Why your brand should be creating videos for TikTok
TikTok is a social media app relying on its community of users to upload and engage in videos shorter than 60 seconds.
TikTokers use the app to film and edit footage with effects, captions and music. Some of the most popular content includes lip-syncing & dancing to popular songs, comedy videos, behind-the-scenes footage and educational content.
The stats speak for themselves
TikTok was the most downloaded app in 2020. It has over 800 million active monthly users, meaning it’s larger than Twitter and Pinterest. Not bad for an app that’s only been around since 2017.
A staggering 60% of users are aged between 16-24. However, millennials are starting to discover the joy of the app with 80% of all users are now aged 16-34.
In early 2021 over 58% of TikTok users were male, a shift from the 50/50 split in 2020.
“You don’t need a large number of followers for your videos to be seen by huge crowds of people”
Why your brand should be creating videos for TikTok
TikTok keeps its algorithm firmly up its sleeve.
But we do know when a video is published it is shown to a small number of users to view. If their engagement is high (such as watching the entire video, pressing ‘like’ or commenting) the video gets shown to a larger group of users. If those viewers also have good engagement rates the video gets shown to more people. Eventually when the video stops receiving engagement it stops getting shown to users.
If a video performs well the app will sporadically push it to more users for up to three months. Meaning your content has a much longer lifespan compared to most other social media sites.
All this means you don’t need a large number of followers for your videos to be seen by huge crowds of people.
Achieving this success isn’t as challenging as you might think.
“I was stumbling dangerously close to becoming a micro-influencer”
My TikTok success
I began posting to TikTok in January 2021. Within six short weeks I was receiving one million video views within any 30 day period, two online food brands wanted me to feature their products in my videos, LADbible requested to use my videos on their platforms and TikTok sent me free branded merchandise to wear in my videos.
At the time I only had 4000 TikTok followers. I was stumbling dangerously close to becoming a micro-influencer.
My follower count is now sitting around 5000 and I’m uploading less than I was in the initial six weeks. However, thanks to the app pushing my old content to new viewers I’m still averaging one million video views per 30 days.
TikTok Hacks
I’ve learnt how to get organic success on TikTok. So here are my tips to help you:
Find a niche - I spent the first few weeks uploading anything that came to mind, then I concentrated on one subject and the views, likes and follows flooded in. If you’re using the app for business this should relate to your brand or product.
Create a TikTok, not an advert - In your face adverts don’t perform well on the site, but funny, creative & entertaining videos do. So, make sure you develop a TikTok idea first and then turn it into an advertising opportunity.
Be consistent - Your viewers will engage with your more if you upload with a regular and constant schedule. Within the initial six weeks I was uploading three times a day.
Engage with your viewers - Viewers want a two way conversation, so make sure you reply to comments & questions.
Broadcast live in the app - TikTok is favouring users who broadcast live in the app, meaning they’ll favour pushing your videos when you upload. Go live several times a week and your followers will love you for it. (You need 1000 followers before you unlock the live streaming feature).
Keep your videos under 15 seconds - The app allows you to post videos up to 60 seconds in length. But be warned, the average watch time per video is only 7-12 seconds, so try to create videos no longer than this.
You have one second to hook a viewer - Traditionally an online viewer decides in the first three seconds if they will continue to watch a video. On TikTok this is reduced to one second! So make sure you start your video with a bang.
TikTok has firmly cemented its-self as a leading video sharing platform. If you’re serious about marketing your business to 16-34 year olds through video then you need to start creating TikTok’s today.
