Why Brands Are Embracing Facade-Free Creators on TikTok
Since its launch in 2016, TikTok has gradually risen in the social media ranks. Today the platform attracts one billion daily users, and has overtaken YouTube as the platform where users spend the most time (The Global State of Digital in April 2023, Meltwater).
TikTok used to be known for short-form videos of viral dances and lip-syncing, while Instagram was the glamorous go-to destination for influencer marketing. Nowadays the majority of influencers actually see TikTok as the escapist, entertaining and creative platform, with post-pandemic consumer attitudes craving the platform’s more homely content that celebrates the mundane and better reflects their own lives (Influencer Marketing In The Pandemic Era, TAKUMI, 2021). In other words, TikTok has given way to the rise of genuine content.
In the world of TikTok, genuine content refers to videos that are authentic, relatable, and offer value to the viewer. These videos are often created by "genuine creators," or individuals who are passionate about sharing their experiences and perspectives with their audience.
Here’s what brands can take from this trend to create genuine content that better resonates with and reflects your audience:
Why Genuine Content Matters
At its core, TikTok is all about authenticity. Users are drawn to content that feels genuine, relatable, and offers something of value. This is particularly important for brands, who are often seen as less trustworthy or relatable than individual creators. By creating genuine content, you can establish trust with your audience and build a stronger connection with your followers.
In addition, genuine content is more likely to be shared and engaged with by viewers. When content feels authentic and valuable, users are more likely to share it with their own followers, expanding the reach and impact of the brand's message.
How to Create Genuine Content on TikTok
Creating genuine content on TikTok requires a different approach than other social media platforms. Here are some tips to help your brand create content that feels authentic and valuable:
Prioritize storytelling over selling. Instead of simply promoting your products or services, aim to create content that tells a story or offers value to your audience in some way. This could involve creating tutorials, sharing interesting facts or trivia related to your industry, or offering insights into the inspiration behind your products or services.
Collaborate with TikTok influencers. Influencers can help to bring authenticity and personality to your brand's content, while also leveraging their own following and reach to expand your audience. (Check the YEAY Campaign Manager to launch collaborations with influencers and UGC creators).
Be true to your brand's values and mission. Authenticity starts with staying true to who you are as a brand. Make sure your content aligns with your values and mission, while also resonating with your target audience.
Experiment with different content formats and styles. TikTok is a platform that rewards creativity and experimentation. Don't be afraid to try out different content formats and styles to see what resonates best with your audience:
Stories
Behind the scenes
Experiences
Lessons
Different perspectives on what you believe is true
Tips
Experiences
SEO on TikTok
Recent updates to the TikTok algorithm suggest that the platform is moving more towards search engine optimization (SEO), similar to platforms like YouTube. This means that the algorithm is becoming more sophisticated and is able to better understand user intent and deliver content that is relevant and valuable to the viewer.
This means that creating genuine content that aligns with your values and mission is more important than ever. The algorithm is becoming better at detecting content that is solely promotional or sales-focused, and is more likely to promote content that offers value to the viewer. Prioritizing SEO and creating content with keywords and search terms in mind are more likely to show up in search results and be discovered by new viewers. By staying on top of trending topics and hashtags and incorporating them into your content, you can increase the visibility and reach on the platform.
The Bottom Line
Genuine content is a powerful trend on TikTok, and one that you can't afford to ignore. By creating content that feels authentic, valuable, and true to your brand's values, you can establish trust with your audience and build a stronger connection with your followers. So, whether you're a small business or a global brand, make sure to prioritize genuine content in your TikTok strategy.