TikTok is the place to be for sharing short videos that entertain and educate its users. The social media platform particularly gained a following amongst the younger generation but there are tonnes of content creators on the site that make up a range of age groups, ethnicities, geographical locations and specialities.
In 2018 it was estimated that TikTok had approximately 680 million active users per month - that number now stands at 1.1billion. With those kinds of numbers, TikTok is worth delving into as another avenue to reach your target audience.
To give yourself the best advantage of using TikTok as a means to market your brand and products, you need to employ a very specific set of tactics.
The idea of creating original content sounds redundant, but what this means is that TikTok doesn’t want to see duplicated videos. You shouldn’t reupload content that already exists on the site, stick to something new, even if the message is the same.
Of course, this doesn’t mean that you can’t repurpose content; reels you have posted on Instagram, or YouTube videos that have been cut down can be reuploaded to the platform. There is room for you to be creative with your content and save a bit of time in the process.
One of the reasons TikTok seeks original content is that there are so many niche groups on the site, from musical theatre enthusiasts to knitters and advice-givers. Users on TikTok predominantly follow accounts that post on specific topics, unlike other social media platforms where one follows a range of users so their feeds are relatively generalised.
If you want to grow an audience and make sure your content thrives, then you need to pick, then stick, to your niche.
Roughly 41% of TikTok’s users are between the ages of 16 and 24, who are said to have an average TikTok attention span of 8 seconds. This is only slightly shorter than that of Millennials whose attention can be held for 12 seconds. With this knowledge, it is no surprise that TikTok encourages users to create video content lasting only 15 seconds.
If you want to educate your audience, keep it to one point per 15-second video, and create a thread of information. Prepare and practice for your videos, speak quickly and add captions if need be, it can be challenging at first, but millions of people are doing it every day.
Short and to the point is what users prefer as they scroll through TikTok looking to consume as much as possible.
There are a few ways around the 15 seconds limit, a recent TikTok update now allows you to combine four, 15 second videos to make 60 second videos within the app. Alternatively, you can upload a video with a longer running time, but knowing the attention span of the audience - the shorter, the better.
The discover tab on the homepage shows exactly what content is getting viewed, and is a stop-off point for many. Despite users preferring to follow content that is within their niche interest, this doesn’t mean they won’t like, share or comment on funny, popular content. If it fits your brand; try out trending challenges to boost your engagement on specific videos.
Alternatively, an easy way to boost your content on TikTok is to include popular songs on your videos. TikTok has a list of trending tracks you can add, even if it just plays in the background.
Of course, there is the more conventional method; adding popular hashtags to content. Meaning anyone who searches for that specific keyword could come across your content.
The mood and tone fluctuate rapidly on TikTok, and we shouldn’t expect otherwise from a platform designed for an audience who likes to keep moving. When it comes to sharing content on TikTok, jump on trends today, because you could find them gone tomorrow.
At its core, TikTok is about community. It’s about creating content that will make said community, laugh, cry and gasp. It encourages people to find their niche and thrive within it, and so that is why one of the best ways to do well on the platform is to foster engagement.
Comment on your posts to spark conversations with your audience, use it to tease more content to come. Post often enough to show you’re not just using TikTok as another means to expand your market, but that you too are a niche content creator.
Go live on TikTok and hold a Q&A with your audience, and finally connect with the growing boom of TikTok creators, showing an appreciating and an acknowledgement for others who share your niche.
It’s not just engagement, it’s community engagement that will see your content thrive.
TikTok is a place for its users to be creative and have dynamic sharable content that craves to be recreated by its growing audience. For a marketing campaign or even just your brand as an active page to thrive on the app, it should understand what and who the app is for and embrace those aspects when it comes to creating content specifically for an audience on TikTok.
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