In 5 years, TikTok has risen to 7th place most used social networking app in the world, ahead of Snapchat, Pinterest and Twitter. It attracts 100 million active users in the United States who enjoy short, easy-to-understand, entertaining video content.
Targeting millennials and Gen Z. Nearly half (48%) of the 18-to-29 population have used TikTok, according to Pew Research . Though it's worth noting that TikTok usage is on the rise across all ages.
. The usage of @tiktok_us is increasing in all ages. 48% of 18 to 29 year olds have used the platform, according to @PewResearch via @CMIContent. Click to post a Tweet
Engagement rate its full of promise has led to TikTok's rapidly growing popularity with marketers. It offers brands a new way to unleash their creative side, reach a widely distributed audience, and build a loyal customer base.
But marketers can be frustrated if they don't understand and realize TikTok's algorithm works differently than Instagram or Facebook. Here are five things to do, along with some inspiring branding examples.
1. Not all songs and dances
It's no secret that TikTok users are thrown into a feed full of fun, fashionable, and entertaining content. The lip-syncing, dance, and comedy performances propel its wheels. But users are also attracted to other topics like recipes, sports, travel, legal advice, etc.
. @tiktok_us stream Kyle Dulay via @CMIContent says it's more than just lip-syncing, dancing and comedy. Click to Tweet
Chipotle To share user-generated content on his channel with 1.6 million followers, like this on how to put together bite perfection from its new quesadilla:
www.tiktok.com/@chipotle/video/6941492959900683526″ data-video-id=”6941492959900683526″>
@ chipotle The perfect bite doesn't exis… (via @kate) ## chipotle ## quesadilla ## dragonauce ## foodies ## virus ## fyp ♬ original sound – Chipotle
The San Diego Zoo attracted more than 1.8 million followers, who enjoyed the zoo's educational system a trailer for their cutest animals with voiceovers and background music, such as a species video hairy rhinoceros:
@ sandiegozoo Haired rhinoceros ## TheMoreYouRhino ♬ Chase Seattle 1 No Theme – David Nyman
Mike Mandall claims on TikTok that he is the number 1 lawyer on the social network, but he does not offer advice on the legality of the social network. He's amassed more than 5 million followers for his tips on topics like how to respond to being surrounded by police at night and his explanation of the difference between assault and battery life. It's illustrated in this video:
@ lawbymike Save it for the big event, guys! @choby_hex ## combat aircrafts # #law ##lawyer ##explain ♬ Undersea Astronaut – Masked Wolf
Dentist Sulaman ended up 30,000 followers and 1 million likes by explaining to his audience how to effectively brush their teeth and what toothpastes to use. He also has a humorous look at the dentist's life. In this video set to the song How Bizarre, he illustrates what he found in a patient's mouth even though they said they were just brushing:
@ dr.sulaman I always catch them! 🪥🦷 ## howbizarre ♬ How Bizarre – OMC
How to: Your brand can be entertaining and educational, too. Just bring a personality (or at least a personal side) to get the attention and interaction of TikTok users. Not sure about what to do? Tell to SB behind-the-scenes stories or the origin of your business. That definitely gives a human feel to your content.
Be concise. Pay due attention to filters, text banners, and viral music to create a great viewing experience.
2. All about that level of engagement
Your TikTok follower count doesn't really help draw crowds to your content. The real magic is in the engagement. TikTok's algorithm rewards user engagement with your content – like, comment, watch till the end, or watch over and over.
. The @tiktok_us algorithm rewards # content that people like, comment on, watch until the end, or watch over and over, Kyle Dulay said via @CMIContent. Click to Tweet
Here's how to do it Tonesterpboards can do that. You can't help but watch this guy mix paint alongside some benevolent crocodile :
@ tonesterpaints How to create Gator Green at @gatorland with @savannahboan ## MaxPlumpJump ## gators ## paintingmixing ## TWDSurvivalChallenge ## satisfy ♬ original sound – binder
How to: To retain viewers, spark their interest to the first second and keep the total video between 15 and 30 seconds. Want to go longer? Add even more value to retain viewers.
3. Stitch and share
On TikTok, shared content is a big signal of valuable content. Users can send a direct message, copy a link to WhatsApp, share it across the platform, or stitch it together to let TikTok know the content is worth hyping.
Collage video created by users who create new videos from other videos. They are similar to TikTok's split-screen video "duet" feature. These features can create an endless domino effect of sharing, joining, and interacting.
Here is an example of a TikTok collage shared on YouTube:
[embed]https://www.youtube.com/watch?v=nzRgik28zkg[/embed] How to: You can trim TikTok videos up to five seconds to combine with other clips. A new video, curated from the videos of your followers and other fans, has the potential to attract shareable attention.
@tiktok_us #new #video, curated from your followers' videos, has the potential to attract shareable attention, Kyle Dulay said via @CMIContent. Click to Tweet
4. Catch the trends
Another way to find popularity on TikTok is to keep up with trends, popular jokes, and challenges. In 2020, Pepsi's Challenge #ThatsWhatILike encouraging consumers to do what they love despite other people's judgments – and their fans have responded, sharing videos of them dancing in their pajamas, singing a Britney Spears song in super marketing or entertainment in their car:
@adamw When you get caught singing in your car @pepsi # #ThatsWhatILike ## ad ##comedy ##laugh out loud ♬ #ThatsWhatILike – Join the challenge
How to: TikTok's suggested hashtags and hashtags, songs, and profiles on the help sidebar help identify what's trending on the platform. This tab also contains a search bar to enter keywords or hashtags to find trends around them.
Don't have a trending theme for your branded content? Create your own with Hashtag challenge . You can also work with influencers who have experience in hashtag challenges.
5. Know where you want to be
Last but not least, know where your account is. Your geographic settings affect how your content performs. TikTok shows videos in the feed in close proximity to users' geographies for the first time.
Location is an important factor seen in real life and on TikTok for ColourPop, a Los Angeles-based beauty brand. They took their eye-catching Jeep Malibu Barbie to clean up local beaches and brought that experience to TikTok:
@ colourpopco We drove our car ## MalibuBarbiexColourPop Jeep to clean the beach with our group! We encourage you to try cleaning the beach! ️😊 ##Malibu ## colourpop OH MY – Camino 84
How to: Adjust your location settings to precisely match your content to the time and location of your target audience. This is especially important for local businesses like shops and restaurants.
Adjust your location settings to accurately match #content with your goals Kyle Dulay indicates the time and location of your audience via @CMIContent. #TikTok Click to Tweet
While it was once a mystery, the TikTok algorithm is becoming more transparent.
Following the five tidbits above will help your brand create content that attracts loyal fans who are more willing to convert to engage your owned audience and eventually become customers. .
Cover photo by Joseph Kalinowski / Content Marketing Institute
إرسال تعليق
إرسال تعليق