In today’s digital landscape, brands are increasingly turning to TikTok as a key engagement tool. From iconic bookshop chain Dymocks to energy infrastructure leader APA Group, companies are realising that engaging with consumers on this platform can yield remarkable results.
The Rise of TikTok as a Brand Engagement Tool
During the recent SXSW Sydney panel discussion, industry leaders explored how TikTok is reshaping brand communication. Key speakers included:
- Alexander Legaree from APA Group
- Rebecca Masci from Brisbane 2032
- Trish Folan from Landor
- Vanessa Brown, TikTok’s director of business development for the Asia Pacific
This diverse panel addressed the pivotal role creativity plays in resolving business challenges and how TikTok serves as a bridge between brands and their audiences.
TikTok: A Listening Platform
Vanessa Brown emphasised TikTok’s unique ability to listen to its community. For example, Dymocks leverages TikTok to stay in tune with readers’ preferences through the BookTok community—a thriving network of book enthusiasts sharing recommendations and reviews.
- Dymocks’ Strategy: By tapping into the insights gathered from TikTok, Dymocks has adapted its inventory based on real-time consumer feedback. This responsiveness has led to previously out-of-print books being reissued due to heightened interest from the BookTok community.
Brown noted, “We’re seeing books that were previously out of print come back into print because the BookTok community are reviewing them, creating content about them.”
Enhancing Operations with Community Feedback
The interaction between brands and their audiences on TikTok doesn’t stop at insights; it also influences operational decisions. Dymocks’ proactive engagement allows them to align marketing strategies with audience desires, reaching a broader demographic than ever before.
- Key Benefits:
- Gaining insights into consumer preferences.
- Adapting marketing strategies based on community engagement.
- Enhancing brand loyalty through active participation in discussions.
TikTok’s Role in E-Commerce
Brown further explained TikTok’s push into e-commerce, launching the TikTok Shop in markets like Southeast Asia, the UK, and the US. This development allows small businesses to utilise the platform for selling products directly, providing opportunities that were previously unattainable.
- Seller Statistics: In Malaysia alone, TikTok boasts a million sellers, with 98% being small businesses. This highlights TikTok’s potential as a vital platform for entrepreneurs looking to expand their reach.
APA Group’s Creative Engagement
On the panel, Alexander Legaree shared how APA Group approaches engagement during a time of energy transition. He stressed the importance of speaking with communities, not at them. This two-way communication fosters a more meaningful connection.
- Engagement Strategies:
- Building awareness through relatable messaging.
- Involving local communities in energy projects, like solar farms and infrastructure upgrades.
- Prioritising human connection over corporate jargon.
Legaree’s insights underscore that engaging with the community authentically can lead to a significant turnaround in public sentiment towards energy projects.
The Future of Brand Engagement on TikTok
Legaree also indicated that APA is exploring TikTok as a platform to engage younger audiences and innovators in discussions about energy transitions. His perspective is clear: the future of engagement lies in dynamic conversations that occur on platforms like TikTok.
TikTok as a Conversation Catalyst
- Open Dialogue: By utilising TikTok, brands can create dialogues around pressing issues, gathering fresh ideas and perspectives from a diverse audience.
- Community Involvement: Engaging communities in discussions about energy and sustainability helps to build a collective understanding and support for necessary transitions.
Key Takeaways for Brands
- Embrace Listening: Use TikTok to gather real-time insights from your audience.
- Adapt Marketing Strategies: Align promotional activities with community feedback to enhance relevance.
- Engage Authentically: Foster genuine two-way communication with your audience to build trust and loyalty.
Conclusion
As brands like Dymocks and APA Group demonstrate, TikTok is not just a trend; it’s a transformative tool for engagement. By actively listening to communities and adapting strategies based on consumer insights, businesses can thrive in an ever-changing market landscape.
For brands looking to connect with younger audiences and foster meaningful conversations, TikTok is becoming the essential engagement tool of our time.
Relevant links for further reading
- TikTok Business
- Dymocks
- APA Group
- E-Commerce on TikTok
- Community Engagement Strategies
