Cheddar: The Entertainment Shift on Social Media

No doubt, 2020 was a big year for TikTok. Our clients, like Amazon and e.l.f, have seen the benefits of investing in TikTok. To close out 2020, Evan sat down with Cheddar to discuss the shift to ‘entertainment first’ and authentic brand marketing on TikTok. Watch the full 6 min. interview here or keep reading for a quick recap on a few key insights. ✨

Entertainment First Marketing

What’s entertainment first marketing you ask? Entertainment first marketing is content that is well, entertaining! In a competitive landscape, “…it’s no longer enough to just create a commercial to present to your customer. You really want to create something that’s entertaining and draws them in emotionally, and music and movement have become big pillars of that.”

The Success of TikTok

It’s no question that short form video content is on the rise. So what makes TikTok stand out? “What TikTok got right is they really understand what consumers are looking for right now.”

“People are looking for authenticity” which really stemmed from Gen Z. Growing up with phones in their hand, they are used to snapping and sharing photos and videos in a very authentic way. TikTok offers the opportunity to “post as you are,” and people have really latched onto that. 

Millennials and Gen Z are increasingly looking for this level of authenticity from brands too. They are knowledgeable consumers who can easily sniff out a #ad. Successful brands that go viral are ones that “…are self-aware…and are not trying to be sneaky” about their messaging.  They are brands that are “…able to share their message in a way that’s authentic and feels conversational”.

Something unique to TikTok is the opportunity for brands to create participatory campaigns. “It’s not about just putting...great entertainment in front of people, but creating a space where your customers can actually participate in your campaign.” 

Want to see what we mean? Check out some of the viral moments we’ve created for brands on TikTok here.