Ever wondering why TikTok can gather over than 33 million downloads during Q1 of 2019 and having highest social media engagement rates per post compared to other social media platforms?
Less Hard Selling, More Purposeful Content
Younger audiences are mostly more attracted on how “raw and authentic” the content they would consume rather than “glam-coated”, “templated”, or “fancy-with-less-purpose” content. So this is why TikTok can reached their 33 millions downloads during their Q1 of 2019.
Also, no more glorified product placement. Almost all of the audiences (especially younger one) want now are a content containing authentic message that re(a)latable with current issues, or maybe if we speak about promotional content, they seeks for that kind of content which containing reviews of some products or services but with more down-to-earth approach, such as: product-exploring with a glimpse of raw activities or interactions, and don’t forget to add heaps of authenticity regarding about the reviewed products/services as the cherry on top.
The key is: authentic, raw experiences, diverse, and more grounded approach where the content also keep relatable with current issues. And doesn’t seems overly “pie in the sky”
The Now and Coming Deal-Sealer on Content Approach
As the rising of Tiktok, and after going through some deep observation on nowadays type of trending content on social media, it’s bring me an eye opening fact that from now on a raw and not-over-polished contents with unique and original touch would be a real deal-breaker on the content and influencer marketing scene. For the simple example, just see what SK-II try with their new approach on their video ads called #BareSkinChat with James Corden, Chloe Moretz, Kasumi Arimura, and Naomi Watanabe. In my opinion it’s one of the most out-of-the-box yet fun steps that SK-II take.
And as we all already know, “Gen Z” or “Post-Millenials” or “Zoomers” are the now-and-coming generation who will be the next marketing target for almost every industries. So, it’s not too early to adopt this 'Raw yet Authentic' content approach for your marketing assets.
So, it’s time to say adios! to these templated content and say hola! to the up and coming diverse content approach.
Oh, for one or another point, i’m not talking as if all of those glittered or fancy content would be totally dead from content marketing scene, it’s more like step up your glittered content with more authentic, down-to-earth, and diverse approach. As what we see from SK-II’s #BareSkinChat series!
Me, as a person whose already going through almost 4 years journey on social media and content marketing industry (well, still a short career journey but it already feed me up with so many insight) & also as a Gen Z myself, believing that your content hold a much bigger power as an assets than your followers counts or numbers on social media (yes, i speak it specifically for every marketers & content creators outta’ there!)
After all, content cycle are seems almost similar with fashion cycle, huh? It’s keep repeating over decade, but with a twist.
Last but not least, thank you for your time on reading my burst of thought regarding about content. All of the thought written are mostly from my own personal experiences & some observations on how content works/speaks as time goes by. Hope you enjoy it! I’m open for any discussion regarding about social media, digital, and especially content marketing. Ciao!
