Focus Marketing Manager Laura explains what the property industry can learn from TikTok in 2021
Life in lockdown has really escalated the prominence of creative video on social media. Brands are already beginning to adopt this into their strategy and I think in 2021 to neglect them would be a huge error.
Marketers have been banging on about the benefits of video for years, and the rise of TikTok in 2020 only confirms the fact that they were right.
"This, however, is a new age of video with creativity at its core"
With populations locked away in their homes, people turned to their devices, and TikTok’s popularity soared; so much so that Instagram and Snapchat have both rushed through similar features in their own software just to keep up. This, however, is a new age of video with creativity at its core, and if businesses (particularly b2c businesses) think they can get away with the same kinds of video they’ve been churning out for the past couple of years they’d be much mistaken.
The nature of the increase in video use means you’re competing against thousands of hours of other people’s video content, so it’s important you stand out. Furthermore, in a world full of uncertainty, consumers are looking for authenticity, and your quick hash at copying a popular trend will be embarrassingly transparent. So how can we get the balance right?
In the world of property marketing these opportunities to join in on trends in an authentic manner very much exist, and any creative agency worth its salt will be able to spot where and when you should pounce. Take, for example, the now-viral TikTok of a man skateboarding down a hill to a Fleetwood Mac song. Why did it go viral? Who knows, but brands are already taking advantage – including asos who sent the same guy skateboarding with one of their deliveries. So how does this relate to property marketing you might ask? I could bore you with the science on how using a certain song gets picked up by the TikTok algorithm etc, but at the core of it, recreating the same video of someone skateboarding through one of your developments to the same music is a neat piece of content that is relevant, quick, and quirky. Without trying it’s still showcasing your homes. Better still, because it’s not explicitly trying to sell users anything, and it’s not a forced and irrelevant use of a trend, users are more likely to engage with it and in turn, the algorithm recognises its value and boosts it up people’s feeds.
" a neat piece of content that is relevant, quick, and quirky"
So my advice for 2021 is to keep an eye on those video trends, react where it counts, and experiment! Video content is there to be fun and played around with and I think by clocking on to this, property developers have the opportunity to break down barriers with buyers and appear more approachable, current and creative – just maybe steer clear of Ratatouille the musical!