Possibly the most important effect TikTok has had on content is that it gives anyone the tools to create: the barrier to entry is low. This means that brands don't need to spend a ton of money to create impactful content. The TikTok community embraces spontaneity and authenticity, and cares more about how compelling the content is than the production value.
Top Brazilian creator @fefe cites the Green Screen effect as her favorite. "I love the editing tools and the format that TikTok has," she adds. "It's amazing the creativity that TikTok allows me to have... TikTok allows people to be more authentic and create different things."
"I love how lo-fi it is: you don't have to get ready, you don't have to do your makeup, it doesn't need to be filtered," said Marianna Hewitt, co-founder of best-selling skincare brand Summer Fridays. "It's almost like the more unfiltered, and the more real it is, the better it performs. On other platforms you have to really invest in your content and have videographers, photographers, and models; on TikTok, you don't, and I love that about the platform."
In the #TikTokMadeMeBuyIt era, customers are more interested in the real-life benefits of products, and getting information from a trusted, relatable source, than they are about studio-quality effects and high production costs.
"We've found that less polished, but real life and authentic content works best for us," said Lewis. "Which means we can spend less time trying to make everything look beautiful, and instead focus on how the products work. Real-life, authentic photography is the way forward."
'Don't Make Ads. Make TikToks' is about embracing the authenticity, creativity and joy of the TikTok community. It's about discovery and being discovered. For brands that take this approach, the attention of audiences is there for the taking. Kantar ranked TikTok #1 globally for ad equity—meaning consumer attitudes toward marketing on TikTok are more positive than any of our peers. In the US, Nielsen showed our branded content to be the most genuine and entertaining. That's why it's our mission to make sure brands always have the solutions and tools they need to make TikToks, not ads.
To learn more about TikTok's branded solutions, click here.