How can brands get results from TikTok?
A few tips and insights for non-Gen Z employees on the most trending app amongst the younger audience.
Few things are more frustrating for marketeers working in a consolidated brand or corporate business than the constantly evolving social media platforms. One day it’s hot, the next it’s not. And although Instagram is constantly being decoded by Educational Influencers, TikTok is the new big question for brands: to have or to not have?
Two key insights before diving into this hyper dynamic app.
First: Gen Z eyes all over TikTok right now, as they represent 70% of the demographics in the app. With 1 billion monthly active users worldwide, representing a 45 percent growth compared to the previously reported figure, TikTok is one of the biggest social networks worldwide.
Second: TikTok’s algorithm is terribly accurate and way more diverse. It will tease you with content it thinks you might like (unlike Instagram) and pull you down a rabbit hole of a whole new content category.
Highly curated pictures and cute videos of perfect-looking young ladies in perfect fashionable outfits might not be what works best. Every social platforms has a different character, and whilst Instagram has developed this perfectly curated feed reputation, TikTok is all about raw insights and blunt honesty.
With this in mind, let’s get started.
Viral sounds are a must
Sounds on TikTok have their own dedicated page, and it’s easy to discover new accounts while enjoying how creative people adapt trending sound to their own niche. First step: visit the Trending Sound listing on the app. At this point you may be wondering what a TikTok sound even is. Well, it’s really just audio placed with a video. Sounds can be humorous, entertaining, informative, and more. There are a ton of different niches and communities on TikTok, and different sounds appeal to different demographics. A trending sound is any audio that “blows up” and that creators all across the platform start using.
2. Make sure not to abuse filters
Filters are probably the most controversial topic on Social Media, particularly filters that enhance unrealistic beauty standards. Nonetheless, there are plenty of funny, unharmful filters on the platform that can reinforce your brands message. Bonus points if the brand develops a filter that encourages users to use and share.
3. Get the Insights (tip: beware of the comment section)
TikTok is quite savvy and comment section can be quick to cancel those trying to infiltrate the platform. Social Listening is a must, as well as comprehending the second or third degrees of insights. As opposed to Instagram, where everything needs to be very explicit, on TikTok, a few seconds of waiting for good content is not frowned upon.
If uncertain of the trend insights, head to the comment section for some explanations, but beware of the pinned comment. The “we get the joke, shame if you don’t” is quite common and misleading.
4. Duets and Stitch videos
Probably the fastest and less known way of going viral in this platform. Reactions to viral videos can make others users go viral very quickly, specially if they add some of their own original sauce and generate engagement. Even an unfortunate hip injury can unchain a viral Duets. Duetter’s reaction is ket for going viral.
5. Don’t forget hashtags
No need to spam or use 100 of them, but they would certainly help boost your content to be discovered. Specially as TikTok’s algorithm is so much more international and far-reach than the Instagram one. And even if it sounds repetitive, do not miss the #fyp hashtag.
6. Make it simple
Clear and simple ideas go far. Don’t be afraid to create your own format-style videos. A quick intro, a certain camera angle, a certain video-structure. This will help you differentiate from the millions of content creators on the platform.
If you are looking for TikTok Consulting for your brand, feel free to contact adriana@sharedplusconsultancy.com for further info.
