TikTok has provided users, interested in business use on the platform, some new notes on how to maximise TikTok content performance, which could be fairly handy in mapping out your brands platform strategy in the app moving forward.
Is your business on Tiktok? Since Q2 2020, user spending on the app has exceeded £220 million every quarter, with consumers spending around £405 million via their TikTok app in Q2 2021 alone. Consumer spending in TikTok has now almost surpassed £2 billion globally, something only previously achieved by Tinder, Netflix, YouTube, and Tencent Video.
If now isn't the time for your brand to be exploring the world of TikTok, then we don't know when is.
In a new post on the TikTok Business blog, TikTok has shared some basic guide notes on creating effective TikTok clips.
“While there are endless ways to create a "good" TikTok video, finding your brand's unique voice and direction is what will ultimately set you apart, and the rules are just tips and tricks to get you there.”
In combination with past advice from TikTok’s team, the newly published notes could help you piece together a better strategy.
Back in 2020, TikTok also provided some more in-depth pointers on how to boost the performance of your content:
Go vertical - Vertical videos perform best in the app
Consider overall stats, don't focus on Likes - TikTok states that creators should take note of high-level trends within their analytics, rather than focusing on likes or comments
Recency is a factor – TikTok’s 'For You' feed recommendations generally pull from videos posted within the last 90 days, while most newly uploaded videos reach their engagement peak soon after they've been published. Given this, uploading new, fresh content regularly will increase the overall performance of your channel
Posting more won't impact reach – That said, the amount of videos that you post doesn’t impact how your content is recommended in the For You feed, overall, so while individual videos could see higher reach based on recency, your channel won’t get more exposure simply because you post more often
Keep people watching - Watch time is also a key factors for TikTok’s recommendations – i.e. keep more people watching your content for longer and your videos will see more reach, as TikTok will take this as a measure of interest
They also provided a key note on hashtag use on the app –
"Hashtags like #FYP, #ForYou, and #ForYouPage work just like all other hashtags on TikTok, so adding these to your caption won’t necessarily improve your chances of getting on someone’s For You feed. Instead, we recommend using the space in your caption to add context to your video along with hashtags that are relevant to your content.
In addition to these simple tips, TikTok has also included some stats on how users engage with brands in the app, and how they view collaborations between brands and creators.
An important stat to point out is that 73% of TikTok users say they feel a deeper connection to the brands they interact with on TikTok vs. the other sites and apps they use. While this doesn't paint the full picture, this shows the potential on the platform for brands that can execute correctly and communicate with their audience in an effective way.
At Shaka Social, we work with our clients to develop TikTok specific strategies that connect more deeply with their target audience, while creating content that resonates on the app. As the platform grows, so does the audience. Whereas previously the platform was dominated by Gen Z audiences, almost 40% of users in 2022 are over the age of 30.
You can check out TikTok’s full post here.
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