It seems that every social platform has, at one point or another, jumped on the ‘stories’ bandwagon. 🤷♀️
There were Snapchat Stories (ah the good ol’ days) first, then Instagram Stories, Facebook Stories, Twitter Stor -- Fleets (🪦), LinkedIn Stories, and now TikTok Stories.
Some of these Stories’ functionalities have been wildly successful, while others have, well… Not been renewed for Season 2, if you catch our drift… 😬
Stories tend to be effective when they can provide added value to a user’s experience on the platform. TikTok stories have been available on the platform for months… But viewers, creators, and brands are still trying to figure out what that special ‘value’ could be. 🧐
While some may see this as its downfall, it could be looked at as a huge opportunity. Brands and other influential accounts have the chance to become trailblazers in this space.
TikTok and Instagram actually have something in common here… TikTok is at a phase in its existence that Instagram was at, right before the platform introduced Stories as a feature.
Travel back in time with us to a 2016 Instagram feed… Can you see it? Perfectly edited photos, videos filmed in 1080p – everything is “grid-worthy” and the practice of having a carefully-crafted Instagram aesthetic is in full swing.
When Stories were introduced, users on the platform slowly started to unveil snapshots into their real lives, and since these snapshots expired in 24 hours, they could finally feel like it was more acceptable to post content that didn’t necessarily “fit” into their aesthetic.
From there, Stories took off because there was an unknown need for them among Instagram users.
Now, the question is… Do TikTok users have that same need? TikTok too has become a place where creators and brands alike are diligently editing videos that they know will perform well by following spoken or unspoken guidelines that determine success in the algorithm. While a lot of TikTok users show their unapologetic selves on the platform, we think, like Instagram, TikTok is heading into that ‘perfect aesthetic’ territory… See where we’re going here? 😏
We’ve established why TikTok Stories could be headed toward success, now let’s talk about how your DTC brand can achieve that success. 👇
1️⃣ Expanding your brand equity
TikTok Stories allow your DTC brand to further develop your brand’s value and personality. Show your consumers that your company has more to offer than just the products you sell! Pairing your TikTok posts with Story content would be a great place to start.
- The post. Launching a brand new product.
- The Story. Tips and tricks on how to use that product from the people who created it.
- The post. Showcasing edited video content from a recent product shoot.
- The Story. Set bloopers and behind-the-scenes footage.
2️⃣ Creating exclusive opportunities
Entice your consumers with content that is only available to them on your TikTok Story. Do you have a summer sale approaching? Users can find discount codes ONLY on your Stories!
Do you have an idea for a content series that you want to test out? Make it Stories-exclusive!
3️⃣ Peering into the future
What’s on the horizon for your brand? Use TikTok Stories to tell your consumers!
Direct users to your Story when you post a sneak peek teasing a future launch, or ask users to guess an upcoming influencer partnership. Keeping your consumers updated on what’s coming next generates excitement and brand loyalty!
So, how are you going to incorporate TikTok Stories into your brand marketing strategy?