TikTok this week revealed it has amassedmore than one billionmonthly active users in the three short years since it arrived on U.S. shores.
Let’s put that into context: it took Facebook almost 14 years, and the acquisitions of WhatsApp and Instagram, to reach three billion monthly active users across its ecosystem.
Anyone aware of social media trends (or with a child of a certain age) knows TikTok has rapidly wormed its way into our collective consciousness. In addition to passing the billion-user threshold, the platform has spawned an entire ecosystem of creators and flipped the marketing paradigm on its head.
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Watching TikTok’s meteoric rise, three things have stood out to me about the platform that will forever change the rulebook for how marketers interact with consumers.
First, TikTok has moved the goalposts on what it means to go “viral.” Posts on TikTok can circle the globe and rack up billions of views faster than on any other social platform.
This new threshold for virality has spawned a new category of marketing, the TikTok challenge, which is interactive and community-driven at its heart. Brands were quick to jump on the trend, from the obvious (dances and songs) to the not-so-obvious (trying to fit more Goldfish in a handful than a 7’4’’ NBA player).
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TikTok is shaped by and for its community. Everyone on TikTok is a creator, and everyone is on the same equal playing field to go viral and achieve fame. Brands that want to be successful on the platform have to invite users into their conversations and, to an extent, allow them to shape the narrative.
Twitter, Facebook and the like may have sparked the ability for brands to speak directly to consumers, but TikTok has taken it to new heights. The broadcast megaphone is out.
Marketers, take a deep breath. You’ll have to cede some control over your brand in this new era, which isn’t easy in a world rife with misinformation and brand safety challenges. But campaigns that don't involve users, or play on trends they have already started, will fall flat.
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Finally, TikTok has taken influencer marketing to new heights, evolving it into the “creator economy.” Look no further than theMet Galato see how the social media famous are reaching the upper echelons of the Hollywood elite.
But these “creators” have an edge; people feel they actually know them and can relate to them more than perfect-looking celebrities on movie screens and glossy magazine covers. Think of it this way: wouldn’t you rather buy something your best friend recommended to you than a celebrity who doesn’t even seem like a real person?
There will always be a place for celebrity partnerships–Nike will always have athlete endorsements, for instance–but those expensive one-offs will be augmented by targeted influencer campaigns that connect with smaller groups on a deeper level.
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Brands are already tapping into micro-influencers to take advantage of this shift in power, recognising that influence has shifted away from the few and to the many.
We’ve been living in a social media-driven world for more than a decade, but a platform such as TikTok that completely changes the game for marketers only comes around every so often.
Thinking forward, sideways and backward to safeguard her clients’ interests, Jefferies' understanding of business and relationships makes her a seamless extension of the brand.
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Conservative about their shopping budget, undecided on brands and even categories for gifting, when Gen Z involves their wallets, it's largely after the advice of an influencer, that and more, in a new M&C Saatchi Ramadan white paper.Are you ready to start your TikTok journey? But how can you make your TikToks go viral? Quality, authenticity, trends, algorithms... Let's find out!
Are you trying to understand the TikTok algorithm? You don't really know why some influencers' content works and gets millions of views and why others flop? You're at the right place: let's find out how to make your TikToks go viral!
To better understand how to create the right content, you must first understand how the platform works. In our case, we should take a look at TikTok's values. What does that mean exactly? Let's say every social network is different: they have other purposes, different formats, just as they also have their values. Instagram, for instance, values regularity before anything else. Thus building an Instagram account can take time. Yet, once an influencer acquires a particular following, an Instagram influencer is sure to keep their popularity for a while, if not to see it growing even more. However, with the right trend and the right sound, any user can go viral in less than a week on TikTok. But on the other hand, this same influencer can be forgotten just as fast! And this is due to the social network's different algorithms, which are created with different values. So without further due let's discover what type of content creator behavior does TikTok value:
Are You Ready To Take The Tiktok Challenge?
As TikTok has become very popular over time, users tend to misuse the app for two options: going viral or making ads. And let's be honest, if your only reason to be on the video platform is to become famous, I believe you are at the wrong place… Like brands think showcasing their product with a few mega influencers will do the trick, sharing random content won't give you results. Your number one priority is to focus on your content, and to do so, you must first and foremost find a niche. Meaning you should select your category! Are you a humourist, a makeup artist, a fitness enthusiast, a music fanatic, a fantastic cook, a cosplay lover, a dog owner, a coffee addict… There are so many options, yet for your audience to recognize you, you should only pick one or eventually combine a few while following the primary topic.
Focus: your number one priority is to create quality content by working on a single category and becoming better at it day by day.
Did you know TikTok has more than 2B downloads, with almost 700 M monthly users… That's a lot of people on one platform.. Do you know where I'm heading here? You are not alone on the app! If you have a great idea, there is a great chance someone else has done it already. That's why you must be yourself! Creating original content is a plus, but it can be challenging in a network full of talented creators. That is why creating authentic content will always be to your advantage! Thus following new trends can seem unoriginal, yet following them in your own way is what makes it original!
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As we said previously, to create a strong account, you must find a niche, a category, topic, or expertise. Once you have it, all your content will revolve around it. But be careful, that doesn't mean you should always do the same type of videos! Need examples? For instance, a dancer should mostly dance in his videos, but they can choose different music genres, add transitions, try new dance styles once in a while, etc. Another situation could be a humourist: creating funny videos is their thing, but they can also combine other talents for a change: makeup, singing, sports… Yet their video will still be classified in the humor category, but they will have created varied content.
Focus: You should create your content according to your niche, but don't forget to mix it up once in a while and never be afraid to try new things!
A no-go for TikTok is to post once in a while, with no time pattern, schedule, or whatsoever. Most TikTokers post from three times a week to three times a day. The key is to provide content to watch, and since we are on a short-timed video platform, let's say if you post two videos a week, the probability of appearing regularly on users' feed is very low. But careful, the key point here is regularity: posting once a week, then three times a day, then once a week again won't make your account grow. It will only show TikTok your posting schedule isn't structured. Thus your audience can't count on your account.
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Focus: Post, post, post. The more you post, the bigger your chances of appearing on the FYP are growing, but don't forget to keep up a specific posting schedule.
First and foremost, you must build yourself a good feed! And to do so, go check out our article TikTok for Dummies!
👉 Find inspiration from other influencers! Choose an account you aspire to look like with similar content. Have a look at how they work on their niche, the similarities in each of their videos, etc
Are You Tiktok Ready?
👉 Follow macro and mega influencers: find users with thousands to millions of followers. They have figured out TikTok's algorithm! Their content works, they follow the most popular trends, and they have more experience when it comes to creating clean content.
@addisonre 2021 was definitely one of my favorite years yet. I can’t wait for this year ❤️❤️❤️❤️❤️ happy new year everyone! What are you most excited for? ♬ som original - luiza
👉 Follow smaller accounts from your niche and
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