Despite the fact that it was not in the content planning, Albert Heijn creat a split-screen video, in which the commercial and video clip were shown above each other and the similarities were striking. In short: listen, translate what you see, be flexible and dare to think and act outside-in to be hyper-relevant.
Photographer: MichielTon.com
You can only be hyper-relevant if you have a good understanding of the target group. Then you ( email data and therefore your organization) also have to be very flexible and dare to respond directly to certain trends or movements with your content. Matthijs Jaakke from Snapchat talks about the multitude of possibilities of the AR lenses, which characterize the social mium.
During the last sports summer, Basic-Fit us an AR lens to quickly tap into the European Championship and the much-discuss headband of footballer Memphis Depay. With the lens, everyone suddenly wore that headband, albeit virtually. The further the Netherlands got during the tournament, the more the lens was us by the target group.
Also on TikTok, certain content is booming and relevant, because it is hyper-niche, which means that i avoiding clickbait and misleading ads t is very relevant for a select target group. #booktok is a textbook example of this, but also content that relates to a specific location, hobby or lifestyle is of significant add value for a very specific target group. This also offers (specific) opportunities for advertisers.
Research what fits your brand or organization, listen and “create content just like on your other social channels, but pretend it’s the weekend,” says Else Luisman of TikTok. In other words: it doesn’t have to be polish.
Also read: Social mia in 2025: 12 important trends
TikTok is a trendsetter
Trends emerge and develop at a rapid pace on TikTok. From fashion trends (such as the color butter yellow or the return of the Puma clean email OG Specat), crazy cleaning hacks to trying out new recipes. A simple scroll through your For You page will introduce you to a range of new things. For example, you really can’t ignore the cheese soufflé sandwich from Amsterdam’s Fort Negen at the moment.