Michael Ash
Michael Ash 24 January 2020

Let's Talk TikTok

There are no shortage of articles about TikTok these days, so I'll be sharing some high-level observations that can be useful for your brand's content strategy, a couple of interesting graphs for the boardroom, and why agencies can redeem their creativity by using the platform.

What Makes TikTok Special These Days

Let's be honest, I'm not an expert on TikTok and I'm betting that you won't be either for quite some time.

Having said that, TikTok is the Wild West and anything goes if you have a creative bone in your body. 

So what do people watch and create these days?

According to multiple TikTokers and my own observations, today's viral videos boil down to the following categories:

  • Audio hooks
  • Punch lines
  • Seamless loops
  • One person role play
  • Cliffhangers (To be continued videos)
  • Filter hacks
  • Hashtag challenges 
  • Memes
  • Duets
  • Shits and giggles


  • Nonsense (Lots of it)

What does this all mean for you?

You can still use the rule of thirds to chop up your content calendar, but don't try to over-rationalise any Hub, Hero, or Help strategies here.

Your mission, should you choose to accept it, is to channel your jester and entertain viewers to death.

The Data Backing TikTok


There's no denying that Facebook is still the world's powerhouse social networking app. But at 500 million active users, TikTok has blindsided Weibo, Reddit, and Twitter.

The Holy Quadrant


Now here's the interesting thing, one of the worldwide app intelligence tools I have, suggests that TikTok is used less frequently, but for longer periods of time.

The truth is, this is what I'm keeping my eyes on. Once TikTok reaches the other side of the quadrant where apps like Facebook and Instagram are used frequently and for longer periods of time, that's when the narrative will be changed.

5 Brands That Are Nailing TikTok Right Now

There are already a slew of content creators that are doing a great job on the platform. But I'd argue that it's harder for brands to take part in the conversation. Here are five brands that stand out in their verticals:

The Chance at Creative Redemption

The reality is, what once looked like a novelty app to replace the likes of Vine has become a serious contender for *entertainment. 

*I can't stress ENTERTAINMENT enough because that's the single biggest opportunity for brands on TikTok. 

For all those Creative folks that tell me, "Sometimes you just want to make ads for the sake of ads, without having to worry about the business outcome." 


This is your chance to flex your story-telling muscles. Especially since you can organically add samples from your favourite songs, without worrying about a production budget.

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