Are you trying to make TikTok an even bigger precedence inside your advertising and marketing efforts in 2024?
The platform continued to ascertain itself as a key leisure supplier in 2023, with over a billion customers turning to the app for the newest clips, music discovery, pattern insights, and extra. Which additionally contains merchandise. Certainly, TikTok has now turn out to be a key search engine for a lot of customers, offering pointers and notes throughout a spread of product classes, which TikTok has tried to lean into with its personal expanded eCommerce listings.
That push hasn’t caught on like TikTok would have hoped, however utilization insights do present that there’s a lot of potential there for the manufacturers that may get TikTok proper.
And in the event you’re trying to make TikTok an even bigger focus this yr, listed here are 5 tricks to get you heading in the right direction.
1. Analysis opponents
As with every social platform, competitor analysis is essential, in an effort to set up baseline efficiency comparisons to your efforts, whereas additionally familiarizing your self with how others in your area of interest are driving success (or not) within the app.
You already know your opponents, and also you probably have not less than some understanding of the important thing worldwide gamers within the area. It’s value checking in on their TikTok profiles and seeing what kind of numbers they’re seeing, and contemplating the forms of content material that they publish within the app.
You too can use TikTok’s Artistic Heart instruments to analysis prime performers based mostly on model class, product, hashtags, and extra.
Should you’re unsure who your opponents are, you too can search by class throughout the hashtags aspect, which is able to spotlight the highest trending clips in any given area of interest.
Faucet on “See analytics” and also you’ll be capable to get a full itemizing of movies on that subject, serving to to information you in direction of the important thing creators and types for every.
2. Analysis top-performing advertisements
You too can analysis advert efficiency particularly, through TikTok’s “High Advertisements” itemizing.
Choose your area and product class, and TikTok will present you the top-performing promotions, which you too can filter by promotion sort.
That is vital perception to your planning, as it should present you what’s working for different manufacturers in your sector, and what TikTok customers are responding to.
Dig in, be taught what’s getting traction, then apply these learnings to your individual strategy.
3. Analysis hashtags
General, hashtags will not be as influential as they as soon as had been in driving dialog traits. That’s as a result of social platform algorithms have advanced, and are in a position to glean context from a spread of publish components, so that they don’t want hashtags, as such, to categorize content material in the identical method.
That stated, hashtags can nonetheless be an necessary discovery issue, and can assist to make sure that your content material is being displayed in related search streams within the app.
As famous above, you should utilize TikTok’s “Development Intelligence” aspect to analysis related hashtags, which you’ll filter by business. You too can choose “New to High 100” to drill right down to the newest trending tags in any class.
Faucet by way of on any pattern, and you may get extra in-depth insights into its reputation and efficiency.
You may broaden this pattern line out to the earlier three years, so you possibly can see how every tag is performing over time, whereas you too can see demographic insights, associated tags, prime creators, and extra.
Lastly, you too can entry the top-performing movies in every class, offering a extra particular view of what’s resonating in every sector.
4. Familiarize your self with related influencers
Given the leisure focus of TikTok (TikTok has repeatedly described itself as an leisure app, not a social platform), you have to create partaking, resonant movies to maximise your efficiency within the app.
Which isn’t all the time really easy, which is why many manufacturers work with established creators to maximise their attain.
You don’t essentially need to go that route, however it’s, at least, value familiarizing your self with the highest creators in your sector to know what’s working, what they’re specializing in at any given time, and the way they’re connecting with their viewers.
As famous above, you should utilize TikTok’s trending hashtag itemizing for this, which additionally contains a component that highlights the highest creators that use that tag.
You too can search TikTok’s Creator Market for related influencers based mostly on key phrases, business, and many others.
Chances are you’ll discover useful creators to work with who can assist to amplify your content material, however at least, you’ll get a greater understanding of what’s working, and how one can apply that inside your strategy.
5. Check out TikTok’s AI advert instruments
Like all social platforms, TikTok’s additionally experimenting with generative and conversational AI, in various types, which can assist to information you in the correct route, and enhance your content material strategy.
TikTok now has a brand new “Artistic Assistant” in its Artistic Heart, which is a chatbot that may assist to information your TikTok advertising and marketing efforts.
Utilizing this, you will discover related hyperlinks and instruments to assist, whereas you too can ask it to provide you concepts, based mostly on traits, for content material that’ll resonate in your area of interest.
TikTok’s additionally received an AI script generator, which can assist you provide you with extra compelling clips, whereas it’s additionally added new AI creation components to its video modifying platform CapCut, which can assist to refine your content material.
TikTok’s father or mother firm ByteDance is making a giant push on AI, and given its dimension and assets, you’re more likely to see much more AI coming to TikTok’s artistic instruments over the approaching months. Which may present extra alternative to place collectively standout clips, whereas TikTok’s additionally trying to department into new market alternatives, like meals ordering in-app, and extra direct promotions in-stream.
Actually, TikTok needs extra folks to spend extra money on TikTok direct, which has been the important thing income driver for the Chinese language model of the app, however that is still a problem in Western markets. But it surely may nonetheless catch on, and if TikTok can crack the code, it may turn out to be a much more necessary consideration for a lot of manufacturers, in a short time.
Although there’s additionally the lingering threat that the app may very well be banned solely within the U.S. That is still a priority, however based mostly on what we’ve seen up to now, the U.S. Authorities will not be overly eager to maneuver to that subsequent stage, until it has to.
So if geopolitical relations bitter, then sure, TikTok may very well be a casualty, which it’s best to bear in mind when constructing extra reliance on the app. However there are alternatives there, and if you may get it proper, it may drive vital curiosity in your model, whereas lots of the approaches that you just be taught on TikTok may also be utilized to Reels, Shorts, and extra.
Loads of customers are spending plenty of time within the app. And if that’s your goal market, that’s additionally the place you have to be.
