TikTok's Impact on Brand Story: Redefining In-House Content Studios
Introduction:
As TikTok's meteoric rise propels it to the forefront of social media, a crucial reality becomes evident: in-house content creation studios must be steeped in Brand Storytelling. TikTok's dominance has shifted the digital landscape, dethroning Instagram's overly curated corridors and ushering in an era of unfiltered, informed and authentic niche content delivery. Instagram is not dead yet though its usage has changed dramatically, (Instant Messaging is the bulk of its user engagement) but more crucially its just not a cool app anymore.
“Instagram may not be on its deathbed, but its transformation from cool to cringe is a sea change in the social-media universe. ”
Its not just Instagram that TikTok has defeated, it is so dominant in other areas that its search relevance now surpasses even Google's for younger generations, something backed up in studies and acknowledged by Prabhakar Raghavan (Senior VP at Google).
“something like almost 40 percent of young people, when they’re looking...They go to TikTok”
At Studio Workflow, we continually speak about Brand Story elements being integral to in-house studio design and this is even more relevant when we consider that TikTok dominates all social media and the key appeal of Tiktok is MicroStorytelling.
What is Micro-Storytelling:
Telling powerful narratives in a few seconds, a micro-story grabs attention swiftly. Catering to short attention spans delivering impactful messages that resonate, with a quick opening hook. The era of traditional paid influencer (read as ‘heavily curated brand post’) is over. Tiktok is cutting straight to the essence of any story, without a focus on selling and embracing authentic narrative moments that allow callbacks.
This, combined with relevant info bombing to a core audience is the path to engagement.
“Telling is in, Selling is out”
In-House studios : the Potential of Micro-Storytelling
Studios are rich in detail, rich in informed user groups and deep knowledge experts. Those who handle company product every day have developed niche levels of brand understanding. Studios are where photographers, stylists, HMUA's, AD's, and Op’s solve problems every day. Studios are where the talent is already headed on a daily basis. Inside these studios, brand diversity can find a canvas, where individual voices resonate. This exactly aligns with TikTok's appetite for constant knowledge base creators making engaging content. In short any in-house studios has vast potential to offer concise, impactful brand story narratives yet surprisingly few fashion brands leverage the narratives inherent to their in-house content creation studios.
“embrace the niche levels of brand understanding”
Navigating the Studio Evolution:
Why does this oversight persist? And how can brands prepare their studios to cater to the surge in requests for engaging TikTok micro storytelling content?
A significant hurdle lies in the absence of a brand story within studio design. Historically, in-house studios often stood in the shadows, relegated to industrial estates, basements, unwanted space, or worst of all scenarios, content was outsourced to a third party provider.
A few pioneers like ASOS redefined this narrative, creating immersive in-house studio experiences. Its no mistake that ASOS are one of the few with really engaging TikTok content showing stories such as Day in the Life, Stylist on Set, BTS, Model in Makeup etc. Yet, such innovators are exceptions. The design process for most Studios was on production capacity and not on the future of engaged storytelling away from the defined parameters of PDP content.
“many in-house studios stand in the shadow of the digital story”
Untapped Potential, Ready to Erupt:
Instead of searching for content, it is here at the in-house studio, that stories unfold. New products arriving, model casting and on-set posing, diverse bodies showcased, lighting changes, makeup transformations and creative story telling edits are made hourly. All are rich topics ripe for TikTok, all under one roof.
GenZ, avid consumers of fresh content, favour the authentic, scrappy, off key and genuine. They shun overly polished perfection and shallow sales tactics. They have established new ways to consume, spontaneously start new trends and can detect fake authenticity. They are keen to find new ways to talk with brands. Importantly, where they lead, other generations will follow.
GenZ are natural content creators, as customers who would welcome the opportunity to visit in-house and and as creators who make stories to really feel a part of the brand family.
“ GenZ are natural content creators, invite them in-house, making stories that grow brand family. ”
Expanding brand knowledge and talent pool :
A diverse audience awaits this content – budding stylists, aspiring photographers, logistics enthusiasts and new customers. Consider that GenZ performs 50% of job searches influenced by TikTok. The #careertok has over 1.5 billion views, where creators share insights from cover letters to behind-the-scenes glimpses of brand work life and advice on how to enter industries.
In-house studios have an array of roles, an entire ecosystem brimming with experts. This untapped territory offers brands not just a platform for narratives but a chance to spotlight diversity and attract fresh talent.
Bringing the TikTok Frenzy to Studios:
TikTok has made waves, yet few brands fully leverage it within their in-house studios. In-house content that acknowledges the studio space / team / process / talent in some form is often overly curated, distant and lacking genuine value. BTS content tends to focus on elevated/campaign shoots, whereas it is truly the everyday story that can shine.
Opportunities lay ahead for ambitious brands in first merging unique brand story with studio design, allowing the content to flow naturally from defined PDP spaces into fun, chaotic, and crucially informative areas, echoing TikTok's ethos.
How to respond to the TikTok energy?
Treat the studio as a store, an experience tailored for customers. Consider the design not just from a production point of view. Curate controllable elements, while allowing dynamic creativity in the hands of in-house experts and customers to flourish organically. Blur the lines between the two groups and embrace the idea that the customer will expect to be invited in-house (both digitally and physically). Highlight key content backdrops, features of the studio that will shine, and create quick content areas and booths. Brand the space for views with fresh eyes. Equip the teams with the power to make fresh content.
Trend wise there is no escaping this momentum, so its crucial to start considering brand story within studio design.
Summary:
In this era defined by TikTok's blazing trajectory, the spotlight converges on in-house content studios, emerging as fertile ground where brand narratives flourish. With GenZ consuming at warp speed, the call for concise, impactful storytelling resonates. In-house studios, the key pillars of brand diversity and unique voices, are poised to embrace MicroStorytelling's promise. Yet, a gap persists – while trailblazing brands redefine studio experiences, others remain sites of untapped potential.
The solution? Intertwine brand storytelling seamlessly into studio design, forging an arena pulsating with authentic, engaging narratives. As TikTok etches its new chapter, studios need to stand ready to amplify brands' voices and capture the pulse of modern content consumption.
Ready to Revolutionise Your Studio?
Let's Talk! Are you prepared to harness the power of brand storytelling within your in-house content creation studio? Don't miss out on the TikTok revolution – take action today.
Connect with us to explore how our services can help you transform your studio into a thriving hub of engaging narratives. Elevate your content game and embark on a journey to connect, captivate, and inspire your audience like never before.