TikTok is one of the most popular social media platforms today, with over 1 billion active users worldwide. It has revolutionized the way people engage with content, making it essential for brands to adapt their marketing strategies. However, to succeed on TikTok, your brand voice needs to stand out and be unique. In this blog post, we will explore why your brand voice should be different on TikTok and how you can leverage this platform to connect with a larger audience.
TikTok’s Unique User Base
TikTok is primarily used by Gen Z and Millennials, two groups known for their distinct preferences. These users are drawn to fun, casual, and authentic content. Traditional marketing approaches often seem out of place on the platform. To truly resonate with TikTok users, your brand must sound genuine and speak their language. This means ditching the corporate tone and adopting a more conversational, playful, and creative style.
This shift in tone helps build a stronger connection with the audience. According to a study by Statista, more than 60% of TikTok users are between the ages of 16 and 24. This demographic is looking for entertainment and relatable content. If your brand voice doesn’t reflect their interests, your message might not land effectively.
Understanding TikTok’s Content Style
TikTok is a platform built around short-form videos that rely heavily on visuals, music, and trends. A strong brand voice on TikTok needs to align with this style, which often includes using trending sounds, challenges, and memes. Unlike other platforms where written posts and professional content dominate, TikTok thrives on creativity and entertainment. This is why your brand voice must adapt to the platform's fast-paced, highly visual nature.
For example, brands like Chipotle and The Washington Post have successfully tapped into TikTok’s playful side. Chipotle’s TikTok is filled with humorous, trendy videos, while The Washington Post uses satire to make the news more accessible to younger audiences. Both brands use unique voices that match the vibe of TikTok’s content, making their posts stand out.
The Power of Authenticity
One of the main reasons your brand voice needs to be different on TikTok is the platform’s focus on authenticity. Users are quick to spot content that feels overly polished or sales-driven, and they’re likely to scroll past it. In fact, 49% of consumers say they engage more with content that feels genuine, according to a report from Nielsen.
This doesn’t mean that your brand should abandon its core values or identity. Instead, it means showing up as a real, approachable brand that values creativity and transparency. For instance, many TikTok creators use their platform to share behind-the-scenes content, day-in-the-life videos, and personal stories, allowing their followers to feel like they’re part of something special. Brands can adopt a similar approach, humanizing their brand and creating meaningful connections.
Leveraging TikTok Trends
TikTok trends are an essential aspect of the platform’s culture. From viral challenges to trending audio clips, staying on top of the latest trends can boost your brand's visibility. However, it’s important that your brand voice reflects these trends in a way that feels natural and fitting. This means your content should be adaptable while maintaining authenticity.
For example, when the #FlipTheSwitch challenge went viral, brands like Gymshark and Fenty Beauty took part, but they made sure their participation felt aligned with their brand's personality. Gymshark used the challenge to showcase its fitness gear, while Fenty Beauty used it to highlight its diverse makeup shades. These brands jumped on the trend while staying true to their values, making the content feel more genuine and engaging.
Engaging Through Humor and Fun
TikTok is a platform that thrives on humor and lightheartedness. In fact, over 60% of TikTok users say they go to the app to laugh and have fun, according to a survey by Influencer Marketing Hub. Incorporating humor into your brand voice is an effective way to engage TikTok's audience and stand out in the crowded social media space.
Brands like Old Spice and Wendy’s are prime examples of using humor effectively on TikTok. Old Spice often posts quirky, comedic ads that exaggerate its products, while Wendy’s is known for its witty and sometimes sarcastic responses to users on the platform. These humorous interactions not only make the brands memorable but also create a sense of connection with their audience.
Short-Form Content That Packs a Punch
One of the key features of TikTok is its short-form content, with videos ranging from 15 seconds to 3 minutes. Your brand voice must be concise and attention-grabbing to make an impact in such a short time frame. The content needs to be quick, to the point, and captivating from the first second.
This style of content is ideal for creative storytelling. Instead of focusing on long, drawn-out narratives, brands can tell powerful stories in a brief, engaging format. Take for example the brand Duolingo, which uses humorous and quirky videos to promote its language-learning app. Each video is short, fun, and directly communicates the brand’s message in an engaging way.
Building a Community
TikTok is more than just a platform for viewing content—it’s a community. Users interact with creators, engage in challenges, and participate in discussions. This sense of community is one of the driving factors behind TikTok’s success. As a brand, you need to create a voice that invites users to be part of this community.
When you engage with your audience authentically, whether through comments, duets, or responding to user-generated content, you help foster a sense of belonging. For example, Glossier, a beauty brand, uses TikTok to connect with its audience by sharing user-generated content and encouraging fans to showcase their own routines with Glossier products. This builds a loyal following that feels connected to the brand.
How Your Brand Can Start on TikTok
If your brand is new to TikTok, it’s essential to begin by understanding the platform's nuances. The first step is to experiment with different types of content. Start by creating light, fun videos that speak to your audience’s interests, rather than pushing products directly. Use trending music, participate in challenges, and be active in the TikTok community.
Also, focus on creating content that showcases the personality of your brand. Whether it’s through humor, behind-the-scenes footage, or sharing something personal, make sure your brand voice stands out in a way that is both engaging and memorable.
Conclusion
To sum up, your brand voice on TikTok needs to be different because the platform’s culture is built on authenticity, creativity, and fun. Users on TikTok engage with content that feels genuine, relatable, and entertaining. By adapting your brand voice to fit the platform’s style and tone, you can build a stronger connection with your audience and stand out from the competition. Keep it authentic, keep it fun, and keep it creative to make the most of your brand’s TikTok presence.