Why TikTok is a Great Marketing Tool for Your Business

What is TikTok? How does the TikTok algorithm work? What TikTok hashtag to use? What TikTok song to use? What is the TikTok Creator Fund? In this article, we will answer all of your questions. We will also tell you why setting up a TikTok account might be the right move for your business. We have some tips on how to start as a new TikTok influencer. Don’t worry, you will quickly find your feet!

What is TikTok?

For many people when you mention TikTok the only thing that comes to mind is Kesha’s legendary hit. But that time has passed, more and more people now download that “teenagers” app they swore never to get and spend hours browsing through videos of complete strangers. But this is where we see an opportunity: an opportunity for your brand to get more visibility and engagement.

So what is TikTok? TikTok is a video app: unlike Instagram or Facebook, you can only upload content in a video format. It can be anything: dancing, tutorials, life stories, weird trends, even a photo compilation and so much more. It is fairly easy to navigate, so get on board, we will tell you how to get the most out of it.

Why is TikTok good?

First off, it is the most popular overall app downloaded globally in 2020 with 850 million downloads. Now there are around 1 billion people in the world who are using TikTok and it is in the top 10 most used Social Media platforms. It is also the most growing platform. In Canada only in October 2021 it gained 108% more users. We prepared for you this infographic with TikTok Statistics. Just look at it!

Secondly, the algorithm. TikTok has a highly personalized algorithm that creates a unique For You page for every user. It bases it off of your interests, your engagement with different videos and accounts. That makes an app so addictive: it basically shows you what you want to see. And this is the reason it can attract your target audience.

Here’s what TikTok says about their algorithm:

A stream of videos curated to your interests, making it easy to find content and creators you love. This feed is powered by a recommendation system that delivers content to each user that is likely to be of interest to that particular user.

@newsroom.tiktok TikTok

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Even though apps do not disclose the particulars of their algorithms to avoid spammers, there are some known facts about how the algorithm actually works.

User Interactions

Which accounts you follow
What comments you write
Videos you’ve liked or shared
Videos you’ve added to your favorites
Videos you’ve marked as “Not Interested”
Longer videos you watch till the end
Content you create

Video Interaction

What videos you like
What are the hashtags on those videos
What are the captions
What are the sounds that you like or use the most
What are the effects that you like or use the most

Account setting

Preferred languages
Country you are in (they figure it out by your SIM card) – and you are more likely to be seen by people from your own country
Categories of interest you selected as a new user

Thirdly, the creator fund. Basically, TikTok will pay you money if you have enough likes and followers. It is their way of supporting creators.

According to the website, in the next three years the platform will spend more than £230 million on the creator fund. And there’re already many TikTok influencers who get money from the fund: Michael Le, Cheyenne Jaz Wise, and Justice Alexander. You would need to meet certain criterias to get into the creators fund but it is highly possible if you are persistent in your content creating. TikTok notes that to be a part of the Creator Fund an influencer should be:

Be at least 18-years-old Have a minimum of 10,000 followers
Have at least 100,000 authentic video views in the last 30 days
Have an account that fits with TikTok’s Community Guidelines and terms of service
Have at least one valid linked digital payment account (such as PayPal) which can be used as a payment method

How to get more views on TikTok?

Now we will do a little ‘how to’ guide for newbies. Tiktok has a fairly easy concept: make a video – wait for likes and shares. But there are some small secrets to creating a viral video.

1. Watch TikTok

To be successful on TikTok, you should actually spend time there watching other TikToks. It is important to be part of the community and it will be easier for you to notice new trends or what people are interested in. It is also really important for the algorithm.

2. Follow the trends

You noticed a cool trend that everyone is doing? It’s time to hop on that. It can be a dance, a sound, or a new effect. As soon as you notice something that is repeatedly on your For You page, start thinking how you can apply it for your business.

3. Don’t be scared to be goofy

Of course, you need to choose a tone and a brand for your page, but sometimes being funny can help. Don’t know how that would work? Check out duo lingo or Ryanair profile. These guys know how to have fun!

4. Always use the trending sounds

Tiktokers thrive on trends and trending sounds are not an exception. Always use a trending sound. TikTok can even offer you the most suitable sound for your profile (according to the algorithm). Pro Tip: Sometimes you will want to do a voiceover and just speak. You can still use a TikTok sound, just put the volume on 0.

5. Keep it short

Unfortunately, attention span is not something TikTok users are famous for. Usually the video should be 15 to 30 seconds. Especially if there’s not much information there. Sometimes it’s better to do several parts of the video (check out our toxic advice down below). The shorter – the better.

6. Tell a story! Create valuable content

Tell the world about your product, how you started, your little tips for the industry. If you want people to follow you, your account should hold some value. If you are doing t-shirts, record a video of the process and do the voiceover of how you create designs. Tell.Your.Story.

7. Have text on the opening video frame

It is important to put the text in the opening frame, so people will stay longer to read what the video is about. Also, when they are going through your account, it will be easier for them to navigate.

8. Use authentic hashtags

No #fyp or #foryoupage, use something that has connection to your business and account. People are more likely to find it by niche hashtags.

9. Reply to comments and comment on other relatable videos

Do not hesitate to start a conversation. Be a part of the community. You liked a video and you have something to say? Say it. Talk to other people, then you can casually mention that you actually have a video about that on your account or that you are also in that industry.

10. Collaborate

You have a cool brand that is making swimsuits or you are offering some kind of service in a particular city? Find a small influencer and collaborate with them. Sometimes you can even do it for free – just send them your goodies and they are going to mention you in their next post (but, of course, make an arrangement first). It requires some research and some work but you should definitely try that out. People always listen to recommendations.

Some controversial TikTok technique

Here is some questionable advice you might want to think twice about before using. It can create more engagement and interaction with your video and account but it is not always positive, so be careful. In the end, it depends on what kind of image you want to create for your audience.

1. Like for part 2

It can be the most controversial TikTok technique. When you are telling an interesting story but then running out of time… and finishing it with “Like for part 2”. Most likely people who got hooked by your video are going to go to your profile to find the Part 2 (and then Part 3, Part 4, etc.). So it can create more engagement. But be careful, because sometimes people are just getting annoyed that you could not post it in one video. Especially now that you can upload a video up to 3 minutes.

2. Follow for more

That is quite a simple and harmless tool. Just mention in the end that if your audience wants more content like that, they can follow you. It works especially well if your account is niche and designated to one particular thing.

3. Make some info pass by quickly, so people will need to rewatch

It works a bit like a 25th frame in cinema. Some valuable information that you put on your video that passes by within few seconds. People will read just enough to want to read more, and then they will have to rewatch the video to stop and find information they were looking for. Try to do it as imperceptibly as possible. The best way is that people will not think that it was your intention.

4. Say something controversial to start the discussion in the comments.

As easy as it sounds. Just say something that people do not have one opinion on. The discussion will emerge. The more people comment on your video – the more views you are going to get. But do not go far with it, you still want people to like and follow you. Remember, people like candid creators.

Remember, there is no one-size-fits-all solution. The social media landscape and its algorithms are constantly changing. The things that are trendy today, can become obsolete tomorrow. However, one thing will always remain constant, your authenticity. By showing yourself authentically on your social media channels you can reach the right customers and build the group of supporters that you deserve.

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