TikTok Now: creating a community with TikTok

15 November 2022

The digital landscape is ever-changing. Trends come and go. Channels supersede each other at a rapid pace. Which begs the question: how do you differentiate yourself from the masses nowadays?

We’ll tell you: by innovating. And that is precisely what you can do with TikTok’s new function TikTok Now.

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What is TikTok Now?

In addition to its familiar content (think of video sharing, adding effects and live streaming), TikTok has now also chosen the path of authenticity and realistic content with TikTok Now.

Through TikTok Now, all users of the app are asked at the exact same time to take a photo or make a video and share it. TikTok Now uses both the front and back cameras of smartphones, so the post shows the users and their surroundings. After the photo is taken or the video is made, users can opt to share theirs privately or publicly.

BeReal, another wildly popular app, already launched the feature of taking a photo with both smartphone cameras at the same time back in 2020. After the craze in 2022, Instagram and Snapchat, among other apps, also adopted this feature. TikTok Now not only follows that trend but takes it a step further by also allowing its users to make videos.

Why TikTok Now?

TikTok Now allows users to share content at all times, which is great for creating communities. Why? Because the platform's users share a common interest: creating and sharing content. Additionally, TikTok Now allows users to connect with others even more, for instance by responding to other users’ Tik Tok Now posts.

However, not all TikTok users can use the new TikTok Now feature in the same way. Minors (< 18y), for instance, cannot share content publicly so inappropriate comments can be avoided. More information on TikTok's community guidelines can be found here.

At the time of writing, it's still early days for TikTok Now, as the feature is only available in the US.

TikTok Now for professional usage?

Whenever a new social media feature catches on, it always raises the question if it’s also fit for professional use. So: should your company explore the possibilities of TikTok Now?

Absolutely. TikTok Now gives you an opportunity to showcase your business in a fun way and give users a unique look behind the scenes. This feature can help you build a community around your brand, which results in added value. Your company will be able to act as a network.

Moreover, you gain insights into your community that are valuable for growing your business. TikTok users use the platform as a communication channel to give their honest opinions on products and services. So when they only have good things to say about your company, you actually get free positive and credible word-of-mouth advertising.

Is your company ready to catch the wave?

TikTok Now gives you a unique opportunity to showcase your company, products and services. It can help you strengthen your community, gain new insights into your target audience and show your business processes from another point of view.

Curious to know how you can implement TikTok Now in your marketing strategy? Our experts will gladly tell you all about it.

Can’t wait to get started with TikTok Now? Here’s a fun tip to try out the app straight away; let some of your employees create or manage your TikTok account for a behind-the-scenes look of your company for a week.

Joyce Vandijck
About the author
Joyce Vandijck
Social media & influencer marketeer - iO

Everything happening in (new) social media - and how to use the right influencers for your brand and your marketing - Joyce can tell you like no other. The right knowledge, fresh insights, relevant experience, and infectious enthusiasm you get for free - just like this story.

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