TikTok, known as Douyin in China, is a unique social media platform, especially when considered in the context of sales and marketing. Here’s how it stands apart from other social media platforms:
- Content Format: TikTok is primarily a short-video platform, with videos usually lasting between 15 seconds to 3 minutes. This format requires brands to be concise and immediately engaging.
- Algorithm and Discovery: Unlike platforms that rely heavily on follower counts, TikTok’s For You Page (FYP) algorithm prioritizes content based on user interaction and engagement. This means even accounts with a small following have the potential for viral reach if their content resonates.
- Demographics: Initially, TikTok had a younger user base, primarily Gen Z. However, its audience has broadened over time, now encompassing a more diverse age range.
- Interactive Features: TikTok offers a variety of interactive features like duets, challenges, and filters. Brands can leverage these for user-generated content and interactive campaigns.
- Ephemeral Nature: TikTok content is designed to be consumed quickly, with users often scrolling through multiple videos in a short span. Brands need to create impactful and memorable content to stand out.
- Music and Sound: Soundtracks are a defining feature of TikTok, and they play a significant role in the platform’s content. Brands can use popular tracks or even create their own to boost engagement.
- In-app Shopping: TikTok has been aggressively pushing its e-commerce capabilities, allowing users to shop directly from videos or from a brand’s TikTok profile.
- Global Reach with Local Flavor: While TikTok is a global platform, it offers a very localized experience. Content trends often vary by region, requiring brands to adapt their strategies.
- Authenticity over Polish: Unlike platforms such as Instagram, where highly polished and curated content is the norm, TikTok users value authenticity, rawness, and spontaneity.
- Rapid Content Trends: Trends on TikTok can emerge and fade with remarkable speed. Brands looking to capitalize on these trends need to be agile and quick in their content production.
- Direct Communication: TikTok provides brands with a platform to communicate directly and more informally with consumers, fostering a closer brand-consumer relationship.
Comparatively, platforms like Instagram are more image-centric, with a focus on curated aesthetics. Facebook has a broader range of content types and a different demographic skew. Twitter emphasizes text and real-time discussions, while LinkedIn targets professional networking.
When considering sales strategies, it’s crucial to understand these platform nuances to tailor campaigns effectively.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation!
