Executives Defy Ban, Embracing TikTok Fashion Trends Instead
Rewritten Article:
Meet Susanne Mueller Zantop, the dynamic Founder and Chairwoman of CEO Positions AG, with a passion for video and reputation sculpting.
In a local store recently, I found myself mesmerized by an eye-catching offer for colorful kitchen appliances and a sign that read: "TikTok's carrot grater!" This type of marketing tactic, once renowned in the mass media, seems to have a new home in TikTok now.
Is it just TikTok dictating what young people are interested in or what is produced and consumed? And if TikTok is potentially blocked again, who will cater to these growing demands? What does it mean for you as an executive?
The secret sauce is the format!
Back in 2012, a platform called Vine introduced a 6-second video format, but it didn't quite make the cut. Then came Musical.ly. Launched in 2014, it offered an array of music to dance, sing, or create content with. In 2017, ByteDance, the owner of TikTok, swooped in and bought Musical.ly. However, it was TikTok that garnered popularity, especially during the pandemic in 2020, when it surpassed the 1 billion user mark. The user base continues to grow, with over 2 billion users estimated in 2023.
Even though the U.S. government might consider banning the app, one thing is certain: Short videos are here to stay, and TikTok's audience will eventually migrate to a new platform. In fact, LinkedIn has already adopted TikTok's video style, proving that even the corporate world is adopting the trend - hello, suits!
So, it's essential to keep an eye on these changing trends, regardless of whether you lead a multinational corporation or a local Small-Medium Business (SMB).
Integrating the 'secret sauce' in your 'communication kitchen?'
Engaging content that caters to a young audience's short attention span can be integrated across platforms like LinkedIn, YouTube Shorts, Instagram Reels, and more. This way, even if one platform faces restrictions, you retain your audience and content - or, at least, a significant portion of it.
Short videos, however, are not ideal for conventional corporate content. If your content fails to captivate viewers instantly, it will likely be skipped and buried by algorithms.
Remember those educational field trips in school? The same concept can be applied to your videos. For example, if you are the Head of Communications at a company that processes cotton for the clothing industry, why not provide a behind-the-scenes tour of the manufacturing facilities? Manufacturing employees, with their years of experience and interesting anecdotes, can offer engaging content. This approach not only creates entertaining content but also humanizes your company, enhancing its reputation. Companies like Glass Onion, for instance, share engaging videos introducing their employees and providing fun facts about them.
Embracing the TikTok format is also about trends and humor. Consider hiring a team of young people to manage this aspect. Companies like Deloitte are jumping on this opportunity, offering trendy and humorous videos. Some might argue that companies tend to focus on internal bureaucracy and analysis when it comes to communications, missing out on catching up to trends. But if you want to embrace both, trust your TikTok team to handle the trends, and trust your reputation to the individuals dedicated to this task. In collaboration, they can keep up with popular trends while maintaining professionalism.
Lastly, don't overcomplicate things. All you really need is a phone, a video stabilizer, and a loop microphone to get started. Always aim to tell a small but captivating story to keep your audience engaged.
The Final Verdict
Although the short video format isn't new, companies are starting to catch up. Key tips: Keep it short, unique, and interesting. And don't neglect trends. If your content is trendy enough, it might even cause a massive traffic jam at a ski resort.
This format comes equipped with its own key performance indicators (KPIs), making it easy to incorporate into your communication strategy and evaluate its impact. Remember that the short video format can be used on various platforms, such as TikTok, Instagram, and YouTube. Don't miss out on increased impressions by only posting your content on one channel.
Remember that the examples provided aren't exhaustive. Get creative and innovative, and watch your engagement skyrocket.
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- Susanne Mueller Zantop, the chairwoman of the multinational corporation, CEO Positions AG, is observing the growing trend of short videos on TikTok, considering how it may impact her communication strategy.
- As TikTok continues to garner popularity, even large corporations such as Deloitte are employing young teams to create trendy and humorous videos, following the lead of companies like Glass Onion.
- In light of the increasing reliance on video content in various platforms, Susanne Mueller Zantop, with her position as a chairwoman of a multinational corporation, is in a unique position to leverage the 'secret sauce' of TikTok-style videos, with the AA238b350474aeace09d9d5572e0a485 team focusing on maintaining professionalism amidst the trendy environment.
