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TikTok really is having its moment of glory 

22 September 2022

TikTok really is having its moment of glory

According to a whole heap of blogs, marketing professionals and experts, young people are now watching videos on TikTok more than previous star of the show YouTube. Our friends over at Google aren’t safe either, one of their execs recently admitted that as many as 40% are choosing the platform over Google products such as search and maps.

What gets us and probably you our lovely reader, is how quickly it has happened. Last year the platform celebrated hitting a billion users after only 5 years in operation. To give that some context; it took Facebook 15 years to reach that same target.

Most of our clients are now aware of this platform, but are coming to us to ask how they approach this new kid on the block. They are comfortable with their strategy on their other platforms such as LinkedIn and Facebook but they don’t want to feel let out when it comes to creating a strategy for TikTok.

From Research TikTok is way ahead of the competition when it comes to screen time on their app. On average users are spending 25.7 hours per month on the platform, difference of 9.7 hours when compared to Facebook. We tell our clients that they are missing out on a highly engaged audience not being on there. But where should your business tip your toe into TikTok? We have a couple of top tips…

1. Look at how you do music

The data on how TikTok audiences engage with music is striking. 67% want to see a brand featuring some trending audio as it helps them remember them brand. Added to that the TikTok audience are 58% more likely to share an ad that features trending audio.

Stay away from slower tracks though, faster paced music has been found to boost neuro activity and elevate response levels on the site.

2. Don’t be too polished

Super slick, well edited videos look out of place on TikTok. We challenge you to let go of your perfectionism and produce something a bit more rough and ready. Not only will it save you some pound notes, it will fit better with the style and tone of the platform.

TikTok’s own research has also found that faster scene changes tend to work best, drawing in the viewers early. Please don’t try and do it all in one take!!

3. Tap into trends, but keep it relevant

Staying on top of the hashtags and video categories that are doing well is a good starting point for thinking about what might play well on your new TikTok feed.
Entertainment is currently the most popular category, with 535 billion hashtags, but pranks, dance and pets also make that top 10 list.

Just make sure to not look exclusively at what’s trending and consider your specific audience and what they are looking for. The TikTok Trend Discovery tool can help with this.

4. Consider working with influencers

When we mention influencers, we don’t immediately mean the big names. 89% of marketing professionals say ROI from influencer marketing is comparable to or better than other marketing channels according to recent research.

If you’re thinking of working with anyone, you must first do your homework. Be selective, choose someone that reflects your values and appeals to your target audience, not just the person with the most followers. The micro influencer can be much more flexible, affordable and more engaged than some of the bigger accounts.

Lindsay Gray 
Founder + CEO
LINDSAY GRAY author thumb

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