Pink Chili’s TikTok Philosophy

TikTok is our favorite platform here at Pink Chili. It's our bread & butter. It's what we know best. We're a Gen Z social media agency, and Gen Z's platform of choice is ... you guessed it ... TikTok. Here are our guiding truths when it comes to kicking tushie on TikTok 🔥

1. TikTok is a Discovery Platform

At Pink Chili, we view TikTok as a dynamic media platform rather than a traditional social network. It's a space where users discover content that resonates with their interests, not where you go to get updates from friends. This shift in perspective allows brands to connect with audiences based on shared passions and values.

2. The Proof of a Great TikTok Page is… Consistency.

The easiest way to determine a successful TikTok page? They can pass 1 simple test. Ready for it?

Complete the sentence: “Oh yea! That’s the account that does _______”. 

That blank ____? It just needs to be a repetitive framework we know, we love, and we recognize. Some strong examples: 

1. How much do you pay for rent in NYC?

2. What do you do for a living?

3. How long does it actually take?

4. Are you Okay?

5. Boy Room

6. Polite Catcalling

7. Meet Cutes NYC

8. Ok not Ok  🌶️ (Shoutout to the Pink Chili team, this was our concept 😜 )

   

The point is: all great accounts are known for something. On TikTok, there's soooooo much saturation. You can scroll forever. Literally ... an endless flow of content. If you can make a framework that repeats itself, it's almost like seeing your favorite TV show pop up on screen, and every TikTok video is an episode that you're excited to watch. This is what we call iterative series.

Iterative series are repetitive concepts that keep the same framework video after video and simply change 1 variable. For example: same question every video, just a different person. Or same person every time, just a different challenge. You get the point.

Of course there are genius strategies that do not use follow iterative processes!!!! Here are some examples of strong alternatives:

1. Duolingo: Built a legitimate storyline with protagonists, antagonists, love interests etc… the whole nine yards! This strategy follows a PLOT and we feel like we’re inside an alternate universe. We're a part of the story and look forward to its development with every new video.

2. Bilt’s "Roomies": Similar to Duolingo, this is a mini show, but with a high production framework. This is a big lift and requires significant budget, but its immediate success proves the positive ROI Bilt is seeing.

3. RyanAir’s persona: This is a classic example of Gen Z's adoration for self deprecating humor. RyanAir's TikTok leans into its "bad reputation" and speaks WITH us, not AT us.

4. Brita’s unhinged approach. No words. Just go watch their content.
   

* Gili's footnote: You could argue that all of these concepts above ^ are actually built upon iterative philosophies, since they are building long-term concepts. They may not be doing the same exact thing every video, but they're building up to something bigger that will ultimately build that sense of brand recognization.

3. Embrace a Scrappy Strategy

So where do you start????? Success on TikTok doesn't require 100 page sparkly strategy decks. You can do all the research you want, but the algorithm will tell you pretty quickly if your concept is sticking or not. That's why we tend to build quick, scrappy strategies that cover the basics and allows us to move fast: Understanding your target audience: Who are they? Ages? Gender? Geo? Who do they follow? What topics interest them? What content formats do they like? Understanding the creators in your space: Who are the leading voices? What are they talking about? What content formats are they using? What's trending? Finger on the pulse: What are my competitors doing on TikTok? What type of language is being used? What's the slang in my space? The inside jokes?

Once we've completed our research we then:

• Pitch 3 creative concepts: Create 5-10 videos per concept.

• Test & learn: Analyze data to identify the winning concept.

• Iterate Iterate Iterate: Optimize the winning concept based on feedback and performance metrics.

5. The WHY test & Our Thoughts on Trends

Every single video we post must past the "why test"? Why would someone like this? Comment? Share with a friend? If it's not a hell yes, it's a hell no.

When it comes to trends, we view them like sugar. Trends can give you a boost, but it's not sustainable way to survive on TikTok. Because in order to actually see success on TikTok, you must be known for something original.

6. A Culture of Experimentation

TikTok's landscape is ALWAYS evolving. It's like a massive group chat with the funniest people on the planet constantly pushing the boundaries of humor, creativity, and talent. And trust us when we say, things move so so so fast. If you don't check the group chat every few seconds, you can easily fall behind. To stay relevant:

• We do the scrolling for you... We scroll all day, everyday ... literally.

• Experiment with different formats: We're always trying various video styles and structures.

• Monitor performance: We're constantly checking the analytics to understand what works and what doesn't so we can scrap the flops and iterate the winners.

• Adapt quickly: We are NEVER attached to an idea. We happily pivot based on audience feedback and performance data.
  

We hope this helped you get a better understanding on TikTok as a marketing platform. In future blogs, we'll analyze more tips on "speaking the language of TikTok" and building processes that set you up for success.