On the topic of inclusivity, which in itself seems to be a rising global trend, TikTok has recently shared some new insights on how brands could better connect with women on its platform. Research has revealed that this particular element is still somewhat overlooked, at least with respect to brand and marketing efforts. It’s a bit surprising to have such findings, especially with the rising general awareness of gender equality and social divides.
Girl Power!
True enough, survey data from WARC shows that while women control over two-thirds of the global consumer expenditure, only 9% of them feel the active engagement of marketing initiatives, in line with their perspectives.
The feeling is very oxymoronic, as such findings are both surprising and unsurprising at the same time, with male dominance still being the lead influential element in many aspects of daily life, whether or not we realize it.
This in mind, TikTok says that its platform presents a significant opportunity to connect with female consumers. To quote TikTok: “To break through with modern women, brands need to be authentic, approachable, entertaining, inclusive, community-centric, and socially responsible – and TikTok has created a whole new ecosystem that makes all this possible.”
TikTok says that a key element here is the platform’s less-polished content approach, which, in fact, facilitates more connection with female users. TikTok goes on further to explain that:
“Unlike other content platforms that showcase the flawless and the filtered, TikTok is all about being real – not fake. Women on TikTok feel empowered to be creative and to express themselves however they choose. Whether they’re discussing their acne journey or sharing the pain of a miscarriage, women are finding acceptance, inclusivity, and freedom on TikTok.”
TikTok reports that 50% of its female users search and shop for products on TikTok, while 39% say that TikTok videos are among their most likely purchase influencers. To add, around 53% of female TikTok users are motivated to promote brands and products that they love through TikToks and comments.
For the right brands, such could be a significant opportunity, while better focusing on your female consumer audience could also prove valuable for your TikTok efforts.
To this end, TikTok highlight four important action points:
1). Join the Conversation – Prospective TikTok advertisers should familiarize themselves with the app; understand what works and what resonates with those on the platform.
2). Own Your Point of View – Be and stick true to your personal brand and approach. Communicate brand values through your clips and better align with the app’s open nature and culture.
3). Partner With TikTok Creators – Collaborating with influencers and creators who are already well versed with the platform and its mechanisms is one of the sure-fire ways to ensure that you always stay on top of the latest trends.
4). Use Sound To Capture Audience Attention – Remember that TikTok is primarily a ‘Sound-on’ environment. Audio is a very big key element in maximizing potential on the platform.
The Wrap
These are definitely some insightful pointers, and since they come directly from TikTok, these are the closest you get to a TikTok startup cheat-sheet. Besides acting as general guidelines to improve your overall TikTok presence and marketing performance, they also enhance focus towards female audiences, which in itself is already a plus. This information is definitely something that you should include in your 2022 TikTok strategy planning.
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