Video ABM
Lead-gen campaigns
Social selling
Content + SEO
Video Social Media
Integrated campaigns
Sales campaigns
Brand image campaigns
B 2 C
B 2 B
Video Social Media
Integrated campaigns
Sales campaigns
Brand image campaigns
Video ABM
Lead-gen campaigns
Social selling
Content + SEO
Estera Kaszen
Managing & New Business Director
Supercharge your business with video marketing that effectively combines effective sales with consistent brand building.
We relentlessly use: fresh creativity, the latest trends with measured, reported marketing effectiveness and tangible business results.
TikTok's explosive success is a modern-day marvel, reaching a staggering 1 billion users worldwide in record time. Its double growth rate leaves traditional competitors far behind. This has vast implication for brands, increasing apparent shift from thinking in terms of Share of Market, through Share of Search towards the real battlefield today - the Share Of Social Search (where youngsters try to find things, answers and educate themselves).
Faster engagement,
Effortless, traction-boosting User Interface,
Reducing cognitive load,
Removing key fears & barriers in Users Experience,
Keeping users high on oxytocin (almost corporeal, live experience of co-creating community),
Not only channeling but creating trends, that shape whole generation,
and simply better service core features-target group fit.
To have a horizon on what we will be talking about in this article let's have this two quotes:
"In the old world products were scarce - this meant that companies who provided product could profit from the demand. In the digital world, where abundance is key (creating a digital copy costs next to nothing) it is a customer's attention that has become scarce. This means that the customer now holds the value - not the company."
Chris Saad
“What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention, and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.”
Herbert Simon
TikTok is quickly overtaking Instagram as the go-to platform for short-form video content, as users spend nearly 200 million hours per day on TikTok compared to less than 18 million hours on Instagram's Reels feature.
This should be a concern for businesses and brands that have invested heavily in Instagram over TikTok. Despite Instagram's efforts to mimic TikTok with Reels, engagement is on the decline, and one-third of Reels videos are recycled content from TikTok. Digital marketers should consider putting the same amount of effort into both platforms to reach their target audience effectively.
Instagram is becoming less and less relevant and struggling to do anything about it.
Instagram's algorithm is optimized for influencers and creators, but by focusing on its power users, the platform loses out on engagement by regular people.
TikTok's secret sauce is its ability to keep users on the platform, and without sacrificing its core, Instagram won't be able to compete.
Irrelevancy is straight way to death. Instagram will prioritize engagement over revenue or will disappear
Instagram evolved into a tool for influencers and creators to build their brands and amass huge followings. Instagram's algorithm is designed to promote these top users, making it easy for users to keep up with their favorite personalities and for brands to build huge audiences. This has helped Instagram become a $43 billion ad-revenue machine, but its status as a moneymaker is under threat.
TikTok has captured people's attention with its addictive algorithm and snappy videos, focusing on spontaneous discovery, keeping users engaged for longer. Proportion of teenagers who said they're on TikTok "almost constantly" was 50% higher than those who said the same about Instagram.
To compete, Instagram launched its own short-form-video feature, Reels, in 2020. But according to data obtained by The Wall Street Journal, Instagram users spend 17.6 million hours a day watching Reels, while people spend an astounding 197.8 million hours a day on TikTok.
In today's digital world, user interface (UI) plays a significant role in the success of any product, especially for mobile applications. When it comes to startups, the early traction of their product largely depends on how easily users can navigate the app's UI.
That's why effortlessly reached mobile UI elements are crucial.
Effortlessly reached mobile UI elements are the elements in an app's interface that users can access without any difficulty or confusion. These elements could include buttons, icons, menus, or any other interface component that enables users to perform an action or navigate to a different section of the app. When users can quickly and easily access these elements, it enhances their experience with the app, leading to better engagement and higher retention rates.
TikTok is one of the best examples of UI design that utilizes effortlessly reached mobile UI elements. The app has achieved immense popularity in recent years, thanks to it's insanely user-friendly interface. TikTok's UI design prioritizes ease of use and simplicity, ensuring that users can effortlessly navigate through the app.
How TikTok's UI, especially position of the buttons crucial to gaining traction and network effect, can be considered effortless for the users?
TikTok's UI and button placement play a crucial role in creating an effortless user experience, which can help the app gain traction and foster network effects. Here are a few ways TikTok's UI achieves this:
Super-simple and Intuitive Interface: Follow user button is under the thumb in it's most effortless natural state mode - "following users" is a thing of the greatest contribution to growth and it's effortlessly, almost brainlessly achievable! That's a hack worth billions.
The fastest user engagement: The app's home screen displays a feed of short videos that start playing automatically as soon as the user opens the app. No tension on the user, no pressure to start something after a period of judgement or intricate notions on what is it. It's way faster user engagement!
This is Hick's Law in action. It can be observed in the way the app's content is presented to users. When a user opens the app, they are presented with a single screen that displays a continuous stream of short-form videos. Instead of overwhelming users with too many options or menus, TikTok's design focuses on presenting a single, endless stream of content that encourages users to keep scrolling. TikTok reduces the cognitive load of making decisions and helps users to easily discover new content that they are likely to enjoy.
In summary, TikTok's UI and UX design leverage Hick's Law by presenting users with a single stream of content, personalizing that content to their interests, and offering simple and intuitive editing tools that reduce the cognitive load of decision-making.
Centralized Action Button: The primary action button, which allows users to create a new video, is located prominently at the bottom of the screen. This placement makes it easy for users to find and use, no matter where they are in the app. The button's placement also allows for quick access, encouraging users to create more content.
