Hundreds of millions of viewers have flocked to the video-sharing social network, TikTok. So what exactly is TikTok and is it right for your social media marketing purposes?
TikTok evolved from its beginning as the app Musical.ly in 2014 and became what we now know it as in 2018. The algorithm anticipates what type of content users will enjoy based on what they have previously viewed and/or interacted with.
Users can create a variety of personalized short videos with a duration of 15 seconds to one minute. Music is often featured in the background and videos can be sped up or slowed down.
The app also features editing effects such as filters, animations, and templates.Content can be uploaded to the app or filmed within it. Viewers can like, comment on, or share the videos they enjoy.
The app has continued to grow in popularity. Here are a few statistics about the platform:
-In 2020, TikTok was the most downloaded app.
-TikTok ranks as the 7th most used social platform in the world. (Facebook, YouTube, Instagram, WhatsApp, Messenger, and WeChat outranked the app.)
-The majority of TikTok users in the U.S. are below 30 years old.
With TikTok, you only have 100 characters, so the majority of your message will be expressed via the video.
Exploring the App:
When you click on the app, it will take you to the Home page.
Here you will find Following | For You. You can toggle between the two options.
For You: a feed consisting of videos recommended to you based on your interests/activity on the app (ex: if you like dog videos, the For You will curate dog videos for you to watch)
Following: content from users you follow will show up here
The Discover/Search page displays trending hashtags and effects.
The + page is where you can upload or create content. Here, you can play with speed settings, filters, effects, and templates. You can also go LIVE via the app.
The Inbox is where you can read your comments and see who liked your content.
The Me/Profile page allows you to see your profile.
TikTok feeds on viral trends and is a different beast than other social media platforms. A variety of content is shared on the app. From art, food, DIY, fashion, life hacks, etc., name it and you can find it. Within these niches, community is often developed.
TikTok Tips:
-Create unique content. Embrace who you are and what works for you. (What is special about your business? What is it that only you offer?)
-Pay attention to the trends – they come & go quickly. Be sure to hop on these trends while they’re still trending. You have to be ready to react which means closely monitoring the app. (The Discover page makes this easy.)
-Have fun with it. TikTok users are mostly Gen Z who value authenticity and aren’t looking for perfection. (Be natural & don’t be afraid to mess up.)
-Be innovative. Here is the space to think outside of the box. (The more creative, the better.)
Author: Kara Timberlake, Co-Creator of Envie Media
Envie Media LLC 