TikTok's Head of Marketing, GBS, Europe, Trevor Johnson, looks at how communities on TikTok have thrived during the pandemic, and how brands can play a part
Whether online or offline, people crave a sense of community. A place where they're surrounded by like-minded individuals and feel the comfort and freedom to express themselves. After all, that sense of belonging is good for us. Now, more than ever, we are desperate for human connection and to chat and engage with people who have the same interests as us. And it's that feeling of connection that comes with community that we feel so starved of in recent times.
A community is a natural coming together of like-minded people, a small group within a wider culture who unite based on shared beliefs and interests. And right now, this is nowhere more prevalent than on TikTok.
There are countless subcultures in every corner of TikTok, with each bringing as much joy as the last. The New York Times described TikTok as "the last sunny corner on the internet" and there's a subculture for everyone wanting to bask in that sunlight. New Mums will usually find themselves over at #MumsOfTikTok which has over 2 billion views, and if you want to chat Fortnite and Minecraft, you’ll need to find your way towards #GamerGirl or #GamerBoy. And for those TikTokers that love working up a sweat, #FitnessTok has 62.9 billion views. With an algorithm that's built for endless discovery, the videos that a TikToker views, likes and comments on defines what content they're served on their For You feeds.
These patterns of engagement open them up to new worlds that resonate, where individuals can find their communities and connect, learn from and join them. According to a Nielsen study, 60% of TikTokers said they felt a sense of community while on the platform, and it was the only app where "to lift my spirits" was the top reason for using it.
It's TikTok's mission to 'inspire creativity and bring joy', and it seems that's exactly what the people want. It was Forbes who said 'The app is in essence an infinite feed of endorphin-inducing content that triggers a strong sense of unity and belonging within us as we consume each video', and as simple as it sounds, this sense of belonging is a vital ingredient to TikTok's success.
At its core, TikTok is simply people being themselves, and when people are comfortable being themselves, they're more inclined to express and create.
In fact, three of four people said TikTok is place where people can express themselves openly (Nielsen). Knowing they're surrounded by like-minded people, TikTokers feel inspired to get involved in conversations, trends and movements.
And on a platform that advocates imitation, engagement is much more than a like or a comment, it's those people that spend two hours rehearsing a dance routine before unleashing it unto their community.
TikTok may well be popular among Millennials and Gen Z, but more than ever, TikTok exists across every demographic - families come together on TikTok across ages and it transcends generations. In fact, 67% of TikTokers are over 25, and every single one of them has their own unique experience within the platform. The For You feed, where TikTokers spend most of their time, is an endless stream of engaging content, tailored to the individual. If you're interested in home renovation videos, that's exactly what you'll see. Football fans can expect to see behind the scenes content from their favourite players and teams, and beauty enthusiasts will have a plethora of makeup tutorials to scroll through.
In our article, Gen Z to Gen T, we mention how that on TikTok, people aren't treated differently based on their age group and that's because mindset trumps generations. People across all ages can share the same values, behaviours and attitudes, and it's these traits that open people up to subcultures that they resonate with.
Now you might be thinking this is one of the more niche subcultures, but there's a lot of people that take great joy in watching videos of TikTokers in the idyllic countryside, surrounded by nature and animals (see picture on this page). At the time of writing, the hashtag #CottageCore has received 5.3 billion views, and shows no signs of slowing down. Within this subculture you'll find flower crowns being weaved, bread being made, and poetry being written.
The human and authentic nature of TikTok is part of the reason #SkinTok has garnered over 31 billion views since its inception. This subculture might be a little intimidating for the average consumer, but TikTokers familiar with #skincare feel at home sharing their routines in the hope it'll help others within their community. @SkincareByHyram is a great example of someone thriving within a subculture, with his skincare tips leading to several brands selling out.
In a world where Gen Z are spending their days in their bedroom learning through a computer screen, you wouldn't think the educational side of TikTok would be so popular. But, at the time of writing, #EduTok has 129 billion views with brands such as @guinessworldrecords fully emerged within this subculture.
In here, you'll find a range of content from money management, to discussions around societal norms, but you may also find your way into this community via life advice and random fun facts.
TikTok for Business brings marketers and people together to create unique and joyful experiences. This is the beginning of a new type of engagement built on tangible brand equity, changing the experience for both brands and audiences. On the platform, brands are encouraged to find their voice and create freely. When done right, brands and communities merge, converse and create together.
That's why we ask brands to create TikToks, not ads. TikTok is not for display advertising, it's for inspiring action. Advertisers need to approach ads on TikTok in a way that's reflective of the unique capabilities of the platform. And by doing this, they can explore new possibilities in marketing, for an audience that enjoys and engages with this different approach.
@washingtonpost have taken to #EduTok to teach their audience about what's happening in the news. Most recently focusing on the US election and reporting in a way that TikTokers will sit up and take notice. It was French fashion brand, CELINE, who entered the #Eboy community as they launched a fashion brand that paid homage to today's youth culture. They even used @NoenEubanks, a TikToker popular within the #Eboy subculture, as the face of their campaign. And not forgetting @LittleMoonsMochi, whose organic content was a huge hit within the #FoodTok space.
The thing all these brands have in common is authenticity. They joined the platform to converse with their audiences and build authentic relationships. By jumping on trends, using popular sound clips, and most of all, having fun with it, these brands have hit a chord with certain subcultures which has resulted in a form of brand advocacy that no standard marketing campaign could achieve.
