TikTok is currently the fastest growing social media platform in the world.

It’s estimated that in 2022, it will reach over 1.5 billion users – putting it ahead of Instagram in terms of popularity! Although TikTok has been around since 2017, it’s still a relatively new platform for brands and businesses.

According to Statista, the most popular categories by the number of hashtag views include:

• Entertainment
• Dance
• Pranks
• Fitness / sports
• Home reno / DIY
• Beauty / Skincare
• Fashion
• Recipes / Cooking
• Life hacks / advice
• Pets

There are many opportunities for brands to reach their audience through TikTok however, it’s important to understand how the algorithm works, and how TikTok differs to other social media platforms.

Understanding the TikTok algorithm

Most content on TikTok is discovered through the ‘for you page’ (fyp). TikTok’s algorithm determines the content that is shown to users via their fyp based on several different factors, including:

• Popularity – the more engagements and views a video has, the more likely it will be served to a larger audience
• Device settings – for example, a user’s location
• Audio – trending songs are more likely to be distributed wider
• Hashtags and keywords

Over time, a TikTok user’s fyp becomes more tailored as they are shown content based on other videos they have previously watched and engaged with.

How is TikTok different to other social media platforms?

Video content is extremely popular across most social platforms but what makes TikTok unique is the way it focuses on trends. Timing is key to increasing the chance that your content will be picked up and pushed out by the TikTok algorithm.

TikTok is also one of the few channels where users generally watch with the sound switched on, therefore it’s important to consider this when creating content.

On the paid side, TikTok is a relatively new platform for advertisements. The majority of TikTok users are content-savvy and don’t want to feel like they’re being sold to. Ads that blend seamlessly with the organic content users are seeing in their feed is more likely to perform well.

Why should businesses trial TikTok ads?

We’ve been running TikTok ads on behalf of clients since 2021 and have found that TikTok ads can generate a higher return on advertising spend in comparison to other social media platforms.

For example, an ad we ran towards the end of 2021 received +9.6% more impressions, +212% more clicks, and a -67% lower CPC in comparison to a similar ad that ran at the same time on Instagram.

There are four main ways you can run paid promotions via TikTok:

• Topview ads which appear when a user first opens the app
• In-feed native videos
• Hashtag challenges
• Influencer marketing

For businesses just starting out on TikTok, we recommend trialling and testing all placements to see what works for you.

Working with TikTok Influencers

If your target audience is active on TikTok, working with a TikTok creator can be an effective way of reaching that community.

TikTok’s Creator Marketing allows brands to search for creators within their niche and invite them to collaborate. You can refine your search based on their profile info (country, topic, reach, average views) and also their audience data (country, age, gender).

Looking for a Birmingham social media agency to help establish your brand on TikTok? Get in touch today!