It’s been a while since TikTok boomed, and the app took the lead in the number of first-time downloads, leaving behind even Facebook. Despite this dazzling success, many were almost certain that it’s going to be just another nine days’ wonder, and that this application will quickly go into oblivion like its predecessors, such as Vine.

But the fact that almost three years later, the topic of this text is – why and how TikTok should be part of your online strategy, confirms quite the opposite.

Brands that were brave enough to be the first to swim in TikTok waters, today would probably agree that the beginning was exciting, but also quite confusing. How does the TikTok application work? How does the algorithm work? According to which principle at first moment one has 200 views, and in 3 hours potentially 20K views? What is, for God’s sake #fyp and the question of all questions – what should I do here? Like any unexplored area, it seems pretty scary at first, but let’s move on.

How does TikTok work? 

What kind of success your account will record at the very beginning, considering the specificity of this network, mostly depends on the algorithm. It is quite open, but no longer so mysterious and unexplored as it used to be. It is clear that our goal is to present our content on the For You page (the famous #fyp). This is the home page of the application, which places content on a similar principle as Instagram Explore – based on interests, videos and profiles with which you have previously interacted with, locations, languages ​​and trends. The difference is that the content on TikTok is placed in full screen, so the chances of attracting the user’s attention and watching the video for up to a maximum of 60 seconds are much higher than on any other platform.

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Visual 1: For you page screenshot (source: TikTok app)

Also, the number of followers does not play a crucial role, but mostly interaction. The more interaction is on your video and profile, the further the algorithm will boost it and display it on the For You page. Hence the potential for creating viral content and setting trends through the creation of various challenges, the use of sounds that are inspiring for other users, or usage of various functionalities such as duet or stitch. This potential is also the main advantage of the platform, in addition to the important fact that everything relies mostly on organic reach (in Serbian market entirely, since paid options are not available yet). All of this sounds pretty simple in theory, but how do you simultaneously create content that “grabs” organic reach and fits your brand into a new environment?

Ask the locals 

The beginning can still be made easier. Like when you are new to an unknown city, if you become friends with a local, everything will flow incomparably faster and easier. In this case, your brand is new in the city, and the locals are TikTok influencers, the so-called TikTokers. They are recognizable, they are in their territory, they are on a first-name basis with trends and there are great chances that top comment on their videos is “You live on my For You page”. In short – everything we need to lay the foundations, on which we will build further performance when our brand is already alive on the home page. Of course, we choose TikTokers in accordance with the values ​​and goals we want to achieve, but keep in mind that they have built-up community on that platform and are very connected to it, each in a different and unique way. It is the community that frightens many and distances them from the original idea to start performing on this network, because TikTok has been known from the beginning as platform that is “only for children”, very “cringe” and “not serious”. Is that really the case?

TikTok is (not) only for children? 

Here is what the data say: The audience at TikTok from 10 to 19 years is 32.5%, from 20 to 29 years 29.5%, from 30 to 39 years 16.4%, and further to the audience from over 50 years . So, TikTok is definitely not just a platform for kids; children are simply the loudest and most relaxed to interact with the content and publish it, while the older ones are mostly observers, but as such they are extremely important to us as marketers. If your target group is in the age range up to 30 or even 40 years, you can almost be sure that you will reach it on this network as well.

On the other hand, is it necessary to open a brand account and forcibly create content just to keep up to date? Of course not, but if you see your brand in any creative segment of this network, which is really in abundance, it is worth joining. You can do this not only by creating and managing an official brand account, which requires numerous resources and almost constant presence on the application and day-to-day posting, but also through periodic or continuous marketing campaigns with which you will be able to achieve more specific goals, in a simpler and more effective way.

How to achieve marketing goals on TikTok?

One of the primary goals you can achieve through a TikTok campaign is brand awareness. Since TikTok as a network has significant potential for organic reach, with the right choice of TikToker and a mechanism that will naturally fit into the already existing content, you can expect a safe reach to the target group. As we mentioned earlier, TikTokers have a built community that regularly interacts with their content, which helps to place that content on the For You page, so it is visible to a wider audience. The results of the TikTok campaign we realized for the isla® lozenge brand show that more than 80% of the audience saw our content on the “For You” page.

In addition, campaigns of this type are a good solution for optimizing resources, since by engaging influencers we save a significant amount of resources and time that would be necessary if we decided to create content for the official brand account, which initially has no built community, and our presence and engagement in everyday content creation had to be incomparably greater.

As generous as TikTok is when it comes to organic reach, it still takes a long time to build our presence through almost constant publishing of content on a daily basis, which is not a big problem for most creators since the nature of this network is not such as to require high-quality production. As TikTok the tagline says – “Real people, Real videos”. Creativity and ideas are important, and in the case of campaigns, of course, a quality mechanism.

What does a good TikTok performance look like? 

As you can probably guess, there is no one right answer, because the options really seem limitless, but creativity always goes unnoticed. One of the ways to design content is to use the functionality of the application and video editing options, various filters and voiceover. On the other hand, there are simple storytelling and haul videos, how-to videos, quick reactions through following trends with the addition of a personal stamp and twist, which is a chance to stand out. The application also offers the possibility of video answers to questions from the Q&A section that will be visible to everyone, as well as recording TikTok live.

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Visual 2: duet video screenshot (source: TikTok app)

What almost every content concept has in common is that it is based on engagement and initiating further discussion or reaction, whether it is a campaign, challenge or everyday content on your brand’s TikTok account. Each of these types of content are an opportunity to fit the brand into a new communication channel and convey the message in the way that suits you best, while still being adapted to the target group and the environment in which it is placed. A great example is Ryanair, which is currently considered as one of the most interesting and popular brands on TikTok. It is also important to note that many global brands are also advertised through the various paid video advertising options available within the TikTok ads system, such as In-feed video ads, branded hashtag challenges, brand takeover, TopView ads or branded effects – however as we already mentioned, advertising for TikTok is still not available in Serbia.

In the end, whichever option you choose, it is important that you approach the performance on this social network by paying attention to details. Most often, they can make a difference and set you apart in a sea of ​​various solutions, because don’t forget – you have 60 seconds to convey the message and you should use them in the best way. 🙂

 We hope that this text was useful to you and that it brought you closer to the ideas and possibilities of TikTok. If you are planning to achieve results on this social network and you need support, you can contact us to start your new TikTok journey together.