Establishing your company’s presence on TikTok can offer you a larger reach than traditional search engines, provided you employ an effective strategy. Here’s how to achieve that.
TikTok's Competitive Edge in the Search Industry
Distinctly characterized by short video clips and instantaneous verification through comments, TikTok has surfaced as a formidable competitor in the search industry, a feat that other social media platforms have struggled to accomplish.
While headlines may primarily center on Gen Z’s extensive use of TikTok as a search engine, the platform’s user demographic is much more diverse. Millennials and even the Baby Boomer generation are actively engaged on TikTok.
A Primer on TikTok's Algorithm
Like Google, TikTok’s algorithm determines the timing and placement of your content, affecting its organic reach. On the platform, you’ll find three primary video feeds:
- For You Page (FYP): Tailors trending videos based on user interests, engagement, and watch time.
- The following Feed: Features videos from the accounts that a user follows.
- Search Feature: Allows searching for users, videos, sounds, LIVE sessions, and hashtags.
Read Next: A Guide To Everything You Need To Know About The TikTok Algorithm.
Capitalizing on TikTok's Video Feeds
Harnessing the Power of the For You Page
The FYP, which greets users upon opening the app, is the primary source for content discovery on TikTok. Maximizing your ranking on this page should be a key focus of your strategy.
Leveraging the Following Feed
While optimizing for the FYP is critical, the Following feed provides valuable audience insights on a more captive audience. With TikTok Analytics within Creator Tools, you can assess which videos attract followers and gauge how your current audience interacts with your content.
Understanding TikTok's Search Capabilities
TikTok’s advanced indexing and ranking capabilities have proven highly adept at capturing even the most subtle elements. Consequently, taking full advantage of every available feature is paramount to achieving success on the platform.
Crafting Discoverable TikTok Videos
To bolster your brand awareness and expand your reach on TikTok, you must create content that appeals to users. Here are some tips to help you:
Generate Relevant Content
As you would conduct keyword research to inform your website’s content and title tags, you should likewise do the same for your TikTok content.
Optimize Video Content
Rather than solely relying on trends, your focus should be optimizing every piece of content for how users search on TikTok.
Advanced TikTok Strategies
Staying Abreast of Trends
TikTok’s Trend Discovery Tool can be instrumental in identifying emerging trends, while branded hashtags can boost awareness and promote user-generated content.
Maintaining Post Frequency
Quality content trumps quantity, but TikTok rewards consistency. As such, TikTok for Business recommends an “always-on” approach, ideally posting 1-4 times daily.
Enhancing TikTok Content for Traditional Search Engines
Much like Twitter and Instagram, search engines crawl and index TikTok. Applying SEO best practices to your TikTok content can help your videos rank higher in traditional Search Engine Result Pages (SERPs).
Building Authentic Connections Through Content
On TikTok, creating meaningful content that resonates with your audience is key. You can develop an authentic connection with your followers by addressing a need, solving a problem, or answering a question.
Emphasizing Emotional Engagement
TikTok isn’t merely about following trends; it’s about visually narrating your brand’s story. Thus, instead of a traditional call to action, your primary focus should be on invoking an emotional response from your audience.
Conclusion
Adopting a flexible approach towards TikTok is paramount. Establishing goals, testing new ideas, using the latest sounds, participating in trends, and tracking your progress will all contribute to your success on the platform. As you embark on your TikTok journey, remember to prioritize creating content that people are actively seeking and to optimize it accordingly.
Finally, while TikTok might not be the best fit for all brands, with a potential reach of over a billion active users, its potential for growth and engagement is vast if properly leveraged.
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