One of the most challenging (and fun) parts of marketing is that things are always changing. Whether it’s how Google is responding to SEO techniques, what font is popular in design, or which social media platform is the next big thing, nothing stays the same for too long.
TikTok was launched in late 2016, but it wasn’t until they bought and merged with Musically in late 2018 that it began to really gain popularity. The app’s meteoric rise was only aided by the stay-at-home orders that swept the nation in early 2020 due to COVID-19. People needed entertainment more than ever, and from the comfort of their own homes.
The thing that makes TikTok so different from other popular platforms like Facebook or Instagram is its For You Page. Take Instagram for example. When you open the app, its main page consists of posts and stories from people you follow. It has the option to browse via its explore tool, but many people exclusively use it to keep up with the people they choose to follow, be that family, friends, or celebrities.
What is the For You Page (FYP)?
On TikTok, the app opens to the FYP, which is fueled by an algorithm that recommends things unique to every user. The videos typically aren’t from people that you follow and are never repeated. As advanced as the algorithm is, the FYP can’t read your mind (for the most part.) A new user must pick general topics they are interested in as a starting point. Then, in order to curate a FYP that recommends things you actually like, you have to interact.
TikTok takes into consideration posts you like, comment on, and share as well as accounts you follow. The app also has a “not interested” button to tell TikTok directly which types of posts you don’t want to see anymore. The algorithm will also show you videos with similar sounds or captions as videos you’ve liked. To ensure new creators continually get noticed and your feed doesn’t get stake, TikTok also tries to diversify your FYP, by showing you videos a bit outside of what you typically watch.
How to Use the FYP for Business
Your target audience is the first thing to consider when thinking about using TikTok for business. The biggest demographic for the app is ages 16 to 24. If that’s your target audience, you need to get on TikTok- and fast. If that isn’t your demographic but you’re still itching to share your mad dance skills with the world, never fear. TikTok can still be useful, there are users of all ages.
TikTok has almost 700 million active users worldwide and your content could end up on anyone’s for you page. It’s a great opportunity to reach people who have never heard of you or don’t follow you.
Your next question might be, “So what kind of content should I put on there?” Before creating content, it’s a good idea to familiarize yourself with the platform and the kind of videos that do well. TikTok doesn’t take itself too seriously – formality and professionalism typically don’t have much of a space on the platform.
TikTok is unique in that you don’t have to overthink it. Short 15 second videos thrive. Try using a popular sound, and research trending hashtags or challenges. Your video could have thousands of views before you know it.
Questions about how to incorporate TikTok into your social media marketing strategy? Hit us up.