Hernández highlights that this scenario represents an opportunity for business. However, he also stresses that the approach should not be traditional, but approach the platform from creativity.
“Small companies are more experimental and people like these narratives more,” says Hernández. “They are a little freer when it comes to how they will present their brand.”
An example of this naturalness, the executive provides, occurs behind the scenes of a product, as it gives them authenticity and realism, two characteristics that users seek and are even examples for larger companies.
“It generates more trust, because they convey the idea that they didn’t pay to create an environment. They are really showing me behind the scenes and are much less concerned with looking perfect, as well as not being afraid to experiment,” she mentions.
The strategy to take advantage of TikTok
Hernández recommends that when entering TikTok, businesses should see it as an entertainment platform and not just another site to promote their products, since that strategy will be incomplete.
“Brands and agencies need to think differently about how they execute their planning processes and also how they plan to connect with consumers or audiences, because we are not a social network, but an entertainment platform,” he says.
Among the tips he provides in this regard are not paying so much attention to complying with certain conditions, such as the length of the video and instead highlighting creativity, even when that means taking more risks that inspire and please.
“It’s as if I have to unlearn what they have taught me about advertising, because this is new,” he mentions, and even this topic also impacts the relationship between businesses and potential influencers. “We must think like marketers, but we must act like creators.”
This premise implies that creators want to partner with brands in a way that is authentic for their audiences to the point that they work as consultants, that is, leave their brand in the hands of creators and let them connect with their audiences in their own way.