Diminishing Brand Engagement on TikTok

In the digital age, social media platforms have become the go-to avenue for brands to cultivate customer relationships, amplify their message, and boost their sales. Among these platforms, TikTok has emerged as a global phenomenon, drawing in millions of users worldwide with its engaging short-form videos.

However, recent reports have unveiled a concerning trend for brands utilizing TikTok as part of their social media strategy. Despite the platform's growing popularity, brands are reportedly experiencing a decline in engagement over time. This blog post delves into the details surrounding this trend, analyzing the factors contributing to it and the implications for brands using TikTok as part of their marketing strategy.

Before addressing the evolution of brand engagement on TikTok, let's take a quick journey through the platform's meteoric rise.

Born out of the 2016 Chinese app Douyin, TikTok was introduced to the international market in 2017. Its quick, in-app video creation capabilities, coupled with a seemingly endless scroll of user-generated content, made it highly appealing to younger demographics. Soon, it garnered a user base that rivaled that of older, more established social platforms.

For brands, TikTok opened up a whole new world of opportunities for digital marketing. Brands began creating their own TikTok profiles, posting original content, sponsoring influencers, and launching hashtag challenges to engage users.

For a while, TikTok seemed an idyllic landscape for brands to connect with potential customers, particularly Generation Z. However, according to the Social Media Industry Benchmark Report from Rival IQ, brands have seen less engagement on their TikTok content over time.

What does this mean by 'engagement' in this context? It refers to how users interact with the brand's content - things like likes, comments, shares, followers, and video views. These metrics are crucial as they offer insights into how much impact a brand is making and provide valuable feedback on the kind of content that resonates with its audience.

The Rival IQ report shows that TikTok engagement rates for brands dropped by about 50% over the past year. At first glance, this figure paints a somewhat grim picture for brands on TikTok, especially when contrasted with other platforms. For instance, during the same period, Facebook saw a minor increase in brand engagement rates.

Why would the engagement on TikTok be dropping? There could be several reasons. One possibility lies in the platform's rapid expansion. With more brands and users joining TikTok every day, the platform's content has skyrocketed. Users now have a massive amount of content vying for their attention, potentially leading to a decreased engagement with any one brand's content.

Another contributing factor could be changing user demographics. Initially, TikTok was popular among younger users, who were more likely to engage with branded content. However, as TikTok gained mainstream appeal, older demographics began to join the platform. These users might be less inclined to interact with branded content, leading to decreased engagement rates for brands.

Lastly, the novelty of the platform could be wearing off. Brand content that once felt fresh and innovative could now feel monotonous or formulaic, leading users to engage less.

The decline in TikTok engagement underscores the need for brands to constantly adapt their social media strategies. Here are some suggestions:

• Investigate Content Trends: Regularly check in on trending content to stay current and relevant. Emulate other successful brand strategies while adding a unique touch to stand out.
• Leverage Video Production Innovations: TikTok keeps introducing new features like AR filters and visual effects. Brands that can harness these features could stand to gain higher engagement.
• Partner with Influencers: Influencers tend to have more consistent and high engagement levels. Collaborating with them can help brands reach a more engaged audience segment.
• Conduct Regular Audits: Review follower comments, likes, shares, and other user-generated content to understand your audience better and tailor content accordingly.

While recent data showing a decline in brand engagement on TikTok raises concerns, it's essential to remember that social media trends are transient. Thus, these findings should trigger brands to be more creative, experimental, and user-focused in their social media strategies, rather than retreat altogether.