TikTok is no longer a social media channel that marketers can ignore. It is the fastest growing social channel, even recently surpassing YouTube in average watch time on Android devices. It has also become the first non-Facebook app on the app store to reach 3 billion downloads. TikTok has an engagement rate that is five times higher than other platforms. TikTok is not just for Generation Z—its audience spans generations, and they have a high propensity to purchase products that they see on their feeds. 49% of TikTok users have purchased a product after seeing it on the social channel.
The opportunity TikTok presents is exciting for marketers. The challenge is that there is much to learn about the short-form, lo-fi video format, and many of the best practices marketers are familiar with from other social channels do not apply to TikTok. The good news is you can be prepared when getting started with TikTok marketing. Dash Hudson created a comprehensive TikTok Marketing Playbook with instructions, best practices, and examples of how you can find success on the channel. We’ve also sampled ten tips from the playbook to help you get started.
Trending hashtags and topics on TikTok are always changing, and there’s always something that your brand can take advantage of to grow reach. Figure out creative ways to include your brand in ongoing trends and stand out from the crowd. For more guidance on how to take advantage of TikTok trends, take a look at this comprehensive blog we’ve written.
TikTok is designed around scrolling from video to video, and you only have a few seconds to make a first impression on your viewer. If possible, you need to keep your content front-loaded on entertainment to stop people from scrolling, and keep them focused on your brand.
This is your opportunity to show your audience what goes into building your brand. Offer behind-the-scenes impressions of what it’s like to be a part of your brand, whether it's from influencers or employees. Top performing content includes footage of campaign shoots, influencers unboxing products, and employees having fun on the job. People come to TikTok for lighthearted entertainment, not produced video. Luckily, lo-fi short video is easy to film—all you need is your phone.
Your TikTok videos should have 9:16 dimensions and a full-screen, vertical, 1920 x 1080 crop. You can play around with the size, but your video will either not take up the full screen, or the top and bottom will get cut off, so it’s best to stick with the aspect ratio that’s native to the channel while video editing.
TikTok videos can be between 1 second and 3 minutes long, however they should typically be between 10 to 15 seconds long for optimal performance. Ideally, you want your videos to get to the point quickly to stop viewers from moving on to the next.
Some of the biggest trends on TikTok involve moving or dancing to popular songs. Like trending topics, the trending sounds on TikTok are always changing, and there is an opportunity for your brand to hop onto a trending sound early to hopefully go viral. It’s worthwhile to keep an ear out for new songs and create content as soon as you know a song is going viral.
TikTok recommends posting 3-5 times per week, similar to other social media platforms. Posting at a cadence less than that makes it difficult for your brand to be discovered in the TikTok algorithm, and on the other hand, posting more than 5 times per week may be too much for some of your followers. If you want your content to be seen by more people, consider investing in TikTok ads.
According to TikTok, sticking to 2-3 hashtags help your posts perform best—and no, using #fyp won’t up your chances of hitting the For You Page. The TikTok algorithm is difficult to predict, but you’re better off using hashtags that are more relevant to your post to find your ideal target audience.
TikTok's video editing tool has a plethora of native effects that you can use to enhance your content and make it more interesting to audiences. Have fun with stickers or emojis to create videos that are fun and trendy, or describe what’s going on with text. Experiment with the effects that drive the most engagement for your brand.
All things considered, TikTok is all about having fun. 74% of Gen Z and 72% of audiences over the age of 26 say that they most want to see funny content from brands. It’s a great opportunity to experiment, take risks, and have fun with types of content you’ve never made before, such as hashtag challenges or dance challenges. Take a look at what TikTok influencers are doing, and consider incorporating user generated content into your strategy.
To succeed in your TikTok marketing strategy, it is important to capitalize on the latest trends, tap into the power of TikTok creators, and leverage TikTok Analytics to guide your strategy. For an all-encompassing guide on how to get started with TikTok marketing, check out Dash Hudson’s TikTok Marketing Playbook.