Even if you can’t dance and aren’t from Gen Z, there is still a place for you and your business on TikTok. In fact, you should make it more of priority. With over 1 billion monthly active users who spend more than 850 minutes per month on the app, TikTok is growing at a rapid rate. It has the highest social media engagement per post, averaging above Instagram and YouTube according to Werner Geyser’s article, TikTok Statistics – 63 TikTok Stats You Need to Know.
As of August 2022, TikTok is #2 on Apple’s “Top Charts” of free apps with Google, YouTube, Instagram, Snapchat and Facebook following behind. If your business has yet to join, you are behind. Especially if your target audiences are Millennials and Gen Z.
Tying to crack into the wonderful world of TikTok? Here are some helpful tips that I’ve learned along the way.
1. Authenticity is Queen/King
People are on TikTok because it is an alternative to the polished and aspirational influencer culture that one might find on Instagram. Harboring the highlight reels of friends, family, acquaintances, and celebrities, Instagram posts can seem unattainable and make its users feel the pains of comparison and FOMO (fear of missing out).
On TikTok, most of the videos that show up on your “For You Page” (#FYP) are actually from strangers that aren’t polished with the latest trends but speaking from their heart and keeping it real while sharing helpful and sometimes life changing information. The culture is a complete shift. That is why you should approach the app, first and foremost, with authenticity in mind.
The key is to remain genuine while creating content and speaking to your community or niche.
2. Provide Valuable Content
TikTok’s latest campaign is #TikTokTaughtMe for a reason. The app is changing how people search and receive information from news and cleaning hacks, to cooking recipes and parenting advice.
Life hacks and advice are one of TikTok’s most popular categories. It has 13 billion hashtag views as of 2022. Attract your audience’s attention by providing them with tips, facts and how-tos and watch your following and engagement grow.
You are the expert in your field of business, so take advantage of this cultural shift from googling information to TikToking information, and be there when your customer searches for advice.
3. Audio is Key
Music is the great connector on TikTok. It unifies us and makes us feel something. It grabs our attention and can change our vibe. There is a reason why users of the app love watching other people dance, smile, and laugh because it makes them feel good and connects us all.
Besides that, trending sounds can help expand the reach of your video and expose it to a larger audience. Especially if you want to reach new and relevant demographics, the algorithm will work to connect you to other users who have engaged with particular trending sound clips or songs. Even if the song is on mute, the algorithm recognizes it and will push it out.
If the person in your TikTok video is not directly talking to the users or maybe it’s unclear what is happening in the video, a narration is critical. Including enticing voiceovers enhances the message that you are trying to convey. You do not need to use your actual voice, as TikTok offers many voices with its text to speech options that are popular and can be just as powerful to convey your message.
4. The Algorithm is Your Frenemy
Like all social media platforms, consistency is key. Even more so with TikTok and its algorithm. The algorithm is influenced by multiple factors such as feedback from users, video subject matter, location, language, audio and more. If your video is engaging and is receiving likes, comments, shares, saves and re-watches, then the algorithm is more likely to push it out to a larger audience.
Post often, be consistent, and remember to be timely with viral trends and sounds. Keep the algorithm on your “good side”.
5. Simplicity and Timing
The first seconds of a TikTok video are the most important. If you don’t wow your audience in the first three seconds, they will swipe you away like an annoying fly. Make sure your opening line and visuals are attention grabbing and intriguing. Even saying something like, “stop scrolling” in the beginning of a video works.
Keep your videos short, and they are more likely to go viral. TikTok’s algorithm will push your content to more people when users have watched the complete video from start to finish or multiple times. Watchers have short attention spans on the app, and they are more likely to stay to the end of a video if it’s short.
There is value in longer content too. Include a line like, “make sure to watch until the end” and your story becomes compelling. Splitting longer TikToks into two parts is also beneficial, as people will go directly to your page to watch the second half. This can direct audiences to engage with your other videos. Once they are on your page, they are likely to stay and explore your content.
Use the suggested times of 15 seconds, 60 seconds and 3 minutes wisely to keep audiences engaged. Timing is everything on TikTok. Keep it simple, short and to the point. If you have more to say, create another video.
6. Have Fun!
Jump outside the box and try out different styles of videos. Partner with authentic influencers, create a compelling hashtag for your customers, jump on viral video trends, share behind the scenes, be funny, get creative and have fun.
Spend time following and watching what your competitors are doing on TikTok. Some brands that are excelling on the app are The Mattress Firm, Chipotle, PGA Tour and the Washington Post. Check out their accounts for inspiration and ideas.
Even as a Millennial with a background in social media and video production, I was skeptical of TikTok in the beginning, but as I opened my mind to change, the app actually changed me for the better. I have found myself spending less time on other social media platforms, watching less TV and spending more time on TikTok.
When I’m curious about something, I sometimes skip Google and go right to TikTok. I have learned many hacks that have transformed my daily life. This has made me a loyal user of the app.
Success on TikTok doesn’t happen overnight or even with one viral video. Don’t give up, stay consistent, be authentic and watch your audience and business grow.
Are you just starting out on TikTok? Let me know how it’s going for you and your business in the comments below.