Social media and digital platforms have become indispensable tools for marketing. However, as the variety of platforms increases, many people likely feel uncertain: "Which ones should I use?" or "What are the characteristics of each?" Even those actively using them might wonder: Is my current approach really effective? Am I reaching the right target audience? Does my content align with my products? Is the content I'm sharing truly engaging? Some may feel they've lost sight of the fundamentals without realizing it.
Therefore, this article aims to "revisit the fundamentals of SNS and digital platforms" by interviewing Mr . Ryosuke Sasaki of KAIKETSU Inc. about "The Cutting Edge of TikTok." As a TikTok specialist planner, Sasaki provides client companies with guidance on using TikTok, combining it with other platforms like YouTube, and the latest trend information. He also proposes concrete ideas like, "For this product, why not use this type of creator for this kind of project?" and handles production management.
His insights from the front lines may spark new ideas not only for those considering using TikTok but also for those already utilizing it.
What are TikTok's characteristics?
Q. I doubt many marketers are unfamiliar with TikTok, but even so, with so many platforms flooding the market, I imagine many don't truly grasp each one's unique characteristics. Could you explain TikTok's defining features again, from the perspective of a planner who specializes in it as a marketing tool?
Sasaki: Among numerous video-sharing services, TikTok's most distinctive element is that users can watch videos flowing through their "For You" feed almost unconsciously, without needing to search for specific content they want to see. From the user's perspective, this makes viewing incredibly effortless. Furthermore, since "what's trending now" continuously flows in, the speed at which users recognize trends becomes extremely fast.
Moreover, TikTok's recommendation system is unique. Even if a creator has zero followers, their content is highly likely to catch someone's eye and get at least several hundred views. Therefore, anyone—regardless of prior achievements or follower count—has the potential to go viral and spread rapidly. In other words, it creates an environment that encourages people to post.
Despite being such a media platform, it offers an exceptionally rich array of advertising options, including those capable of achieving massive reach. This makes it a highly usable platform for businesses as well.
KAIKETSU Inc. Ryosuke Sasaki
What's trending?
Q. What are some recent trends?
Sasaki: First and foremost, short videos are extremely popular. Many people might still have the outdated image that "it's mostly dance videos," but it has evolved into a medium with a very broad range of expression, including text-based diary styles, Vlogs (Video + Blog), short dramas, and educational content.
Another defining feature is its strong focus on music. We've seen instances where tracks used on TikTok become hits, and the platform also puts users at the forefront of music trends. Given TikTok's active support for creators, video content is likely to keep expanding.
Several types of products pair well with TikTok, but affordable items under ¥500 and app-based products seem particularly suited. Low-priced beauty cosmetics, often called "budget-friendly cosmetics," are especially popular, with many creators actively promoting them. They often highlight product benefits within their vlogs.
In reality, TikTok's audience spans a wide age range. For corporate marketing, various promotions across different industries and sectors have become commonplace recently. Movie promotions are a prime example. More uniquely, restaurant promotions are also being conducted. They collaborate with restaurant review services, embedding links so viewers can instantly jump to the service site to check details or make online reservations. This "see it, jump to it, buy/book it" flow is why restaurants and publishers are increasingly leveraging TikTok.
The diversification of how SNS and digital platforms are used
Q. Hearing you talk, I get the impression that TikTok's content and usage have expanded significantly.
Sasaki: Within TikTok's recommendation system for evaluating posts, the "complete view rate" (the percentage of times a video is displayed that it is watched for at least 30 seconds or until the end) is a key metric. Music is certainly an important element, but recently, videos incorporating text like subtitles have become common, allowing viewers to understand the content even without sound. This means you can watch them while showering with a waterproof phone, or even while drying your hair after a bath. These innovations have expanded the scenarios where content can be enjoyed. Based purely on my personal observation, I think this has led to even longer videos—over 10 minutes—being watched all the way through.
I think the way people use social media and digital platforms has changed significantly lately. For example, it seems many more people now search for restaurants using map applications. I sense that the way people choose which platform to use based on content or purpose has become quite sophisticated.
TikTok's endless stream of video content makes it easy to get sucked in, leading to longer viewing times. Many users say they find it enjoyable just watching the "For You" feed. Plus, its recommendation system is excellent—you don't get stuck seeing the same things over and over. You can just mindlessly scroll and keep discovering new content.
From a business perspective wanting to leverage this for marketing, it's an incredibly suitable tool for testing things out casually. Even if you start with zero followers and just post something, it's possible to accidentally connect with someone who finds it interesting and ends up buying something. Users can simply swipe away if they find something boring, creating a very free environment. Precisely because of this low-stress state, people can enjoy content freely. This also means that even if it's a company's PR post, if it's interesting, people are more likely to watch it intently.
Another defining feature of TikTok is its sheer speed. Popular creators are incredibly quick to jump on trends, often filming, editing, and posting all within the same day. The app's ability to handle decent video editing is a major factor enabling this rapid pace. I try to watch TikTok daily myself, and if I happen to skip a couple of days, I find myself left behind by the latest trends in no time – it happens all the time.
Key Considerations and Purpose for Utilizing TikTok
Q. For those wanting to use TikTok for marketing, what are the key points to watch out for?
Sasaki: Above all, the most crucial factor is how you choose your creators. In terms of metrics, follower count is about the only indicator, but having a large following doesn't automatically make someone a good fit. You must thoroughly check what kind of content they typically post and select them based on whether their content style and approach align with your company's goals.
Furthermore, users decide whether to watch a piece of content all the way through in a world measured in mere fractions of a second. Therefore, thumbnails are extremely important, and there are cases where "showing a face within the first two seconds tends to increase view counts." In this world of split-second competition, this alone can make tens of thousands of views difference. I believe content creation is an area where you should never compromise and must approach thoroughly.
Q. Given the sheer number of media and platforms flooding the market today, what do you see as the significance of utilizing TikTok for corporate marketing?
Sasaki: I believe it's a platform well-suited for creating encounters and opportunities to make a brand "intriguing" rather than just "known." It offers various advertising options tailored to different objectives, and the environment is conducive to easily leveraging creators. Furthermore, as short videos gain traction, it's an effective platform for sharing authentic user experiences with products. Through creators, it can be utilized to amplify the spread of usage experiences.
However, for many companies and marketers, it might still carry a strong image as a challenging platform. In terms of marketing utilization, YouTube usage is overwhelming, and Instagram has also gained mainstream acceptance. Compared to these, TikTok could be seen as a platform still in its early stages. Even so, the number of companies utilizing TikTok is clearly increasing, so I believe it might truly start gaining significant traction from here on out.
From a marketing perspective, TikTok's greatest feature might be its potential for "serendipitous encounters." On platforms flooded with content, getting seen is difficult without "track records" like follower counts or view counts. TikTok, however, allows content to be played even without such records. This means, depending on the creativity, it's possible to reach a large audience.
Thus, grasping the platform's unique characteristics and devising optimal utilization strategies is a crucial perspective for successful marketing. Amidst the constant emergence of new platforms, added features, and daily shifts, usage patterns and user demographics frequently evolve. It's wise to consistently monitor the latest trends and keep your knowledge of social media and digital platforms up to date.
After working at an event promotion company and as a model and artist, joined KAIKETSU Inc. Known for creativity leveraging trends, currently focuses on planning video-based campaigns, primarily on TikTok, within the SNS marketing domain. Builds casting networks by collaborating with dozens of domestic creator agencies while also working on trends and knowledge creation centered around producing content that resonates with users.
