You’ve probably already seen the TikTok commercials on buses and trains, and perhaps your son or daughter has already mentioned the app to you, but you don’t really know what they’re talking about. Don’t worry, this is a short guide that will explain the most important thing you need to understand about TikTok.
We will go straight to highlight the most relevant aspects you need.
What is TikTok
TikTok is a video sharing application that allows its users to upload short videos of up to 15 seconds in length.
These videos often include lip syncing, or just dancing. Videos can be subsequently edited and improved with AR filters, as well as the option to slow down or speed up the videos.
The uploaded content is generally funny and eye-catching.
Here are some examples of the type of content that is created on TikTok. This application is the predecessor of Musically, which is an application that you surely know.
In 2017, Musically was bought by a Chinese company: ByteDance, for $ 1 billion, who already had their own version of Musically, called Douyin, and this new acquisition allowed them to find a way to expand beyond China. Musically then it became TikTok, and thus began its worldwide growth.
How big is TikTok?
The statistics speak for themselves:
- It surpassed Facebook, Instagram and Snapchat, as the most downloaded application in 2018.
- It reached 1 million installations.
- 500m MAU
- 50% of its users are under the age of 24.
Now that we’ve explained the importance of TikTok, let’s start exploring the strategies and tools you can implement.
Marketing Strategies on TikTok
The fundamental basis of TikTok is hashtags.
Hashtags allow you to explore and see the most talked about and popular things on the platform.
Hashtags can be included in videos and comments, and clicking on them allows you to find all the content related to that hashtag.
Additionally, hashtags are the key to making your content go viral on TikTok – the secret is to find and identify popular hashtags in order to go viral and thus gain an advantage as an artist.
At TikTok, there are always TikTok-sponsored hashtag challenges. Many influencers have become big and famous by getting involved with hashtags, so there is no reason to think that you couldn’t do it too.
In the same way as with any new platform, you just have to constantly test it. When you start using it, it is extremely important that you take advantage of existing hashtags, rather than creating new hashtags on your own.
Use the Hashtags in TikTok
If you don’t like spending time trying to track hashtags, then another way to promote your artists is to start creating your own hashtag challenges.
The premise of this strategy is simple. Create a moment where everyone can get involved, and then nurture them through creators and influencers. In another section of this guide, we will show how to do this and how an indie record label followed this strategy and had great effect.
What comes out on popular pages?
Popular hashtags are determined in two ways, the first depends on whether TikTok is promoting its own hashtag, but this can be quite expensive.
The second way, which is also less expensive, is to create your own popular hashtag.
There are 2 things that impact the popularity of hashtags: (1) the speed of the hashtag, which is indicated by how many people use it in a short period of time, and (2) the number of people who use it.
The key to being promoted is to get many people to create videos using the hashtag for 30-60 minutes, and if possible, get people with larger audiences to engage in the strategy.
This tells the TikTok algorithm that this is popular content, and should be shown to more people.
What kind of content works well on TikTok
The best type of content involves one of two things:
TikTok created its name from the funny content that was later shared off the platform. The most successful type of content is comedy, it creates a very high level of engagement, and it is also the easiest to share.
2) Inspirational content
TikTok is often considered a safe space for young people. A place where they can escape the perfect nature of Instagram and other social media, and just be their natural self.
Consequently, content that tunes into the simple and natural tends to be quite successful. One way to accomplish this is to position your song as a path for people to express themselves authentically. Click here to see a case study that highlights this.
Create an Artist Profile on TikTok
Having an artist profile is one of the most important things you can do. It allows you to create a destination for each viral song you have on the platform. Even more important, a good audience profile allows your artist to have direct contact with fans.
Once you have created your profile, it is time to popularize it.
There are 3 ways to popularize profiles. We list them below based on growth potential and content.
How to Popularize a Profile on TikTok
It can offer you funny and entertaining information from existing videos, and then adapt it to a short 15-second video. This is a very easy and positive way for you to start creating content.
This is one of the ways in which you can not only popularize content, but it will also help you get more views of your profile.
Take a look at the existing hashtags and create videos that can be included in those hashtags.
Select your hashtags judiciously, and choose the ones that are related to your artist – there is no point in focusing on sports hashtags that are aimed at young men, if your artist has a female audience.
Participation of influencers
This is one of the most efficient ways to guarantee growth. Contact influencers to create content for your channels. They are experts on the platform, and therefore understand how to create successful content.
There is a special bonus when applying this tactic: not only will you get unique and creative content, but you will also get influencers to announce on their profiles that they will be collaborating with you, and this will get fans to go directly to your TikTok profile.