The impact of going Viral on Tiktok for a Small business

The impact of going Viral on Tiktok for a Small business

While Tiktok was launched in 2016, it has recently become extremely popular, and this popularity has allowed it to become a great advertising method for many small business who cannot afford to pay large amounts on advertising.

Time and time again, we see small businesses on Tiktok going from reaching an audience of sometimes less than a hundred people to reaching thousands of people and selling out their products. This has been an extremely successfully method for people who are selling art, clothes sellers, jewellery and makeup, including eyelashes and lipglosses. I have even bought jewellery of a seller after seeing their products advertised on Tiktok, as I liked the look of their handmade earrings, and I never would have purchased from that seller if I hadn’t seen the business on Tiktok.

Many of the small businesses who advertise on Tiktok focus on Customer Service and add an extra touch to their packages such as personalised thank you notes, packinging and treats such as scrunchies or sweets. This helps them stand out to consumers even if they are selling the same products as larger businesses, and usually at a higher price than those same businesses as their customer service allows them to charge that extra bit. Many businesses also show themselves packaging people’s parcels if requested and these videos alone are capable of reaching tens of thousands of people, and some people buy with the hopes of getting their product packaged on Tiktok, as they are interested in the experience of buying from these smaller businesses.  

A Small business I have seen apply these tactics is an American brand, is Beauty_holics who sells an assortment of products including  a bundle which is two pairs of eyelashes, and applicator, a spoolie and a scrunchie for $30.00. This item is regularly sold out despite being very expensive compared to competitors.

Examples of packaging brands like Beauty_holics use

This is mainly because of the packaging – the products are put into a miniature suitcase instead of a box which is fun and exciting to people and makes them want to buy the product. One of her videos has received 9.1M likes and has been viewed by 62.1M people which is an astonishing reach for someone running a small niched business out of their home, and immediately following this video going viral she completely sold out on her website.

Another reason a lot of Videos from small businesses go viral on Tiktok is because people are generally interested in a glimpse of other people’s lives and businesses and this is why brands that do ‘come to work with me’ or show people how they make some of their products are so successful.

A small business near me, XXI ice in Dundalk, reached an audience of 5.2 million people on one of their 1 minute long videos showing how they make their strawberry rolled ice cream, and has reached a similar audiences on more of their videos, and this advertising reaches places all over the world – not just in Ireland, and has left an impression on all of them from watching such a simple video. There is very few Social Medias which let you easily gain 5.2 million views, as easily as can be done from going TikTok viral.

Chicken Nugget ice Cream from XXI Ice Tiktok video

 The account also makes ice cream with other stranger items such as chicken nuggets which is controversial enough that it helps keep people intrigued as to what they will do next, and so people will be encouraged to follow them on Tiktok.

Many people who promote their business on Tiktok also offer a personal touch such as a mystery pack option. People like these products as it is exciting to get a package in your style but you don’t actually know what you’re getting. The business asks for a few of your likes or dislikes and works from there to personalise your product. One brand who does this well is ‘hissyfitclothing’ who has different kinds of mystery packs, such as pastel, dark, and rave themed ones, her brand is sold out of the mystery packs on a regular basis because they are so popular. The brand is also very responsive on tiktok so it is very popular for their customer service, and she is very open about how she sources and makes the clothing and so it popular for her ethical clothing. She was also able to turn a customer compliant into a viral video, she had a customer go viral by making a video complaining about how the 3 items in her mystery pack didn’t go with each other – which they hadn’t been marketed to do. In response to this she made a video called ‘styling that mystery pack’ where she styled the items from that pack in many different ways.

There is, however, is a downside to Tiktok as a marketing device as while you may get a lot of attention for a while after going viral, it is a very fast moving app and you need to work very hard to keep the attention as the spotlight is very quick to move onto the next viral videos and so it is very difficult to receive sustained attention, and you have to be prepared for the constant up and down of views and sales you receive from advertising through Tiktok.

Aoife McCreesh is a final year BSc in Communication Management & Public Relations student at Ulster University. She can be found on: Twitter and LinkedIn.

My name is Emily and I’m addicted to TikTok…

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About a month ago I was off work sick spending the day in bed scrolling through social media when I came across a compilation of funny videos with the source listed as ‘TikTok’. At this point I’d never heard of this app but having exhausted all of my social media already and needing more of a distraction from my illness, I decided to download it and see what it was all about.

At first I was apprehensive and it seemed like the whole app was just a bunch of pre teens lip syncing or dancing to random songs and the odd funny dog video. But the more I scrolled through the app the more I realised there was actually a wide range of content on it from all ages and I found myself enjoying the short funny videos. In fact it was quite refreshing compared to the usual scrolling through pictures on Instagram or watching long YouTube videos. Now here I am a month or so later and I’m officially addicted, and I’ve got loads of my friends hooked on it as well.

I’m so addicted to it that its now my most used app on my phone with the screen time tracker telling me I now spend an average of one hour per day on it compared to just 20 minutes on Instagram and fifteen minutes on twitter. Then recently I watched a TikTok that said the app recently passed 1 billion users worldwide and it got me wondering, where did this app come from and how has it got so popular so quickly?

I did some research and found out that TikTok came about due to a merger between the Chinese app Douyin (branded TikTok for the western world) and the app Music.ly which became popular in 2016 and was an app where users could create short 1 minute lip syncing music videos.  Then when Bytedance, the owners of Douyin, bought Music.ly in November 2017, they realised they could easily expand into the US teen market which was already dominated by Music.ly.

The ‘new’ TikTok however, is a lot more than just music videos with users uploading a wide range of content including prank videos, storytimes, cooking videos, life hacks and comedy re-enactments – all under one minute each.

The growing popularity of this app, not just among  a teenage audience but expanding into young adults and beyond, shows the shift in how we like to engage in social media content as a society. We like short, to the point, varied content that we don’t have to read. That’s the beauty of TikTok, its very easy to consume, the app automatically sends you a feed of videos on your ‘For You’ page that are popular on that day in your area and it also learns what type of content you enjoy based on the videos you like and the accounts you chose to follow.

According to the Influencer Marketing Hub, TikTok ranked third in the world in November 2018 for the amount of downloads and the app was downloaded more than 104 million times on Apple’s App store during the full first half of 2018.

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Celebrities are getting involved now and there are even some users considered ‘TikTok’ famous with millions of followers now organising meet and greets and doing paid sponsored posts. I’ve now started to see it all over LinkedIn where everyone is saying that ‘TikTok must be a part of your marketing strategy’ and I’m starting to think we may have another Vine on our hands and TikTok could just be another social media app with a very short lifespan.

I think that if suddenly TikTok is just saturated with paid content and sponsored posts, people will lose interest and trust in the people they’re following.  I mean I’ve only been on it a month and even in the past couple of weeks I’ve noticed an influx of ads in between the videos! The ads are easy to scroll past but it is frustrating especially because the complete lack of ads and sponsored videos is what made it so easy appealing when I first joined the app. But I suppose with such growing popularity, its not surprising that brands are taking advantage of the app but I am very intrigued to see how the app grows in the coming months and whether or not it will last.

Source: The Incredible Rise of TikTok – [TikTok Growth Visualization] – influencermarketinghub.com

Emily Spackman McKee is a final year BSc in Communication, Advertising & Marketing student at Ulster University. She can be found on: Twitter @_spackman and LinkedIn Emily Spackman McKee