TikTok has revolutionized the consumption of media and entertainment. With more than a billion users around the world -90% access daily- it has become an ideal place for companies to connect with their audiences through content. However, despite this great potential, not many are currently succeeding on this platform. Because? What must they do if they want to be successful? LLYC gives some clues in the report ‘TikTok: an opportunity for brands’, prepared by the Digital Influence team.
“To succeed on TikTok, you have to understand the codes of this platform well, understand that we have evolved from user-generated content to entertainment created by a community and for this a company has to be able to put on the creator’s suit and participate. As? Providing authenticity, value and a personal and original personality”, affirms Alejandro DominguezSenior Director of Digital Europe at LLYC and one of the authors of the report.
TikTok competes much more against television or the platforms of streaming than against social networks. It is the golden dream of any communicator or marketer because its users get “hooked” on this application for more than 60 minutes a day. Whoever is on TikTok is on TikTok, something that in the attention economy is pure gold. And it’s not just teenagers: 67% of users are over 25 years old. In other words, it is a versatile communication tool for all ages, so it must be used by brands to uniquely transmit valuable information in the form of knowledge or with actions of engagement with your target audiences.
Experience shows that there are no magic formulas, but there are effective practices for the content to work better on TikTok, to go viral, or for the algorithm to play in our favor. To begin with, we are facing a platform that puts the content before the creator and that uses a different language. Elements that are important in other networks such as the copy or the thumbnail of the video, here they are no longer essential. In TikTok, it is important that the video is agile, dynamic, with music and prominent texts.
In order to focus the contents well and for them to work, they must have four fundamental elements:
● Authentic: The contents must be original and creative. A very typical mistake that brands and companies make is trying to differentiate their content from the rest of the users so that it is “noted” that it is a corporate channel. But the secret is to participate in the platform as one more user in an organic way.
● Structured: Although the content is agile and brief, it must be correctly structured. This makes it easier for the user to understand what you are going to transmit and how you are going to do it. In addition, it facilitates the retention of information and interaction. In this sense, the first seconds of a video are essential. In them, you must “catch” the user and make clear the expectations of what you are going to tell them.
● Simple: The platform itself advises that the contents be cheerful, simple and informal. For this, emotions are essential to transmit that good vibes.
● Amusing: TikTok is a social network for entertainment and most of the users come to it for this. Therefore, the content must be focused on helping users discover new things through learning or curiosity.
The TikTok algorithm is the best kept secret but thanks to the learning offered by the content that goes viral, we are beginning to understand how it works. We know that the algorithm benefits the review of a video, the viewing time, how it is shared, the interactions and its anchoring to the news.
The report includes three examples that show the impact that this platform can have on society: through activism, through a specific business (the real estate sector) and in leadership.
Read the full study by clicking here.
