TikTok was created in China back in 2012, but recently started becoming more popular in the U.S. when people started spending more time at home. While some people associate the social media app with the twerking trend that was popular among teenagers, we think it's a great space for diverse content.
According to Forbes, TikTok has more than 800 million active users worldwide and projections suggest that 45.4 million of these users reside in the United States. And while a majority of its users are under the age of 24, TikTok has members from all age groups that contribute to its success. This creates an excellent opportunity for brands to connect with their target audience in a fresh, new way.
Thinking of starting a TikTok for your brand? We break down this short-format video-making platform and discuss some best practices:
Find your niche audience
The first step in setting up your TikTok account is to choose your areas of interest. This will help the platform customize your For You Page (FYP) with content that you will be interested in seeing. TikTok’s algorithm is incredibly smart, and at times, oddly specific. The more time that you spend on the app, the more customized your content will be to your interests.
You can record video and audio directly within the app, or through other features on your smartphone.
TikTok videos only need to be 15 to 60 seconds long. This means there is no need to spend hours filming and editing your videos. You can record and upload on the same day, and begin to see views trickle in immediately.
If you are interested in learning about some of the more technical aspects of creating TikTok videos, including voice-overs, here's a quick guide to creating your first video.
Use hashtags related to your content
You can take advantage of TikTok’s algorithm by utilizing hashtags that are relevant to your content. This will get your content in front of users with interest in your hashtag topics.
Interact with other content
Interacting with other content and other users is essential on social media platforms. Just posting is not enough. Scroll, like, comment and follow others to encourage others to do the same.
Follow trends related to you
Jumping on TikTok trends that are relevant to you is also beneficial. To get a boost in the algorithm, many users like to recycle the same audio so that all of the videos with that specific audio get grouped together. You can do this through the TikTok Sounds library as well as from the For You Page. Another way to follow trends is to follow a hashtag. For example, if you are a business owner you might want to hop on the #businessownercheck trend. Follow hashtags related to your niche!
Participating in trends using hashtags, songs, or certain audios can be beneficial to your business because they allow your brand to seem relatable and engaging, while not being so staunch and professional. Remember, TikTok is an app designed for having fun and being entertaining. Don’t be too stuffy, keep it fun and casual.
Grow your following
Harnessing a captive audience on TikTok is easier than other platforms due to the fact that your videos are viewed at a much higher rate. This also makes growing your following easier across multiple platforms. It is also a prime time to establish your TikTok following, because the platform is still relatively new. This gives you the opportunity to truly establish yourself in your niche. A couple of ways you can begin growing your following include working with influencers, interacting with your audience, creating great content, sharing videos frequently, and posting at the right time. Add why you should and how, then link out to resource
Cross-promote your profiles
You should always promote your social profiles across all platforms to be consistently growing your audience on each. If you’re a business owner this is also ideal, because you can easily direct your TikTok audience to your Instagram, website, Facebook, or store.
Consistency is key on TikTok and brands that want to grow their following should post new content daily. The reason that frequency is so important is that if you’re constantly uploading to TikTok your videos will show up in users’ FYP at a consistent rate. The more eyes that see your videos, the more followers that you are going to gain. It may seem like a lot to post everyday, but the content is simpler and takes less time to produce than say a YouTube video.