Being ahead of your competitors means always being one step forward. Now it is difficult to do this because competition is growing every day. Therefore, companies are looking for new schemes and techniques to stay on the wave of popularity and success. One of the current trends is TikTok. TikTok has taken over the world and turned it upside down. And, as you probably already understand, you need to know what it is and where it will take you in the future.
The TikTok app is a social network where content consists exclusively of short videos. At least these days, it’s the only kind of content that looks like a mix of Vine, Instagram, and YouTube. The developers described their creation as a platform for inspiration, fun, and joy. It is not surprising that the application attracted the attention of children and teenagers.
The platform for the publication of short music videos started work in September 2016 in China. The service, then called Douyin, quickly gained popularity in China. And so, at the beginning of 2017, a similar social network called TikTok, which we know today, entered the international market.
The service is available only through the mobile application for iOS and Android. There is no desktop version. Visually, it is similar to Instagram with a panel at the bottom of the screen, on which there are tabs: Home, Interesting, a button to create a new video, Inbox, and profile page. Like any other social network, TikTok has its rules and restrictions. The developers created these rules to control the clogging of the feed and reduce the number of bots and fake accounts.
The audience of TikTok is young people under 25 years old. Сontent about clothes, cosmetics, games, training courses, food establishments, and more is perfect for such a segment. That is, priority purchases for young people.
Perhaps an older audience will soon enter TikTok, as happened with Instagram. And in this case, it is better to prepare in advance and start the brand activity on the platform now.
Since social networks are primarily platforms for socializing, dating and entertainment, it is clear that TikTok has both advantages and pitfalls for business.
Foremost, it is necessary to determine the goals for this social network:
For now, gaining followers on this social network is simple and fast. You can take advantage of this and direct users to other social networks, a website, or even download an app or game.
The TikTok network allows you to earn money through live stream donations, brand partnerships, or collaborations with other bloggers.
Despite the work on brand awareness and promotion, the final expected result of effective SMM promotion is the generation of leads. That is the conversion of the potential audience into customers. It’s the same with promoting a business on TikTok. In the social network, you can advertise goods and services or, thanks to the most popular mechanics, work on brand promotion among a new audience.
Depending on the chosen goal, it is necessary to develop a strategy for promoting the TikTok channel, consider the concept of brand presence on TikTok and deal with possible promotion options. One of the easiest organic ways to promote an account is to get publications into the recommendations of a social network.
Getting videos in recommendations is a quick and free method to promote your TikTok profile. To understand how content can appear in the recommendations, let’s first talk about how social network algorithms work.
A new video is shown to random 20-50 users, and then algorithms track their reactions on several parameters, based on which TikTok makes a verdict on the post — whether it is popular or not:
All these factors affect whether TikTok will recommend profile content to a larger audience. When creating your videos, you should remember a few basic rules:
You can promote the account with both paid advertising and free methods. To attract new followers to the profile without spending money, you should always support user activity (regular publication of new content, audience reactions, commenting), use hashtags (they work very well in promoting the TikTok account), share the link to the profile on other social networks, increase ER (engagement rate) and collaborate with other bloggers.
The platform also has several solutions for launching paid advertising. How to launch an advertisement on TikTok? You can use four goals: reach, traffic, conversions, and app installs. You pay per click or impression.
Targeted advertising on TikTok is available for the following placements:
You can also use the TikTok social network as a platform for PR. Here you can promote both brands and individuals. To promote an account and turn an ordinary person into an influencer or media person, you also need to develop a strategy and go through a path to becoming a blogger.
First, you need to decide on the blog’s topic and content formats. These can be humorous videos, life hacks, or helpful tips. Not so long ago, TikTok was a social network for children and teenagers. However, it is gradually expanding its audience, and among active users, you can find entrepreneurs, politicians, psychologists, etc. So don’t neglect this platform for communication and don’t lose thousands of new potential customers. To effectively «enter» TikTok, it is enough to study the social network and its audience in detail and find your niche.