Mar 22, 2023
Although social media has been around for two decades, it’s constantly changing as trends come and go and new platforms enter the market.
Recently, there’s been a massive shift toward video content, linked to the rise of TikTok. As a result, users have come to expect snappy, engaging videos in their social media feeds.
But it’s not just a TikTok phenomenon: Instagram Reels, Facebook Stories, and YouTube Shorts are all becoming adept at presenting short video content.
Video content now has a greater organic reach than imagery and TikTok is creating a community of passionate content creators. But how can you create video content that TikTokers will engage with and give your brand a voice on the platform?
New brands entering the market are likely to gravitate towards TikTok. There’s a real opportunity for new brands to succeed on the fastest-growing social media platform with 3 billion downloads and revenue of $4.6 billion in 2021, a 142 percent increase year-on-year, according to the Business of Apps.
After all, there are fewer ads on TikTok, so you have less competition. According to Peter Shannon of social media agency Simply Social who spoke on the DMI podcast, for every ten ads on Facebook and Instagram, there's one ad on TikTok. So, there's real potential to get your product or brand seen so it's an affordable time to advertise on TikTok.
So you see the value in TikTok and want to establish your brand on the platform? Here are our top ten tips to get your content seen on TikTok:
TikTok offers brands a great opportunity for organic growth. TikTok jumps on trends, and brands can use this to amplify their reach. Unlike other platforms that rely on PPC marketing to increase reach, TikTok enables brands to increase reach through clever content monitoring. In best-case scenarios, your content goes viral!
TikTok’s algorithms are incredibly effective at matching your content to the right people. If you create good content that’s aimed at a certain audience or community, the algorithm will put it in front of them. That enables you to grow your following, without relying on paid ads. Don’t forget that your content must be engaging first! A clever algorithm won’t compensate for poor-quality content.
TikTok is a trend-driven platform. If you want to succeed, you need to keep on top of emerging trends and be clever with the amount of content you post to capitalize on them. Some TikTokers post three or more times a day!
Also bear in mind the right times to post on TikTok. You need to get as much quality content out there in front of as many eyes as possible.
Quality content requires planning. Even though TikTok has cultivated a spontaneous, informal persona, it still rewards high-quality, carefully thought-out content. Remember, sometimes the best spontaneity is well-planned.
As with when you’re posting on other platforms, you should have a content calendar to structure your posting schedule. (Download our content calendar template here.)
Bear in mind, though, TikTok is fast-moving and content is often reactive, depending on what trends or topics are gaining attention. Leave room in your calendar for these reactive posts, and devote some time to monitoring trends and deciding which ones resonate with your brand. (More below on monitoring trends.)
Some brands have people dedicated to watching trends and building content around them, but many brands can’t afford that luxury.
A lot of small or medium-sized companies have to rely on their teams being mindful of what’s happening and spotting opportunities to incorporate the trend into their brand narrative.
Pro Tip: Be careful about posting content that ties into current trends. If done without thought, it can come across as cynical or even offensive. Find a way to meaningfully link the trend to your brand story e,g, illuminate your brand values.
Every platform has its own identity. LinkedIn is a professional network that’s generally aimed at a B2B audience while Facebook and Instagram are more casual and friendly.
In comparison, Snapchat and TikTok revel in being seen as fun platforms. This is why you have to be careful when repurposing content. The content must be tweaked to fit in with the target platform’s identity. Some brands are reluctant to engage with TikTok as they feel it doesn’t align with their brand. While others are creating self-effacing, tongue-in-cheek content specifically for TikTok. Then you have a company like Ryanair that embraces TikTok’s fun spirit with off-the-wall content that ties into their brand.