For most businesses, TikTok is a scary new world to explore. There isn’t much research on what works and what doesn’t, so uncertainty is part of the game. As much as marketers hate uncertainty, it’s not all bad. TikTok is full of untapped marketing potential, and your brand could be the next to go viral with a creative strategy.
Below, we’ll give you some tips on how to decrease uncertainty and boost your effectiveness on TikTok. You’ll learn how to produce more content and increase your chances of going viral.
1. Use Hashtags
Hashtags are the key to getting more views on TikTok. All videos are tagged with hashtags, such as #tiktokchallenge or #trending. By clicking on a hashtag, viewers will only see videos associated with that tag.
Businesses can rack up more views by tagging their videos with the latest trending hashtags. Of course, your video must be relevant to the trend or it won’t engage your audience. Keep on top of the latest hashtags to identify trends that fit your brand’s identity.
Don’t forget to produce and post your content quickly—TikTok trends are fleeting!
2. Focus on Entertainment
Most consumers come to TikTok for entertainment purposes. This can be difficult for marketers who are more focused on promotional communication. So, how do you walk the line between promotion and entertainment?
If you’re creating TikTok ads, variety is key to keeping people watching. New stimuli should appear in the video every few seconds, such as someone entering the shot, the execution of a plot device, or a quick cut. If your shots are static, keep the backgrounds and music changing to engage viewers.
On your TikTok channel, the same rules apply for the most part. The difference is that an ad pushes a CTA after 30 seconds, whereas you can extend your funnels considerably if you build a following on your channel.
Partnering with TikTok influencers is one of the best ways to infuse your videos with entertainment. Influencers know how to entertain already. All that’s missing is your brand. Check out an example of Starbucks dropping their brand into a trending TikTok video.
3. Time Your Videos Right
Timing is everything on TikTok. Viewers have an infinite amount of content to scroll through, so they probably won’t spend much time on yours—especially if it’s an ad. According to TikTok, videos between 21-34 seconds perform the best.
The length of your videos isn’t the only important timing metric. You should also be mindful of the time of day you post. Research has found that posting on Thursday evening (EST) is the best time to engage on TikTok. This makes sense, as viewers are primed for weekend scrolling.
4. Use Effects
TikTok includes a host of effects that you can use when making your videos, so take advantage of them. As mentioned above, variety is key to holding viewers’ attention. Effects can add to the dynamism of your videos, boosting engagement and watch time.
You don’t have to stick to the tools provided by TikTok, either. As a business, you have more resources than most independent TikTok users. Invest in some decent editing tech to make your videos stand out. You can also find free effects online, such as free overlays, filters, and more.
Take a look at how Patagonia uses some cool visual effects and retro filters in its TikTok videos.
5. Post Often
TikTok is home to a constant deluge of new content. If you’re not posting regularly, your videos—and brand—will get lost in the shuffle. In order for viewers to recall your brand, you should post on TikTok 1-4 times per day.
Yes, you heard that correctly. 1-4 times a day is a lot of content. But you don’t have to think up new ideas for every video. Your TikTok marketing campaign should have a consistent vibe that represents your brand’s identity. When one of your videos starts, viewers should instantly recall your brand thanks to the familiarity of your content.
Consider Patagonia’s posts from the example in the previous section. Its vintage-style videos are only a few seconds long, and they all have the same look and similar music. Patagonia can make a few minutes of footage last for weeks, saving time and money. And, the brand benefits from quick recall thanks to its consistency.
Make Your TikTok Content Count
Diving into TikTok marketing isn’t easy. It takes a lot of time and exploration to learn to stand out in this never-ending flow of videos. However, all the best TikTok tricks and hacks have yet to be discovered. Start with the tips above and add your own special sauce to your TikTok content. You might be the next brand to go viral!
