The Ultimate Guide to TikTok

TikTok is fueled by creative teenagers and is the engine that promotes popular songs, products and marketing activities.

When Ke$ha released her song "Tik Tok", it quickly climbed the charts and became the best-selling single in 2010, especially popular among teenagers. Today, the app Tik Tok has entered the App Store list, becoming the fourth most downloaded non-gaming app in 2018 (after Instagram), and it is especially popular with teenagers. TikTok is fueled by creative teenagers and is the engine that promotes popular songs, products and marketing activities. So... what are "Tik Tok" and teenagers? Even better, how do you develop your own "Tik Tok" strategy?

What is TikTok?

TikTok was originally called Musical.ly, and used to feature teenagers singing karaoke on top of their favorite songs. The Chinese company ByteDance acquired Musical.ly and absorbed it into its TikTok app, thus creating the app's global giant. Open the application and you will get a great idea. It allows users to use filters, effects, music, editing tools, etc. in the app to create 15-second videos (which can be combined to make longer videos). It is no longer a karaoke application, but a self-expression application. Driven by creativity and community, this is an application that allows young people to show their creativity in a unique way.

 

Why you need to know TikTok?

Some facts:

· TikTok has been downloaded more than 1 billion times and has 500 million monthly active users

· The number of new users per month increased by 275% year-on-year

· Users spend an average of 52 minutes on the app every day

· 41% of users are between 16-24 years old

 

How Does the TikTok Algorithm Work?

 

TikTok Algorithm Learning #1: Exposure is Based on the Performance of Each Video

Your videos on TikTok can still get millions of views, even if you have hardly any followers.

That’s because the TikTok algorithm takes into account the interactions on each individual video, rather than your profile as a whole.

When your video is published, it’s served to a small number of TikTok users in between popular videos on their For You page. This is why when you’re scrolling through your For You page, you’ll often see a video that has very few likes.

If your video is received well by the users who initially receive it on their For You page, the chances are it will get bumped up to a larger pool of users, and then to even more, and so on.

So even if you only have a handful of followers on TikTok, your video could still skyrocket to success!

 

TikTok Algorithm Learning #2: The TikTok Algorithm Takes into Account Multiple Indicators

So what indicators does the TikTok algorithm take into account as it decides which videos get pushed into more For You pages?

Rewatches, video completions, shares, comments, and likes all seem to be strong indicators to the TikTok algorithm.

So chances are, if your TikTok video is genuinely entertaining or informative, it will likely do well and get served to the masses.

 

TikTok Algorithm Learning #3: Initial Exposure is Based on Geo-location

With employees in 6 different countries, we’ve noticed at Later that when a TikTok video first goes live, it’s usually shown to other users in the same geo-location to start off with.

 

Later’s Social Media Coordinator, Lindsay Ashcraft, explains: “Location is definitely a key factor in what videos get recommended to users on their For You pages.”

“Because of this, there’s a lot of potential for smaller businesses to benefit from being on TikTok to really increase local brand awareness.”

And if a TikTok video gets a great initial reaction in your geo-location, it’s likely that it will then be rolled out into For Your pages internationally.

Within just a few hours, you could start to see new comments from TikTok users across the world!

 

TikTok Algorithm Learning #4: Using Trending Hashtags and Sounds Helps

Hashtags and Sounds (i.e. the music you use in your TikTok video) are two of the best ways to boost the discoverability of your content.

For example, TikTok videos that have trending hashtags in the caption will be pulled into relevant Discovery pages, and could even get boosted to more For You pages.

There’s no concrete guidance on which hashtags have the most impact, but #fyp, #foryou, and #foryoupage are thought to increase your chances of appearing in more For You feeds.

In addition to these high-traffic hashtags, it’s always a good idea to include hashtags that are niche to your content. This will help the TikTok algorithm understand what your content is about, and who might be interested in it.

Similarly, using trending Sounds can really help boost your content’s visibility.

TikTok users can select a sound to view all the associated videos, and trending Sounds are more likely to be prioritized in the Tiktok app.

 

TikTok Algorithm Learning #5: Videos Can Suddenly Go Viral, Even Older Ones

One of the most interesting things we’ve noticed about the TikTok algorithm is that videos can have a much longer shelf life than on other platforms, like Instagram.

The TikTok algorithm is constantly monitoring the performance of all your videos — even the older ones.

So if one of your videos suddenly gets an uplift in engagement (say, for example, the Sound or hashtags you’ve used suddenly spike in popularity) it could still go viral, even if it’s been sat on your channel for 2 weeks with hardly any likes.

Videos appear to be boosted by the TikTok algorithm in waves, as your video is served to new batches of users via their For You page.

 

How to Succeed On TikTok?

The key to success with any marketing strategy is choosing the right audience and finding the right place and voice for connecting with the consumer. If you choose to use TikTok, your success will depend in part on how well you respond to the needs of the young consumer, as nearly half of TikTok’s U.S. users are under 29. Here are some tips on how to win with original, relatable and entertaining content. 

1. Leverage Existing Trends

Trends are a key part of driving brand performance on the platform. By taking advantage of the latest trends, you can help ensure that you build an engaged fan base that’s eager to explore your brand by viewing entertaining content, creating exposure and taking advantage of purchase opportunities. For example, you could have creators record unboxing or “tips and tricks” videos.

2. Start With Creators

Content is key, but who the content comes from can really make a difference. Choosing the right creator will help amplify the brand message and grab the attention of users. By working with creators who understand the nature of the platform, fashion luxury brands can translate their high-end messaging into a more relatable marketing strategy that will speak to the modern consumer and create close proximity with the target audience. 

3. Virality Is Key

Understanding what works on the platform should be the starting point of your marketing strategy. In addition to leveraging existing trends, create content that is native to the channel and that will meet the needs of your audience. TikTok is the go-to place for short, entertaining videos that go viral rapidly and can easily be replicated. As a brand, try to find your own voice through content that will not only be ingrained and native to your brand messaging but that will also make you stand out.

In addition, you can also use TokAssist to help grow your TikTok and make your account famous fast! It is a tool to help you boost the reach of your videos to those that are interested in seeing them and grow real followers, views, and engagement.