Three major function updates of TikTok: what should brands do overseas?
According to Google's research results some time ago, more and more Gen Zs have begun to use TikTok as a search engine. Gen Z netizens are more willing to trust TikTok’s algorithm recommendations than to search for a restaurant they want to go to on Google. Is TikTok still just a short video platform today? What position should TikTok occupy in the social media marketing of overseas brands?
Recently, TikTok announced three major function updates. Today, I will explain these three major functions with you and discuss how overseas brands should adapt to the new stage of TIkTok operation.
Video editing tools - more complete functions
Image Mode Posts - TikTok is more than just videos
Post copy word count - 2200 words for you to write
1. In-site video editing tool
TikTok has established a more powerful editing system, and users can now complete multiple editing operations directly on the site. Similar to the domestic clipping app, TikTok can now directly complete operations such as cropping videos, editing audio, setting picture-in-picture, adjusting video playback speed, setting screen border size, and adding sound effects.
With the introduction of short videos by major overseas social media platforms, TikTok is also facing the dilemma of losing users. The update of the video editing function provides convenience for creators, effectively attracts new and old users, and increases user stickiness. For overseas brands, in the operation of TikTok, they should pay more attention to the content creativity and editing creativity of videos, and use the platform's own tools to add more interesting effects;
2, picture mode post
The Photo Mode of TikTok is very similar to Instagram. Users can post multiple pictures and display them in the form of carousel posts. In addition, users can also add custom music accompaniment to the posts. Listen to music while browsing pictures.
In recent years, Instagram has continued to reproduce the TikTok short video model. This time, it is the turn of TikTok, the ancestor of short video, to fight back. This update function provides creators with more creative space. While attracting various creators, it also increases the possibility of triggering more popular trends for the platform. For users who prefer to browse image content, TikTok also gives users another reason to use the platform. Therefore, for overseas brands, TikTok should not only be regarded as a video marketing software, but should also inject more marketing ideas into the operation process, and combine pictures and videos to trigger brand-related hot trends;
3. Increase the number of words in the text of the post
For marketers, the most notable update this time around has to be the increase in the word count of post copy. Unlike the original 300-character limit for posts, users can now post captions of up to 2,200 characters. As shown in the tweet by researcher Matt Navarra below, this change is a huge opportunity for creators and brands, and it makes the TikTok platform a logical transition to a "search engine".
For creators and brands, this update pushes them to present their creations to fans as specifically as possible, bringing them closer to users while better promoting and recommending products and services. For users, with the blessing of TikTok's algorithm and recommendation, the expansion of text information allows them to better access useful and interesting content. For overseas brands, they should show users as much brand and product-related content as possible during the operation of TikTok, and publish content on the premise of being deeply familiar with the platform algorithm.
In addition to changing TikTok's marketing ideas, overseas brands should pay more attention to the efficient operation of the platform. Officially connected to TikTok to help upgrade the marketing of overseas brands. Through Marketing Cloud, we can manage multiple accounts for our own brand TikTok accounts. In addition to the one-click posting, regular editing and replying to comments and private messages of the [Posting] function, we can also use the [Monitoring] function to monitor and analyze our own data. Performance, make the best of your strengths and avoid weaknesses, and upgrade your strategy.
If you want to know more about the operation of TikTok, or you are interested in other functions of Marketing Cloud, please leave your contact information and we will arrange someone to contact you.