Ask Alex

Staying on top of social media trends can be difficult. I suggest using social media as if you were one of your patients and training your algorithm to that persona.

Follow the influencers and creators who resonate with your audience and see how their content and language evolve. Use ‘Sounds’ that they’re using.

TikTok content that performs well on the platform will look different in 2024. The ‘What’s Next’ report which TikTok for Business publishes each year gives an insight into research findings from users, which the app uses to drive engagement.

To summarise ita findings, TikTok is coining ‘creative bravery’ as the type of content that breaks through the noise on the platform. This is achieved through three user expectations:

Curiosity peaked: Every interest reaches its peak on TikTok, due to rabbit hole potential, and it does lead to action. There is also the infinite scroll and hyper-specific niche content, and you can even see how other cultures worldwide live out your interest. Every interest has a home on TikTok. In aesthetics, we see this with the popularity of certain global skincare products blowing up in the UK overnight.

Storytelling unhinged: Audiences are now participating in the content they consume, not just watching it. The comments section is a place where debate happens, and replies can spark fresh new videos. Brands are especially jumping on this. Also, ‘staying true to the delulu’ (aka following your dreams) empowers users who want comfort in their favourite topics despite the overwhelming toll of modern reality; trends such as ‘little treat’ demonstrate this. In our industry, we can lean into this by collaborating with our audience and allowing them to feel empowered by their consumption, rather than guilty.

Bridging the trust gap: From running ads with comments left on, exposing brands to criticism, to being vulnerable about the realities of business, TikTok is rewarding businesses that let audiences into their brand. TikTok is even shaping language and creating philosophies (for example, check out the ‘girl dinner’ trend) and brands can use this as ‘real’ content.

ALEX BUGG

Alex Bugg works for Web Marketing Clinic, a family-run digital agency, which specialises in medical aesthetics. The business builds websites and delivers marketing campaigns for doctors, nurses, dentists, distributors and brands. Contact her at: alex@webmarketingclinic.co.uk or follow her on Instagram: @webmarketingclinic