"Brands and marketers have dedicated a great deal of effort to try to create moments that prompt audiences reaction and conversations. After the advent of social media, creating innovative campaigns became an even higher priority for brands on account of the vast amounts of content competing for audience attention. And on top of the race to get in front of eyeballs, brands not only competed with other brands, but also with users themselves."
"But perhaps what's more unique about TikTok is that a lot of the content created on the app expands on what's already there instead of being something completely new. As a collaborative environment where remixing and reimagining videos created by other members of the community is as important as creating something unique of your own, the platform heavily encourages co-creation."
Developing original creative ideas has long driven marketing because unique campaigns attract audiences, prompt word-of-mouth, and improve brand awareness and conversions. The rise of social media intensified competition for attention and made innovative campaigns more urgent as brands vied with both other companies and everyday users. TikTok changes dynamics by privileging remixing, entertainment, memes, and everyday life over highly curated inspirational content. The platform treats much content as extensions of existing ideas and encourages co-creation through remixing and reimagining community videos. Brands can leverage this culture by adapting user-created material to fit brand voice, joining forces with creators instead of competing for attention.
Read at The Drum
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