Personalized Feed: TikTok's algorithm creates a personalized feed for each user, displaying content based on their interests and viewing history. This is increasing their time spent on the app.
Duets and Collaborations: TikTok's duet and collaboration features make it easy for users to create content with others. These features are prominently displayed in the interface.
Tik Tok's UI and button placement are designed to create an effortless user experience, encouraging users to spend more time on the app and engage with others. This can help the app gain traction and foster network effects, as more users create and share content with others.
Tik Tok utilizes familiar UI patterns: TikTok's interface employs common mobile UI patterns, such as swiping and tapping, making it intuitive for users to use.
It is optimized for speed: TikTok's design is optimized for fast loading times and quick access to frequently used features, ensuring that users can use the app seamlessly.
It is visually appealing: TikTok's interface incorporates a bright and playful design, making it visually appealing and engaging for users.
Startups can achieve early traction and user adoption by prioritizing effortlessly reached mobile UI elements in their products. By taking inspiration from the design of popular apps like TikTok, startups can create user-friendly interfaces that enhance the user experience and drive engagement.
TikTok is known for its algorithm that promotes videos based on their potential for virality, rather than the size of the user's following. This means that even new or small accounts can achieve high engagement rates and reach a large audience if their content is compelling and relevant to the platform's trends. Additionally, TikTok's short-form video format and its focus on entertainment, humor, and creativity appeal to a younger audience, particularly Gen Z, who are more likely to engage with content and share it with their peers.
On the other hand, Instagram's algorithm prioritizes content that is likely to generate higher engagement rates, such as posts from accounts that the user frequently interacts with or posts that receive high engagement from other users. Instagram's content is more visual-based, with a mix of photos and videos. Additionally, Instagram's user base is slightly older and tends to be more focused on lifestyle, fashion, and beauty content.
When it comes to conversion rates, it's important to note that both platforms can be effective for driving sales, but the strategies may differ. TikTok is still relatively new to e-commerce, but some creators and brands have had success using the platform's short-form videos to showcase products and services, and linking to their websites or online stores in their bios or captions. Instagram has more established e-commerce features, such as shoppable posts and swipe-up links in Instagram Stories, which can make it easier for users to purchase products directly from the platform.
Ultimately, the key to success on both platforms is to create engaging content that resonates with your audience and aligns with the platform's culture and trends.
Social Learning Theory: TikTok's success could be attributed to its ability to facilitate social learning through its "For You" page, which uses algorithms to show users content that is likely to be of interest to them based on their previous interactions with the app.
Self-Determination Theory: TikTok allows users to express themselves and pursue their interests in a way that aligns with their intrinsic motivations, which may help to explain its appeal to users.
Cognitive Dissonance Theory: TikTok's success may also be related to its ability to create a sense of cognitive dissonance in users, as they are exposed to content that challenges their existing beliefs and values, leading them to reconsider their perspectives.
Nudge Theory: TikTok's use of gamification and incentivization tactics may also play a role in its success, as these strategies can encourage users to engage more deeply with the app and its content.
TikTok's success is likely due to a complex interplay of factors, including its ability to facilitate social learning, provide users with opportunities for self-expression and growth, challenge their existing beliefs and values, and leverage gamification and incentivization strategies to encourage engagement.
This theory suggests that behavior change occurs when three elements converge: motivation, ability, and a prompt. TikTok's user interface (UI) appears to incorporate many of the principles of this theory, which could help explain its success in gaining traction and growing its user base.
Let's consider motivation. TikTok's UI is designed to be highly engaging and entertaining, providing users with a constant stream of short-form videos that are personalized to their interests. This keeps users motivated to keep scrolling and watching more content. Additionally, TikTok has implemented features like challenges and duets, which encourage users to participate and create their own content, further increasing their motivation to use the app.
Next, let's consider ability. TikTok's UI is designed to be extremely user-friendly, making it easy for anyone to create and share content. The app's editing tools and filters are intuitive and accessible, even for those with little or no experience in video editing. This makes it easy for users to create their own content and contribute to the platform.
Finally, prompts. TikTok's UI is designed to constantly prompt users to engage with the app, whether it's through notifications, personalized recommendations, or trending challenges. These prompts keep users engaged and coming back to the app, which in turn contributes to its growth.
Again, TikTok's success can be attributed in part to its user-friendly UI, which incorporates many of the principles of BJ Fogg's behavioral theory. By keeping users motivated, making the app easy to use, and providing constant prompts to engage, TikTok has been able to gain traction and grow its user base rapidly.
TikTok, as a digital platform, indirectly reinforces rising cultural forces like:
in a number of ways.
TikTok's algorithm is designed to promote content that is engaging and popular. This means that users who create high-quality content that attracts a lot of views, likes, and shares are more likely to be featured on the platform's "For You" page, which can help them gain followers and increase their social status. This is an example of how meritocracy can be supported on the platform. Also simply User Generated Content reinforces meritocracy by creating an environment where everyone has an equal chance to succeed.
TikTok's emphasis on short-form video content means that physical appearance and attractiveness can play a significant role in determining popularity and social status on the platform. Users who are conventionally attractive or who have a unique look may be more likely to gain followers and attention. This is an example of how the hierarchy of attractiveness can be reinforced on the platform.
Finally, TikTok's focus on creative self-expression and personal growth can align with the self-transformation economy. The platform offers users a range of tools and features that can be used to create engaging content and express themselves in new ways. Users who are able to leverage these tools and create compelling content may gain more followers and increase their social status, creating a culture of self-improvement and self-expression on the platform.
While TikTok may not explicitly promote these ideas, its design and features can inadvertently reinforce and support the emergence of these new social hierarchies.
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