Unlocking TikTok's potential: Key takeaways from TikTok Australia's #ForYouSummit

If you’re still questioning TikTok’s relevance in the ever-evolving digital landscape, let’s set the record straight: TikTok is not just a playground for Gen Z, it’s a burgeoning hub for brands aiming to innovate, captivate and communicate.

I’m Kayley, Flaunter’s Marketing Assistant (hi!). I recently had the incredible opportunity to attend TikTok Australia’s #For You Summit, and the experience was nothing short of enlightening.

Here’s why your brand needs to embrace TikTok and the strategies that can elevate your game.

The weight of one billion users

TikTok boasts a global user base that has crossed the billion mark! With great power, comes great responsibility. TikTok has taken this very literally and launched an initiative called ‘TikTok for Good’ which aims to provide an authentic voice and build a sense of community for those who are considered ‘weird’ or ‘different’. It's a testament to how the platform is not just entertaining but empowering—two elements your brand should strive for in its digital narrative.

By using creative strategies, TikTok wants to inspire, educate and empower brands to create the same environment. It is a platform that provides a new way of storytelling. It combines art, knowledge and culture.

The fine art of TikTok advertising

When it comes to ads, TikTok has disrupted the traditional advertising paradigms to offer a more authentic, creative space for brand storytelling. In fact, it is the number one platform for ads. Why??? Because there are no limits, it is distinct and memorable.

TikTok ads are an audience magnet, and it’s not by accident. They engage viewers by resonating with subcultures, tapping into niche interests and delivering memorable, shareable content. No wonder TikTok ads are 1.6 times less likely to be skipped.

The 3 R’s of TikTok success: Recut, Remix and Reimagine

These three strategies are the key to Tik Tok success and raising the bar for your brand.

Recut

Recutting isn’t just about chopping and splicing; it’s about transforming existing content or assets into a fresh, engaging narrative.

Your first few seconds on TikTok are make-or-break, and a well-crafted recut can turn those seconds into a scroll-stopping experience.

It involves taking material from different sources, such as videos, images or text, and reassembling them to create something new and captivating. The key to recutting effectively lies in the ability to repurpose other mediums or assets seamlessly, breathing new life into them and presenting a unique perspective.

Adding emotional animations or visual elements can enhance the storytelling, making the content more relatable and emotionally resonant, ultimately leaving a lasting impression on the viewer.

Remix

TikTok thrives on its culture of remixing. It allows brands to tap into current trends while offering a fresh spin, whether that’s via an offbeat sound or a whimsical emoji. The result? Content that’s not just in tune with TikTok’s pulse but also uniquely yours.

By using different sounds and trends, incorporating emojis and utilising native TikTok sounds, you can take your videos to the next level. Remixing allows you to put your unique spin on popular challenges and trends, making them fresh and engaging for your audience.

Whether it’s adding your personal touch to a viral dance or putting a humorous twist on a popular meme, remixing is a creative tool that enables you to showcase your individuality while staying connected to the ever-evolving TikTok culture. It’s a great way to stand out in the TikTok community and keep your content exciting and relevant. So, embrace the art of remixing, and let your imagination run wild on this dynamic platform.

Reimagine

When it comes to content creation, throw your traditional playbook out the window and reimagine from the ground up.

From conceptualisation to the final cut, infuse every step with creative verve. Begin with a creative brainstorming session, exploring unique ideas and angles that resonate with your target audience. Once you've conceptualised your content, meticulously plan every aspect of your shoot, from locations and props to timing and lighting, ensuring a visually appealing and funny result.

During the shoot, bring your concept to life with enthusiasm and energy, infusing your personality and humour into every frame. Finally, in the production phase, use editing techniques, sound effects and clever transitions to enhance the comedic and engaging elements of your content.

Reimagine to captivate your audience and leave them eagerly awaiting your next hilarious creation.

Learning from the pros: Uber’s TikTok journey

We were lucky enough to hear from the marketing director at Uber, Andy Morely and Sam Kelly from Hello Social.

Sam Kelly with Andy Morley - Image from MediaWeek

They shared their brand journey TikTok and the many ups and downs… Uber's TikTok venture is a brilliant case study in how to humanise a brand. By daring to be bold and taking calculated risks, Uber has embraced a different approach that has proven highly effective. Recognising the unique nature of TikTok's user-generated content (UGC) ecosystem and the distinct behaviour of consumers on the platform, Uber starts with a powerful concept that captures attention and ignites engagement.

Leveraging the creativity of TikTok's influential creators, Uber fosters a person-to-person connection, tapping into the era of authentic and relatable content. It's a diversified yet targeted approach that has seen unparalleled engagement, proving that in the TikTok universe, one size definitely does not fit all.

The #ForYou Summit was a masterclass in how to navigate TikTok’s exciting yet challenging terrain. From creative techniques to brand building, the lessons were invaluable for an