TikTok. Everyone has heard of it.
This relatively new social media site has blown up over the past two years as the premiere location to communicate with Generation Z (those born after 1996). However, it’s not just the Gen Z’ers using this fast-paced video sharing app. As of Q3 of 2021, TikTok has over 2.6 billion downloads and over 1 billion monthly active users. Not only that, but the average user opens the app eight times a day (Wallaroo)!
With this massive audience, how do brands and sales professionals take advantage of such a huge and rapidly changing platform?
Below we outline five tips for running a successful TikTok account!
Find Your “Side” of TikTok
From dancing videos to parody skits, there are hundreds of “sides” to TikTok. It is important to understand which side you fit in to. Your “side” will depend on who you are, what your message is, and what you might be trying to sell. Once you have determined where you and your brand fits on the site, you need to consistently create content that aligns with your niche.
For example, popular TikTok-er Charlie D’Amelio gained popularity by posting videos of her dancing to popular songs. She posts an average of nine videos per week – five of which stick to her brand of “dancing” videos. This consistency gives her audience expectations about the kind of content she will post and thus keeps them engaged with it. She has a clear and direct “side” of TikTok in which she operates.
In short, your “side” of TikTok should be relevant to your brand and demonstrate your company’s passions and interests.
Most successful TikTok-ers post every day. The more frequently you post a video, the more likely it is to be picked up by the TikTok algorithm. Even if your videos do not seem to be performing well (views, likes, comments, etc.), the more content you have floating in the ether, the better your chances for virality.
Much of the TikTok user base operates on a binge-watching system. Therefore, if a viewer comes across one of your videos and likes it, they will want to find more content on your profile. Having a plethora of content for them to watch will boost your views and ultimately tell the TikTok algorithm to shuffle more of your content onto the main For You page.
Hashtags Hashtags Hashtags
Hashtags are an important resource on TikTok. Using a hashtag does not always guarantee your presence on the For You page. However, using hashtags like #fyp, #foryou, or #foryoupage, are simple and easy ways to boost your odds of randomly being slotted into the feed.
More importantly, you should be using hashtags related to your audience. As we discussed, finding your “side” of TikTok is important for establishing a consistent viewership. By using hashtags that cater to your niche, your videos are more likely to show up on your audience’s For You pages.
For example, if you are an account that creates food-related content – recipes, tastings, etc. – using hashtags like #FoodTok, #RecipeTikTok, etc., will make you more likely to end up on the For You pages of individuals who spend a lot of time watching food-related videos.
TikTok’s Discover page gives a list of trending hashtags, sounds, videos, and more that you can capitalize on. If a particular sound has more than ten thousand videos set to it, then the TikTok algorithm is favoring that sound; i.e., you should use it too! Get creative on how you can use those trending elements in a way that fits your TikTok’s niche.
For example, we recently used a popular sound known as “Good Soup” on our TikTok account. While there are thousands of ways that users have used this sound bite from the movie A Marriage Story, many users have used it to show off something they are proud of. In our video below, we used the sound to showcase the results functionality of the SalesMail app because we are proud of it!
Share Your Videos
One of TikTok’s many successes is its presence outside of its own application. There is no scarcity of TikTok videos on platforms such as Facebook, Instagram, YouTube, etc. The virality of TikTok videos extends beyond its own platform, making it a go-to source for people and brands looking to gain broad exposure. There are plenty of videos that did not perform well natively on TikTok but instead were shared to Facebook and went viral there. Therefore, you should be sharing your TikTok content onto your other social media platforms!
After posting your content on TikTok, wait a few days and then reshare those videos on your other social media accounts. This will broaden the exposure of your videos and increase your chances for virality.
The ever-growing power of TikTok should not be ignored. Unlike short-lived platforms like Vine or Musica.ly, this video sharing site seems to be around for good. Therefore, there is no time like the present for brands to take advantage of TikTok’s benefits.
We hope these tips will help you establish your presence on TikTok. While there is no exact recipe for virality, we believe these tips will help your odds substantially. In the interim, follow us on TikTok by clicking the button down below!