By Haley Chung
With billions of downloads globally, TikTok is an app that features bite-sized looping videos and is extremely popular within the Gen Z demographic. Surpassing apps like Facebook, YouTube, and Instagram in downloads, the app has spawned countless viral trends and songs, as well as attracted countless celebrity users like Will Smith, Britney Spears, Mariah Carey, Jimmy Fallon, and others.
Users open the app to see a “For You” page, which is a feed that recommends videos based on previously watched or liked the content. Although TikTok has not officially released its algorithm, the general understanding is that a user’s posted the video will not be seen unless it makes it onto others’ “For You” page. As such, the user’s hashtag “foryoupage” or “fyp” in hopes of making it onto others’ feeds, as well as other hashtags that may be popular at the moment like “college.”
Once a video is posted, it appears on a limited number of people’s “For You” pages. Based on metrics like watching until completion, rewatches, likes, comments, and shares, the video will then appear on more people’s “For You” pages. Most videos don’t make it past this first round. This process continues—Tik Tok enlarges the audience as more and more people react to the post—until the video is viral and appears on everyone’s “For You” pages. But for many, the traction may fizzle out on the way.
So how can this be applied to business marketing? TikTok Marketing for your business. The key is to create videos that grab viewers’ attention and prompt them to react in some way, whether that be by liking or sharing or rewatching. The video should also be universally appealing because you never know whose “For You” page it would appear on first. Tik Tok Marketing for college students and Gen Z.
Asides from that, the sky's the limit! Ways I’ve seen other businesses market their brand include showing behind the scenes or just generally following the app’s trends. For example, the brand Nola Bowl posted a 15-second behind-the-scenes video of how fake sugar packets were made for a photo shoot of the granola product. The video generated 3.9M views, nearly a million likes, and the brand accrued 40.6K followers in less than five days. Similarly, small jewelry or art businesses film TikTok videos of their process in order to attract potential customers.
Another way to generate content is to follow the trends that circulate the app in a way that showcases the product. These trends include memes, lip-synced songs, and comedy sketches. Tiktok youth research and insights show that TikTok paid marketing advertisement is effective and business should start advertising on the social media platform asap. @Selfmademillennial on TikTok films sketches to offer quick job advice, thereby attracting viewers and likes, and then uses her account to advertise her career-advising brand.
In other words, TikTok may not seem like an obvious way to help market your business, but when done right, this app can be the perfect tool to reach the Gen Z demographic. With a bit of creativity and luck, your brand might just be the next viral thing on TikTok!
Is your business looking for Social Media Marketing? Contact our Generation Z advertising agency in Los Angeles today so our team can help!