In the ever-growing world of social media, one platform has managed to capture the zeitgeist like no other: TikTok.
As attention spans shift from traditional social platforms like Facebook and Instagram towards TikTok, businesses are strategically redirecting their focus to cultivate their brand presence, recognizing the potential it offers for engagement and visibility.
But what really sets TikTok apart, and why all the famous apps are trying to imitate it?
The Addictive Psychology of TikTok
TikTok’s addictive effect lies in its finely-tuned algorithm, which constantly learns about users, sharing on their feed content it predicts they’ll enjoy. Unlike other platforms like YouTube or Netflix where you have to choose what to watch, when we first open TikTok, a video starts playing right away without us controlling it.
Described by Forbes as ‘digital crack cocaine,’ TikTok triggers dopamine rushes in our brains when we encounter content we like. This dopamine release generates feelings of pleasure, making us part of an addictive loop where our brains seek out more of this pleasurable content.
Every scroll brings a new thrill, setting off the brain’s dopamine rush.
As noted by Dr. Julie Albright, professor and author of “Left To Their Own Devices,” this phenomenon is referred to in psychological terms as random reinforcement. It operates on the principle of intermittent rewards, where sometimes you win and sometimes you lose (similar to gambling).
But here’s the trick, even the bad videos that we quickly scroll past still keep us coming back. We never know if the next video will be amazing or not, so we keep swiping to find out.
This process is so simple that it becomes a habit after just a few tries. The endless scroll keeps us hooked, like a never-ending buffet of videos.
Platforms like TikTok are crafted with this design in mind. The bite-sized nature of TikTok content, typically around 30 seconds long, contributes to shortened attention spans, impacting users’ ability to focus on other important tasks, or even take some time off for themselves.
People Are More Likely to Post Authentic Videos on TikTok
Unlike Instagram’s carefully curated feeds, TikTok thrives on raw, unfiltered content that resonates with users on a deeply personal level.
Back in 2021, a study revealed that 56% of users shared they would post on TikTok videos they wouldn’t post elsewhere.
And you’ve probably noticed how a lot of videos (like this one https://www.tiktok.com/@accountwashackedwith50m/video/7335149483182886176)
that aren’t visually aesthetic yet still attract millions of views.
This is because TikTok’s SEO is amazing, helping even small creators get popular. Every user by default is introduced to dozens of creators daily, no matter their follower count.
That being said, on TikTok, creators of all sizes have an equal chance to engage and capture the attention of audiences, which makes a great strategy for businesses trying to expand their brand.
The Power of Short-Form Video Marketing
Brands are constantly using short-form videos to promote their products or services in an eye-catching and engaging way. Some of their strategies include:
- sharing behind-the-scenes videos
- teaching users how to use their products
- paying influencers to promote their products/services
- using TikTok’s ads to get a larger audience
This makes TikTok a great place for brands to build their identity and connect with people who love watching short videos.
But TikTok is Not the Only Answer…
Successful brands like Apple and Nike prioritize building a strong brand identity over conventional marketing methods.
Following this strategy, by paying close attention to consumer behavior and market dynamics, businesses should better adapt to growing trends and platforms, instead of focusing only on selling.
As Gary Vaynerchuk (serial entrepreneur, Chairman, CEO, and creator) shares in his speech, “A lot of people are very focused on selling, rather than building a brand. The reality is that even though selling is great when you are building a brand, that is the ultimate form of selling. “
Businesses must analyze where their audience’s attention lies and leverage various platforms to disseminate content effectively. And these platforms are not limited to TikTok only.
Too many people get comfortable with one or two platforms to make content or one or two ways how they sell products and they fall in love with it they become complacent and they stop evolving to where the attention is.
While TikTok remains the trending platform, it’s essential not to overlook alternative methods for building and expanding your brand, particularly in areas where attention may not yet be fully concentrated, such as online forums.
The Rise of Forums: What’s Next?
While TikTok’s dominance is undeniable, the question arises: What’s the next frontier in social media?
And the answer is forums.
As users seek more meaningful interactions and niche communities, forums like Reddit are experiencing a renaissance. These digital gathering places offer a haven for in-depth discussions, expert advice, and genuine connections, challenging the notion that social media is solely about fleeting moments.
