Are You on Their FYP? A Closer Look at TikTok

The year is 2017. A new social platform is breaking through the market, embraced by younger generations for lip synch challenges and dance videos. While platforms like Vine start to fade out (RIP) and Facebook comes under federal scrutiny, it becomes apparent there’s a new sheriff in town — TikTok. 

By the end of this year, the platform is projected to reach 2 billion users. Its popularity can’t be denied, eclipsing that of mainstays like Facebook and Instagram. 

While TikTok may be “young” compared to other platforms, it’s mature enough that major brands, media organizations and celebrities have firmly planted their feet there. Sponsored content on the platform has also become more prevalent in the last year, a sign of advertiser confidence in the platform’s success.

So what’s the opportunity for the brand solutions community? We spoke with Taylor Borst (American Solutions for Business) and Alejandra Alvarez Martinez (Spector and Co.), whose companies are on the platform, to get their insights. 

Is your company using TikTok? What’s working well and what have you learned?

Taylor Borst: American Solutions for Business has an official TikTok account. We currently use it as more of an experimental platform to see what kind of content performs well. I wouldn’t consider it a primary platform of ours, but the intention is much more future-focused. Where will users be a year from now? Five years? I’d rather we start building a foundation early to set ourselves up for success. We’re also able to repurpose the majority of our content out there to other platforms like Facebook, LinkedIn and Instagram. 

Alejandra Alvarez Martinez: Spector and Co. started using TikTok as part of our content strategy in 2024. Before launching the new channel, we analyzed its potential and understood that it's a massive platform with its own rules, unique storytelling and a much faster pace compared to Instagram and other social media platforms.   
As a dynamic and fast-paced channel, it’s crucial to stay on top of trends and react quickly to them. Our goal is maintaining our brand's unique voice rather than solely relying on viral trends that may enhance reach but fail to convey the brand message effectively.   
For us, the most important aspect is to immerse ourselves in understanding how our audience communicates and how younger generations utilize TikTok. The platform primarily caters to Gen Z and approaching it with an Instagram mindset simply won't work. 

Are your customers using TikTok, or have you been tapped to support influencer marketing?  

TB: Based on statistics on the user group, we know customers are using the platform. However, I think it’s much too early to see the direct throughline yet — especially from the corporate side. I see a ton of potential if an individual salesperson builds their personal brand on the platform though. Young buyers in particular tend to seek authenticity and “realness” in their content and partnerships. If those are your buyers, I see value there. 

AAM: We’ve noticed distributors migrating to this channel because its exponential reach is greater than that of any other social channels. We foresee TikTok as a key player in the future, so starting to leverage it now can positively impact any marketing and communications strategy.  

What’s something about the platform that you enjoy? What opportunities does it present for our industry?

TB: Personally, I think short form video and micro-influencing play a major role in the future of our industry. Sure, we sell product, but any good salesperson knows that ultimately, they are the real product. Social media — TikTok and Instagram Reels in particular — are platforms conducive to that idea. As we enter into an increasingly digital market, we’ll be forced to prove the value in working with a real person. If you’re willing to invest the time to do it well, a good social strategy is an avenue to help accomplish that. 

AAM: This is a channel that allows the development of a closer relationship with the audience. From our perspective, a human and relatable tone over a “corporate and perfect" one is what engages the TikTok audience the most.  

You can find American Solutions for Business on TikTok at @Americanbus and Spector and Co at @spectorandco. 

Let’s continue the conversation! Brand Chain’s annual Leadership Summit is around the corner, May 6-8 in Clearwater, Florida. Join your fellow members to recharge and connect on all things driving the branding solutions industry, from social media trends to AI best practices, the sustainability imperative and more. Register today. 

By Kristin Frankiewicz, Brand Chain Editor-in-Chief