Tik Tok is surging in popularity as it captures the zeitgeist of the Covid-19 global pandemic and puts the “social” back into social media. 

Want to know what it’s like on the frontlines of the fight against Covid-19? Hop onto Tik Tok and you’ll see protective gear-clad healthcare workers sharing first-hand accounts of their experiences: insights about their job, coronavirus facts, tears, pleas for supplies— and, yes, even whacky dances too.  

@icu.nurseashtonPeople are out here dying. You can stay at home to help stop that. ##TheSongOfUs ##happyathome ##nursesoftiktok ##coronavirus ##healthcare ##stayhome♬ original sound – flighthouse

@aecolburnCorona outbreaks got us nurses like…##nurselife ##nurseprobs ##nurseproblems ##nursesbelike ##nursesoftiktok ##nurses ##scrublife ##nurse ##PPE ##morph♬ original sound – cidcurry

Want to experience quarantine? Watch everyday people share the trials and tribulations of working from home and eating their way through their pandemic pantry hoard. 

@iampaynday 3 in quarantine and all the clubs are closed so i gotta make my own party! ##paynp ##coronavirus ##quarantine♬ Satisfaction – DJ Tokeo

This is, perhaps, the first social platform that makes millennials feel “old.” With more than 800 million active users globally, the Chinese-owned platform initially grew in popularity amongst Gen Z (roughly ages seven to 22). At first, no one could understand the appeal—not even millennials. Wasn’t it just a silly app for lip synching and dance-offs? Isn’t it kind of what Twitter’s Vine used to be? As it turns out, that’s exactly what it is, and everyone loves it. 

In recent months, there has been an influx of celebrities and brands jumping onto Tik Tok to join the conversation. Everyone from the Jenner clan to J Lo is hopping on the platform to reach a younger demographic. During Fall 2019, leader of the NDP political party Jagmeet Singh joined Tik Tok in his race for Prime Minister of Canada. Even the World Health Organization has a new account to share important updates about “Rona” as it is now affectionately called.

@thejagmeetsinghPractice social distancing my friends. Stay safe! ##covid19 ##covidー19 ##coronavirus ##foryou ##fyp ##foryoupage @gurkirankaur_♬ original sound – tiktokh0e

Multi-generational appeal

But, it’s not just young people who are joining Tik Tok in droves. Hold the phone, the soccer moms are here. And, so are the grandparents and realtors too. The multi-generational appeal in the platform is apparent as families enjoy the dance challenges and memes that make this platform so fun. While the majority of the globe goes into some level of self isolation for the foreseeable future, Tik Tok has become a fun and engaging way to both spend time with the ones you love and see how other households are spending their time together. 

Music Discovery

Though it’s a video platform, audio is actually the backbone of Tik Tok. The “rinse and repeat’ nature of the platform means that movie clips or sound bytes from songs become memes and spread like wildfire. From foot tapping to hand clapping to shuffle dance routines, it’s a whole new way to discover music and rift off trending content. Somehow, in all of this, the Macarena has even made a come-back. 

There are entire YouTube and Spotify playlists dedicated to curating the most popular Tik Tok songs. At the time of writing, Blinding Lights by The Weeknd is a viral hit, inspiring everyone from nurses to grannies, to try a new catchy 80s-jazzercise-inspired dance routine. Justin Bieber (often an early-adopter of emerging social platforms) recently launched his new single “Yummy” on Tik Tok and more musicians are sure to follow suit.

@theweekndMusic can bring joy during dark times. Thank you to the doctors and nurses risking their health and safety everyday for us. XO @nursesavyrose♬ The Weeknd – Blinding Lights – gregdahl7

Putting the “social” back in social media

When’s the last time you literally LOL’ed scrolling through Twitter? How many Facebook ads do you see before you can even find your friends’ updates on the platform? There has been a feeling amongst social media users (and even social media professionals) that many platforms have lost their social nature and become nothing but ad channels.  

