The online marketplace has been continuously growing, and most businesses strive harder to establish and boost their online visibility. This includes finding creative ways to boost their search rankings, getting affordable SEO services in the Philippines, or taking advantage of other online avenues like social media.

Many marketers take advantage of the biggest social media apps like Facebook, Instagram, and YouTube. Now, climbing up the ranks unsurprisingly is TikTok.

TikTok is today’s version of Vine. It is available in over 150 countries and became the top most downloaded app in the first quarter of 2019, according to the iOs App store. This year, the platform has just reached a billion downloads all over the world with at least 800 million active users monthly. Marketers took notice of this and now considered including the big platform in their strategies. 

Listed below are useful facts for marketers who wish to venture their approach on TikTok:

1. Define Your Target Audience

Finding the right audience in TikTok is key to making sure your marketing message gets well-received. Contrary to popular belief, the users of the app are not only limited to teenagers.             

• In the US, more than half of its users (55%) are between the ages of 25 and 44.
• 60% of TikTok users are Gen Z worldwide.

2. Create A TikTok Persona

There’s no need to sacrifice your brand image. There are several content categories through hashtags that you can incorporate your brand into. A lot of users explore the app every day, increasing the chances of your content getting viewed.

• Entertainment category through hashtags is the most popular content category in TikTok, with over 400 billion total hashtag views.
• With over 150 billion views, Dance was the second most popular content category.
• Other content categories include: Pranks (54 billion), Fitness (43.3 billion), Beauty (21.8 billion), Fashion (17.5 billion), Cooking (12.9 billion), Life hacks (8.3 billion), Pets (7.5 billion), Outdoors (1.2 billion).

3. Show Off Personality

TikTok is full of diverse personalities, with five of the most followed users on the platform producing content from dance to fashion. Curating a personality behind your brand in which the audience relates to can attract more attention.

• Go to ‘Edit Profile’ and click on the ‘website’ feature to put clickable links.
• Put relevant links on your bio and update regularly. 

4. Engage with Your Followers

TikTok comments are very interactive compared to other platforms. Some comments can be featured in the creator’s videos, which highly encourages engagement for your followers.

• TikTok has a higher engagement rate (8%) compared to Instagram’s 1.6%, and Facebook’s 0.18%.

5. Know the Algorithm

TikTok also looks into user-interaction and behavior to know which videos to rank and recommend to its users.

• TikTok values video completion in indicating ranks. This means a video is more likely to appear on the feed if a user has watched it from beginning to end.
• The more a user interacts with a specific account, the more frequently it will appear in the for your page.

6. Create Unique, Engaging Content

• TikTok is mostly a video-only platform. The culture and its users stay mostly for entertainment, otherwise they won’t bother with watching predictable content.

• TikTok users spend an average of 52 minutes daily on the app.
• The number of followers do not equate to the number of views on a video. Even new accounts with 0 followers can go viral and get millions of views. It all boils down to creating quality content.

7. Set Your Own Hashtag

• Most of TikTok videos become successful because of following a trend. A huge portion of its culture revolves around recreating trends such as choreographed dances or duets.

• Know the current hashtag trends.                
• Set a trend within your followers and audience.
• Encourage followers to create same trend/content and incorporate your hashtag.

8. Keep Videos Short

• Some people do not have the attention span for long videos. If you’re just introducing your brand to the platform, keep the video short yet entertaining.

• Videos made on TikTok can run from 15 to 60 seconds long. However, if it’s been recorded or made on a different app, it can be longer.
• Include subtexts on your videos and time them properly with your visuals.

9. Make Use of Good Music

Music is big on TikTok. Some decade-old songs used on TikTok videos find newfound popularity in the platform and among new users. Incorporating the right music will be reflective of your brand image and connect your followers and new users to your brand.

• TikTok has its own library of music that you can choose from, which can save you from copyright infringement. It offers a variety of royalty free music that users can include in their videos.
• If you choose to incorporate other music, make sure you buy the rights or have a musician produce original music specifically for your videos.

10.  Partner With ‘OG’ TikTok Influencers

Influencer marketing is already big on TikTok. Bigger brands have made their own ‘house’ of content creators for promotions while incorporating their own hashtag.

• Partner with the right influencers – those that your brand shares the same vision and principles with and those that share the same target audience.
• Get influencers who are ‘native’ to TikTok – those that found their popularity on the app itself. Chances are, they know the algorithm better and already has a loyal fanbase.

11. Cross-Post on Other Platforms

Some of the most viral TikTok videos can be found outside the platform. Even Twitter users get a glimpse of the app’s funniest and trendiest videos through cross-posting.

• Announce on other platforms that you are on TikTok.
• This helps generate new followers as there are different users on different platforms.

12. Post Videos at ‘Peak’ Hours

Posting at the right hours where your followers are online increases your engagement rate and your reach.

• TikTok Pro Accounts are offered with an ‘analytics’ tool that provide information about peak hours, how well a video did, and your profile’s overall growth.
• Study user behavior through testing your posting hours and comparing which type of content got the most engagements and reactions.

13. Balance Marketing Content with Fun

It’s highly likely for TikTok users to skip and ignore ads, so if you’re just starting with TikTok, avoid creating content that are strictly promotional. Incorporate creativity and fun in your content that will make users interested in your brand.

• Demonstration of a product is a good way to introduce your brand and is open to creative storytelling.

14. Embrace ‘TikTok’ Culture

People join TikTok to relieve themselves of stress and have fun. Joining TikTok may reflect your brand as more ‘casual’ and ‘laid back’ and can make people relate to you better.

• Join trendy TikTok hashtag challenges or adapt similar concepts.
• Get creative and have fun with your audience.

Let your creativity flow and start creating and sharing those TikTok videos! If you need visuals, we’re here to help and jazz up your brand!