The recent announcement of a potential TikTok ban in the United States has sent shockwaves through the digital marketing world. With millions of users and influencers relying on the platform for brand engagement and growth, this move highlights significant national security concerns while presenting a substantial shift in the social media landscape.

As marketers and brands navigate this uncertainty, adapting and preparing for change is more critical than ever. We’ve dug into how to get the most out of TikTok. From creating awesome content to keeping your audience engaged, our tips are here to help brands shine on the platform. Whether TikTok sticks around or not, knowing these strategies will help you keep a strong online presence.

TikTok Trends: Riding the Wave of Viral Content

TikTok thrives on trends and viral content. Some key factors contributing to success on this platform include authenticity, participation in trending challenges, educational and entertaining content, and the strategic use of video length. This can be hard to navigate especially in the business world.

TikTok trends come and go weekly and require users to jump on them very quickly, which poses a challenge to businesses that have to get their content approved, often taking longer than the trend is active. To overcome this, businesses should streamline their content creation and approval processes to stay agile and responsive in the fast-paced TikTok environment.

Power of Authenticity

Authenticity resonates deeply with TikTok users. Unlike other platforms where polished, high-production content is the standard, TikTok celebrates unfiltered and genuine moments. Users are drawn to content that feels real and relatable, which creates a sense of connection and trust. Businesses and creators who embrace authenticity and show the personality that is behind the screen can foster a loyal following and engage more meaningfully with their audience.

Navigating Challenges

One of TikTok’s unique features is its viral challenges, which are often the basis of many users’ “For You Pages”, the platform’s version of an explore page. Participating in popular challenges and trends can significantly boost visibility and engagement. For brands, leveraging these trends is an excellent way to connect with their target audience in a fun and relevant manner, showcasing their personality and relevance. This could be anything from participating in a trending dance challenge to highlight a new product line, to just using a trending sound as the background of a video.

By integrating these types of videos into their marketing strategy, businesses can create memorable and shareable content that resonates with users, promotes engagement, and drives brand awareness. The interactive and spontaneous nature of these trends also allows companies to showcase a more human side, which lessens the barriers between the brand and its audience building a sense of community and trust.

Educational and Entertaining Content

Educational content has found a thriving audience on TikTok. Quick tips, tutorials, and visually appealing formats are highly effective. Whether it’s a marketing agency sharing branding strategies or a beauty influencer demonstrating a makeup tutorial, educational content that provides value tends to perform exceptionally well.

Many users of TikTok have started using the platform as a search engine where they can find multiple short-form videos and tutorials on anything and everything. The main factor that makes educational content on TikTok different from other platforms is that the information is presented in short-form content which is very easy to consume. This accessibility and convenience have made TikTok an invaluable resource for quick learning and practical advice.

Short vs. Long-Form Content

While TikTok initially gained popularity with short-form content (videos lasting from a few seconds to a minute), the platform has recently extended the maximum video length. Despite this change, short videos still dominate due to TikTok’s fast-paced nature. Videos around the one-minute mark generally perform better as they are more likely to keep the audience engaged and watching until the end.

Tips for Creating Engaging Content

  • Be Authentic: Share real, unfiltered moments. Audiences appreciate authenticity and relatability.
    Join Trends: Participate in trending challenges and use popular hashtags, video concepts, and music to increase visibility.
  • Educate and Entertain: Balance your content with educational tips and entertaining visuals to keep your audience engaged.
  • Optimize Video Length: Stick to shorter videos to ensure higher completion rates. If you create longer content, make sure it’s compelling enough to hold viewers’ attention.
  • Show Personality: Let your personality shine through in your content. People connect with people, not just brands.

TikTok gives businesses a unique and dynamic opportunity to engage with larger audiences. By embracing authenticity, participating in trends, balancing educational and entertaining content, and optimizing video length, you can unlock success on this platform. Remember to have fun and let the personality behind your business shine – that’s what makes TikTok so popular.

Still not sure how to utilize TikTok or what to post? Let’s talk!