Recent studies show that more than half of consumers researching products are moving away from traditional web browsers in favor of video and social platforms that emphasize visual storytelling, authenticity, relatability and quick insights.

Are those earbuds worth the money? Is that online course worth taking? How comfortable are those sneakers? More and more, today’s consumer is looking to platforms like TikTok. And as a marketer, you should be, too.

With over a billion active users, TikTok’s algorithm is designed to promote engaging content, making it easier for brands to reach a wider audience organically. It boasts some of the highest engagement rates among social media platforms, with creative and entertaining videos leading to shares, comments, and likes — all amplifying your reach. Looking to showcase your product in a relatable and entertaining ways? TikTok’s the ticket.

But don’t just slap a video from your website onto TikTok and expect to see results. There’s more to it than that. Users seek unique video content that fits the TikTok mold and will sniff out (and skip over) anything foreign to the platform’s environment.

• Authenticity Over Perfection: TikTok thrives on authentic content. Videos don’t have to be professionally shot. If fact, it’s better if they don’t look too polished. Users are drawn to relatable experiences, making it an ideal platform for brands to connect with their audience on a personal level.
• User-Generated Content: Encouraging users to create content around your product can foster a sense of community and trust. User-generated content (UGC) feels more authentic, making potential customers more likely to convert.
• Trendy and Timely: TikTok is fast-paced and trend-driven, meaning brands that can capitalize on current trends have a higher chance of going viral. Staying on top of trends can position your brand as being in tune with your audience.

Harness the power of video content and leverage TikTok’s vast user base to amplify your brand’s search programs and drive meaningful connections with potential customers. Contact Katie Boyle, Oxford’s Director of Social Communications, today to learning more about TikTok and the opportunities it can offer your brand.