Beauty brands, including Rare Beauty, have taken advantage of IG Reels, using vertical videos to showcase makeup tutorials and product testing.
Explore YouTube Shorts
Brands looking to source content creators for video content partnerships should explore YouTube Shorts as their primary or secondary platforms.
MTV has used YouTube shorts for rolling out bite-sized clips from its interviews, shows and award shows—including its Video Music Awards, from which it shared 10 videos of clips from the show.
TikTok Creator Whitney Singleton (@KeepUpRadio) recently surpassed 100,000 subscribers on YouTube and credits this growth to YouTube Shorts, where she regularly posts and monetizes TikTok-like content.
Review creator contracts
If working with TikTok creators, ask your legal team to develop contingency contract clauses that allow you to adjust if TikTok is banned. Consider:
- Language that would allow the transfer of services and content from TikTok to other platforms.
- Options to repurpose services so creators can develop content for a brand’s owned social channels.
Broadcast your presence elsewhere
Include links to Instagram, YouTube and other social handles in your TikTok profile now—so consumers can click to follow your brand elsewhere; consider strategies that drive cross-pollination.
Betches, for example, has a Linktree in its TikTok bio with links to its website, podcasts and YouTube content.
Brands should not be deterred by the possibility of a TikTok ban but embrace it as an opportunity to explore alternative social channels to maintain relevance and their relationships with consumers.
