We live in a capitalist society fueled by a digital landscape. 

In other words, there are two things the average person can no longer avoid: business and the Internet. While capitalism has been around for quite some time, the Internet – specifically social media – is still extremely new. These two worlds are weaving their way together into what we can call social media marketing, advertising, and/or strategy. 

If you need proof of the growing importance of social media in business, look no further than Target’s social media command center, which is “on the same floor as the executive offices in their corporate headquarters” (Quesenberry, 2020). 

Or how about Oreo’s iconic tweet during the 2013 Super Bowl Blackout, which gained ten thousand retweets in one hour. By proactively participating in online humor with this simple and timely tweet, Oreo reaped the benefits of a Super Bowl ad spot – which would’ve cost them about four million dollars in 2013. (Quesenberry, 2020). 

Let’s Talk TikTok

Since then, the need for social media marketing has only grown. The latest adjustment in the world of social media has been the introduction of TikTok in the last few years.

Unlike established social media networks such as Instagram, Facebook, and even Twitter, TikTok is a platform that encourages casual content for brands. And this is exactly why they should be using it. 

A Close Look at Scrub Daddy

Brands that are successful on TikTok, such as Old Bay, Scrub Daddy, and the Buffalo Bills, have adopted the casual, funny, and laid-back nature of the app. In 2022, Scrub Daddy posted a TikTok video that currently has 22.8 million views and 3.5 million likes. In the oversaturated environment of advertising, reaching that many people is extremely significant, and should, in theory, cost a lot of money. 

Instead, the brand created a short video that cost nothing to make – and reached 22.8 million people – simply by speaking the TikTok language. Scrub Daddy continues to post videos of this nature, and the benefits are clear by their 3.5 million followers. 

Connecting With the Kids 

The main demographic for TikTok is Gen Z, and if there is one thing about Gen Z, it’s that we do not want to feel advertised to. As difficult as it is, companies need to swap out the need for advertisement with the need for connection – at least on TikTok. 

There is certainly a place for carefully curated, brand-focused content on other platforms such as Instagram and Facebook. However, on TikTok – casual, witty, trendy, funny, laid-back content is the way to go. When Gen Z feels like a brand doesn’t take themselves too seriously, they are hooked.

by Samantha Hart

References:

Quesenberry, K. A. (2020). Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution (3rd ed.). Rowman & Littlefield.