Tik Tok has become a refreshing sanctuary for many. As its revenue model is still evolving, the platform still feels very real and intimate. We users are still experiencing the sweet golden hour before pay-to-play swoops in to ruin the party and fill the feed with branded content. 

Tik Tok’s all about getting people to interact with one another, have a laugh and share a moment of humanity with the world. The engaging and addictive “For You” tab serves up content from complete strangers, customized to your taste. And, the “Duet” feature allows you to challenge people to a dance off.

During these incredibly trying times, we are a captive audience, craving social connection and joy. With social distancing and physical isolation fast becoming a part of our new reality, it’s refreshing to have a window into the lives of others—a friendly reminder that we aren’t so different from one another after all. Nor are we alone. 

 As I reflect back on my decade of working in this space, I have seen the fads, the innovations, and the flops. What initially began as a means of connection and communication has evolved into a powerful marketing and advertising tool that has been embraced wholeheartedly by the masses – not to mention brands, influencers and media.

Have a read through my 6 tips for navigating the social media universe today, tomorrow and into the future.

Don’t go chasing algorithms. Trust me on this one. They change so frequently, it’s becoming nearly impossible to keep up, let alone game the system. While we can have a surface-level understanding of the intent behind algorithm changes, the truth is that the sophistication of algorithms is beyond human comprehension. Strategies that work today may not work tomorrow, as machine learning analyzes thousands of data points and optimizes against them. Instead, focus on producing insight-driven content that resonates. Know your audience, understand their interests, behaviours and pain-points and you will be far more successful than if you were to spend your time dissecting how algorithms work.

Remember MySpace, Foursquare, Ello, Peach, or Google Plus? Their rise to stardom seems so long ago now. Change is the only thing guaranteed in the social media space. Social networks have risen and fallen, just like the ancient civilizations of our past. Every social network prides itself on continuous innovation, though new and flashy features have flourished and failed over the years. Always allocate at least 10% of your resourcing to innovation and testing. However, being flexible and agile is key. It won’t serve you to be rigid with your strategy, so don’t chase your tail. Fail quickly and move on.

If you can do just one thing, spend your efforts on creating quality content, versus quantity. The social media audience of today is fickle and discerning. You are competing against thousands of other brands and content creators who are vying for shortened attention spans. Put yourself in the position of others and ask yourself the honest question: “Would I share this?”  Spend time on your creative and really think it through. There are plenty of turnkey, budget friendly tools available to help you up your production game.

Please, whatever you do, don’t put all your eggs in one basket. All it takes is an ousted tech CEO, a drop in shares for one of the big giants, or a disastrous data breach, to leave a Silicon Valley business hanging by a thread. Remember the list of social channels above? At one time they seemed like steadfast investments, but have now become irrelevant. While Facebook is currently THE best place to reach a broad range of customers, it may not always be the case. Keep your options open and be prepared to shift your approach or you could be left in the dust.

Every customer counts. Having a social response strategy will help you ensure that every customer comment (whether good or bad) is addressed. Of course, there are the trolls who stop at nothing to try and discredit and harm a company. However, the majority of customers just want to be heard. Approaching social media response with humanity, humility and even a little humour can do wonders for building your brand reputation.

Storytelling approaches are as diverse as the companies that employ them. But, education and emotion-driven stories should be the tenets of every social media strategy. It’s been said many times that content is king. But context and insight are equally as important. Teaching people something they didn’t know – or stirring up an emotional connection with your audience is the trick to holding their attention – and building loyalty over time.

Every day, I’m inspired, humbled – and even a little astounded – by the speed at which social media is changing. There’s no question that online communication has brought out both the good and evil of the human race. But, I’m still hopeful that connecting our global community through the power of technology and storytelling brings people together in new and unexpected ways. Ideas are exchanged with every Livestream, every Tweet, and every inspiring image. And even if a small fraction of those ideas bubble to the surface to make the world a better place, then that’s just fine by me.  

Do you have a social media challenge for us to solve? Get in touch and let’s chat!