As a source of viral video content and internet trends, TikTok platform has quickly become one of the most popular social media apps. This short-form video-sharing social platform transformed the way we use social media. Both in business and personal use. By now, brands and influencers (or TikTokers) have picked up on how successful and easy TikTok is to work with. Still, you might not have tried it out yourself. Or you don’t know much about it. Don’t worry! Here’s all you need to know about this popular platform

#1 TikTok Has A Strategically Designed Algorithm

The TikTok algorithm is a complex system. It serves content based on user’s individual preferences. For example, it decides which videos to display to users on their For You page. That’s why For You page is highly personalized for each user. 

Furthermore, hashtags and user-viewing habits significantly influence the TikTok algorithm. Each time a user watches a video in full, the algorithm will more likely push that video to other users’ feeds. TikTok will take note of the type of videos you’re watching. And which niche communities they are coming from. It will then suggest similar videos to you based on your content consumption.

Woman watching TikTok on her mobile phone

Several factors that influence the TikTok algorithm are:

  • User Interactions: The information about what videos you like, share, and add to your favorites; comments you post; the content you create; accounts you follow.
  • Video Information: This might include details like hashtags, captions, and sounds.
  • Device and Account Settings: The settings (i.e., language preference, country, and device type) a user chooses on their account are also significant for optimizing the user’s experience.

So, you must create content people want to view and engage with. The goal is to increase engagement in your target niche. That way, more people can notice your content on their For You pages. If you want to learn how to use the TikTok algorithm, check out our TikTok 101: Why Include It In Your Social Media Strategy? blog post.  

#2 More Businesses are Exploring the Platform  

One of the benefits of TikTok for business is having fun with your marketing campaigns. You can create informal and laid-back content. You can show a different side of your business. However, some companies have to stay professional. A fun video platform like TikTok might not be appropriate in that case.

Woman writing in a notebook while on her phone

Creating entertaining videos is a great way to attract followers and build lasting relationships with your customers. It is also great for brand awareness and brand visibility. Even if the platform might seem confusing and weird initially, it holds incredible business potential. Because of that, more and more brands are starting to experiment with TikTok.

Tip: Switch to TikTok Pro to get better insight into content performance and viewer engagement. By tracking your numbers long-term, you can see how your strategies are performing and make adjustments if necessary. 

Need help with planning your content? Read our blogpost Tips For Creating Content Plan Across Different Social Media Platforms.

#3 TikTok is Not a “Fake” Platform

Have you ever been frustrated with aesthetics and unrealistic photos all over Instagram? I sure did! On the contrary, TikTok is all about realistic and honest content. TikTok is about ordinary people who express themselves through raw, authentic, and relatable video content. That’s what makes TikTok a unique tool for influencer marketing

Even though entertainment and dance content dominate the platform, informative and practical content is just as popular. Tutorials, how-to and DIY videos, life hacks, etc., are the content that TikTok users love as well. You can find a way to work these categories in your content strategy to engage your audience. However, balance different content types to diversify your feed and appeal to your target audience. 

Girl dancing and filming TikTok on her phone

For example, funny videos like this may be great for a general engagement. But you can also provide tutorial videos on making the most of your product. The audience will get more interested in your products if you educate them. That is a great way to get people invested in your brand and make them come back for more content

Once you define your content types, keep them consistent. Consistency is the key to growth on any social platform, including TikTok. Also, make sure you follow new TikTok trends and use sounds that are popular at the moment. There’s no point in making TikTok that is late to the trend. 

#4 TikTok is Not a Gen Z Platform Only

Compared to other social media platforms, TikTok has the youngest user base. Yes, teens are the biggest TikTok users, but they are not the only ones. TikTok is just as popular among young adults and middle-aged users. According to Statista, 41,7% of Tiktok users are 18-25 years old

In general, younger people are always the first to embrace new technologies. And even long before it achieves the critical mass. Generation Z loves TikTok because it is personalized, inclusive, and video-based. TikTok gives them a sense of social connection and makes them feel good. So add TikTok to your marketing strategy if you want to involve the younger audience with your brand. The sooner you get started, the more comfortable you will grow your ideal audience on this platform. Be personal. Be real. Show your audience that you care – and have fun

Family filming TikTok together

#5 Cross-Promoting TikTok on Different Platforms is a Way to Go 

Cross-promoting is sharing the same content across numerous social media platforms. You can cross-promote your TikToks to drive significant engagement. For example, share your TikToks to Instagram Stories or Reels. Or add a social icon to your website. You can also share your videos on your Facebook Page or Story. By doing so, you inform your existing followers that you are active on TikTok, where they can follow you.

Cross-promoting your TikTok content is vital for your content reach. It will not just increase interaction and knowledge for your TikTok profile. It will also assist you in improving the performance of your video. Just make sure that your content encourages a response. Community spirit is everything on TikTok. 

Takeaway

TikTok offers many easy and fun tools to use. These tools allow you to promote your brand or products creatively. However, take into account that the majority of the users on the TikTok platform are young people. Therefore, understanding how the TikTok algorithm works is one of the key ways to gain visibility and build influence on the platform. If you decide to give TikTok a chance, start with a well-defined target audience and a powerful content strategy to get the ball rolling. 



Author

Magdalena Hegedić

Community Manager at Kontra and PR student. Small business and fat-cat owner.