News / 13.12.23
Does my brand need a TikTok account?
With over two million monthly users in Ireland, TikTok’s popularity is on the rise, but how useful could it be for your brand?
In November a video went viral on TikTok, as a woman shared the inside of her car after it had caught on fire. Her Stanley cup, inside the car, not only remained intact but also still had ice in it.
@danimarielettering Thirsty after you catch on fire? @Stanley 1913 is like no problem i gotchu #fyp #carfire #accident #stanleycup ♬ original sound – Danielle
In less than 24 hours, the president of Stanley replied with their own TikTok offering to replace her cup…and her car.
@stanleybrand #stitch with @Danielle ♬ original sound – Stanley 1913
Praise for Stanley and their response overflowed in the comments, with people overwhelmingly saying this has converted them to a customer:
- “Okay I’m gonna buy my first Stanley cup now!”
- “And this is how you market. I will be buying my first Stanley!”
- “This is awesome definitely buying a Stanley now!!”
This viral moment generated huge engagement for the brand, with Stanley’s video generating over 36 million video views and 5.2 million likes, shares and comments, in a relatively short time period. However, you don’t need a viral video to generate long-term engagement on TikTok.
TikTok’s algorithm works differently to other social media platforms; as The Guardian calls it, TikTok’s algorithm is the “company’s secret sauce“. For other social media platforms timeliness is key. X (formerly Twitter), for example, will serve you content chronologically with the most recent content displayed first. TikTok, on the other hand, works entirely off what it knows you like to watch. For example, if you stop and watch a video about The Great British Bake Off, it will begin to feed you (excuse the pun) another baking video, and then another one, and another one, all the while learning that this is the content that you will stop and consume. It doesn’t matter if the video was published last week or last year, if the algorithm thinks you will engage with it, it will be served to you.
This means that brands across all industries can see huge long-tail value in their content being shared on the platform, as content that has a relatively short lifespan on other networks, can live on on TikTok, continuing to drive views and engagement for the brand long after its publication.