, we can recycle our TikTok gems all over the internet. No more one-and-done video postings! Now, it’s all about spreading that content far and wide to get the most bang for your buck in terms of time and creativity.
The copycats show:
- The effectiveness of this type of content, and
- How important it is to integrate video/TikTok-style content into your organic and paid social media plan
Is this thing on…
Creating content can be incredibly daunting and intimidating, but it shouldn’t be! Not with the right guidance and team that is. My take is that it should be an enjoyable experience that allows you to be creative and connect with your audience.
Just to give you some context, I jumped on the TikTok train back in late 2021. Since then, I’ve managed to gather a following of over 4,000 awesome folks and racked up a whopping 1.7 million likes. And here’s the kicker – I’m not some big-shot or influencer; just someone who’s been hustling to keep things fresh, stay in the loop, and churn out content consistently. Plus, I genuinely love what I do, and that comes through in my work! Check out one of my viral hits below:
This video struck gold by blending timely humor with a savvy pop culture reference. It provided a witty take on the Speaker of the House saga, a commentary that has only grown more relevant with time. And the cherry on top? A playful nod to the upcoming season of RuPaul’s Drag Race. It truly felt like capturing lightning in a bottle! While I had several videos gaining traction on the same topic, this one soared to new heights. And to my surprise, it even caught the attention of RuPaul’s Drag Race, who graciously shared it across their social media platforms (the gag of it all). This exemplified the nature of the viral TikTok moment, where using news and pop culture references can help spread your message, even when it seems out of the box!
Alright, enough about me. Let’s break down what made this video a success and how you can apply these winning strategies to your own campaign. Beyond the eye-catching green-screened backdrop and the timely content, there’s a whole recipe for success here.
First off, it’s all about the delivery. Confident, informative, and just the right touch of dry humor—keeping viewers engaged from start to finish. And speaking of finish, keeping it short and sweet was key. No need for marathon-length videos when a punchy, to-the-point message does the trick. You should try out a combination of short (:15-:30 seconds) as well as long (:90 seconds – 3:00 minutes) content to see what works for your audience. Make sure to monitor the results to see what performs best!
But let’s be real, getting to this point with my viral video wasn’t smooth sailing. It took trial, error, and plenty of ups and downs to find my voice—something every candidate can relate to. Your messaging, like mine, will evolve over time, shaping your campaign as you go. As your social media team, we work hard to learn your voice, content style, and path to victory.
Now, let’s talk TikTok algorithm again. With just a few videos a week, I’m reaching audiences I never thought possible. And here’s the kicker: it’s not just for the big players. TikTok’s algorithm loves fresh content, making it a playground for anyone looking to grow their following. So, strap in and get ready to make some waves—you’ve got an audience waiting to be wowed. Now you just need the team in place to help you reach them!
Finding Your Voice
Who are you? What do you stand for? What should your online presence look like? These are vital questions to ask yourself before you hit record. Are you an AOC type having a casual conversation online? A Jeff Jackson speaking directly to the camera in a candid manner? Or are you more trendy and influencer-esque? At the end of the day, the most important thing is authenticity: being true to your brand and yourself. No facade, no mask, just you.
With the right guidance, messaging, and collaboration with the COMPETE social media team, finding your voice and making content couldn’t be easier – even virtually! We can pull and highlight that genuine authenticity, find that real spark, and make sure that it shines through in every possible opportunity.
The beauty of content creation lies in its diversity. From direct-to-camera talks that connect you with your audience to customizing trends to reflect your brand’s unique essence, the possibilities are endless.
Trends, while fleeting, offer a chance to stay relevant and embedded in the cultural conversation. We’ll ensure your content doesn’t veer into cheugy* territory, keeping you on the cutting edge without feeling out of touch (*slightly cringe and super millennial).
Engaging commentary and sketches allow us to tackle current issues head-on, making meaningful connections with your audience. With our guidance, you’ll navigate through the noise, crafting purposeful content that amplifies your voice and resonates with your audience.
Taking the Leap with COMPETE
Looking ahead, it’s evident that short-form videos are here to stay. Over the past four years, their potential and influence have only continued to grow. That’s why we’re committed to helping you hit the mark with your content today.
At COMPETE, we excel at taking the burden of conceiving, shooting, and crafting winning short-form content off your hands through our tailored social media management programs, adaptable to any budget.
Imagine your next viral sensation—a collaborative masterpiece crafted with our expertise and your unique voice! Whether you’re seeking standalone short-form videos or comprehensive content strategies, we’ve got you covered.
If you’re curious, take a moment to explore some of the captivating vertical media we’ve created for our clients and learn more about our social media programs HERE:
https://www.instagram.com/p/Cw3f_rCvGnh/
https://www.tiktok.com/@rebuildsocal/video/7345104230182702382?_r=1&_t=8lfI8lm76H0
https://www.instagram.com/p/Cz9hw_-NDFf/
https://www.tiktok.com/@jenniferboysko/video/7358587101547400490?_r=1&_t=8lfI9yYYFji
https://www.instagram.com/reel/C4JVoLBp3aY/?igsh=MWVzZnRvM2VlMXZwbw%3D%3D
https://www.tiktok.com/@rebuildsocal/video/7342896964910075178?_r=1&_t=8lfIIp1WYxS
https://www.instagram.com/p/CxeLr4ANsWV/
And always Like, Follow, and Subscribe for more!
Ryan Pané
Social Media and Email Coordinator
