Is It Time for TikTok?

Think TikTok is just a social media fad? Think again. With over 800 million monthly active users, an average daily view time of 52 minutes and an increasingly diverse audience, TikTok is the hottest social media platform on the block.

Simple videos tend to perform the best; think cats jumping over stacks of loo roll, lip-syncing to a popular song, copying a dance routine or dunking progressively sillier objects into a bin. Putting your own spin on an existing trend is an easy and effective way to gain a strong, engaged following.

Even accounts with zero followers have a chance of making it to viral status, thanks to TikTok’s algorithm. Videos are served to a small pool of ‘For You’ pages that select and recommend content that’s tailored to each user. From there, if a video gets a lot of engagement it will be shown in even more feeds. It seems that rewatches, shares, comments, likes and video completions all contribute to how TikTok judges the success of a particular video.

There’s also evidence that your location plays a big role in which videos you are shown. Local businesses can really take advantage of this, to target and reach a highly relevant demographic and increase their brand awareness.

Tip: use hashtags that are specific to your content

Influencer marketing is a big thing on TikTok. The platform recently launched the TikTok Creator Marketplace, their official platform where brands can browse the app’s most popular users. The Creator Marketplace will help you find users that are a good match for your brand, and even introduce you!

Real-life TikTok successes

Universal ran a campaign for a new film release that saw 1.3 million likes on associated influencer videos, 19,000 videos submitted to the campaign via a unique hashtag, and an increase of 11,000+ followers. Not too shabby.

Another success story is the skincare brand, Clean & Clear. They launched a campaign across India to increase brand awareness for a re-launch of their product. They utilised 5 top influencers (each with more than 1 million followers) and a hashtag challenge. The campaign resulted in a whopping 1.96+ billion video views, 172 million likes/comments/shares and 2.62 million user-generated videos from the hashtag challenge.

Find out how to harness the power of social media

The bottom line? If your audience is on TikTok, you should be too! If you would like to discuss how social media marketing can increase your audience and generate awareness for your business, contact one of our social media experts today on 01202 684400.